Xero’s Director of Global Media Pat MacFie is the king when it comes to producing quality content that converts into customers. But to first understand how to create quality content, we first need to understand the definition of ‘quality’. Quality vs. ‘Quality’ “There’s a big misconception about quality,” says Pat. “Some people say, ‘I shot […]Posted 3 months ago | by Erin Reily
Making Corporate Videos: Top Tips from Top Brands
Posted 2 years ago | by 90seconds
Making a ripple that doesn’t simply dissipate in a sea of corporate videos isn’t always easy. You’re not just competing with other businesses in your field; you’re also up against smartphones, web content and hordes of other distractions that vie for your audience’s undivided attention. In short, the quality of your corporate video production determines the level of public engagement you enjoy.
Sadly, far too many companies make the mistake of creating corporate videos that skew towards the stodgy end of the spectrum instead of actually being entertaining. While the drive to communicate important information is understandable, producing corporate video isn’t just about sharing facts or statistics. You don’t have to be a Quentin Tarantino or Martin Scorsese, but you should at least bear the following ten tips in mind when creating videos that need to make an impact.
1. Concentrate on Your Objective
Top corporate videos have cohesive messages, and this is in no small part the result of detailed planning. Decide what you’ll say before you get in front of the camera and stick to the schedule, don’t wing it during the real shoot.
This is the time to set your tone. Skip the overbearing buzzwords, but don’t lapse too far into casual vernacular. Good corporate video strikes a rapport with viewers, so decide how to address yours in an accessible fashion.
2. Shorter Is Superior
Viewers don’t have time to sit through your version of how the universe came to be. Stick to the essentials, and remember that according to AdWeek, the top YouTube videos average just under three minutes. While your ideal target runtimes may vary depending on whether you’re creating an ad or internal training materials, you should always aim for concise language and effective visuals that communicate at a steady pace.
If you can’t resist adding more information than brevity would permit, insert it into your video’s comments. Effective cohesive marketing incorporates strategies like creating complementary blog posts and Twitter tweets anyway, so you can always include extra details in the form of links to supplementary content.Corporate videos should resonate company's voice but with a personal touch. Click To Tweet
3. Don’t Bury the “Meat”
While teasers and other promises of future value work great in Hollywood, they generally miss the mark in corporate videos. Instead of making viewers suffer through an army of secondary details to find the meat of your video, introduce the point early, and reinforce it often.
Your main topic should be the primary reason people view your content. Letting audiences know what they’re in for heightens interest and fosters organic search results. Of course, there’s nothing wrong with introducing a topic briefly and then explaining other related details before returning to the main substance, but try to avoid hiding your purpose.
What to leave in and what to leave out can be one of the most common errors during video production. One may tend to go over budget to ensure everything’s covered while the other sticks to it –only to find out something has been left out. Most companies working with local video production agencies hire additional people such as consultants, location scouts to get advice on rates and time estimates. The number of people you need to hire could add up if the video production company’s pool of resources and network is limited. Be upfront with the video production company regarding overtime rates/ flat rates, location services and other unexpected expenses that might arise during production.
4. Don’t Just Talk to the Camera
If people wanted to watch talking heads, they could turn on the news or attend a business meeting. Either option would be equally uninspiring. Your videos ought to do more to pique interest.
Speaking in front of the camera looking stiff and awkward can prove to be disastrous. Viewers would not longer focus on the message but by the nervous gestures. Executives should read the entire script and get the whole picture. Look & act natural, and avoid distracting gestures. Practice with the material beforehand. And do some relaxation exercises before the shoot if you need to calm your nerves.
Confused about the difference between addressing your viewer directly and making a creative corporate video? Take a look at these examples of marketers who struck the ideal balance between casually conversing with viewers and keeping things fresh using great imagery and smart editing:
5. Establish Continuity Through Location
Bear in mind that your choice of location impacts the practical realities of your shoot. Want to depict a typical day in the life around your cool office? Be prepared to plan your shots to minimize distractions and spend time editing the final product. Feel like shooting outdoors in an authentic environment that really drives your message home? Get ready to deal with fickle weather. Location demands planning and the ability to manage scheduling, so seasoned help is highly beneficial.
When scheduling your corporate video production, consider how many locations are needed (interior versus exterior), specific treatment per location, and the unpredictable weather. The goal is to create a well-composed, smooth progression of different locations without making it look just like random shots.
6. Plan Your Wardrobe Carefully
People pass judgment on how you look as soon as you appear on screen. Top corporate videos don’t necessarily restrict their talent to formal business attire, but your choice of utilitarian or functional apparel says just as much about your message as the environment you present it in does.
If you’re creating a series of corporate videos, consider dressing like a cartoon character. In other words, stick to the same wardrobe for every shoot. This technique can be particularly effective if your company has visibly-branded uniforms.
7. Support Your Claims
Including evidence is key to making corporate videos that viewers actually trust. Whether you mention a study and link to it in the video description or use motion infographics to visualize a point, you should make it clear how real data backs up what you’re trying to get across.
This is another area where the importance of editing corporate video becomes apparent. Raw data isn’t always that interesting, but combining stats with unique presentation or footage may help you deliver a message more effectively.
8. Don’t Overlook Production Value
A very small percentage of the population has gone to film school, but anyone can instantly spot the difference between amateur video and professionally-shot footage. Many of the secrets to making your creative corporate video authoritative lie in proper lighting and sound.
What looks good to human vision may not work on video. Cameras rely on good lighting to create images whose colors appear uniformly consistent from one frame to the next. Even in sunny daylight, videographers require tools like reflectors to avoid funky shadows or highlights that the camera might exaggerate.
Also remember that microphones are designed to pick up a broad range of different sound frequencies equally. Your haphazard mic placement might drown out your talent’ s voice with the sound of environmental background noise. Investing in the fundamentals of good audio and video capture is the only way to avoid problems you won’t be able to edit out.
9. Tell a Story
Even if it’s brief, including a narrative ties your video together and makes it more memorable. Whether you’re aiming to really tug at someone’s heartstrings or inspire people with a noble message, storytelling really drives the point home.
10. Include a Call to Action
Finally, don’t just halt your video abruptly. If you’ve been paying attention, you’ve already demonstrated the value of your brand and its message. Now it’s time for an impactful conclusion.
Good corporate videos finish with value propositions that foster further engagement. Even if you simply end things with your name and logo or information about a bargain you’re promoting, you should make it easy for people to connect with your brand.
Posted 2 years ago | by 90seconds