August 14, 2018 Tip, Video production 0

essential elements of effective corporate video

So you want to create a corporate video for your company?

Well, I am here to tell you that with the right content, a quality corporate video production agency, and a modest budget, you can create an engaging corporate video that will suit whatever your company’s needs are.

Today we are going to look at the top six essential elements that make up an effective corporate video.  Get away from the bad reputation corporate videos have for being boring, dry, and downright shameful and raise the bar by including the following elements into your company’s corporate video.

 

What is a Corporate Video?

A corporate video is simply a video produced by a business or organization.  Though most often used to promote and raise awareness of a company’s brand as a whole, corporate videos can be used in a business setting and serve many different purposes:

  • Training, instructional, and safety videos for employees
  • Investor presentations
  • New product or service demonstrations
  • Client and customer testimonial videos
  • Event or activity event summaries
  • Business event summaries
  • Live webcasting
  • Interviews with company leaders
  • Company introductions to potential clients or customers

 

But why are corporate videos needed in the business world?

  • Everyone likes to consume information in different ways.  While some people enjoy reading written text on things such as your company’s blog, others react better to visual cues like the ones found in videos.  In fact, according to Forbes Insight, 59% of senior executives would rather watch a video than read text.
  •  They are excellent marketing strategies.  As a marketing strategy for your company, a corporate video can be indexed by Google, which could help boost your company’s website traffic tremendously and convert more viewers into customers. 
  • Videos are easy to share.  Sharing online or through a companywide email account, corporate videos can be shared by customers and employees quickly and easily so it is viewed by the most people possible.

Corporate videos are designed to be exciting ways to deliver otherwise boring or long-winded information that would lose traction with an audience if delivered as a speech or presentation.  Unfortunately, most companies do not have the experience or resources that top corporate video companies do and end up carrying that same unpolished experience right into their video.

Let’s continue and see how you can avoid airing a terrible corporate video that turns out to be an ineffective, costly mistake.

 

Use Video to Build Brand Awareness

No matter the reason you are distributing a corporate video, your company’s brand must be embedded in the message. 

Always include the who, what, where, when, and why in your video.  Showcase your company’s greatest assets, achievements, and include brand design such as jingles, color schemes, logos, mascots, and products that are recognizable by anyone viewing your video. 

By branding your company throughout the corporate video, anyone viewing it will know what makes your company unique compared to the competition in your industry.

 

Have a Purpose

Not all corporate videos serve the same purpose, therefore, they should not all be the same. 

Some are created with the intention of gaining new customers, others are aimed at recruiting new employees.  Some videos want to sell or promote new products or services, others are more general in nature and simply want to increase brand awareness amongst a targeted audience. 

Think about what your corporate video’s purpose is and develop a plan.  In addition, make sure you define your audience and whittle it down to a very specific group of people.  Although every business wants to appeal to everyone, that is just unrealistic.  Tailor your video to match your defined audience and speak directly to them. 

 

Appeal to Emotions

This concept has been mentioned several times and, quite honestly, should be reiterated time and time again because it is that crucial to producing a good video of any kind.

Almost all purchase decisions (and other decisions as well) are emotionally based, though we like to believe we are rational beings.  Most corporate videos recite facts, figures, features, and benefits.  While this may be good information, the general viewer will most likely turn away from something so analytical and boring. 

If you really want to reach anyone, whether it be potential customers, new employee recruits, or even employed staff, connect with them on an emotional level throughout your video.  This will grab their attention and make them want to stick around until the end.

 

Combine Powerful Audio and Visual Elements

According to a study done by the Harvard Business Review, research shows that people remember only 20% of what they hear and about 30% of what they see.  However, an incredible 70% remember what both what they hear and see

Video, in general, is an experience that combines both the spoken word and the visual storytelling people crave

Rather than just explain how something benefits viewers, why not show them as well? 

This works because the nature of video provides a great platform for conveying a lot of information at once to antsy viewers ready to move on to the next big thing.

Even something as “boring” as an investor presentation can be spiced up with the help of a production company experienced in corporate video editing.  Animations, color schemes, background imagery and music, and even voiceovers can really take a plain corporate video to the next level and engage viewers for longer.

 

Professional Feel

No one is expecting your corporate video to be the competition against the cinema’s next blockbuster movie release.  However, a huge mistake many companies make is not hiring a reputable corporate video production agency to help them with their video concept. 

You should invest in corporate video production just as you would any other marketing strategy you use your annual budget on.  Corporate videos are that important to your company and being a cheapskate will show in the final product, which will end up more ineffective than even the traditional boring corporate videos of the old days.

 

Proper Distribution

After enlisting the help of your favorite video production company to produce your exciting corporate video, you have to properly distribute it.  This is especially true if the purpose of your video is to reach a well-defined audience and promote your company or even specific products or services.  A well-made corporate video does your company no good if no one sees it.

Host your video on popular platforms such as YouTube, Vimeo, and even your company website.  Doing so may help you get you ranked with Google, found in search results, and visited by both loyal and new customers.  You can also reach a lot of people by including your corporate video in your monthly newsletter that is emailed to your (hopefully growing) list of subscribers.

In addition, you should promote your corporate video on the various social media platforms such as Facebook, Twitter, and Pinterest.  Encouraging others to like and share you video will reach audiences far and wide making your corporate video that much more effective.

 

Final Thoughts

Your corporate video doesn’t have to be a snooze fest for everyone that tries to view it.  In fact, a well-done corporate video has the ability to really turn things around for your company by increasing leads and conversions, convincing people to come work for you, and educate employees on things such as safety, training procedures, and even the state of the company. 

If your company is in need of a professionally produced corporate video, look no further than kennysoft STUDIOs.  With a thorough understanding of the entire production process, kennysoft STUDIOs can help you from start to finish.  What are you waiting for?  Give us a call and see how we can help you produce and air an effective corporate video.

 



About the Author

Kenneth Horsfall: Kenneth Horsfall is the creative director of kennysoft STUDIOs, a video and animation production studio with expertize in VIDEO PRODUCTION (Music, Tv commercial, Promotional) I ANIMATION (2D/3D) l MOTION GRAPHICS I VISUAL EFFECT and Trainings


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