Corporate officials think in terms of messages, but for video it's better to think about images and stories.
Videos are in vogue because more people have access to devices that can access them. Plus, "watching" is becoming as or more popular than "reading." Video is a communication channel sweet spot.
However, many corporate videos hit a sour note because they are designed to send a message, not leave an impression. People may hear a message, but they are more likely to remember a striking image or a great story.