There’s no doubt that corporate videography is a powerful tool for promoting your business. Brands today are leveraging its potential to elevate their marketing game! And it’s slowly becoming the first choice for businesses who want to promote their product or services across all frontiers.
But what exactly is a corporate video? What are its types, how is it produced, and what are some important do’s and don’ts to keep in mind when making one?
If those are the questions on your mind, you’re in the right place! Let us take you through the intricate process of corporate video production!
Simply put, a corporate video is a video created by a company to promote its products or services or share news with its customers. There are different types of corporate videos (as we’ll discuss later) but all have one purpose — to convey a particular message.
Importantly, corporate videos are not always aimed at external marketing or news sharing. They can also be used for internal training or recruitment purposes.
So how are these videos different from standard ads? Well, they strive to communicate engagingly, aiming not just to elevate brand awareness but also to resonate with the company’s ethos, mission, and services to a diverse audience.
In other words, they are not merely about promoting. They’re about providing valuable insights into the company’s culture and operations, creating a richer, more profound connection.
For example, Microsoft created a corporate video to showcase the rebranding of their headquarters. The video includes interviews from the branding agency they hired, which is an interesting way to engage customers and business partners alike.
Corporate video production is the process of creating a corporate video. It can vary depending on the brand’s objectives. However, the production process remains the same whether the brand is just starting out or is already a Fortune 500 company.
It includes the following three stages:
As an additional step of the video production process, the brand might look to promote the video through different marketing and social media channels.
Corporate videos are powerful marketing tools. Here are six reasons why you need them:
Interestingly, if you look at the most successful brands out there, you’ll find one thing common among them. Almost all of them get their brand videography done by an expert video production company.
That’s because hiring a production company is a cost-effective and time-saving option. Most businesses lack the resources and expertise required to create high-quality corporate videos, which is where video production agencies step in. But before you head out to hire one, read the next section to understand the different types of corporate videos you can order.
There are nine different types of corporate videos you can produce for your company. These include:
Corporate explainer videos are for explaining the features of a product or service. These videos are typically found on a brand’s landing and product pages.
Marketing managers also use explainer videos because they help present a solution to the target audience’s problems.
Product demo videos are useful for highlighting the workings of a product. They are similar to explainer videos and focus more on driving conversions.
Product demo videos also include a strong call to action, prompting the customer to make the purchase. Additionally, these videos work best in the middle of the sales funnels where a customer already has an interest in your offerings.
Investor relations videos emphasise communication. In these videos, the company updates stakeholders and directors about objectives, achievements, and announcements.
When brand managers are producing investor relations videos, they should always aim to keep the videos concise and data-driven. This allows stakeholders to easily evaluate the company’s performance.
Showreel corporate videos are a highlight of all the milestones the company has completed in the past month or quarter. These videos are typically 2-3 minutes in length, showing potential clients a portfolio of your work.
They also help with establishing social proof through case studies and video testimonials. Brand managers should use these videos on the company’s landing page to maximise credibility.
Event videos offer potential clients or customers a glimpse into the company’s events, like conferences, exhibitions, and team activities.
The best way to approach event videos is to hire a professional film production company that captures all the key moments from the event. Event videos are known to have a positive impact on the company’s branding, creating a unique space for them in the industry.
Testimonial videos are another effective method for establishing social proof. In a testimonial video, the company highlights what its customers are saying about its product or service in a visually engaging way.
What sets them apart from written testimonials is that these look more authentic in comparison. They also create a more personal connection between the brand and the customers by showcasing positive endorsements from past buyers.
Employees today prioritise choosing a workplace with a thriving work culture. Location videos offer potential recruits a walking tour of the company and how they approach their work.
Your target audience gets an inside look at how things work out behind the scenes, allowing you to attract and recruit top talent.
Potential clients or customers will come through your doors once you start showing them that you can deliver on your commitments.
