Okay, let’s assume you’ve read Part 1 of this series about WHY you should make a corporate video, and you’ve decided to be super proactive and take the plunge. A wise decision, maestro. Video is an incredibly persuasive and sticky way to convey a message.
You may be telling your central marketing story, or introducing a new product or service. But once you have the idea of what you want to communicate, there’s still a lot to consider. Is it relevant to your strategy? Does it focus on your strengths? Does it convey a clear message? Can it be branded? Do you have the budget to do it right? Do you have a plan to promote it once it’s ready?
A good corporate video involves a lot of planning. We’ll touch more on that when we get to the HOW part of the series. But suffice it to say, you’ve got a lot to think about right now. First up – subject matter.
This is the foundation. Your concept, message, scripting, storyboarding and production planning, all the way up through the actual shoot and edit, use the WHAT as the basis for decision making. Getting this locked down correctly at the start is a no-brainer.
Top 8 ideas for your corporate video:
Executive or expert interview
Who better to talk about your company than someone at the top? Your executives can convey the company mission with strength and credibility. Having execs speak on behalf of your business gives you a chance to show the “human” side of what you do.
Or, you could interview a credible expert in your field, such as a leading engineer. This lends a good deal of strength and authority to your brand, while attracting audiences of a similar caliber.
Client testimonial
Asking a customer to speak on your behalf can be very powerful. The goal is to show a prospective new customer that someone like them has already used your product or service and loved it. It’s a classic tactic – the “all your friends are doing it” approach.
But there is one important caveat – the testimonial must be genuine. You don’t want this to seem fake. Could you hire an actor? Sure. But, people will see right through it. And not only will that turn them off to your pitch, but they’ll never see you as a trustworthy resource.
Training
While it’s an internal-facing resource, it may make sense to compile corporate training videos. These can cover anything from new products to internal procedures, policy changes, legal processes and more. It’s a great way, especially in larger companies, to ensure a high degree of standardization and consistent messaging in the training process, and leaves little to chance.
Corporate meeting, conference, or seminar
A great way to connect with your shareholders or customers, corporate meetings or conference videos provide a behind-the-scenes look at your company. While it’s rather unlikely that your seminar video will go viral, this type of video provides a more down-to-earth connection with some of your most loyal brand advocates.
Another advantage is that the logistics have mostly been worked out. You generally don’t book a seminar just to film it – you’re simply adding the filming to a conference or meeting that is already planned. This cuts costs by eliminating scripting and storyboarding, and simplifying the editing.
About Us
There’s no better way to tell a potential customer all about you than with a video that is…well, all about you. This approach leaves little to chance when showing the world who you are. You carefully craft the message, share your vision, and put your best foot forward. An “About Us” video allows you to present what and who you are, what you stand for, and where you are going.
But just like Testimonials, this has to be genuine, not just a bunch of fluff that doesn’t accurately portray your company. Highlight your strengths, feature your people, and try to capture the character of your company. It can be technical, humorous, serious – just be sure it’s designed to speak to your customer.
New product or demo
If you’ve developed a new product, video is a very strong tool in your arsenal to help roll it out. It gives you the opportunity to show the product in detail, highlighting features and benefits in a way that is more easily absorbed.
And there’s nothing better than actually watching a product in action. A demo video can show your prospective buyer exactly what the product does, how it does it and, most importantly, how it will do it for them.
Documentary
While this isn’t one of the most common corporate video styles, it has gained popularity in recent years as a new approach to the “About Us” video. Documentaries take the viewer out of first-person, which is a more disarming and absorptive format.
Also, the docu-style video tends to be longer, allowing for a more detailed or in-depth stories. In other formats, it may be better to keep your videos short to hold the viewers’ attention, but this format naturally hooks them for a more extended time.
Apology
Most people won’t go with this option, and I hope you’ll never need to do it, but we all make mistakes. And sometimes big companies make BIG mistakes. Morally, ethically and financially, it’s always a better business decision to step up and be accountable. Most people will forgive if you own it, but no one forgets if you don’t.
Again, video is persuasive and sticky, which makes it a great option if you’re trying to right a wrong. Remember (and by now this should go without saying), be genuine, be humble, make amends, be forthright, and be responsible. You’ll likely find that your customers stick with you, and perhaps have a greater respect for you.
The bottom line of choosing a corporate video style
No matter what kind of video you decide to shoot, do your best to engage your audience. Make it interesting and make sure it’s branded. Go the extra mile to ensure that it’s a quality representation of your company.
And don’t forget: there is another great benefit to this process. Your video can easily feed your other marketing channels. For example, you can take smaller chunks of the main video (or even stuff that got cut from the final edit) and share it on social media, or use the transcript to create blog posts. Get creative and utilize the content in any number of ways to help spread your message.
For more info on choosing your next video project, read our ebook.
Chris Straigis
Senior Manager, Video Services