You get it: corporate video helps you connect with employees, clients, and customers alike. But for whatever reason, the videos your team produces are, well… average at best. But you can’t quite put a finger on what’s wrong. Sure, some things are out of your control, but let’s take a look at what you can do to get ahead of your next video project and ensure its rock solid.

Often times, it comes down to preparation. A little hard work up front pays huge dividends on the back end, ultimately leading to a better and more effective video. Here are 5 tips on things to consider when preparing to produce your next corporate video.

1. Think About Your Target Audience

The first step you should take when creating a video is to think about your target audience. Who are you talking to? Is this video meant for c-suite executives? Customers? Clients? Potential B2B partners or vendors? Employees? What do they care about?

Thinking about the target audience helps you control the tone and message of your video much more effectively. When you have a clear idea of who the video is for, it’s much easier to get through the rest of the production process.

2. Find Your Message

After you know your target audience, it’s time to think about your message. What actually needs to be said during your video? Is there a clear topic that needs to be addressed? Are you making a company announcement? Is the message something that resonates with your target audience?

When you understand the message that your video is supposed to have, it’s much easier to put it down on paper during the script-writing and reviewing process. When you’re on set, you want to shoot with a purpose, because it’s way more difficult and time-consuming to figure it out in Post.

3. Choose The Tone Of Your Video

The tone of your video depends mostly on your target audience and your message.

For example, if you’re producing a Culture video about your company’s hip and trendy downtown office, it’s pretty clear the tone should be energetic and upbeat. The cuts would match the uptempo beat tempo of the music, and there might be some playful animated graphics that highlight some of the key messages, such as your company’s values.

By the same token, a video describing the devastating impact a tornado had on a community would start our much more somber, with the music building in aspiration.
Think about what tone is proper for conveying your message to your audience in a tasteful, effective manner.

4. Consider How The Video Will Be Presented To Viewers

The method by which a corporate video is presented to viewers is a key factor in the pre-production process.

A video that’s meant only for internal distribution will have a different look, feel, and tone than one that’s meant for widespread consumption, such as on Facebook or YouTube. Internal videos speak to an audience that already knows who you are and what you do. They get the inside jokes and already know the company’s core values. An external video, on the other hand, might have to spend more time bringing the viewer up to speed before launching into anything of substance.

Think about the environment they’ll watch them in as well. Will they be at a desktop? Is that desktop at work or home? Will they need headphones? Will they watch it in an event space? Will they be able to hear? What if the internet connection doesn’t work?

Take the time to think about the platform upon which your corporate video will be distributed, and how that should inform your production choices.

5. Partnership Goes Both Ways

You’ve hired a stellar video production team (hopefully 522) … but your video is still only to be as good as the work you’re willing to put into it.

They should be asking you a lot of questions – about your company’s goals and objectives, the project, your team, distribution, etc. Make sure you’re there for them. Provide them the information that they need and come ready to have conversations about your target audience and their wants and needs. The production company – if they’re smart – should never complain that you’ve given them too much information. Just make sure that the information is relevant.

And if you’re not going to be the primary point of contact for them throughout the production lifecycle, designate someone who will be. Find someone who can answer their questions, and collect the information that they need – like employee backgrounds or branding guidelines.

Hopefully, these tips provide you with a strong foundation with to what to expect heading into your next corporate video production. But if you’re still intimidated, you don’t have to go it alone. With help from a professional production company, you can be led through the entire process.

Are you considering having a corporate video produced in the near future? Check out our guide and find out a few reasons why you should: