Video content has become a compelling medium for brands to engage their audiences and promote their messages. For corporations, an insightful and high-quality corporate video is an impactful tool for accomplishing various business objectives.
From company profiles to internal communications to product demonstrations and beyond, corporate videos allow organizations to compellingly showcase their brand personality, value proposition, achievements, and company culture.
When properly planned and produced, corporate videos can boost marketing results, improve employee onboarding and training, increase customer trust, and generally create lasting positive impressions of a company. This makes dedicating resources to corporate videography a highly worthwhile investment.
So, in this article, we will be showing you all you need to know about creating effective corporate videos that can turn the tide around for your business. Just keep reading!
How to Create Effective Corporate Videos
#1: Define Your Goals and Audience
The first step to developing impactful corporate videos is clearly defining what you aim to achieve through them and who you want to reach. Key goals that corporate videos commonly focus on include:
- Introducing services, products, and brands to new customers
- Engaging audiences at trade shows and events
- Promoting thought leadership and industry authority
- Recruiting talented staff for open positions
- Onboarding new employees
- Training personnel on processes
- Increasing brand awareness through campaigns
- Simplifying complex concepts and offerings
- Announcing company milestones or achievements
Once you’ve confirmed the precise purpose and call-to-action of the video, identify which buyer persona or staff demographic you want to resonate with the messaging. The execution style, tone, and video content can be designed to appeal effectively to the target viewer.
#2: Research the Competition
Gaining insight into what corporate video tactics your competitors or peers use is a wise marketing strategy before creating your videos. Practical competitive intelligence to gather through online research includes:
- Production quality benchmarking: Observe the video quality, editing, graphics, etc, to set production standards.
- Content themes and messaging: Identify compelling narratives relevant to your industry.
- Video types and series: See which video formats, like event coverage, testimonials, service explainers, etc, are most engaging.
- Distribution channels: Note platforms and networks used to disseminate videos.
- Viewer engagement: Gauge viewer comments, shares, subscribers generated, etc, for impact measurement.
Evaluating such benchmark parameters helps align your corporate video plans to industry best practices while providing ideas to differentiate and stand out.
#3: Build a Video Marketing Plan
The key to maximizing ROI on corporate video development is having a strategic distribution and promotion plan even before production begins. Key elements to define in your video marketing blueprint include:
Platform Selection
Determine which platforms are best suited for hosting and sharing your video content types among target groups. A good way to figure this out is to consider the popularity of the platform and viewer preferences. Leading options include company websites, YouTube, LinkedIn, Facebook, Instagram, etc.
Promotional Tactics
Create specific initiatives to promote new video launches across email campaigns, website banners, social posts, paid ads, etc. This amplifies viewership and conversions.
Interactivity Features
Build custom thumbnail galleries, end screens with calls to action, links to related videos, etc, into videos to facilitate seamless viewer navigation and boost desired actions.
Impact Tracking
Implement video view counters, interaction metrics, lead generation data points, etc, into analytics for monitoring viewer engagement levels and video marketing ROI.
Developing Impactful Video Content
At its core, the most vital contributor to corporate video success is compelling and audience-centric content. Some tips for crafting content that packs a punch include:
- Lead with the Benefit
Present the most tangible benefit the audience gains upfront instead of generic brand descriptions to grab attention quickly. Communicate value quickly.
- Keep Messaging Concise
Avoid overly complex narratives. Use precise language, minimal text, and visuals to simplify communication for comprehension.
- Show Personality
Let the corporate culture and values shine through using real staff testimonials, workspace footage, etc. This builds authentic emotional connections.
- Leverage Storytelling
Story-based video content is compelling. Weave in user stories, behind-the-scenes anecdotes, origin stories, etc, for engagement.
- Inject Creativity
Explore animation, music tracks, B-roll sequences, custom graphics, etc, to showcase corporate individuality. Stray from dullness.
- Address Pain Points
Speak directly to customers or staff about pain points around efficiency, costs, work problems, etc. Tailor content to resolve these.
Interviewing Corporate Videography Companies
Enlisting an expert corporate videography partner to handle end-to-end video production allows you to optimize quality and readership while focusing on everyday business priorities.
When vetting prospective corporate videography firms, valid discussion points include:
Previous Work Samples: Evaluate multiple previous corporate video samples for genres produced, styles implemented, and overall quality bar.
Creative Vision: Share your video goals, audience profiles, and content preferences, and have companies suggest creative concepts and production approaches. Assess innovation fit.
Technical Capabilities: Discuss equipment, editing software, animation tools, graphics competencies, etc; the firm invests in delivering videos customized per needs and budgets.
Production Processes: Understand typical development timelines from concept to final edited video – request details on scripting, storyboarding, shooting, post-production, etc, phases.
Marketing Support: Beyond core production, examine additional marketing services, like video SEO, hosting, promotion tactics, online distribution support, etc, for amplifying viewership.
Pricing Models: Review typical project cost structures like day rates, flat fee models, special effects costs, etc., against budgets—probe scope for bulk project discounts.
Tour studio or gear facilities: Consider meeting the actual production teams, request references from past corporate clients, etc., during evaluations to select the best match.
Measuring Corporate Video Performance
The accurate indicator of an impactful corporate video lies in quantified performance metrics assessing meaningful resonance with intended audiences. Insights to track on an ongoing basis include:
- Video view numbers across platforms
- Percentage of video completions
- Audience retention during playback
- Clickthrough rates to linked resources
- Leads captured and sales influenced
- Social engagement like shares, comments, etc
- Website traffic growth from video
- Online search impressions and clicks
Final Note
Corporate videos provide multifaceted business benefits when produced methodically. Investments in compelling video content, strategic distribution, and performance tracking ultimately translate into significant brand, marketing, and internal communications dividends on various fronts. So, make corporate videography capabilities a priority for your organization.
