Corporate videos are a must if you need to share your company’s message, regardless of whether it is meant for employees or for a target audience outside of your company. Whatever you have in mind, follow these six crucial tips to ensure that your corporate video has the desired impact:
1. Write a good script
A good corporate video starts with a well-written script. From the outset, there needs to be a clear aim. Write a concise script and get to the point without taking detours that will only serve to disengage your target audience! Generally, a problem-and-solution strategy works well in a corporate video script. Make sure that the information given in the script is correct. If not, the credibility of the video (and consequently that of the company) is jeopardized. Then combine the script with great visual and audio elements to create an excellent corporate video!
2. Keep it short and simple
People want to see videos that do not take up a lot of their time. So make sure that the video gets to the point before the viewer loses interest or clicks out of the video! Consider the target audience to determine the length of the video. Videos meant for outsiders (e.g. marketing videos) definitely need to be short. Extra details can be made available in a blog. Videos meant for employees or investors can be a little longer, as long as the content of the video is engaging!
3. Ensure good quality
The quality of your corporate videos reflects on your company and determines the impact that the video will have on the target audience. Even an amateur video needs to be completed professionally! Make sure that the sound and visuals are of good quality. Use microphones that do not distort the sound. Pay attention to proper lighting in order to avoid shadows or undesirable colors. If there are actors or presenters involved they need to perform skillfully and look the part too! Fortunately, it is nowadays far easier to self-produce company videos! There are great online tools available to help with professional video production!
4. Tell a story
Corporate videos need to be more than just a person speaking into a camera! Storytelling is one of the most effective ways of engaging a target audience. Stories allow for an emotional connection and a deeper understanding as we identify with characters in the story. A short anecdote or story will engage viewers and make the video more memorable. The possibilities are great: you can include an emotional story, an inspirational story, a funny story, etc. to get your message across. Include interesting visuals and footage that keep the attention of the viewer. You can use a narrator, dramatization or animation. For useful guidelines visit our blog on “How to Write a Great Script for Corporate Storytelling”
5. Include Humor
Humor is also an invaluable tool for engagement. Humor helps to make it easy to connect with the viewer. Laughter boosts brain function, lowers stress hormones and improves memory. If your corporate video is dull, viewers will nod off or simply stop watching. However, corporate videos that include a touch of humor can keep the viewer’s attention. Especially when it comes to marketing videos humor helps to make the video less of a sales talk and more of an entertainment video. It is not simply a matter of sharing relevant information, but about engaging the viewer and after the video has been viewed – it is about remembering the video’s content! Therefore, thoroughly plan the inclusion of humor in your video to achieve the desired effect. (See our blogs on “Top Tips for Using Humor in Explainer Videos” for more detailed advice on how to incorporate humor in videos.)
6. Include a Call-to-action
Whether it is an employee, a customer or an investor, viewers must know what they can do next… Therefore, close the corporate video with an effective call-to-action. Tell the viewers what they can do next to optimally benefit from the information shared in the video. It may be as simplistic as including contact details (in the case of a marketing video) or a link to access further resources (in the case of a training video). Whatever the nature of the call-to-action it will ensure that your corporate video will encourage further engagement and has maximum impact.