A highly effective corporate video is an asset and almost a requirement in today’s hyper-visual world, regardless of whether you are introducing something new to a customer or training a new hire. However, when communicating a message through corporate video, the message can sometimes get lost in translation.
If you have not made a piece of content like this before, you may not see it work as well if you don’t have the elements of an excellent corporate video in play. Here is how to deliver a compelling corporate video defined by those key elements.
Your video’s purpose is clear
A good corporate video production will have a purpose threaded through every moment. The purpose may be to increase sales, introduce an existing product, inform a viewer of something, or promote brand awareness.
No matter what it is, always start with the purpose and how that can be included in the content you create.
Define the basics beforehand
Corporate videos require extensive planning. The first part of planning is defining the basics. This includes how many videos will be needed to communicate a specific message and how long they will be. Much of this is often tied to the budget.
Plan out how you will use each minute
After you define the length of a video, a successful corporate video will make the most of every moment. In planning, consider this. Even a more relaxed video should not be meaningless. Remember that every minute counts.
The video was shot with a high-quality camera
Ideally, you don’t want to shoot a corporate video on your smartphone. Hire a videographer or a corporate video service that uses professional, high-quality cameras. Your corporate video should be of the highest quality possible, and you won’t get there without a camera that captures the picture you want.
Discard non-engaging parts
Any dullness in your corporate video must be cut. Every second counts. Trim out dull parts and make your video more effective. Anything not aligned with your video’s purpose should be eliminated and refined to ensure you’re putting your best foot forward.
Get to know your target audience
A brand behind a high-quality corporate video knows its target audience. How you speak in a video to a customer will be different from how you communicate with an investor. Have a written profile of who your audience is. Make sure you speak in their language and tone. Tailor your video to their needs with relevant content.
Solutions are often presented by them
After you identify your target audience, the next step in a corporate video is to use your video to identify pain points. Analyze problems and present solutions. Emphasize how bad the problem is and emphasize how effective the solution is.
An emotional connection exists
Emotionally related content to the viewer. You may want to share facts, features, statistics, and other details, but your video will be far less effective without a story and emotional reach. Grab attention by appealing to the viewer’s emotions. This can be accomplished in many ways, but it is a sure way to a more engaging corporate video.
Film, edit, and include B-Roll footage
B-roll footage is used in this type of video to break up the visual monotony of the action. The B-roll adds excitement and visual interest to the slower parts of a corporate video. To add presence and keep viewers interested, include pleasant, positive music to some of these extra shots.
Include music
Corporate videos can be dry, uninteresting, and less powerful until edited and assembled correctly. Music is present in many, if not all, corporate videos. Adding music to a visual is like setting a sound on top of it. The right music can provoke and support a powerful message. A pleasant melody or rhythm can help a viewer remember the content, purpose, and brand behind a video.
Encourages the viewer to take action
A good corporate video will prompt the viewer to take action. A call to action is important. If it’s to present investors and vendors with info, your CTA may support a specific initiative.
If it’s to demonstrate a new product or service, the CTA will buy it or call for service. Define clearly in your video what action you want the viewer to take.
Create a lasting impression
You want to leave a positive impression about your brand in a corporate video. Do not use negative language or frame anything in a negative tone. Always opt to speak more positively, even when discussing negatives.
