You’re up against strong competition. And you’re trying to make a complex story clear, compelling, and memorable. Sound familiar?

At Paradigm, we’ve seen how many bid managers are now turning to video to give their bids an edge. Whether you’re pitching for new business or re-contracting with an existing account, video can help you communicate your message with impact and clarity.

The truth is, most bids are long, technical, and detail-heavy. Decision-makers are time poor, and expecting them to absorb an 80-page proposal in a few hours is a tough ask. Video cuts through the noise, makes your pitch more human, helps key messages stick and brings the outside into the pitch.

Why video should be part of your bid strategy.

Before you hit record, it’s worth stepping back and asking a few questions. How much time do you really have to pitch? Who are you pitching to, and how do they make decisions? What are the main questions your bid needs to answer? And are there proof points - like client testimonials, facility tours or other proof points that could help bring your story to life?

Video isn’t a replacement for your written bid. It’s a tool that supports and strengthens it. Done well, it helps your proposal feel more confident, more credible, and more personal.

Bring senior leaders into the room.

A powerful way to use video is by sharing a short message from a senior leader. We worked with a global client whose CEO recorded a short piece to camera explaining why the partnership mattered to him. He spoke about the shared values between both organisations and why his business was invested in making the collaboration a success.

That single clip did more than a paragraph of text ever could. It showed commitment from the top and gave the bid emotional weight and authenticity. Video lets you show real people - leaders, partners, and customers - talking about the value you bring. It makes your bid feel human and genuine in a way that static text rarely can.

Break up dense content with proof-driven stories.

When evaluators face a thick proposal, it’s easy for key points to get lost. Video breaks things up and helps bring your ideas to life. Creating short videos around a few use cases or success stories can show your product or service in action, helping the client visualise what working with you will look like.

These videos can also be used beyond the pitch. They work well in presentations, follow-up meetings, or later as part of your supporting material. The best approach is to think creatively and plan content that can be used by your bid team, sales team and marketing team. That way, you get more value from every piece you produce. Some clips can be tailored for high-value bids, while others can be evergreen assets ready to use across multiple opportunities.

Leave something tangible behind.

Imagine finishing a pitch and leaving behind something that your client actually wants to revisit. A video book does exactly that. It looks like a premium brochure, but when opened, it automatically plays video content. You can include a message from your CEO, customer testimonials, a product demo, or a summary of your offer.

Because it feels tactile and high-quality, it’s unlikely to be ignored. Unlike a digital link that might get buried in an inbox, a video book sits on a desk and stays visible. We’ve seen them used as leave-behind assets that keep a proposal front of mind long after the meeting ends. When decision-makers gather to review all the bids, that video book serves as a reminder of your story and your attention to detail.

Show what can’t fit in the room.

Sometimes your story can’t be told with images alone. If your bid involves manufacturing, logistics, or operations, video is a chance to bring those environments into the room. A short factory walk-through can show your quality processes, introduce your people, and demonstrate the scale of your capability.

If your offer is digital, animation can help you show how your systems work or where your data is hosted. It’s an opportunity to make the unseen visible and to present your business in a way that feels real and trustworthy. Video helps clients picture your operations and gives your proposal credibility beyond what a written explanation can achieve.

Bring the outside in.

You might have limited time to present; rarely enough time to tell every story. Video lets you make the most of that limited window. It can show multiple places, different teams around the world, or live systems in action. It can also highlight social value projects or community initiatives that demonstrate your company’s purpose and values.

These moments make your pitch more engaging and give evaluators something memorable to take away. They also balance out the formal sections of the bid - pricing, governance, and legal details by adding energy, emotion, and a stronger sense of who you are as a partner.

Making it work for your bids.

From Paradigm’s experience, the best bid teams treat video content as a shared asset rather than a one-off deliverable. While custom content is valuable for top-tier bids, having a suite of reusable clips such as testimonials, facility tours, or leadership messages, means you always have material ready to strengthen your proposals.

Think of your video strategy in layers. Use bespoke content for your most strategic, high-value bids where personalisation adds weight. Support that with a collection of reusable assets for regular tenders. And mix formats - film, animation, motion graphics - depending on what story you need to tell. This approach gives you flexibility and helps you achieve more impact across multiple bids without duplicating effort or resources.