The Ultimate Guide to Corporate Videos
In today's digital age, the power of video as a communication medium is undeniable.
Among all different types of video content, one term stands out prominently - "corporate video."
As businesses and organizations seek to connect with their audiences, promote their brand, and deliver valuable information, corporate videos have emerged as a pivotal tool in their marketing arsenal.
But what exactly does this term entail, and why does it evoke varied responses from different individuals?
In this article, we'll look at:
What is a corporate video beyond the buzzword
Explore their multifaceted nature, purpose, and role as a business asset
Tips on what makes a successful corporate video
Practical tips for creating your own captivating content for your business
What type of video is a corporate video?
Because the term is an umbrella term, different video formats fall under it.
A corporate video is typically utilized by businesses or organizations for events, conferences, client testimonials, staff training, onboarding, and much more.
Videos can be used both internally within the business and externally within their video marketing strategy.
The Power of Corporate Videos
Corporate videos have become an essential tool in today’s fast-paced business world.
They can assist in increasing brand recognition, facilitating efficient communication, and augmenting marketing and sales initiatives.
Creativity is crucial, as it allows for the combination of information, engagement, and ingenuity to ensure the video reaches and resonates with the right audience.
ThinkBike for example, has been using company videos for the past four years to generate brand awarness, improve conversions, and increase sales.
By incorporating video throughout the buyer's journey these videos have proven to be an effective means of capturing the audience’s attention and conveying
ThinkBike's values, excellent customer service, and the outstanding bikes they stock.
Brand Awareness
A great corporate video is an effective way to present a company’s identity, values, products, and services to a broader audience.
For example, this company video we did for Java Republic's roastery tour was an asset they used across social media, in this Irish Times News publican, email marketing, and on television screens within the roastery cafe.
With this brand video, we highlighted the coffee-making process, the obstacles faced by coffee roasters day to day, and what it takes to make great coffee.
By combining eye-catching visuals, engaging storytelling, and a clear message, these videos effectively build brand awareness and showcase the company’s values. In Java Republic's case, it was transparency with consumers.
Engaging Communication
Corporate videos, especially animated videos, offer an engaging and memorable approach to communicating complex information, thereby facilitating comprehension and recall.
Viewers are more likely to be receptive to a video than to lengthy text, as it is a faster and less strenuous way to obtain the same information.
Training Video Production
Employee onboarding explainer videos can, for example, serve to acquaint new employees with the corporate culture, values, processes, and essential information through a corporate explainer video.
The Dubai Association Centre opted for an animated explainer video to effectively communicate its message in a vibrant and captivating format, presenting its message in an engaging visual platform.
Marketing and Sales
Corporate videos can be utilized to effectively promote a company's products, services, and events, driving sales and generating leads.
Leap Legal Software Ireland does this very well by having a dedicated page on its website for all their client video testimonials.
This helps answer questions and address fears and concerns other solicitors might have about adopting Leap’s software.
This has been an invaluable asset and sales tool that the sales team can use during outreach and throughout their marketing campaigns.
Other examples of corporate videos utilized in marketing and sales include:
Product launch videos
Video ads
Product demo videos
Event videos
Video case studies
Onboarding videos
By tailoring these videos to the intended audience, companies can maximize the impact of their marketing campaigns and achieve their marketing goals.
Key Elements of Successful Corporate Videos
In this section, we’ll discuss the importance of:
Clear messaging,
High-quality video production, and
Video content should have a targeted approach.
Clear Messaging
A clear and concise message is paramount in corporate videos, ensuring that the message is understood by the target audience.
In other words, video content should effectively communicate a brand's values, what products, or services are on offer, and what sets them apart from competitors.
A story is an excellent way to help you do this because it engages viewers.
High-Quality Production
When you think of a video with high-quality production value you might think of excellent sound and video.
But behind the scenes, the list of elements that make a video high-quality is extensive and not all of them are technical.
So in basic terms out of respect for your time, sound and video are the most important aesthetically.
There's no doubt that a video that looks and sounds amazing can differentiate your business and represent your brand the way you want it to.
By collaborating with a corporate video production company you can ensure both high production value and what we recommend focusing on first…. targeting.
Targeted Approach
A targeted approach is essential for your video, as it allows for the video to be tailored to the intended customer persona.
This increases the likelihood the content will resonate with the viewer.
This means considering the specific needs and preferences of your customer when creating your corporate video.
You then build video assets around them so we can inspire them to take action.
For example, Twitter’s Flight School video project showcases the harmony between visuals and messaging, making the content easily digestible and engaging for its target audience.
By tailoring your corporate video to the preferences of your audience, you can maximize engagement and impact.
Tips for Creating Your Own Corporate Video
With the insights gained from the key elements of successful corporate videos in mind, let’s explore some practical tips for creating your own videos.
In this section, we’ll discuss:
Planning and strategizing
Choosing the right format
Collaborating with the experts to ensure a high-quality final product that effectively communicates your message.
Plan and Strategize
When developing a clear plan and strategy for your video production it's crucial to make sure some of the following are considered.
