12 Sep Corporate Video Tips: How to Make A Stunning And Effective Video For Your Business
Corporate video has a stellar track record of success in helping businesses achieve results. It’s the most effective form of business communication ever devised.
So why create a corporate video?
Investing in a corporate video can help you engage with your target audience in a meaningful way and allow you to convey your key strategic message.
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Wirebuzz)
Adding video to your website can certainly increase traffic from your target market in an engaging way. It can also and boost social media campaigns.
Video can generate more visibility and exposure helping to build a stronger online corporate presence.
Video plays a key role in every brand’s communication strategy. It allows the opportunity to express your company values, personality and passion. This is what can set you apart from other businesses in your industry.
Furthermore, this personal connection with your brand will create a lasting impression assisting your brand to secure the future success of your company.
Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)
Views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017 (via tubularinsights)
Here are some ideas and tips to help you create your next business video success:
What’s the Purpose of your Video?
It’s important to establish the purpose of your video before you do anything else. Sometimes this is obvious – you might want a training video to show new employees how to do a specific task, for example.
Your video might fit in a specific category, like one of these:
- Recruit new employees
- Promote a product
- Build brand awareness
- Introduce the business to new prospects
- Train employees in a new process, task or skill
Try to narrow the purpose of your video down to a simple objective like the ones listed here.
You might want to consider factors like these:
- What business problem do you have that could be solved by this video?
- What broader business goals do you want this video to contribute to?
Express your problem as one or more objectives, which will help achieve your broader goals.
Make sure they are S.M.A.R.T. goals: Specific, Measurable, Achievable, Relevant, Time-Bound.
How do you measure success? How do you decide whether your video has met your objectives?
How Well Do You Know Your Audience?
Your understanding of the target audience for your video is of critical importance. If you don’t know who they are, how they think, what they like and don’t like, it’s going to be difficult to create content which interests and engages them.
The creative decisions you make during the production of your video should be based on facts and research.
If you are already using personas in your marketing strategy, this is a good time to use them.
If not, here’s a great article about building personas: https://blog.hubspot.com/marketing/buyer-persona-research
Although the demographics of your target audience are important – their age, gender, location and so on – you need to drill down and find out more.
What problems do they have? What are their aspirations? What kind of music do they listen to, what social media channels do they use, what TV shows do they watch? Who and what do they connect with?
Ask for feedback on your social networks, look at the questions your target audience ask online and conduct interviews to reach a deeper understanding of what your audience is about.
What is the Message You Want to Convey?
You now have the first two essential components for creating a terrific corporate video: A well-defined purpose, and an understanding of your audience.
The next step is to decide on the specific message you want to convey in your video.
What is your end goal? Is it to sell more products? To make sure your employees can perform a specific task? To get more people to opt-in on a landing page?
What do you want them to do, how do you want them to feel, and what should they be thinking after watching your video?
For example, you might want them to sign up for your newsletter. You might want them to feel excited, and to think that they’re going to be learning something which will help them do their job better.
Once you know what you want them to think, feel and do, you need to work out what the one thing is that they need to know that will make them act, think and feel that way.
This will be the core message that your video needs to convey.
You might need to use multiple messages in your video but try to make them all fit under the umbrella of one core message. Remember that the more messages you try to get across, the more chance there is of confusing your audience.
Do You Have a Video Strategy?
Does your business have an overall video strategy? If it does, you’ll want to make sure that the video you’re creating fits in with the overall strategy.
If there is no corporate video strategy, now might be a good time to start planning one.
Here are some elements your video strategy might cover:
Branding – How will your video enhance your brand?
Creating – will your videos be created in-house, or are you going to work with an outside production company?
Targeting and Distribution – How will you target your audience? Will you use paid advertising? On what platforms will your video appear?
Hosting – Where will your video live? A paid service like Wistia or Vimeo Pro offers the best balance of performance, metrics and professionalism.
Re-use – How will improve the ROI of your video by repurposing and re-using it?
Budgeting – what percentage of the company’s overall marketing or communication budget is allocated to video? How will you achieve your production goals within the allocated budget?
Performance & Analysis – How are you going to measure the performance of your videos?
Creating A Video Production Brief
Before pre-production starts, you’ll need to create a video production brief.
This is a guide which makes sure that everyone is working to the same goal.
The brief will contain all the information and research you’ve collected, such as:
- The objective of the video
- The target audience and any useful insights into their likes, dislikes, problems and aspirations
- What you want your audience to feel, think and do
- The core message your video needs to convey
- Your deadline and budget.
Your production brief should not be overly long, but should contain as much detail as necessary.
