Before we speak about creating an impactful corporate video, we need to know what is a corporate video and its significance.
A corporate video is a non-advertisement video content created for any business, company. Corporation or organization. A corporate video is also known as a company profile video which broadly speaks about a company’s thought behind the establishment, history, in brief, the present scenario and market share, vision- mission of the management and the future course of action. A corporate video is mainly made for B2B communication but nowadays global research shows that it also helps in B2C communication as well as helps is brand recall. In today’s world, corporate video has replaced the importance of a company profile or presentation in general. It is very easy to host the corporate video content online and can be easily published on the company’s website page to get more traffic and also can be used through other social media and digital media platforms to make the competitors, distributors and target audience aware about the brand or business. Corporate video content also helps in email marketing as well as SMS and Whatsapp marketing.
Corporate video content is targeted towards a company’s core selling demographics, external competition as well as for internal employees. Corporate videos are also made for staff training and safety purposes of the employees. While making a successful corporate video one should remember to focus the mentioned points for sure:
- Brand promotion or business overview
- Investor relations and shareholder communication
- Market updates
- Product details
- Vision & Mission of the company and corporate responsibility
- Customer testimonial.
A corporate video is also known as:
- Corporate profile video
- Company video profile
- Communication video content
- Factory video
- Safety video
- Training video
- Product profile video
- Explainer video content
- Event profile video
- Business event summary video
- Customer awareness video
- Corporate announcement video for B2B marketing
We have often seen a well-designed corporate video becomes an integral part of a company’s communication strategy. Often companies release corporate videos on any special press conference, annual conference, general body meeting or anniversaries with newsletters to make the corporate communication more effective.
In recent time video content has become a significant factor for search engine optimization for Google, Yahoo and Bing and as a result, making a corporate communication video is a need of the hour for website and company branding purpose.
Let us discuss the importance of corporate video content
An effective corporate video talking about your business will help to drive more traffic about your business and will help in more engagement. A well designed corporate video is the best way to showcase your brand in the right manner. Google ranks websites on top, which have video content integrated into their website. It helps a company to get more visitors and adding a corporate video to a website makes it more SEO friendly.
Now. before we speak in detail about how to make an Impactful corporate video let’s discuss the six essential points which as a content creator one should keep in mind and as a business owner one needs to know while choosing a company to create a corporate video content creator.
Keep it simple and interactive
This is a very important thigh that any creative has to keep in mind while designing corporate video content. One needs to explain the points in a simple way and by making it interactive a creative can make the corporate video content easy for B2B as well as B2C communication.
Understanding the purpose
Every corporate video content has a purpose and as a creative one has to understand the purpose in detail before you start to design the content. Think first, what is the purpose of the corporate video? and then start to design the content. Try to give a story to the content which can be easily understood by everyone. One must understand that through a corporate video you cannot target everyone so tailor your video to match your defined audience and try to speak directly to them through visual communication.
Appeal to emotions
Almost all purchase decisions (and other decisions as well) are emotionally based, though we like to believe we are rational beings. Most corporate videos recite facts, figures, features, and benefits. While this may be good information, the general viewer will most likely turn away from something so analytical and boring.
If you really want to reach anyone, whether it is potential customers, business competitors, new investors, new employee recruits, or even employed staff, connect with them on an emotional level with your video. This will grab their attention and make them want to stick around until the end.
Combine powerful audio and visual elements
According to a study done by the Harvard Business Review, research shows that people remember only 20% of what they hear and about 30% of what they see. However, an incredible 70% remember both what they hear and see at the same time.
So corporate video becomes effective when the Video combines both the spoken word and the visual storytelling at a same time. Even something as “boring” as an investor presentation can be spiced up with the help of a production company experienced in corporate video editing. Animations, color schemes, background imagery and music, and even voiceovers can really take a plain corporate video to the next level and engage viewers for longer.
