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Corporate videos are an important part of any company’s communications and marketing strategy. As a result making sure that they are interesting, engaging and project the desired tone is vital because the viewer will be judging the entire company and its services based on the quality and style of the video!
Research has shown that when a company includes a video on its Home or landing page it can increase conversion rates – that is ‘visitors to the site being converted into sales’ – by up to 80%! Understandably then, it’s not just large multinationals that use corporate videography with most successful e-commerce and small business websites using video content on their sites.
What Are The Different Types of Corporate Video?
- Branding Corporate Video: This is a commonly used type of corporate video that is usually found on the company’s Home page. It should be fresh, punchy and engaging and is used to tell the company’s story, explain its values and let the customers know what you stand for. A branding, or ‘flagship’, video should be clear and easy to understand and show what the company can deliver in terms of products and services. After watching the brand video a customer should know who you are and why they can benefit from what your company is offering them.
- Conference Corporate Video: Also known as an exhibition film, the video is shown at a stand or exhibit at a conference, trade fair or other corporate event. The video will show your customers what your company stands for and why you are exhibiting at the event. An exhibition video will go into great detail about any products or services that are being displayed at the exhibit or conference and should draw the interest of passers by. Once the video has raised the interest of a potential customer a member of the company can answer any further questions they may have.
- Social Media Corporate Video: Video and other multimedia content is favored by the algorithms on sites such as Facebook because it is more engaging than text posts. Companies create surprising, funny, emotive and powerful short video content to bring attention to their brand in the competitive world of social media. Social media corporate videos do not necessarily focus on the products and services that the company is offering but aim to get attention and stand out from the crowd and, ideally, be shared by viewers with their friends and contacts. Interested potential customers can then click through to the website to find out more. To help to gain traction you can relate your social media videos to current events and trends in society – such as the Olympics for example – to make them feel fresh, exciting and up to date.
- Email Corporate Video: Emails are still one of the best ways to communicate with your customer base and if you include videos in them you can increase your leads by over 200%! You can further boost the increase in leads by adding the word ‘video’ in the subject line of the email. These videos should be enticing and lead the viewer back to your website or the services that you are offering.
- Testimonial Corporate Video: Social proof is an important way of building trust with your potential customers and so if you can create videos of testimonials about your company they can really help to boost your sales. You can share these videos on social media as well as including them on your company website. A good testimonial will explain how your company benefited your customers and can help to drive sales on important landing pages. The video should be fairly simple without too many flashy cuts or edits. You can incorporate some text or basic animations to highlight some of the key points that the interviewees are making to add extra interest; but generally speaking you’ll want to keep this to a minimum so the focus remains on the testimonial itself and comes across as more authentic.
- FAQ Corporate Videos: Most websites have a Frequently Asked Questions (FAQ) page but when it’s just a list of text it can be dull and uninteresting. To keep your site visitors more engaged you can consider using short content videos that answer the most frequently asked questions! You can also incorporate animations, graphics and text in these videos.
- Demonstration Videos: If you’re selling a product and it’s not entirely obvious how to use it or all the different ways that it can benefit a customer then using a video to demonstrate is a great way to increase your sales. This means that you don’t have to use long text descriptions on your site and can be an effective way to quickly put across a lot of information to your customers. You can use an employee, an actor or animations for the demonstrations.
- Internal Corporate Communication Video: If you have vital information that you need to communicate within your own company or organization then a video, or series of videos, can be an effective way to deliver it in a way that is convenient for your employees to digest. These can include information about changes in direction of the company’s policy but are most commonly used as induction instructions for new employees.
- Recruitment Video: When you’re looking to expand your business then one of the best ways to attract the attention of potential applicants is to produce a recruitment video. It should explain the nature of the roll and present an aspirational vision of the company. Using a recruitment video will broaden the pool of applicants that you get for any job you are advertising.
- Training Videos: Keeping company members up to date with the latest protocols and internal procedures is vital to running a smooth business and videos are one the best ways to do this. Not only are they easier to watch than reading informational booklets but they can also be reused again and again – saving costs in the long run. Often used for teaching employees about health and safety, compliance requirements and best practise; they can also explain any important aspect of the company procedures.
- Corporate Responsibility Videos: Increasingly, customers want to know that the company they support is not just delivering the goods and services they need but is also making a positive difference in the world at large. This type of video can explain the company’s ethos and ethical practises, showcase a positive company culture and may include charitable works that the business is involved with. Corporate responsibility videos build the brand and creates lasting bonds of loyalty with the customer base.
