Corporate video production has become increasingly difficult over the years. Today, it’s harder than ever to make your company stand out from the crowd.
Fortunately, there are professional video production companies that specialize in corporate videos. These companies – including our team at Lucid Narratives Video Production in Denver – can craft compelling stories about your brand. We can research what makes your company great or unique. Then, we can package it into a sharable video that people want to watch.
Want to create an unforgettable corporate video in 2018? Here are some tips to get started.
Identify the Purpose of your Corporate Video
The term “corporate video” is broad. It can refer to all different categories and subcategories of videos. A product’s commercial is a corporate video, for example, and so is an employee training video.
The best tip for producing a corporate video is to identify its purpose before you start anything else.
• Who is the video for?
• What am I trying to prove with this video?
• What will someone learn from my video?
• Who will watch my video?
By answering these questions today, you can narrow your focus and produce the best possible corporate video.
Possible corporate video categories can include:
Marketing Videos: Homepage company videos, testimonial videos, trade show videos, commercial videos, event videos, webinars, etc.
Advertising Videos: Television commercials, YouTube commercials, Instagram video ads, 5 and 15-second digital ads, etc.
Human Resources Videos: Recruiting videos, employee training videos, etc.
Finance: Investor relations videos, fundraising videos, financial results disclosure videos.
Other Videos: From safety videos to office lobby videos and more, there are all different types of corporate videos catered to different audiences and fulfilling different roles. Identify the purpose and audience of your video today.
Choose the Right Video Production Company
Hiring the right video production company is, understandably, the most important part of producing a corporate video.
Video production companies come in all different shapes, sizes, and varieties. Some video production companies are great at training videos or commercial videos. Others specialize in investor relations videos. Some video production companies do it all.
Ideally, you’ll choose a video production company that matches your company’s culture. You’ll pick one that matches your desired purpose for the corporate video.
If you’re creating a storytelling video highlighting your company’s impact on the community, for example, then you want a video production company that specializes in legacy videos or inspiring videos.
Not sure which video production company is right for you? Check their portfolio. See if you like their past work. It’s a great way to see if the video production company’s style will mesh with your corporation.
Identify Pain Points
If you’re making a commercial video, then one of your key goals is to identify pain points.
What problems are your customers experiencing? How can your products or services solve that problem?
Infomercials get this part right – even if they do it in a cheesy way. The first half of an infomercial highlights (often in dramatic fashion) someone experiencing a problem in their daily life. They might be chopping onions inefficiently on a cutting board and spilling onions all over the floor. Then, the infomercial introduces a simple solution to that problem. The infomercial has identified the customer’s pain points, showed those pain points in a visual way, and then introduced a solution.
You can incorporate pain points even when your video isn’t selling a product or service.
Let’s say you’re releasing a video showcasing your workplace culture. You’re trying to attract the best employees to your organization. You might identify the pain points experienced by employees at your competitors – like long working hours and a poor work/life balance. Your corporate video highlights those pain points and then presents your company as a solution.
Choose a Video Type
Corporate videos come in all different forms. Some corporate videos come in a documentary style. Others use a narrative approach.
Documentary videos are great for brand recognition. They present your company in a professional way. They’re typically more formal. When done correctly, however, they can be entertaining as well.
Demo reel videos, meanwhile, are straightforward videos showing your company, products, or services in action. Demo reel videos have no voice-over narration, relying exclusively on the video and background music or sounds to tell your story.
Narrative videos, on the other hand, tell a story about your company. They introduce characters. They have a beginning, middle, and end. They highlight what makes your brand unique. They can make people laugh or cry.
Conclusion: Video Marketing Isn’t Going Away Anytime Soon
70% of marketers claim that video is responsible for more conversions than any other type of content. Video marketing isn’t going away: it’s becoming increasingly important every year. From short, sharable commercial videos to story-driven corporate videos, good video marketing is more important than ever before.