Why corporate videos are the new investor pitch deck

Investor expectations have shifted dramatically. The traditional pitch deck remains a vital tool, but it’s no longer enough to win over today’s investors.

With corporate video now established as a transformative medium for investor relations, businesses seeking funding are discovering that a well-crafted investor pitch video can do what static slides never could – engage, persuade and leave a lasting impression. If a picture is worth a thousand words, video is worth ten thousand.

When I started my first job at Cazenove & Co in 1995, the world was a simpler place. Annual reports were on paper, orders were placed on the phone and pitch decks were slides.  But as we all know, nothing stands still and while the traditional investor pitch deck still has its place and that place is now more comfortable sweater than snappy business suit.

Like it or not, we’re now in a digital-first world where audiences expect more dynamic, engaging content that delivers clarity and connection. In practical terms that means pitch videos bring stories to life, blending visuals, voice, and emotion in a way that slides simply cannot. Corporate videos have evolved well beyond a supporting asset into a primary platform for telling the company’s story – one that investors won’t skim, but will stop and watch.

The traditional investor pitch deck still has its place.  It’s part of the established grammar of fundraising and isn’t going anywhere soon. But it is slipping down the hierarchy and that’s because slide decks have clear limitations that video has overcome:

• Limited Storytelling: Slides are one-dimensional. They lack the human element and without voice or presence, they fail to convey emotion, passion, or trust. When you’re dealing with founders this is a key part of their appeal. We’ve all watched “Dragon’s Den”. Would we have bothered if it was all on slides?
• No Control Over Emphasis: Once sent, slides leave interpretation in the hands of the viewer and key points may be missed or misunderstood. There’s also no light and shade, no humour or humanisation. They’re also get devalued by a frequent over-reliance on common assets, such as clip art or bad transitions.
• Easily Overlooked: In a world where investors receive hundreds of startup pitch decks, static slides struggle to stand out. Many end up skimmed or ignored. Slides are dry and transactional and to be honest, we’ve all seen way too many of them over our careers already.

First and foremost, video takes you places that you can see with your own two eyes and make judgements. You get to see the offices, the team, the product and form your own opinions. That insight alone is worth a hundred slide decks. Of course, it does cut both ways. If you work from your bedroom, the team is just you and the product merely a sketch of a good idea then slides and stock photos give you cover to hide behind which video won’t (until AI gets better). But if you have something you show then video is unparalleled in demonstrating credibility and reassurance to investors, partners and customers.

When we make investor videos we’ve got four key goals:

1. Bring Leadership to Life: Seeing a CEO or founder builds trust and credibility. You get to look into their eyes, see their offices, get the measure of their setup.

“One of the most striking aspects of our videos is how they make leaders feel accessible and real to potential investors,” Michael Hufton, founder of ingage (who we have made a series of 10 videos for)

1. Simplify Complexity: Through motion graphics and animations we visualise data, making even the most complex financial projections or market insights clear and engaging.
2. Accessibility: With digital-first has come always-on. Videos play seamlessly across platforms, whether shared via email, embedded in investor portals, or showcased on social media. They should also be an informative and entertaining watch whether you’re sitting on the train or propped up in bed.
3. Signal Confidence: High production value signals that the company featured is credible, serious and professional. A “kid and a camera” will always be the cheapest way to make a video, but you get what you pay for. Or as another client of ours puts it:

“All of the videos that have been created feel super polished. They feel like they’re made by the BBC” Lauren Parker, Nokia (a client through several firms for over ten years)

Because it is so effective, look around you’ll see video in all sorts of investment pitches these days. From CrowdCube to IPOs, GoFundMe to VC presentations. They’re used because they are “show not tell” and because they are always the best, most polished, most perfectly delivered iteration of your elevator pitch. We’ve mentioned their value in demonstrating presence, company culture and management ethos already. But there’s one other area where video is a hands-down winner and absolutely essential within investment pitches.

That’s in product demonstrations. Video product demonstrations are particularly impactful for investors as they bring your solution to life in a dynamic and engaging way and – most important of all – the don’t screw up. They are the window on your product showing it in perfect working order every time. Even Steve Jobs had to learn that one the hard way.

Other common uses of the video investor pitches we’ve made for clients are in early stage messaging and introductions to give a quick, high energy overview of the company. To provide video case studies highlighting portfolio company success stories and successful previous exits – this is particularly relevant for Private Equity investors. Also reviews and updates – from video annual reports to marking milestones such as sustainability and ESG initiatives which are particularly important to ethical investors and often easier to evidence with video.

The same as with any video but with the twist that it is most important with these types of video to give as much weight to what is seen as what is said. Video is about creating an impression in the viewer and that’s as much down to visual cues as the words spoken. Beyond that it is the blend of storytelling and technical craft that every authentic and engaging piece of content needs – the right blend of strategy, storytelling, and high-quality production. Here are our tips:

• Clear Structure: Address the market problem, present your performance and solution, lay out your vision for the future.
• Polished Production: Professional lighting, sound, and editing build credibility and keep viewers engaged. If it looks home made, what does that say about the company?
• Authentic Leadership: Investors want to see the human side of your team. Our contention is that a confident, unscripted delivery feels genuine and relatable.
• Branded Visuals: Use animations and graphics to support your message and boost name recognition/retention without overwhelming the narrative.
• Answer the Right Questions: Use the video to address investor priorities, from your market size (TAM, SAM, SOM) to your financial projections.
• Showcase the Team: Highlight the skills and expertise behind your success. A diverse, experienced team builds confidence.
• Demonstrate the Product: When possible, include a product demo or use animations to explain its functionality and unique value.
• Keep It Concise: Aim for 90 seconds to three minutes. Short, energetic pitch videos are enough to grab attention and leave investors wanting to talk to you to learn more.

This is important because for as long we’re in charge of making decisions (before the AI robots take over), emotion and perception will remain as important a part of the decision-making process as cold hard logic.

Video is no longer a “nice-to-have” in investor communications – it’s a necessity. From startups pitching for seed funding to established companies preparing for IPOs, the ability to create dynamic, engaging and memorable video content can set you apart in a crowded field.

At Mahne Creative Media, we specialise in financial services content and have helped countless businesses craft videos that engage investors and drive results. Ready to elevate your pitch? Let’s make it happen.

Mahne Creative Media www.mahne.com is an independent specialist media production agency operating. We pride ourselves on the quality of our storytelling. We unlock the heart of the story to connect and engage target audiences through video, podcasts and training. Mahne Creative Media is the content producer management consultancies turn to when they need to stand out from their competition.