Corporate Videos Can Change The Fortunes of Your Company – So How Do You Make Them Interesting?
Anyone who’s been online for any amount of time will have come across boring corporate videos that were so unrememberable that only moments later they were completely forgotten. This is a disaster for the company who made it but in the competitive world of online marketing and communications some guy in a suit rattling off facts and figures won’t make much of an impression!
Corporate videos often convey very important information but in order to have the most impact on the viewers they also have to be interesting and engaging.
- Ask Questions: One of the most effective ways to draw in your audience is to ask them questions that inspire them to seek solutions to their problems – solutions that your company can supply! This helps with sales on social media platforms but it also works to make training and internal corporate videos more impactful.
- Get The Script Right: It’s vital for you to know your intended audience so that your corporate video has an appropriate script. Answer the questions that they may have about your products and keep their potential needs as the focus of any marketing materials. Once you have started to answer their questions they will be hooked and you can build on this initial interest.
- Angles and Perspectives: When you’re creating a corporate video try to include different angles, perspectives and framing techniques. This will give your video more of a cinematic feel, make it more exciting to watch and can be effectively used to highlight important points in the video. This will help to stop your video feeling flat – like the old 1980s induction videos that have become a parody of themselves – and give it a more textured feel.
- Camerawork – Keep It Dynamic: If you’re filming a corporate video then you don’t need to keep the camera on the tripod at all times. Holding the camera will allow you to move around the set and let you move with the host of the video. This can be very helpful if you’re filming an instructional or demonstration video because you can get in close to show the finer details of an explanatory section. When you’re moving around with the camera it’s a good idea to use a SteadiCam to reduce blur and shakes which can otherwise ruin the footage. There’s a lot of ways that you can use this technique but you could, for example, follow a product from its construction phase right through to shipping to engender transparency and trust with your customers in a promotional piece.
- Filters and the Color Palette: Corporate videos can really benefit from some understated post production work. You don’t want to go too far in most cases but you can make great use of filters and color palettes to give your footage a unique feel. When you use filters to modify color palettes try to convey a meaning that relates to the video; for instance, red usually symbolizes danger whereas blue can represent health and well being. For more information on the ways that you can use colors to portray deeper meanings you can study the Theory of Color and use some of the techniques in your corporate videos.
- Graphics: Graphics, text and animations can all add interest and flair to a corporate video. This is especially useful in training videos but it can also be utilized to good effect in any type of promotional communication. Be careful though not to over do these effects because audiences will quickly tire of watching a video with endless animations and pop up text features that can end up being distracting. That said graphics can deliver large amounts of information and when accompanied by narration or an actor explaining the details it can work very well.
- Music: Using the right music in your corporate video will really help to engage your viewers. Generally speaking you want to use fairly upbeat or aspirational music that puts your viewers in a good mood which they will hopefully associate with your company’s brand. When selecting music for your video you usually want to avoid music with lyrics, which can distract from your message. Instead you should look for instrumental pieces that add depth to your video while encapsulating the tone and ‘feel’ that you are trying to portray.
- Use Cuts And Short Scenes: In the post production phase you can use cuts to keep the video moving along at a brisk pace. Depending on the purpose of the video, you usually don’t want to have an individual scene that lasts for more than about 5 or 10 seconds. Exceptions to this might include demonstration or training videos. Using short, snappy scenes, with slick cuts and changes, will keep your audience engaged and make your video feel fresh and modern.
- Be Ruthless in the Editing Suite: Often referred to as the process of ‘killing your darlings’, you need to cut out everything except the most engaging, informational and interesting content. This is one of the hardest things to do but is absolutely essential to create interesting corporate videos. You need to be prepared to ruthlessly edit out anything which is not essential to the message and purpose of your video. In the online environment, people see a lot of videos and if your creation is starting to drag then they’ll quickly scroll on down through their social media feed or click away to another site!
Making Interesting Corporate Videos.
When you’re creating a corporate video you’re going to have to plan ahead and have a very clear vision of what the purpose of the video is and how you can best put that across to your audience. Knowing the demographic and personalities of your target audience will help you to produce content that holds their interest and although you need to be strict with your editing, be as creative and unique as you can!
Standing out when you’re making a corporate video is not an easy thing to do but once you have mastered the art of promoting a company’s brand through the medium of videography you can achieve incredible results, both in terms of branding on social media and by converting website visitors into sales.
Have you had a chance to work on creating a corporate video?