Are you planning a conference or business training course? Do you want to make your company known to potential customers? Then you should consider investing in a professional corporate video. Like most multimedia content, Videos increase audience engagement while enhancing the uniqueness of your brand inside and outside your company.
These peculiarities make corporate videos the ideal mediums to communicate your values but also the products you offer. In this guide, you will learn more about a corporate video and how to take the first step to make a successful one. Are you ready?
What is a corporate video
As we have already mentioned, a corporate video is a means of communication, a medium of video marketing. Its goal? Speak clearly and concisely to the target audience based on a given topic. It could be the presentation of the new collection of a fashion house and the illustration of the company’s philosophy.
Why create a corporate video
Investing in corporate video creation is an essential asset on several fronts. A corporate video can be used for internal or marketing purposes, with many nuances that can be declined in different ways. Here are some examples:
- Corporate videos as an integral part of marketing campaigns;
- Illustrative videos in which you present services and/or products during conferences;
- Corporate videos for potential clients and/or investors;
- Training and motivational videos for employees;
- Company storytelling videos for employees and for different types of targets.
The steps for making a corporate video
Even if it is a product with a different purpose, a corporate video is like a movie. This means that the entire process involves several stages, from pre-production to post-production, in which various professional figures intervene. Before starting, it is therefore essential to have clear ideas.
- What do you mean?
- Who do you want to contact?
- What story do you want to tell?
- What sensation do you want to arouse in users?
These are just some of the questions that will help you fine-tune your corporate video concept. It is key to find the right balance between creativity and technicalities to create a product that can communicate clearly and consistently using a unique and personal language.
In this way, the video will fulfill its task: to make your company immediately recognizable in the eyes of the beholder.
Before picking up the equipment, it is important to plan the work step by step. This first stage in technical jargon is called pre-production. The more attention is given to it, the easier it will be to carry out the actual production. Here are some steps to focus on:
- Prepare a storyboard and a script in order to have a clear picture of the scenes to be shot.
- Give the actors the final version of the script to avoid wasting time during filming;
- Think about the type of assembly you will want to do next.
If you’re going to create a cut while your new product description is shown, you may need to shoot from satisfied customers. In this case, consider the possibility of shooting B-roll shots in the pre-production phase.
After planning the work in detail, it’s time to pick up the equipment to start shooting. But the goal of your video must be to communicate a message.
It is, therefore, better to avoid getting lost in virtuosity, both from a technical and a language point of view. Instead, a style capable of combining personality and immediacy is to be preferred. Here are some tips:
It is possible to correct the color and brightness of the shot in post-production. However, it is always better to get the right shot already in the shooting phase.
Relying on professionals is very important, as they know how never to mix artificial light and natural light gave their different temperatures. This will help you a lot in post-production since inaccuracies of this kind can be difficult to compensate for.
Before starting to shoot, it is important to study the location. Is there an echo? Then you may need to find another place to shoot. Many defects can be corrected later, but an acoustic defect such as reverb may not completely disappear.
- Do multiple takes
With digital equipment, it is possible to shoot the same sequence several times without thinking about the waste of film, as was the case until the early 2000s. So why not take advantage of this possibility?
Shooting the same scene multiple times is good practice, even if you are sure how it turned out. Additional material can be fundamental support during assembly.
Okay, we’ve got the shot. And now? Post-production is a process that needs to be addressed without losing sight of the project’s creativity and idea and solid competence. That’s why it’s essential to familiarize yourself with the post-production software you will be using before starting to edit your footage.
- Choose the video editor
On the market, there are many professional programs for this type of work. For example, you can go with professional ones like Adobe Premiere Pro and Davinci Resolve, free ones like Openshot and FlexClip video editor. Once you have chosen the most suitable program, you can get to work. Here are some tips to keep in mind:
- Choose the music of your video
Not all corporate videos may need music, but there are a few things to consider if you intend to use them. If you want to insert a song protected by copyright, it is good to make an effort to request a license for use. Not doing so is tantamount to stealing, so pay close attention to this. Alternatively, you can decide to use music composed by a professional or use royalty-free music.
What happens after I import the clips to my computer? Well, it’s not time to mount yet. Before proceeding with the rough editing, it is essential to sort and arrange all the clips of the footage to work better later.
- Raw assembly
The rough assembly is a phase that precedes the actual assembly. It is a very useful process as it allows you to get an idea of what the video will be like without going crazy with timing or sound editing when it’s not yet time. Place the clips next to each other, frame by frame, make the necessary changes and when you’re satisfied, you can proceed with the final version.
How to create a successful corporate video
After our overview, you will surely have clearer the importance of the technical part during the processing of a corporate video. But of course, that’s not all. To ensure that your video is not just another video but a successful video, you need to keep in mind some aspects that are strictly connected to your brand’s marketing.
As we have already told you, video is a powerful means of communication: you can promote a product, make yourself known to new customers, train. Therefore, your goal is to study the type of message you want to convey through images and sounds.
Identify your audience
What kind of video are you making and who is it for? It may seem like a trivial question, but remember that the message also changes depending on your audience.
Here is an example that can help you understand yourself better. If you intend to make an internal training video, your goal must be to convey an informational message in which theoretical concepts alternate with practical examples.
Instead, it will be different from creating a video for promotional purposes, where the goal is to attract the attention of a potential customer to buy your services or product.
Study your target audience
To understand how to best structure your message, study your target audience. It will be much easier for your brand to reach the target audience and become competitive.
For example, you may find it very useful to do surveys to understand the interests and habits of your potential customers. We also recommend that you consider more specific tools such as Google Analytics, in addition to the tools offered by Facebook, Instagram and YouTube business profiles.
In this way, you will be able to understand more easily the gender, age, city, country and, of course, the interests of the typical user who interacts with the content related to your brand. The more you connect with them, the greater the level of connection between a new customer and your brand.
In fact, remember that the type of communication to be developed changes based not only on the product but also on the target audience. Making a video to promote a bio make-up line will have to take into account a specific target.
If you want to promote professional garden equipment, you will have to consider the needs of a specific category, the gardeners. Your communication could, for example, leverage the performance of your products, their handling and ease of use compared to those of competitors.
In conclusion, you will have understood that investing in creating a corporate video is worthwhile from many points of view. A video allows you to strengthen your brand and communicate directly to your target audience, making your products and company philosophy known. To achieve these ambitious results, a corporate video must be well done, with attention to detail both from a creative and a technical point of view.