Clarify the objectives of the project.
Who is the target audience?
At what stage of the customer journey will they see your video?
What do we want them to know and take away from this video?
By having the answer to these questions you can put a solid plan in place and ensure that your video has an objective.
This will also help ensure that all team members, clients, and service providers are aligned and working towards the same goal.
Choose the Right Format
Selecting the most appropriate video format for your corporate video is essential, as it plays a significant role in determining how your message will be received by your target audience.
Factors to consider when selecting the right format include the objectives of the campaign, the target audience, and the distribution channels.
Common formats for corporate videos include:
Company Overview
Product
Explainer
Testimonial
Promotional
Onboarding
Internal training videos
By choosing the format that best aligns with your desired objectives and target audience, you can create a corporate video that effectively communicates your message and engages viewers.
Collaborate with Professionals
Partnering with professionals can not only guarantee an excellent final product but also assist companies in saving time and money, as well as providing access to resources and expertise that may not be available internally.
When selecting a video production company to collaborate with, consider their experience and video marketing knowledge.
Look at reviews and testimonials to have a good idea of client satisfaction and results they provide.
Leveraging Corporate Videos for Maximum Impact
Now that you have some of the basic tools and insights to create your own corporate video, let’s explore strategies for maximizing their impact and success.
In this section, we’ll discuss:
Effective distribution channels
Search engine optimization (SEO)
Video analytics
Distribution Channels
Utilizing a variety of distribution channels is great at reaching a wider audience and increasing engagement with your videos.
This includes social media platforms, email marketing campaigns, and your own company's goals and website.
By strategically choosing the right distribution channels for your target audience, you can ensure that your corporate video reaches the largest possible number of potential customers and generates maximum impact.
Additionally, tailoring your video content for each specific channel can further enhance engagement and drive better results.
A video might be shorter on Facebook and Instagram, whereas longer on YouTube and your website.
Search Engine Optimization (SEO)
Optimizing your videos for search engines is just smart in improving visibility and driving more traffic to your website.
We recommend building the content around your ideal customer.
We can do this by using Google's baby, YouTube.
By doing keyword research around your customer persona and what they are searching for you can then tailor the content for needs.
We need to also ensure those relevant keywords are used in the video titles and descriptions, and optimize your video for mobile devices.
Consider hosting the video on Vimeo, Wistia, and Youtube as it can help your video rank higher in search engine results and makes it easier for potential customers to find and engage with your content.
This increased visibility can ultimately lead to higher engagement, more leads, and increased sales for your business.
Video Analytics
Monitoring and analyzing the performance of your videos is essential in identifying areas for improvement and informing future video marketing strategies.
Video analytics can provide valuable insights into:
Viewer engagement
Conversions
Click-through rates
View duration
Audience demographics
These key performance indicators can help you understand how your videos are performing and make data-driven decisions to optimize your video marketing efforts.
By regularly reviewing video analytics data, you can pinpoint which aspects of your corporate videos resonate with your audience and continuously refine your video marketing strategy.
This data-driven approach can help you optimize your corporate videos for maximum impact and ensure that your marketing efforts are as effective as possible.
Summary
In conclusion, corporate videos are an excellent tool for businesses looking to build brand awareness, engage their audience, get new talent, and drive marketing and sales efforts.
By looking at some of the best corporate videos and their formats, understanding the key elements of successful corporate videos, and implementing practical tips for creating your own captivating content, you can craft a powerful corporate video that resonates with your audience and leaves a lasting impression.
Frequently asked questions.
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We like to break it down into 4 key stages.
Stage 1: Pre-Production
To create a great and compelling corporate video, start by picking a purpose and finding stories that will connect with your audience.
Write the script or outline.
Ask key stakeholders to be interviewed.
Organize locations with good lighting and low echo or reverb.
Create a shot list and schedule.
Stage 2: Production
Ensure audio is up to standard and focus particularly on this.
Ensure that you capture supporting footage known as a b-roll to help tell the story.
Build your video around the interview. A great video interview will serve as the backbone of an excellent video.
Stage 3: Post-Production
Edit the video and ensure you trim out any unnecessary chitter-chatter and footage that doesn't serve the story.
Don't be precious, keep your audience in mind and ensure you are communicating what you set out to do with this video.
You want clear and precise messaging.
Use appropriate and uplifting music depending on the mood.
Add titles and graphics such as lower thirds and intro-outro titles.
Stage 4: Distribution
Finally, distribute it on the intended platform and use it across your marketing.
Don't forget to continually track results through video analytics and don't get hung up on vanity metrics like views, likes, and shares.
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Using corporate videos can help businesses increase their company recognition, facilitate effective communication, and boost marketing and sales efforts.
They can be used to showcase products and services, demonstrate processes, and provide training and education to customers. They can also be used to create a more personal connection with customers and build trust.
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Create an engaging and memorable corporate video by focusing on storytelling, you can still speak about your products and services but use a customer success story for example as it can engage the viewer on a deeper level.
