The new generation of people are becoming more visual by the day. Regardless of profession, every company with a respectable amount of employees is going to eventually find a reason to make a corporate video.
But how is this done without seeming cheesy, cringey, or just down-right boring? This post will serve as a source to breathe more inspiration into your future corporate videos, for whichever purpose you’ll need it for.
- What is a corporate video?
- Know your audience
- Make them more digestible (keep it brief, get to the point, anecdotes)
- Invest in production (videographers, voice overs, editors, animators, make it “professional”)
- Get distribution right (YouTube, Vimeo, Newsletters, LinkedIn)
- Putting more effort into corporate videos
What is a corporate video?
A corporate video can be one of many things, and can be used both internally and for external purposes.
Examples may include:
Corporate event summaries
Company leader interviews
Client tips and tricks
Regardless of purpose, corporate videos don’t need to be so boring, with a few key tips, you can make your company videos more appealing to your target audience. Let’s go through some of them now.
Know your audience
Every company is different. Some companies are new-school and have majority gen Z employees, while others have more millennials and baby boomers behind their desks.
Maybe you’ve got a varied age range but your employees have a specific personality or energy about them in common, as a result of company culture. The fact that holds strong, is to ensure you know your audience and how they behave.
People react differently depending on how they operate as people. Try to speak their language when creating corporate videos, as this will help further define the company culture (especially for new employees).
If your workforce is more analytical, show them statistics of visualised data to spark their interest. If you’re a corporate entity who prides themselves on diversity, ensure your corporate video reflects that.
For a more active workforce in a manually laborious, problem-solving profession (such as a plumber or electrician), create a video experience that helps serve a purpose and helps them to solve a problem, or highlights the dangers of their day to day responsibilities in a practical way.
As a company owner, you’d know the needs of your employees more than anyone else. Use that to your advantage when planning out corporate videos in-house.
Make them more digestible (keep it brief, get to the point, anecdotes)
Let’s be honest, can anyone really say their workforce absolutely loves the corporate videos they have to sit through? Many employees simply tolerate them at most, considering they could have used that time to get other things done.
It’s key that if you’re producing a corporate video, for whatever purpose, you make it digestible for your target audience. This can be done a number of ways.
Firstly, you must take into account that people now have shorter attention spans. The amount of information people that take in now, is not the same as it was a decade ago. Nowadays people need to be constantly engaged to show interest and more importantly, retain information, get to the point, ensuring your audience is engaged when doing so.
Tell your story, don’t just list facts. There’s a difference between saying: “It’s our ten year anniversary”, and telling a heartfelt story about how the company started on a shoestring budget, to the respected company it is today.
Even if you’re not quite there yet, and still starting up, think of ways you can spark inspiration into your audience. An engaging anecdote will always be more memorable than a few slides of plain old facts.
Never underestimate the power of a good story. When done right, you can present your business as an entity that’s not just a boring corporation, but one with personality that sets you apart from the rest.
Invest in production (videographers, voice overs, editors, animators, make it “professional”)
Now one thing that many companies are guilty of, is underinvesting in their corporate video production. That’s not to say you can’t film a corporate video yourself, but an employee can easily tell the difference between a video filmed and edited by an intern, versus a video produced by a video production company.
Production value isn’t just about video quality and transitions, it’s way beyond that. Are you an international company with an English CEO? Then you may benefit from hiring a voice over, or a few, in different languages for the regions you cover. You may also benefit from a video producer that can effectively edit and dub translated voices for different languages.
You’d be surprised how many company CEOs hate the sound of their own voice, and more surprised on how often companies outsource voices to help tell their company stories. If you’re a graphic design company, perhaps it will be more on-brand to add animation to further enhance the overall engagement of your corporate video.
Be more inclusive by also subtitling your videos for those hard of hearing. Instead of using the same old slideshow software, look into something more engaging such as prezi for the sake of aesthetics.
If you’re adamant on only using internal videographers, ensure your cameras are up-to-date and respectable in today’s standards.
If you’ve got a nice corporate building you want to show off, invest in a drone camera to show off the scenery, adding that extra bit of production value to impress new employees and investors.
The more you invest in production, the more professional the corporate video looks. Not only that, but it adds an extra aesthetic factor to your company video, showing that you’ve put that extra bit of effort in.
Get distribution right (YouTube, Vimeo, Newsletters, LinkedIn)
Corporate videos aren’t only shared internally, as mentioned earlier, you can have corporate videos for your new starters, seasoned employees, as well as investors and loyal clients.
If you’re producing content that could be useful for current and potential clients, then you need to ensure you distribute your video on channels where they can be found. YouTube, Vimeo and LinkedIn are great places to start if you’re getting your content out there.
On YouTube and Vimeo you can also optimise videos for SEO, and should they have enough demand, you can even get new business that way. For general updates you can also utilise your newsletter and existing database of professionals.
For training purposes you can host your videos on a cloud-based solution or internal database, or even as a private YouTube video only accessible by employees. Whichever way makes the most sense to reach your target audience, just ensure you’re covering all bases necessary.
Putting more effort into corporate videos
Creating great content is by no means easy, but there are definitely steps you can take to ensure success. When it comes to corporate content, make sure you’re speaking to the right people, keep it digestible, invest in production and ensure it gets seen.
Take these tips into consideration and you’ll be on your way to producing great content for your employees and affiliates.
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