As a video production company, we often encourage clients, friends and family to produce their own videos, through our blogs, social media and DIY Video Workshops. Some find it strange that we’re not pitching to them but instead encouraging them to make their own, whereas others are discouraged by the time and money that is assumed to go into filming your own corporate video. Whilst on the surface, producing your own corporate video can be pretty daunting, limiting marketing opportunities by not including video can be detrimental to informing others of your brand.
Video provides the opportunity to show off your company’s personality, values and unique selling points in real-time and colour, 24/7 – even when you are out of the office. You don’t have to be a fancy director to put together a high quality corporate video, but here is how we do it!
Fear not because, I’ve put together three easily-avoidable ways in which a shoot can go wrong, as well as ways to overcome this to help ensure your video shoot goes to plan on the day.
1. Scribble Down Ideas
Like with any new concept, start with a brainstorm. In some instances, you’ll have a clear vision of what you want your corporate video to portray. At other times, you’ll have no idea. I’d recommend going with the ‘who, what, when, where, why, how’ technique. Answer all of these questions to gauge a better understanding of your aim. Also, look to competitors for inspiration (but please, do not copy!), and write it all down on paper – when it’s written down, it helps you to visualise the concept at hand. Even if you don’t utilise the notes for your brainstorming sessions now, they could serve as inspiration later down the line.
2. How Can It Benefit Your Audience?
A successful corporate video is one which resonates and relates to its customers; a good corporate video will strike a chord with the audience at which it is targeting. It’s like seeing an advert on TV and remembering it days later or telling your friends about it afterwards. Instead of just listing the features of your business, show your audience how the product or service can work for them. Show don’t tell.
3. Perfect the Script & Storyboard
One of the things we emphasise to those who attend our DIY video workshops is, The Storyboard. Storyboards are a sequence of visual drawings or photos to depict the storyline of your corporate video. It’s a great way of mapping out and organising your ideas as well as visualising them and getting an idea of how the corporate video will flow. The more specific the storyboard, the better, as this will allow the production and filming team to capture exactly what you have envisioned – also, this way, the whole team are also on the same page. By visualising the corporate video sequence, this will allow you to discover ways of making small tweaks and adjustments to improve the corporate video, as opposed to if you had a general, ‘round-about’ idea of the video being planned. This also applies with the script; write and rewrite the script until it’s perfect, as this poses as the verbal and literal form of pitching your product. Ensure the words and phrases you chose are succinct, punchy and memorable. Generally, if the pre-production process is thorough, the video is likely to be great.
4. Set the Pace & Build Up to an Inspiring Conclusion
Your video can look brilliant but lack a narrative and an underlying message. Before you establish the look of your video, make sure the message has been established, and the words are relevant. There should also be a beginning, middle and end; does the first scene catch your attention immediately? Is it relevant to your brand? Does the middle inform of the company and answer your marketing goals? And does the end leave the viewer inspired and wanting more?
5. Strong Visuals
The imagery and design of your video should be a reflection of your brand’s personality. If you’re a corporate company, then your corporate video should reflect a professional feel (animation is a good way of making a ‘black-and-white’ topic easier to engage with). On the other hand, if your video represents a more relaxed feel, such as a start-up, you may want to go for a more colourful and relaxed impression. Another thing we emphasise during our DIY Video Workshops is that, visually, your video should sit in line with your branding too, ensure the colours used match that of your colour scheme and logo, and even colour correct accordingly in post-production if possible. Whatever style you choose, ensure it is consistent throughout all video communications.
6. Use the Correct Channels to Share your Video
So, you’ve planned, shot and produced your video. Now what? Maybe post it on Facebook, Instagram and that’s it… No. That’s is the biggest mistake people make after producing their corporate video because it can hinder exposure to your target audience. Remember, people interact with video content different on different platforms. Upload your corporate video to YouTube and embed it onto your website. Ensure that you have added a title and description and optimised it too so that your company is more likely to appear when people search keywords that match that of your brand. Also remember what your video’s ROI is – if it’s a corporate video, the likelihood is that the ROI won’t be to get 200+ likes, but to bring in consumers. Do not lose sight of this, as many people do. Also, always remember to add a ‘call to action’; a nudge of what people should do next, for example, click here for a quote, or call us today for a few quote, this will make it easier for those interested in your product or service to take the next step.
These are the six steps we generally use ourselves at Cincera when producing corporate videos for our clients, they’re also what we suggest as guidelines to those who attend our DIY Video Workshop; the more specific and in-depth you can be in the preliminary stages, the easier it will be when filming and editing the video. Regardless of experience behind and in front of the camera, once you produce your first corporate video, the others will seem like a breeze! I hope this helps!
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