How to get your corporate video content right
Corporate video can be an effective tool for a number of different purposes. Generally, corporate video is used to quickly communicate key messages with specific audiences to achieve a particular objective. Examples include engaging stakeholders with positive annual results, introducing company culture to new recruits, team-wide internal communications or for training employees.
Video has become a popular resource for businesses because of the value it can add to their communications activity. Messages can be conveyed to large audiences in a way that is far more digestible, in a short amount of time. In fact, according to a report by Insivia, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
Of course, in order to achieve this kind of engagement, your corporate video content needs to be just right. Here’s how to make sure your content is spot on…
KNOW YOUR PURPOSE, AND PLAN ACCORDINGLY
It might sound like common sense but having a clear vision of what you want to achieve with your video is so important. Otherwise your corporate video content could be hard to follow and could actually end up confusing whoever’s watching!
To overcome this problem, think of why the video is needed in the first place. Does your viewer need to be persuaded by it? Educated? Inspired? Decide on your goal, and then plan accordingly to make sure you meet this objective.
When planning, consider what content you really need in your video in advance, rather than improvising on the day of filming. Create a comprehensive checklist of all of the shots you will need. Consider which employees, customers or stakeholders you will need to film or speak to. Also consider what cutaway shots you will need to illustrate your message in a way that will help you to reach your goal.
The last thing you want to do is get to the edit and realise that there’s something you really needed to have filmed to get the message across effectively that you didn’t capture! Coming up with a detailed filming list is so important to good corporate video content.
Always work with a clear idea of your goal in mind and ensure that what you have planned helps you to achieve that.
MAKE IT ENGAGING
Once you have an understanding of what you need to get across, you can begin to draw out your message in creative ways to make sure your message is conveyed in a way that is really captivating for your audience.
Corporate video sometimes gets a bad rap for being dull or not engaging – but things have moved on from the era of tedious corporate video. Companies have now woken up to the fact that there are real opportunities to make their corporate video content really exciting and effective.
When it comes to making your videos engaging, try to illustrate the points you are making by using dynamic shots or appealing motion graphics. Think of how you will capture your audience’s attention – for example, you could use colourful animated videos, action shots or a time-lapse.
The more visually entertaining your video is, the easier it will be to hold your viewers’ attention and for them to absorb your message.
KEEP IT HIGH QUALITY
Even if you’re not a video production expert, it’s likely that you can tell a good video when you see one – it’s the content that cuts through the noise and captures your attention. Usually, that’s because it’s really well made. When we see low quality video, we’re much more likely to see it as mediocre and doubt its credibility, meaning we will probably stop watching.
To make sure your corporate video content is of a high quality, there are a number of different things you can do. Although expensive filming equipment is nice to have – and in some cases essential – making sure that you get the basics right is so important.
Use a sturdy tripod to ensure your footage isn’t shaky, make sure your colour settings are correct, test for good quality audio and use microphones to avoid distracting background noise.
Another tip is to make sure your edits are coherent. If someone is speaking to camera, don’t cut away at an awkward time. Make sure additional or cutaway footage and graphics relate to the point being made.
These are all super important things to bear in mind throughout your corporate video project.
If you want to know how you can get your corporate video content just right, then make sure you understand your goal and key messages, that you make it engaging, and keep it to a high quality.
If you need support, then consider calling in the experts like the team at 20/20 Productions who are always on hand to help you get the most out of your corporate video content. Want to talk through your communications needs? Get in touch with our helpful team today.