Think about the last time you read a simple, yet memorable blog post. That probably takes a second. After you read it, did you share it? Now think about the last memorable video you watched. Probably a lot easier to recall. There’s a reason for that: video provides a lasting impression on visitors.
Video combines the senses of sight and sound. We’re far more likely to connect with someone telling us a story than if we read about that story. We’re more likely to form a bond with someone when we can see the excitement on their face or hear the passion in their voice. We’re simply more likely to feel inspired ourselves. This ability to form an emotional connection puts video in the unique position for brands to leave meaningful impressions on potential customers, employees and investors – especially if they tell authentic stories that resonate with their audience.
If you use video to strengthen your company’s brand, quality matters. With social media being as popular as it is, the amount of advertising and marketing content that users see daily is overwhelming. This means it’s more important than ever to create collateral that connects with your audience. Quality videos combat short attention spans with compelling visuals, soundbites, and music. A well-executed video can easily convey more information in 30 seconds than a 500-word blog post.
But once you’ve produced your perfect brand story… how are people going to find about it? Videos make this easy on your audience because they’re so much easier to consume. Let’s face it, you’re far more likely to discover a story from a friend or colleague via video than a blog. Which are you more likely to share? This ability makes video the most popular way to advertise across devices. Newspaper, billboards, and radio are simply less effective and more difficult to track your ROI.
Because video is able to capture the attention of viewers far more effectively than written text, it creates a better means for getting your brand’s voice out there. The internet allows you to reach a wider range of audiences, as well as the ability to target the right personas for your product. This optimized marketing generally leads to more qualified leads, which in turn helps boost sales and notoriety. It’s worth the investment.
Video also allows provides the widest canvass for crafting how you want your brand to be perceived. It enables you to capture your company’s essence with powerful visuals, a strong voiceover, or sharp motion graphics. This helps create an authentic, meaningful connection with viewers.
How is your audience influenced by this connection? Video helps companies move the bottom line for their business. Traditional marketing doesn’t offer the ability to resonate with customers and potential employees. This leads to better hires, more donations, or higher comprehension rates. A strong corporate video shows a commitment to a strong brand.
There are so many stories and opportunities waiting to be shared in business today. These opportunities open gates for creators and corporations alike to develop a genuine connection with visitors that translates to a lasting impression. Not only does video help market a brand, it allows the viewer to get a sense of company culture, to see the true goals and values of the company, and ultimately connect on a human level that other forms of communication simply do not provide. For these reasons, corporate video provides an excellent place to start if you’re looking to strengthen your company’s brand.
[vc_row][vc_column][vc_column_text]ou 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 the reason why. 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 it’s rock solid.
Oftentimes, 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 things to consider when preparing to produce your next corporate video:
[/vc_column_text][vc_tta_accordion][vc_tta_section title=”1. Think About Your Target Audience” tab_id=”1599492323965-5d02b9f2-0a96″][vc_column_text]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 tailor the tone and message of your video to effectively connect. It also helps streamline your Pre-Production (before filming) process.[/vc_column_text][/vc_tta_section][vc_tta_section title=”2. Find Your Message” tab_id=”1599492323991-33c87b97-d853″][vc_column_text]After you know your target audience, it’s time to think about what actually needs to be said in your video. Is there a clear topic that needs to be addressed? Are you making a company announcement? Is it something you want to teach your audience?
When you understand the message, 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 much more difficult and time-consuming to figure it out in Post-Production (editing!). Preparing the message ahead of time gives you an outline of what your video, production and post-production process will look like and entail.[/vc_column_text][/vc_tta_section][vc_tta_section title=”3. Choose The Tone Of Your Video” tab_id=”1599492419555-6089bd33-571d”][vc_column_text]The tone of your video depends mostly on your target audience and your message – they should all interconnect.
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 features – your fabulous employees, authentic company initiatives, and maybe even your office snack stash.
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, purposeful manner.[/vc_column_text][/vc_tta_section][vc_tta_section title=”4. Consider How The Video Will Be Presented To Viewers” tab_id=”1599492456690-ce5aa9e2-7e48″][vc_column_text]How and where you present your corporate video is critical to plan out in Pre-Production. It can determine how you film and what resources you need in Post-Production.
A corporate training video that’s meant only for internal distribution will have a different look, feel and tone than one that’s meant for widespread consumption on platforms like 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 know the company’s core values inside & out. You can skip over your brand anthem & use graphics to visually engage with your employee base & keep them focused on your important message.
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. You’ll want to teach new audience members about you first to hook them into learning more.
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?
Take the time to think about the platform upon which your corporate video will be distributed, and how that should inform your production choices.[/vc_column_text][/vc_tta_section][vc_tta_section title=”5. Partnership Goes Both Ways” tab_id=”1599492536355-b7e9c069-390e”][vc_column_text]You’ve hired a stellar video production team… but your video is still only to be as good as the work you’re willing to put into it too.
They should be asking you a lot of questions – about your company’s goals and objectives, the project, your team, distribution, etc. to determine the video strategy and video concepts they prepare for you. Make sure you’re there for them too!
Provide them the information that they need and come ready to have conversations about your target audience’s 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 to the project & your brand.
If you’re not going to be the primary point of contact for them throughout the project 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.
Consider these points the next time you identify a corporate video need within your organization. Don’t want to do it alone? Reach out to us![/vc_column_text][/vc_tta_section][/vc_tta_accordion][/vc_column][/vc_row]