Great corporate videos walk that fine line between art and commerce. They involve translating a your company’s message (how to use the new employee timesheet/why you should do your shopping here) and translate them into a personal and emotive story. But you don’t have to be a creative whizz kid to make a great corporate video. What you do need is purpose, planning and a bit of production knowhow. Here’s our five top tips for creating great corporate videos.
1. Pick a purpose and find the story
Think back to some of the best corporate videos you’ve seen (if you can). More than likely they tell a story. Whatever the purpose of the video, it’s been translated into a relatable, personal journey that the viewer will engage with on an emotional level. The artistry in corporate film making is the ability to marry the purpose and the story together seamlessly.
First, make sure you know the purpose. Are you seeking to boost your employer brand in a recruitment video? Think of your audience; job seekers. Then, think of your purpose; to convince them that your company is a good place to work. How can you turn this into a story? Easy. Show a character that will be empathetic to your target audience and they achieve success at your company. The story is the vehicle that delivers your message.
If your video is for your customers, how can you convince them to buy your product? Once again, make it relatable, use the video to demonstrate how this product will change their life. It’s also an opportunity to explain your company ethos; the style, language and actors in the video will essentially be your brand ambassadors. Work out beforehand exactly what kind of image you want to project.
2. Make a plan
Whatever kind of video you’re making, a plan is vital for keeping it on message and within budget. Before you start any of the production process, make sure your script, crew, location, actors etc. are all prepped and ready. In film, as in all industries, time is money, so an extra day can easily send your video over budget, and potentially harm the production value of your video.
A well, planned and organized video, however, will enable you to deliver a smooth, slick video that accurately represents your company.
3. Find stories that will engage, entertain or educate your audience
The message of your corporate video should always be to promote the company. But how you do that depends totally on the audience. Is your video going to be watched by customers, clients or your employees? The way you promote your company to these groups is very different, and your videos should differ accordingly.
Once you’ve defined your target audience, it’s not good to shamelessly self-promote and hope they’ll be impressed. Your video needs to offer something to draw them in. Think of the “three Es”: engaging, entertaining and educating.
Humour and entertainment is a simple way to appeal to your audience, but it’s not without its dangers. If your video is too entertaining it runs the risk of going off-message, which, after all, is the whole point of your corporate video. Similarly, humour is very subjective and changeable, your video could get laughs for all the wrong reasons.
With corporate videos, you don’t get something for nothing. In exchange for their attention, you could offer educational content. If your company training video, for example, is genuinely informative, rather than just box ticking, your audience has a reason to pay attention.
Similarly, people enjoy a story they can relate to and are much more likely to absorb your message if they’re led to it through a compelling narrative. Make your content engaging and you’ll see more click throughs, comments and, ultimately a boost for your company’s profile internally or externally.
4. It doesn’t need to be Hollywood-level, but production value matters
Don’t get us wrong, we’re not saying that great production value will make an amazing video. For that you need to follow the points above. However, poor production value can scupper an otherwise world-class video. It doesn’t matter so much what equipment you have, rather that you pay attention to the details and go about it professionally.
- Make sure there’s no background noise, or bystanders in frame.
- Get the right levels of light and sound.
- Take the time to have several takes and multiple cuts.
Proper production value takes time and experience, more than professional equipment.
5. Get your video out there
And finally, it’s no use creating a great corporate video if no one gets to see it. Make sure you use the right platforms and distribution tools for your video. Once again, this depends on whether your corporate video is for external or internal comms. For external you want to use easily shareable platforms like YouTube or Vimeo, especially social media. If your video is really engaging/educational/entertaining, you might even go viral. If you have the budget you could even look at buying ad space. For internal comms, mailing lists and mailing tools (such as Mailchimp) are a good way to ensure your employees see your content. Check out our blog on how to improve the readership of your internal comms.
There you have five tips for creating great corporate videos. With the right approach; knowing your audience, story, production and distribution, you can make a great commercial video on any budget. Look back at the best corporate videos you’ve seen and ask yourself why they’re so effective. Here’s one of ours to get you started:
If you want to know what not to do, see our five examples of bad corporate videos.
However if you want to talk to us about helping you make great video content for you, give us a call on 01252 717707 or email us on firstname.lastname@example.org