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Make sure your brand is getting exposure and isn’t camera-shy. Marketers are embracing corporate videos more than ever, and in today’s competitive landscape, it’s crucial for your business to keep up.
Although appearing on camera and describing your business might seem intimidating, there are plenty of alternative methods to create video content. The possibilities for video creation are endless. This article will explore the advantages of utilising videos for business and examine the range of options you can use to promote your products and services.
The Importance of Creating Corporate Videos for your marketing
Videos effortlessly capture audience attention and are highly effective in attracting valuable customers and talent to your business. With just a simple click or tap, viewers can engage with your content, making videos a powerful tool.
In Wyzowl’s 2023 State of Video Marketing Report, Statistics reveal that 89% of people have been persuaded to purchase products or services after watching a brand’s video. Additionally, 96% of people have watched an explainer video to learn more about a product or service.
By leveraging videos, you can achieve multiple benefits such as establishing brand credibility by showcasing your company’s history, mission, and values. Videos provide an accessible and engaging means for consumers to learn about your products and services. Furthermore, they offer opportunities to highlight your dedicated team members who contribute to your company’s success, while humanising your business and fostering a deeper connection with your audience.
Understanding Corporate Videos
To put it simply, a corporate video is a professionally crafted video tailored for business applications. It is typically produced by an in-house creative team or outsourced to an external company. By leveraging social media platforms, companies can disseminate their corporate videos, heightening brand awareness and visibility. These videos serve as an exceptional tool for engaging the audience and building meaningful connections.
Explaining Your Business in a Video
When it comes to holding audience attention, time is crucial. Lengthy videos are less likely to keep viewers engaged, so it’s necessary to summarise your business in a concise manner. To effectively communicate your brand’s essence, you can break down your products and services into the following:
- Set clear goals for your business products or services.
- Emphasise their relevance and necessity to the audience.
- Demonstrate how they effectively resolve issues and alleviate pain points.
By doing so, you can develop a succinct comprehension of your business that effectively communicates your operations without consuming excessive time.
Types of Corporate Videos
When it comes to corporate videos, you can divide them into two major categories: promotional and internal. Promotional videos are aimed at customers and clients, telling a story or conveying a message. On the other hand, internal corporate videos are designed for your employees and other internal stakeholders, typically for informative or educational purposes.
Let’s break it down and explore these categories.
1. Product Videos
These video types are ideal for exhibiting your brand’s offerings. You could showcase the various use cases for your products or highlight their practical benefits. Ensuring that your production quality is up-to-par is crucial for the best outcomes, as low-quality content may negatively impact your business’s legitimacy.
2. Tutorial Videos
Tutorials are valuable resources that educate customers on product usage and offer practical tips. Make sure to deliver clear, step-by-step instructions, eliminating any unnecessary information. Refrain from providing lengthy explanations regarding the rationale behind certain processes. Instead, concentrate on the process itself and address any elements that may cause confusion.
3. Explainer Videos
While having a similar objective, explainer videos differ slightly from tutorials as they expand beyond the scope of a traditional “How To” format. They provide an avenue to address questions, discuss the purpose of your services, or explore a topic related to upcoming promotions.
1. Brand Profile Videos
These videos play a crucial role in explaining your company’s mission, goals, and values, ensuring that internal stakeholders are well-acquainted with the unique personality of your business. This allows employees valuable comprehension regarding your brand’s image and perspectives.
2. Communication Videos
Keep your employees, clients, and internal stakeholders informed about the latest business developments in an effective and captivating manner. Internal communication videos serve as a medium to share company-wide information, such as expansion plans, new product blueprints, or structural changes. Utilising videos enables you to reach a large audience, ensuring that important information doesn’t get lost in the shuffle of emails or press releases.
3. Training Videos
Save time and enhance information retention with employee training videos. Understanding that written content may not resonate with everyone, and lengthy information-dense documents may not yield the desired outcomes, engaging training videos offer an effective alternative. By addressing the needs of visual and auditory learners, training videos foster an environment conducive to comfortable learning.
