7 Ways to create a Great Corporate Video
When a business, company, corporation or organization creates or commissions a video content, to be shared in the public domain to demonstrate its culture, finesse, environment or employees rather than concentrating on a particular product or service, it is called a corporate video. It can be of many types and can be used in a multitude of ways.
There can be many approaches to create a corporate video and all of them can be right – given that you precisely know what message you want to get across. Your video must be able to distinctly manifest about your brand, the value for money offer by your product or service, how you are going to provide exceptional service quality etc.
However, wrapping them all up in a nice little package can be deceptively hard. You only have about 3 minutes and in that stipulated time, you need to tell about your company, culture, employees, mission and vision and then deliver a key message. Yet, the information has to be presented in such a way so that the viewer never loses attention, finds a connection and can relate him or herself to the exhibited scenario and at the same time, can be aspired to take steps to the intended ways.
Doesn’t it sound like a very tall order to complete?
So, how can you create a great Corporate Video?
Here are 7 tips to help you along the way:
1. Let the Professionals Do the Work
Assuming you are not in the video making industry, you should let a video production company or videographer do the video making for you. A video making project involves many complicated tasks – script writing, storyboarding and scheduling, location filming with a camera crew and a director, editing live-action footage, including voice-over, adding graphics, composing a music score etc are a few of them. Videographers complete every single task and bind them in a coherent way. Also by using online video editing tools, they can add or subtract any of your last moment thought.
2. Be Sure about Who Your Audience is
You are only making the video for your audience, so it is of utmost importance that you have a clear idea about your audiences. It might appear risky to narrow your message down for a selection of people, but it can be even riskier to cram in everything and seek for appreciation from everyone.
As poet John Lydgate put it, “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all the time”.
3. Create a Crafty Message with Clarity
Every business incorporates many moving parts and it’s highly likely you’ll require many videos for different aspects of your business. For instance, an explainer video can explain interesting features to the existing customers, a product demo can bring new web surfers up-to-speed about your latest offerings or a powerful TED talk-type message from your CEO can jumpstart the fiscal year.
That’s why you need to choose your path early on, because if you put too many points across you will lose the audience and if you are not particular you may miss an opportunity.
4. Shorter is Sweeter
The top YouTube videos are finished just under three minutes. The running time of your video usually varies depending what it’s going to show, but you should always plan to keep the video compact, the language crisp, visuals efficient and communication moving along at a steady pace. If you must add more info, simply put it in your video’s comments.
5. Establish a Connection with the Audience Based on Emotion
May be with the exception of basic necessities, we love to believe that we take the decision of buying something rationally, but the actual case is we are just emotional buyers. A very well-groomed video may contain sales figures, growth percentages, welfare benefits in numbers but the truth is these educational documentaries may avert general viewers from watching the video quite easily. So if you really want to reach people, be it existing customers, new incumbents or foreign investors, you need to do it on a purely emotional level.
6. Monitor your Production Quality Carefully
Most people can detect a carefully crafted video over an amateur footage. Advancements in camera and editing technology increase production quality and at the same time reduce the cost. And often times by concentrating real hard on video, we simply forget maintaining audio quality. A Harvard Business School study shows that people can remember about 70% of what they hear and see, while they can only remember 20% and 30% respectively of what they hear and see.
7. Distribute your Video Efficiently
After completing every step successfully, you need to spread it through not only your website but also popular platforms such as YouTube, Vimeo. You also have to mail your clients and pitch the video to the relevant PR outlets. And make sure that your video gets measured and evaluated by the industry professionals.
You should never promise something that you cannot deliver – not only in your corporate video but in your life as well.
The best trick is always to keep delivering more than you promise, and your customers will keep coming back to you for years to come.