Corporate case study videos are ideal for achieving that. They show your target audience your customer success stories. You can incorporate a flair of storytelling to persuade and attract your target audience, converting them in the process.
Creating hype before launching a product or service is a time-tested method for boosting sales. Product launch videos create buzz and excitement for your offering even before it gets into the market.
These videos typically include the offering’s key features along with its benefits. Once the viewer watches the video, you can hook them in with a strong call to action for generating leads.
A well-planned and strategic corporate video production process involves 5 crucial phases. These include:
Pre-production is the foundation of your corporate video production project. At this stage, you, as a marketing manager, will plan out and shape the overall project.
You’ll start by collecting information about the company, like its unique selling proposition, objectives, and target audience. Answering these questions will help you get creative with your approach.
You’ll also get an in-depth insight into what will work for the project and what existing strategies competitors are using in their video production efforts.
Once you have a vision in mind, you can move on to create a script or storyboard, which would essentially be a roadmap for your corporate video production process.
In addition, you’ll also decide the production schedule, crew, location, equipment, and all other relevant resources.
To put it briefly, anything that appears in the script should be available at the time of the production. If you need help with that, Ivory Media can provide you with professional production experts.
Production is the actual filming of your corporate video. In this stage, you’ll work with visual and audio elements to create video content. This is the most intense and oftentimes the most expensive phase of the whole video production process.
That’s why you should hire a corporate video production company to streamline the process. Also, the success of this phase relies heavily on the pre-production phase. Because without the right planning in place, you can potentially waste hundreds of dollars during the production.
And even though you can decide on the number of crew members you need for the project, some professionals are a necessity to have onboard. These include a director, director of photography (DOP), audio engineer, and light operator.
In the post-production phase, all of the elements come together into one coherent video. A professional editor will merge the footage, music, sound effects, and graphics using a video editing tool.
Unlike production, this phase doesn’t require 5-6 crew members to manage the work. Depending on your video’s production quality and scale, an editor or an editing team will apply all the technologies for polishing the content.
However, you might need a professional colorist to add personality and feel to the final product. They aren’t necessary but can come in handy if you want your corporate video to stand out.
To increase your video’s visibility, you will also need to promote it on the appropriate marketing channels. Since we are specifically talking about corporate videos here, LinkedIn is the right social media network for promoting your video.
It is a platform built for companies and professionals and has a global user reach with millions of daily active users. So, if you do everything right, this social media network can become a game-changer for your business.
You can also grab organic search engine traffic by marketing the video on your website and YouTube channels. Other platforms that you can use to promote your corporate videos include Facebook, Twitter (now known as X.com), and Instagram.
The final phase involves measuring the success of your corporate video. Here are the key performance indicators you can use to measure its reach:
As you analyse these KPIs, ensure that you optimise your video marketing strategy accordingly. With data-driven optimization, you’ll gradually start seeing a rise in your video’s viewership.
Before we sign off, here are a few quick do’s and don’ts to help you make a perfect corporate video:
Corporate videos drive sales. There’s no doubt about that. They help brands communicate their offerings to a wider audience (and in a more engaging way). Not just that, these videos are also effective in establishing your brand’s image and achieving marketing objectives.
However, the question remains: How to produce a corporate video?
The answer lies with Ivory Media. We have a team of production experts who ensure that your videos are engaging, well-planned, and curated, keeping your company’s marketing goals in mind.
We also got a step further to market the videos we produce for you. With Ivory Media’s marketing experts, you’ll get your desired results on search engines and social media platforms as quickly as possible.
Ready to take your corporate video production to the next level? Check out our latest articles and learn all about corporate video production and video production in Sydney, plus find out how we create professional videos that showcase your brand’s unique story.
And if you want to learn more about our corporate video production services, get in touch with us today. Also don’t forget to follow us on Facebook, Instagram, and LinkedIn to stay up-to-date on the latest trends in video marketing and see examples of our work.