We’ve all seen some truly terrible corporate videos in our time. From cringeworthy cliches and low production values, to on-screen “talent” that look like they’d rather be anywhere other than in front of a camera, there are lots of factors that cause shoddy corporate content.
But if you want to make a good public impression and stand out in an increasingly crowded media landscape, getting your corporate video right is crucial. To help create better visual content for your brand, check out our simple tips on making corporate videos your clients will love.
Determine your target market
The first rule for any corporate video project is to know your audience. So right at the start of the planning process, sit down to work out whose attention you want to attract.
Here are a few questions to ask yourself:
- Are you creating a general video designed to have widespread appeal to as many people as possible?
- Do you need to narrow your focus to a specific niche market?
- What are your key demographics? (Age, sex/gender, income, education, etc.)
- What interests do they have?
- Why are they engaging with your brand?
Your target market will determine the whole tone of your video, so it’s important to get this step right.
Perfect your message
Now that you know who you’re talking to, it’s time to clarify exactly what you want to say. So ask yourself what the main objective is for your video. What is the key message you want to communicate?
Are you looking to attract new customers, hire new employees, or just build brand awareness? Do you need to promote a particular project or product?
Whatever your goal may be, remember to keep it simple. While it can be tempting to cram your video full of as much detail as possible, this sort of information overload can dilute your key message.
Keep it short and sweet
Let’s face it — there are plenty more interesting things to look at in this world than corporate videos. So don’t insult your audience by expecting them to watch a lengthy presentation about what your company has to offer. Their attention is likely to waver pretty quickly, so try to keep your video short and to the point.
That way, you’ll be able to engage with your target market and communicate your message as quickly as possible. They’ll finish knowing more about the benefits your company provides for them, but they won’t feel that you’ve wasted any of their precious time.
Choose the right filming locations
Finding the right film shoot locations can be a tricky task. While some projects might be set entirely in your office, others will require you to get out and about to film in unique and interesting venues.
If you’re choosing an indoor filming venue, consider factors like accessibility, lighting, interior space, and cost. If you’ll be outside, be prepared for obstacles like bad weather and annoying background noise.
And if you’re booking a space for your shoot, visit in person before deciding whether it’s the right fit for your video.
Fine-tune your script
A corporate video script should be as streamlined as possible. Think of your script as if you’re a hiker packing a backpack for a long-distance trek — just like the hiker only packs essential items to keep the weight of their pack down, you don’t want to weigh your script down with things you don’t need.
The script will allow you to plan your shoot from start to finish, and fine-tune exactly what you want to say and how you’ll say it. Remember too that it’s important to jettison the corporate jargon and buzzwords from your script — the best pieces of corporate communication are much more subtle than that.
Engage your viewers
In the past, corporate videos were much more conservative and formal — think a talking head wearing a suit, sitting at a desk, and talking to the camera, and you’ll have a pretty good idea of what was involved. Today, they’re all about telling stories.
This opens up a wide range of creative opportunities for filmmakers, plus a huge variety of potential approaches for you to take. While serious and professional videos still have their place, there’s much more scope these days to make an emotional connection with your viewers.
You can try to tell an inspiring story to show your audience about your company culture, for example, or inject some humor to help your video stand out on social media. Provided it’s in keeping with your brand and your message, there are lots of different avenues to explore.
Finally, while this isn’t a Hollywood blockbuster, don’t skimp on production value for your next corporate video. Modern viewers are very savvy and can spot a poor-quality video a mile away, so don’t try to cut any corners.
Find room in your budget to ensure that you have good lighting and sound, and that the video looks like it’s been shot by a pro. It’ll cost more upfront, but the end result will make the extra expense well worth it.
Start searching for corporate filming venues
Now that you know how to plan and create engaging corporate videos, you can focus on the fun part: writing your script and finding the perfect filming location! Be sure to choose a location that matches your brand’s aesthetic and values. Don’t be afraid to think outside the box and choose an unexpected venue.