A-Squared
Best Practices for Corporate Video Production That Your Company Should Know
Thursday, December 7, 2023 12:26 PM
In today's economic environment, it's typical for startups to capitalize on digital trends while established firms have to catch up. But things are starting to change as more established organizations realize the importance of strategic content.
One way that corporations are different from other kinds of businesses is that they follow corporate rules and provide yearly reports to their shareholders. That's why corporations have unique requirements that need to be considered when it comes to content production.
This is particularly valid for the creation of videos. While many marketers today may be aware of the importance of video in moving potential clients through the marketing funnel, corporate video marketing frequently entails sensitive information being successfully communicated to internal stakeholders and staff, necessitating a more delicate approach to the corporate video production process.
What guidelines control the creation of corporate videos? Let's first examine more closely at how to define a corporate video and how it fits into the overall structure of a successful video marketing campaign.
What is Considered to be a Corporate Video?
Basically, any video that features a corporation or group is a corporate video. It can be applied to internal communications, branding, or marketing campaigns, usually with the goal of making complex material more engaging and palatable.
Corporate films are a terrific approach to build trust with your target audience in addition to offering a better chance to advertise a company, product, or service through improved SEO ranks.
The days of using speeches and presentations only for business letters are long gone, as video now shows to be a far more powerful medium for creating a lasting impression and encouraging organic business growth.
Typical Styles of Corporate Videos
The Brand Video
These movies aid in conveying a business's brand identity and building a dependable, steadily expanding clientele. For brand films to be effective, they must have consistent designs and compelling visual themes.
Videos for Recruitment
The human resources department uses recruitment videos to highlight the culture, values, and perks of the organization in an effort to attract top talent. A well-made recruitment film will demonstrate how successfully a business is operating and why more people are interested in joining.
Commercial Video
These videos speak to audiences that are more specifically interested in a certain commodity, or service. Corporate promotional videos work well for both traditional television broadcasting and over-the-top (OTT) platforms, in addition to being ideal for building brand familiarity through internet advertising channels.
Training Videos
Videos for corporate training can be used to retrain current staff members or assist in integrating and onboarding new staff members. Since training videos can be tailored to every organization's needs, they're an extraordinarily effective and affordable method of staff training.
The Testimonial Video
Testimonials demonstrate client satisfaction and are a terrific method to attract potential leads. Usually succinct and direct, they feature actual people discussing their experiences with a company's product or service. The style is trustworthy and relatable because of its tone. A call to action is frequently included in testimonials to encourage viewers toward the next action.
Trends in the Production of Corporate Videos
Maintaining a competitive edge and grabbing the interest of your audience requires keeping up with the newest trends and technology that businesses are utilizing to create content. We'll look at some of the biggest themes influencing the sector here.
Engaging Interactive Videos
The emergence of interactive technologies is one of the most interesting advances in corporate video creation. Active viewer interaction is encouraged with interactive videos, which turn watching into a dynamic two-way dialogue. Corporate video material becomes more memorable and individualized when it incorporates interactive components like quizzes, branching narratives, and clickable links that let viewers take their own route.
Use interactive video software or specialist video platforms to add interactive features to your corporate video production. This trend increases viewer engagement and increases conversion rates, making it especially useful for marketing campaigns, product demos, and training films.
Webinars and Livestreams
A growing component of corporate video creation is livestreaming. Real-time audience engagement is possible with platforms like Facebook Live, Vimeo Live, YouTube Live, and LinkedIn Live, which makes them perfect for Q&A sessions, product launches, and behind-the-scenes looks at your business's everyday operations.
Another type of live material that is frequently utilized for thought leadership and education is webinars. With the help of these interactive sessions, you can communicate with your audience in real time and impart insightful knowledge.
VR and 360-Degree Videos
Immersive experiences are becoming more popular in corporate video production, as was previously indicated. Whether it's a training simulation, a detailed product demonstration, or a virtual tour of your corporate office, 360-degree films and virtual reality (VR) have the ability to take viewers to new places. These tools offer a distinctive and unforgettable method to engage your audience. It takes specific tools and knowledge to include VR and 360-degree videos into your corporate video strategy, but the investment can pay off by leaving an lasting impression on your audience.
Top Tips for Business Videos
1. Recognize your audience
A corporate video production plan can only be genuinely successful if you know who you are aiming to target with your content. Are you trying to attract new clients? Deliver a message to existing staff members? Owners of shares? Your video's message, tone, and style will all be influenced by this. You can adapt the video material to your audience's unique requirements and interests by getting to know them. You can also utilize this information to increase reach and improve subsequent marketing campaigns.