Developing Your Creative Approach
The creative approach is developed from your production brief, and it explains the core idea or concept of your video.
Bearing your objectives in mind, think about your target audience, and the insights you have into their lives. Take those ideas and develop an interesting and engaging way to deliver your core message.
One way to develop a creative approach is to brainstorm it with the creative team, starting with lots of potential ideas which are filtered down until you’re left with only the very best ones.
Here’s a terrific article: https://demoduck.com/blog/6-rules-effective-video-brainstorm/
Creating A Video Map
The most effective corporate videos use a tried and tested 5–part structure.
It’s common knowledge that you only have around 7 seconds to grab your viewer’s attention. You need to give your audience an idea of what to expect and coax them to keep watching your content.
Setting The Story
This is where you establish the right mood, showing them that you understand their frustrations and problems. You reveal the characters and conflicts in your story, and let them know that you can offer a solution.
Main Value Proposition
A good business solves its customers’ problems. Your focus here is on how your solution will impact their lives. This is where your core message gets delivered – how your solution will transform them. Your video and should show that you understand where they are now and where they want to be.
Your hook sets you apart from the competition. What makes your business different? People want solutions, not brands.
Tell them what you want them to do next. Wrap up the story and give them a clear call to action.
Who’s going to write it?
Writing for video is a specialised skill, and there are pros and cons to the two main options – doing it yourself or outsourcing it to a professional.
Your script should tell a story
People respond to stories. The human race has been telling them for thousands of years, and they are one of the best ways to engage an audience.
Your story can be simple, but it needs a beginning, a middle and an end. If you want your viewers to take action after watching your video, you should include a strong call to action.
A great script should:
- Be human and natural
- Be interesting to your audience
- Make an emotional connection
- Be simple and easy to understand
- Be short and concise
- Convey your core message
Make sure that you read your script out loud a few times. Listen to how it sounds.
Does it use words you wouldn’t use when talking to a friend? Try replacing them with everyday language.
Remember that short, sweet and to the point is always better.
A storyboard is not always necessary, but it can help you visualize how your video will be shot.
You can get a clear visual depiction of framing, lighting, transitions, colouring and other visual aspects from a well-made storyboard.
Video shoots are best left to the professionals.
If you’re using a professional team, this should be the easiest part.
With proper planning and pre-production, every member of the team will know what to do and where to be.
You should be able to leave the creative process entirely to your producer, who will do their best to get everyone working in a relaxed but efficient manner.
The editing of your corporate video should be done by a skilled editor.
They will examine all the video footage and choose the best takes to use in the final cut.
They’ll then cut the video together according to your script and storyboard, making sure that your core message is prominent.
Add graphics and special effects
At this point, special effects such as a background transposed over green screen footage can be added.
Animated characters, text and graphical images can be created and overlaid.
Mix the soundtrack
Not every corporate video needs a custom-written music track, but subtle background music can improve almost any video.
- Help convey your core message
- Appeal to your target audience
- Enhance the mood and tone of the video
You may have to pay a licence fee for the music you use in your video.
Record the Voiceover
If your video uses a voiceover, you need to be sure that it works well with the visuals.
Ensure that your voiceover artist:
- Has a pleasant-sounding, emotive voice
- Is able to read the script in a way that reinforces your message
- Appeals to your target audience
Final Touches And Distribution
Formatting and Hosting Your Videos
Once you’re happy with your edited video, it’ll need to be formatted.
This means converting the video into the correct quality and format for different uses. For example, you may need a compressed and shortened teaser for social media networks and a high quality version for YouTube and for big screen use at a conference.
Once the video is formatted, you’ll need to have it uploaded to one or more hosting platforms so that it can be shared and distributed according to your strategy.
There are a number of options for the hosting of your video, which depend on your distribution plan and your budget.
- Paid platforms like Vimeo Pro or Wistia, which provide advanced analytics and optimization.
- Free platforms like YouTube, with less control and limited analytics
- Hosting the video on your own server
It’s usually best to host the video on a paid platform if possible, because you get more control over how and where it’s distributed.
Distribution and Promotion
At this point, you can start distributing and promoting your video according to your video strategy.
Make sure that you keep your target audience and your core message in mind at all times.
You’ll want to market your video in places where your audience hangs out, and ensure that your core message is clear.
Some of the most common ways to distribute your video are:
- On your company website
- Via social media channels
- Incorporate the video in your email marketing
- PR companies
- Trade shows
- One-on-one meetings
- Use video SEO to optimize your video for relevant search keywords
- Send a press release to chosen journalists