Making a corporate video isn’t easy. Many companies have tried and failed to make their corporation look engaging, entertaining, or friendly.
Some corporate videos give off a “trying too hard” or “fellow kids” vibe. Other videos just come off as lifeless.
How can your company avoid making mistakes when creating its own corporate video? Today, we’re highlighting the mistakes companies make when creating corporate videos.
5) There’s Too Much Emphasis on Products and Services
A corporate video isn’t always a commercial video. Corporate videos aren’t meant to sell specific products and services. Instead, they’re supposed to highlight what makes your company unique or how your company’s products and services impact the community.
A good corporate video might feature workplace culture in an effort to attract new employees, for example.
Too many corporate videos get this part wrong. They spend most of the corporate video highlighting the company’s products and services. The corporate video ends up sounding like a cheesy infomercial.
There’s nothing wrong with featuring your company’s products and services in your corporate video.
However, if you make the products and services a central feature of the video, then it’s going to sound less like a corporate video and more like a commercial video.
4) They Preach
A good corporate storytelling video explains the impact your company has on its community. Or, it highlights workplace culture and explains why employees love working for your organization.
Unfortunately, there’s a fine line to walk between “being proud of where you work” and “preaching like you’re the greatest company in history.”
Some corporate videos make a company sound like the greatest organization to ever exist, for example. The videos might have vague lines like, “At X Corp., we’re more than just a company.” The videos might show employees laughing and playing games all the time. The video might make it seem like the corporation is just one big happy family.
There’s a fine line to walk between being proud of your organization and preaching. One of the best ways to avoid this problem is to show viewers – not tell them.
3) They Tell Viewers Instead of Showing Them
The best corporate videos show viewers – they don’t tell them. A corporate video starts sounding like a sales pitch when a faceless narrator is explaining what makes the company great.
It’s easy to put together a video showing your company’s office and employees with a narrator talking about how great your company is.
It can be more effective, however, to show instead of tell. Let your employees tell their story. Ask your employees what they love about working for your corporation. Show your corporate outings, office games room, and other unique things that make your company great. Film your production facility to emphasize the value that goes into your product from the early stages to the final product.
The best corporate video highlights your company’s best features, then reinforces those features by showing them to viewers.
2) They Forget the Audience
Bad corporate videos forget their audience. Who is your corporate video for? Some corporate videos are marketed exclusively to prospective employees: the video might explain why your company is a great place to work.
Other videos are targeted to customers. You might upload a corporate video to YouTube to show customers what makes your company’s products and services better than its competitors.
Some videos aren’t targeted to anyone specifically: they’re just designed to showcase your company in a positive light to any and all viewers.
Whoever your video is targeted to, it’s crucial that you don’t forget your audience. You don’t need to sell your products and services to future employees. You don’t need to convince customers that your office is a great place to work – they don’t care.
If you’re struggling to narrow down your audience, then consider making separate videos – one video catered to customers and another for prospective employees or investors. You can’t always target everyone with a single video.
1) They Don’t Invest in a Professional Videography Team
Professional videography makes a difference. Many companies don’t budget an appropriate amount to hire a professional videography company.
Some corporations just hire the wrong videography company. They hire a commercial videography specialist to produce a corporate storytelling video, for example.
Some corporations don’t hire a professional videography team whatsoever: they assume their in-house marketing department can put something together with basic camera equipment.
Ultimately, the right corporate video may be seen by millions of potential customers for years – even decades – to come. A good corporate video will never be cheap. However, it’s an investment in the future of your company and its brand – and it’s an investment that can generate huge returns for years to come.