2. Make it succinct and to the point
The majority of corporate videos try to present data, statistics, features, and advantages in a less boring way; nevertheless, if the video is too long, its purpose is lost. Something that is dry and cerebral will probably turn off the majority of viewers. Instead, as short-form videos require less time and resources than long-form videos and are more likely to be viewed and shared, corporate marketers will concentrate on these.
3. Keep to a Professional Approach
Potential partners and investors frequently watch corporate videos, so it's imperative that they leave a positive impression. Additionally, the video must have a professional appearance when utilized as a promotional tool to successfully market the business's goods and services. Many businesses choose to use low-cost providers after reading about the benefits of video marketing; avoid making this mistake. Script writing, video production, and post-production are just a few of the services that an experienced video production company can offer. This makes it simpler to make sure that your finished product adheres to all the brand rules.
4. Mix Impactful Music with Captivating Images
Although it makes perfect sense to consider video as solely a visual medium, its real benefit lies in the way it blends audio and visual components to provide an impactful, persuasive message. This is particularly crucial for corporate videos because the topics they cover are frequently impersonal and transactional. A boring business video can be elevated with the right music and voice-overs to keep viewers interested for longer. Just make sure the audio components match the campaign's overall message and the tone of the images.
5. Stay Within the Law
Any copyrighted content used in the video must be approved for use by the owner of the copyright. While this is an excellent general guideline for all company videos, corporations have much greater stakes because of their particular bylaws. Having said that, be mindful of any trade secrets or private information you may have included in your video, and take precautions to make sure that no one else finds out.
Channels of Distribution to Maximize Your Reach
The next crucial step after creating your business video is making sure it gets to your target audience by distributing it wisely. Where and how your film is shared will determine its level of success. We'll look at distribution options and approaches in this section to help you get the most out of your video.
Social Media Channels
Social media sites are a powerful tool for distributing corporate videos. Every platform presents different ways to engage your audience. How to maximize them is as follows:
YouTube: This is the best place to host your videos because it's the second-biggest search engine. Make your tags, descriptions, and titles for videos search engine friendly. To receive updates on a regular basis, invite people to subscribe to your channel.
LinkedIn: For B2B corporate video distribution, LinkedIn is the preferred platform. Post videos to groups that are relevant to you, your personal profile, and your corporate page. Prioritize content related to corporate culture, product demos, and thought leadership.
Facebook: Facebook is a good platform for a variety of video content due to its large user base. Due to the fact that many Facebook users view videos on mute, create captivating thumbnails and use subtitles to improve interaction.
Instagram: Visual appeal is the main focus of Instagram. Incorporate brief yet captivating video content into your Stories and feed. Make use of geotags and hashtags to increase your exposure.
Twitter: Short videos on Twitter are ideal for brief announcements and updates. Increase visibility by encouraging retweets and using pertinent hashtags.
Email Promotion
Make use of video in your email marketing efforts. You can improve open rates by using the term "video" in your subject line. Include captivating video thumbnails with a link to your website or video platform, or immediately embed videos into your communications.
Landing pages and the company website
Corporate video footage is centrally located on your website. Make specific landing pages for your movies so that users can view and enjoy them with ease. To engage and educate visitors, include videos of product demos, company culture, and testimonials on pertinent website pages.
Platforms for Hosting Videos
Use video hosting services that provide comprehensive video statistics and customization, such as Vimeo and Wistia. These websites offer an alternative to YouTube and may be shared on social media and incorporated on your website.
Advertisement at Cost
To guarantee that a larger audience sees your corporate video content, think about sponsored advertising. It is possible to target particular demographics and interests with platforms such as Google Ads, Facebook Ads, and LinkedIn Ads. To increase conversion rates, create engaging ad copy and improve landing pages.
Partnerships and Influencers
Getting together with influencers or other companies can help your video get more exposure. Collaborations broaden the audience for your content and boost visibility for your business. Credible testimonies and endorsements can be obtained from influencers.
Final Thoughts
Although creating a corporate video might seem like a difficult undertaking, it can be made much easier by adhering to these five guidelines. The most crucial thing is to know exactly what the video is attempting to do. Who is the intended audience? Which message are you attempting to convey? You can start working on a creative concept once you have a firm grasp of the video's objective. The tone, style, and graphics should all complement your brand's overall appearance and feel. This will contribute to the creation of a polished and well-rounded end product that your stakeholders will be pleased with.
Don't worry if any of this seems overwhelming; we are here to assist. With more than 30 years of experience in corporate video creation, we want to help your company succeed. If you would like to find out how we can assist your company with its video marketing strategy, please call Andy Holt on 780-907-1445 for a free, no obligation meeting or telephone call.