Corporate videos are one of the most powerful mediums businesses can use to market themselves.
According to VidYard, 70% of marketers agree that videos produce more conversions than other content forms. Videos also get 1,200% more social media shares than text and images combined.
This means whether you’re a small startup or a multinational corporation, the importance of corporate videos cannot be overstated. But while they can bring incredible results, they have to be crafted with special care.
In this comprehensive guide, we will explore the intricacies of creating corporate videos, from important elements every good corporate video should have to tips and tricks for putting them together.
Here are 11 elements you should nail for the ideal corporate video.
The most fundamental element of a corporate video is its purpose: what is the message you want to deliver to your viewers? Whether you want to provide instructions to employees, teach a new skill, or showcase an upcoming product to your audience, you have to be crystal clear about the message you want to deliver.
Everything in the video will center around your message and how you want your viewers to perceive it. Make sure you define a clear and concise message before you get to production, or else you could waste time and resources producing meaningless content.
Once you’ve narrowed down your video’s purpose, you need to understand who your message targets. Not every message speaks to every person — you want to create an audience profile to define the best type of viewer for your content.
By identifying a target audience, you’ll be able to:
Tailoring your content to a specific target audience means users are more likely to find your content engaging, relevant, and understandable.
Storytelling is one of the most effective ways to create emotionally engaging content. The more your audience resonates with your brand’s story, the more likely they are to invest and engage with your content. By incorporating storytelling in your video, you can create an immediate connection with viewers, making them more open to hearing your message.
Professional shooting techniques, crisp audio, and high-definition visuals are important for a polished final product.
While you don’t need an enormous budget to produce an engaging corporate video, you will have to invest in certain resources to ensure you produce high-quality content. If you can afford to invest in professional assistance, it can ensure your video holds up to competitors and stands out to your audience.
Research suggests that people remember 95% of a video they watch as compared to only 10% of the text they read. The reason? Visuals.
Your video’s visual appeal plays a big role in how much of your message the audience likes and remembers, so make sure you use a good camera to capture your subjects. Incorporate colors using appropriate color schemes, background imagery, video animation, and other techniques to enhance your video’s visual appeal.
Authenticity is the foundation of trust. In an era where viewers are being bombarded by brand promotions and information left and right, being authentic and transparent is of utmost importance.
Make sure your video showcases the genuine personality of your brand. Don’t try to emulate another brand’s content or attempt to portray your company as something it is not. Aim to be honest, transparent, and authentic — this will help you foster trust that is invaluable in connecting with audiences today.
Make sure your video is focused on a single unifying message without including any unnecessary information that will distract or bore your viewers. Using a targeted script can help you stay on track in this regard.
You want to review your script and remove any information, clips, or shots that aren’t pertinent to your message and offer little value to your target audience.
Remember to address your audience’s pain points, answer their questions, and ensure that every second of your video is striking, engaging, and relevant.
While corporate videos typically focus on statistics, facts, features, and other technicalities, too many numbers can bore your audience. It’s important not just to deliver your message to the audience, but also to form an emotional connection with them.
Reports have shown that relatable content that audiences can identify with has the highest ROI on social media. Use your video to appeal to the viewer’s emotions — this will give you a better opportunity to grab their attention and motivate them to act in line with your message.
Your business’s marketing content should always aim to reinforce your brand image. Maintaining a consistent image is essential for authenticity. Aim to make your brand so recognizable that viewers connect your content to your brand at a glance. From the color palette to the tone of voice, ensure your corporate videos remain consistent (yet creative).
You’ve now compiled an epic corporate video — great! But how do you end it?
Your conclusion should always include a call to action: what do you want your viewers to do once they’re done watching? Whether it’s visiting a website, sharing the video, or signing up for a free trial of your latest product, you want to make it clear by including a short, snappy call to action. Make it creative and interesting to end your video on a high note.
The length of a corporate video can make or break its success. You might have an interesting statistic or an engaging story at the end of a 30-minute video, but that’s no use — your audience will already have left.
Your video should have enough information to be interesting and fulfill its purpose, but not be so long that you bore your audience into clicking away. Typically, videos under 60 seconds or less perform the best, but the most appropriate video length will depend on your message, your audience, and the type of video you’re making.
Learn more in our post on decoding the ideal duration for a corporate video.
Here are eight non-negotiables that successful corporate videos usually include.
Start with a captivating hook that immediately grabs your viewers’ attention. Your introduction doesn’t have to be grand, as long as it sets the tone for your content and keeps the audience watching.
Whether through a compelling visual, a bold statement, or an intriguing question, use a one-liner or a snappy beginning to set the video’s tone within the first few seconds.
Include a brief but impactful overview of your business. This typically includes elements like your brand name, your color scheme, and logo. You should also highlight any key products or services you offer, and include a concise mission/value statement.
Also, consider giving your audience a glimpse into your team’s cozy office space or include snapshots of your team at work. Don’t just drone on about numbers and figures — make it fun, engaging, and human.
While you tell your audience about yourself in a few seconds, don’t forget to tell them why you are of value. Explain what makes your company unique — are you the only women-led business in a particular sector? Are you launching a product that’s never been launched before?
Put the spotlight on what makes your company different and tell your audience how they can benefit from your brand.
When making a product launch video, answer the question “Why?” Don’t just tell them what your product is — walk them through why it exists, who it is for, and how it will transform their lives. Aim to answer these questions instead of going on about the construction or features of your product.
Social proof is the strongest form of advertisement. Don’t just tell your audience that customers love you — prove it to them.
Share what your company does well by including customer testimonials or success stories that feature your customers talking about their experience with your product/service.
Make sure to stay authentic — ditch scripted lines and reconstructed scenarios. Instead, include interview questions that encourage people to elaborate on their experience with your brand.
Strive for authentic feedback and use engaging visuals, behind-the-scenes, and interesting footage of your customers to build trust and credibility with your audience.
Ditch the myth that corporate videos need to be stern, serious, and business-y. Don’t be afraid to create casual, light-hearted videos that effectively portray your company’s culture.
Include shots of your team at company dinners and parties, feature company-specific humor and jokes, and bring your team’s personalities and uniqueness to the forefront.
Whether serious or light-hearted, use the video to create an emotional journey for the viewer. Bring out the best of your company’s culture to persuade your audience to connect with your brand and vision.
Once you’ve nailed the content of your video, it’s time for an impactful conclusion.
Good corporate videos always finish with value propositions that further motivate audiences to engage with the brand.
Your conclusion doesn’t have to be long or extravagant — you can simply end with your brand name and logo, a compelling call to action, or information about a new product you’re promoting.
You can also use your video’s last few seconds to reinforce key points and leave your audience with food for thought.
You don’t want your well-crafted corporate video to get flagged because of legal issues. Make sure to include any necessary legal or compliance information that is relevant to your industry.
Ensure that any music, visuals, or content that is copyrighted is authorized for use by the copyright holder. Also, be aware of any confidential information or trade secrets included in your video and ensure that this information is not revealed to unauthorized parties.
Corporate videos are how businesses tell their stories.
Instead of being intimidated by the competition and the work you need to put in, claim this medium as a way to connect with your audience like never before.
While the tips in this article can help you get started, don’t shy away from breaking out of the box. Corporate videos don’t need to be boring or follow a homogenized standard. Highlight the values of your company that make you proud and showcase your vision, passion, and the people who bring your brand to life.
If you need professional help with this, you can reach out to Ivory Media. We have a combined experience of 40 years in this industry and can ensure your video contains all the elements we’ve discussed in this post. Get a free quote today.