Corporate videos are no longer an up-and-coming trend — they’re an essential component of every marketing plan.
Statista reports that customers spent an average of 19 hours per week consuming video content in 2022, which is 163 minutes per day! This means video content is not only a primary source of entertainment and information but also an incredibly powerful means of communication.
So in this guide, we’ll explore what corporate video production is, as well as the types, benefits, and business impact of corporate videos.
Let’s dive in!
A corporate video is a video marketing tool that helps businesses improve their transparency and increase brand awareness.
Corporate videos can be used to showcase products and services, introduce a brand and its team, or highlight a company’s values and mission. They are a highly versatile medium that can be used on a variety of platforms, such as websites, social media pages, and trade shows and events.
In addition, corporate videos can be used for:
Videos are all the rage in corporate marketing.
Research shows that over 71% of B2B marketers and 66% of B2C marketers are using video marketing.
Here are three reasons why you must include corporate videos in your marketing strategy.
While people might enjoy reading blog posts on your website, these walls of text are not their preferred source of information.
Research has consistently shown that most customers react better to visual information. In fact, over 96% of people rely on videos to learn more about a product or service.
Research from Insivia also shows that viewers retain 95% of a message when they consume it via video, compared to only 10% when reading text.
Videos spread like wildfire. If you want your content to reach a bigger audience, corporate videos are the way to go. Through mutual sharing and by posting links on multiple platforms, they can increase your reach exponentially.
Video search results have a 41% higher click-through rate (CTR) than text-based results and are 50x more likely to be organically ranked in Google.
This means having videos on your company’s page increases your chances of dominating search engine rankings, boosting online visibility, and bringing in more traffic to your website.
So what are the types of corporate videos you can make? Let’s look at five popular examples.
Promotional videos are a powerful way of advertising events, products, and services.
Animoto’s research highlights that customers love video content and promotional videos are at the top of this list.
In fact, over 73% of consumers say they have been influenced by a brand’s social media presence when making purchasing decisions. This shows that promotional videos are great for generating leads and giving your audience a feel for your brand.
A typical promotional video contains a brief overview of what you’re promoting and an enticing call to action that encourages viewers to take the next step.
Testimonial videos feature loyal customers sharing their experiences with your products or services. They highlight the problems or pain points your customers face and showcase how your company provided a valuable solution to these problems.
Research shows that nine out of ten people trust what a customer says about a business more than what a business says about itself. Furthermore, over 77% of people say a brand’s testimonial video has convinced them to buy their product or service.
Here is an example of a fantastic testimonial video by American Express.
Explainer videos are usually short, engaging videos used to explain products, services, and concepts. They use clear and concise language, compelling visuals (such as animations or illustrations), and storytelling techniques to break down complex ideas for a diverse audience.
The goal of an explainer video in a marketing context is to grab the viewer’s attention, explain the benefits of a product, and encourage them to take action — whether it’s to make a purchase, sign up for a trial, or simply share the video with others. MiiCare’s video does this job perfectly.
Of course, explainers can also be used to simply educate or entertain viewers.
Company culture videos showcase your workforce, their attributes, skills, and abilities. It introduces the world to what your company stands for. Here is an example of an incredible company culture video by Zappos Family Careers.
Corporate training videos guide staff on how to perform a particular business task or process. Research has shown that virtual training videos can improve employee retention by over 600%, so they’re certainly a valuable tool to add to your training suite.
Even though the value of video marketing is clear, many businesses fail to benefit from it. Statista conducted a survey with a group of content marketers and found that 48% said they felt their organisation wasn’t using existing video to its full potential.
A further 40% said their biggest barrier to creating videos was the lack of a budget dedicated to video marketing.
If you’re one of the companies hesitant to invest in video marketing, it’s time to set your fears aside and take the leap. Here are some statistics from The Social Shepherd to put the benefits of video marketing into perspective:
For more details, read our piece on the 12 benefits of corporate video production you should not ignore.
Videos are clearly an effective medium and their power to boost business value knows no bounds. After all, there’s a reason why 87% of marketers are already using video content in their marketing strategies.
Not only is the video format easy and affordable to create and distribute, but it can also help increase conversion rates, enrich your company’s branding, and show your audience that your company is more than just a fancy name and a logo.
On top of that, video can even save businesses time, money, and resources. There’s ample evidence that video marketing is a smart business investment — 41% of marketers claim it has a high ROI.
So whether you’re looking to engage potential customers, promote your products, or improve your social media presence, video content is arguably the best way to achieve these goals and increase your business value.
There’s no time like the present to get started with video marketing.
Use this article as a guide to shape your video strategy and begin brainstorming the content you can produce.
When done right, a great video can help your business build a lasting brand identity, connect with potential customers, and lead to more website traffic, increased engagement, and conversions. What’s not to like?
If you’re looking for a video marketing partner, reach out to us today. We have over forty years of combined industry experience making all sorts of corporate videos — from testimonials to product videos, explainers, training videos, and beyond.
Reach out for more information or get a quote today!
