Corporate video has been a staple of companies since the early days of video tape, and it remains a critical component of business operations around the globe. Although the way corporate videos are made has changed over the years, there are still some basic elements companies need to get right to make the most of their investment. Here are six tips for making your next corporate video a success.
Know Your Goals
Making a corporate video can be fun, but it’s easy to get lost in the details and fail to keep your goals at the forefront of the project. Before starting, make sure to list what your goals are with the video. If the main reason you’re making the video is to inform, keep the key points you’re trying to get across at the forefront.
If, instead, you’re interested in targeting potential investors, keep the most compelling points about your company or product in mind during all phases of production. Unlike other types of videos, corporate videos must have a clearly defined goal, so make sure everyone involved is aware of this fact.
Focus on the Writing
Corporate videos combine audio and video, but it’s often the script itself that details the most important information. Clarity is critical, so focus on making a script that emphasizes the most important elements. Unlike other video formats, placing text on the screen for clarity and emphasis fits in naturally with the corporate video format, so feel free to detail this information in your script.
Hiring a professional writer can help. The added clarity and professionalism an experienced writer can add will make your script easier to comprehend and leave a better impression on viewers.
Hire a Production Company
For some corporate videos, do-it-yourself work can be acceptable. However, the type of corporate video production company experts can produce will be far more effective. Production companies know how to pace a video, and they can bring up guidance tips based on their previous experience.
Furthermore, the process of shooting a video is more complex than many imagine. Is the lighting appropriate for the video? How should actors be framed in each shot? Furthermore, production companies have important equipment, including the following:
- High-quality cameras
- Proper lighting for indoor shots
- Easy-to-hear sound recording equipment
- Professional editing software
Show, Don’t Tell
Although corporate videos don’t have to follow all of the rules of film or television, they should still follow the mantra of showing instead of telling. Combining audio and video makes video a uniquely expressive format, and showing information in a visual manner instead of relying on monologue makes your video more memorable.
If you find that the script ends up relying on excessive exposition, consider whether you need a corporate video in the first place. A press release or other written document might prove to be just as effective and far cheaper than crafting a video.
Who is the Audience?
Corporate video serve a variety of purposes, and it’s worth taking time to define exactly who your specific video is focusing on. If you’re interested in targeting potential investors, determine their typical age range and income to better craft your message.
If your video will be used internally, you’re free to incorporate elements that only employees will understand. Never lose sight of the goal of your video, and make sure you’re delivering your message in a manner that’s most effective for your audience.
Budget Extra Time
It almost always takes more time to craft and shoot a video than companies imagine, so budget extra time to ensure you’re able to release your video at an appropriate date.
Budgeting extra time ensures you and everyone you hire are able to focus on quality instead of just meeting goals, and it lets you avoid the stress of crunches to meet deadlines. Furthermore, extra time can make the process more enjoyable for everyone involved, increasing the likelihood of exceeding your expectations.
When envisioned and created properly, corporate videos can be powerful tools for companies. However, almost everyone involved in making a video for the first time underestimates just how time-consuming and complex crafting and shooting a video is. Fortunately, there are professionals willing to help and online resources to provide better guidance.