In today’s business sector, it’s common for startups to take advantage of digital trends while traditional corporations play catch-up. However, things are changing as larger tech companies embrace the value of strategic content while also working within a corporate structure.
Corporations differ from other types of companies in that they issue annual reports to their shareholders and abide by corporate bylaws. That’s why when it comes to producing content, corporations have specific needs that must be taken into account.
This is especially true for video production. While many marketers today might understand the role that video plays in converting customers along the marketing funnel, video marketing for corporations often involves effectively communicating confidential information to internal stakeholders and employees — meaning the video production process must be approached with a higher level of sensitivity.
So, what are the rules of corporate video production? First let’s dig deeper into what defines a corporate video and the role it plays in building an effective video marketing strategy.
What Defines a Corporate Video?
A corporate video is essentially any video that represents a company or organization. It can be used for marketing, branding, or internal communication purposes, usually with the focus of conveying long-winded information in a more exciting and digestible fashion.
Not only do corporate videos provide a better opportunity to promote a business, product, or service through higher SEO rankings, they also serve as a great way to establish credibility with your target audience.
The old days of relying on speeches and presentations for corporate correspondence are no more, as video proves to be a much more effective way of leaving a lasting impression and helping businesses grow organically.
Common Corporate Video Styles
These videos help to communicate a company’s brand identity and establish a reliable and ever-growing customer base. Brand videos need strong visual themes as well as uniformity in design in order to be successful.
Recruitment videos are used by the human resources department to showcase a company’s culture, values, and benefits in order to attract top talent. A good recruitment video will convey that a company is being run successfully, hence the eagerness for more people to join.
These videos target more specific audiences with regard to a particular product, service, or event. While corporate promotional videos are perfect for achieving brand familiarity through online advertising channels, they’re also great for OTT and traditional television broadcasting.
Corporate training videos can be used to onboard new employees or refresh the skills of existing ones. They’re an incredibly efficient and cost-effective way to train a workforce, especially considering that training videos can be customized to fit the needs of any organization.
Testimonials are a great way to drive potential leads by showcasing customer satisfaction. They are usually short and to the point, featuring real people talking about their experiences with a product or service. This tone makes the style relatable and trustworthy. Testimonials often include a call to action, which encourages viewers to take the next step.
Now, for the rules of production every corporation should consider…
1. Know Your Audience
It’s important to understand who you’re trying to reach with your content before you can truly develop a successful strategy. Are you targeting potential customers? Current employees? Shareholders? This will determine the style, tone, and message of your video. By understanding who your audience is, you can tailor the video content to their specific needs and interests. Additionally, you can use this knowledge to optimize future marketing efforts and maximize reach.
2. Keep it Short and Sweet
The aim of most corporate videos is to discuss facts, numbers, features, and benefits in less mundane fashion — but it defeats the purpose if the video is too drawn out. The general viewer will most likely turn away from something so tedious and analytical. Smart corporate marketers will instead focus on short-form videos because this format is more likely to be viewed and shared while also requiring less time and resources than long-form videos.
3. Maintain a Professional Feel
Corporate videos are often seen by potential investors or partners, so it’s crucial that they make a good impression. Also, when used as a promotional tool, the video needs to look polished in order to effectively sell the company’s products or services. Many companies read about the cost-effectiveness of video marketing and elect to hire cheap services: don’t make this mistake. A professional video production company will be able to provide a variety of services, such as script writing, video production, and post-production, making it easier to ensure that your final product follows the necessary brand guidelines from start to finish.
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4. Combine Engaging Visuals with Powerful Audio
While it makes sense to think of video as purely a visual medium, its true advantage is that it combines audio and visual elements to create a persuasive, emotional message. This is especially important for corporate videos since their subject matter can often feel cold and transactional. Music and voice-overs can take a monotonous corporate video to the next level and engage viewers for longer. Just make sure the audio elements are aligned with the tone of the visuals and overall message of the campaign.
5. Keep It Legal
It’s imperative that any copyrighted material used in the video is authorized for use by the copyright holder. This is a good rule of thumb for all company videos, but unique bylaws make the stakes that much higher for corporations. That said, be aware of any trade secrets or confidential information included in your video, and take steps to ensure that this information is not divulged to unauthorized parties.
Corporate video production can be a daunting task, but following these five rules can make the process much simpler. First and foremost, it’s important to have a clear understanding of what the video is trying to achieve. Who is the target audience? What message are you trying to communicate? Once you have a strong understanding of the purpose of the video, you can begin to develop a creative concept.
The visuals, style, and tone should all be consistent with the overall look and feel of your brand. This will help create a cohesive and professional final product — one your shareholders can be proud of.
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