How to Create Impressive Corporate Videos
Delivering exceptional and captivating content hinges on setting clear objectives and comprehending your audience’s desires. Explore these key tips to shape your corporate video production strategy:
Write a Compelling Intro
Don’t settle for a fleeting glance; make your mark from the very start. With ever-shortening attention spans, the initial seconds of your corporate video must grip and ignite the curiosity of your viewers. A compelling approach to captivate your audience early on is to succinctly pose a question that directly addresses the issues they are actively seeking solutions for.
Begin by identifying the pain points and frustrations your target audience may encounter, then expound how and why your products and services offer the ultimate solution. By following this approach, you can create video content that holds immense value.
Wrap up your video with impact by including a strong call to action that urges your audience to actively participate with your products and services before they move on to their next commitment. Make a memorable final statement by summarising the value they can expect.
Stay on track and avoid unnecessary distractions.
Embrace the ‘less is more’ approach when crafting your corporate video, where a few well-chosen words can work wonders. Ensure your script is grammatically sound while focusing on direct and clear language to captivate your audience.
Moreover, avoid using complex language. Viewers are easily deterred by overly convoluted terminology – you catch our drift? Given the delicate nature of audience attention, it is imperative to ensure that every sentence is easily understandable and serves a specific purpose.
Ditch the Jargon, Keep it Clear and Straightforward
Building on the previous point, it’s important to eliminate any unnecessary embellishments that do not contribute to your message. Avoid using corporate jargon in your videos as it doesn’t have the same impact as in other forms of content creation and communication. Keep your video marketing initiatives free from such language.
Highlight powerful statements that can be validated. Opting for clear language allows for a more precise and comprehensible message, which is especially beneficial for B2B enterprises as it helps streamline their time, ultimately providing advantages for your business.
Inject Some Humour (With Style and Taste)
Strike a balance between creativity and professionalism. When exploring creative avenues, it’s important to consider the professional nature of your audience. The integration of humour in your videos will require careful consideration, particularly in the B2B sector. However, for internal teams, introducing humour can create a positive corporate culture if it aligns with the organisation’s values and guidelines.
Implementing this approach is akin to walking on a tightrope: it involves taking risks, but the outcomes can be highly rewarding if executed successfully. Remember, there’s a clear distinction between stand-up comedy and professional humour – you don’t need to aim for thunderous laughter. Sometimes a gentle exhale is all it takes to make an impact.
Refrain from making jokes that may offend or target others. Instead, focus on showcasing your empathy towards your audience. To inject humour into your video content, tap into shared frustrations, incorporate playful sarcasm, or introduce surprising elements.
If you decide to pursue this approach, it’s advisable to involve as many people as possible and collect their honest feedback to ensure you’re implementing it in the best way.
Keep Tabs on Your Rivals
Learn from your competitors. Look at what your competitors are doing in terms of video content and see if there are any ideas or techniques that you can borrow. But remember to always add your own unique spin and make it your own.
Take lessons from their errors. Analyse the mistakes made by others and use them as valuable learning opportunities. By understanding what went wrong, you can establish a winning structure for your own corporate videos.
Develop a Distribution Strategy
When distributing your corporate videos, you have three primary channels at your disposal: your website, email, and social media. It’s important to note that social media has emerged as the frontrunner, with 63% of marketers endorsing it as the most impactful platform for video promotion.
The choice of social media platforms for distributing your videos should be guided by your audience’s preferences. By analysing customer data and gaining insights into their demographics, you can strategically capture and connect with your target audience.
While website distribution may not have the same level of performance as other channels, it is still vital to include your video content on your business webpages, providing a chance for visitors to view and interact with your videos.
Listen to Experts and Trust their Expertise
Having trust in your team is key when managing or supervising a project like this. Whether you’re working with a professional corporate video production agency or relying on your internal creative team, it’s crucial to believe in their capabilities. While providing valuable feedback is necessary, remember to trust their expertise.
Establishing clear outlines and expectations is key, and don’t hesitate to make refinements when required. Engage in meaningful discussions with your creative team to leverage their perspectives and achieve outstanding results.
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