Professional feel
The corporate video should be designed in a professional, informative way. Budget is important but choosing an experienced company that has experience in designing corporate videos is very important as the first stage of a successful corporate video campaign. A company should invest in corporate video production like another marketing strategy. Corporate videos are that important to your company and being a cheapskate will show in the final product, which will end up more ineffective than even the traditional boring corporate videos of the old days.
Proper distribution
Try to host your corporate video content on popular platforms such as YouTube, Vimeo, and even your company website. Doing so may help you get you ranked with Google, found in search results, and visited by both loyal and new customers. You can also reach a lot of people by including your corporate video in your monthly newsletter that is emailed to your list of subscribers.
In addition to this, now- a-days a company should ask the content creator to give smaller cuts of the main corporate video which as a company one should be able promote in other various social media platforms such as Facebook, Twitter, and Pinterest.
Also Encouraging others to like and share you video will reach audiences far and wide making your corporate video that much more effective.
A well-designed corporate video has the ability to really turn things around for your company by increasing leads and conversions, convincing people to come work for you, and educate employees on things such as safety, training procedures, and even the state of the company.
Now, let us discuss the simple and effective way to design an impactful corporate video
Step 1: Listen to the clients brief in details and understand the purpose
Well, this is the first and foremost step that a creative one has to remember while designing corporate communication or corporate video content for any business or brand. If your thoughts are clear as a creative then only you can design corporate video content which will be effective and impactful.
Step 2: Start with a brainstorming session
Sometimes it will be clear what video your business should create and how. But many times, it can be tricky to turn an idea for a product tutorial or explainer video into full concepts.
Starting with brainstorming can help those ideas thrive. Keep notes on your sessions — some of them can even serve as inspiration for videos down the line. As a creative I believe to give very corporate communication a human interest storyline and keep it simple.
Step 3: Focus on the benefits for your customer
The trick to creating a successful corporate video is creating one that resonates with customers.
Listing features is informative, but it doesn’t help your audience see how your product or service is right for them. Illustrating the benefits is an effective approach. In other words, show it in a great visual journey just don’t keep telling.
Step 4: Design an impactful to the point script, screenplay and storyboard
This is a very important step that a creative one has to remember. Keep the story simple and to the point. Write a script that is simple in one hand as well as powerful to tough the viewer’s mind. Design the screenplay or storyboard as per the script and explain it in such a way that the content can be used for both B2B and B2C communication.
Step 5: Set the pace and build to an inspiring conclusion
Your video can look stunning but lack an engaging narrative and a central message that will make your campaign a flop. So before you establish the look of your video, make sure the feel is right.
Are the words, voiceover, or idea of the first scene relevant? Do they catch your attention immediately as a viewer at the first stage? If yes, then you can be assured that you are in the right path to design an impactful corporate video content.
Keep in mind that a corporate movie is not fiction but for impactful corporate video content, you must make sure that it should have a beginning, a middle, and an ending that holds the viewer’s interest throughout.
Step 6: Pair your ideas with strong visuals
As a content director when you are designing corporate video content you must remember that your video’s design should be a reflection of your brand personality.
It can be fun and animated, or professional and minimal. Whatever style you choose, make sure it’s consistent across video communications.
When choosing visuals, think of imagery and colors that bring your ideas to life. Make your first scene is eye-catching to create intrigue at first glance
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Let me explain the complete process through a diagram for a better understanding
So now it’s time to know how to make impactful corporate video content for a company or a business:
- If it really starts with the script then give the story to your corporate video which relates to human emotion.
- Use proper story Structure and detailed plan.
- Use Different Angles and should design an interesting screenplay matching the script
- Use Dynamic and creative camerawork.
- Use filters and colours and adequate light as per the need of the script.
- Use Motion graphics and title banners to make the movie more interactive and informative
- Cast the right people and capture the right mood.
- Use an effective background voice over in a storytelling style
- Try to use upbeat music or heart-touching music as per the theme.
- Do the final edit keeping in mind the right beginning and right ending.
And moreover, keep the style simple and real.
The trick of making an impactful corporate video is creating one that resonates … Illustrating the benefits is an effective approach. In other words, which show more than it tells.
Some Corporate Video Samples
