Introduction
Marketing and promotion has seen a major shift since companies embraced the digital mode of operation in their operations. Consequently, video content is no longer on the sidelines of the marketing scene but is rising becoming an essential tool in the corporate communication marketplace. The increasing usage of the internet and the globalization of the market have made video an indispensible tool for a contemporary enterprise; according to research it is predicted that by the year 2022, videos will contribute 80% of all the web traffic.
Every company’s communication starts to mentally prepare for video branding production, as a tool that is increasingly becoming a mandatory addition to positively stand out amid the competition and strengthen its position in today’s high-stakes market. However, making interesting corporate videos is not as simple as pointing and shooting; there is much that businesses need to do and achieve, in order to make an impact on their intended audience.
In this article, we will discuss a number of proactive measures for producing communicative and engaging corporate videos that would engage your viewers.
Know your target audience
Nevertheless, the initial step that constantly has to be taken into consideration before shooting the video is knowing your audience. Business videos have various uses based on the target market. If you’re creating a promotional video, demonstrating a product or recording a corporate event, understanding your target audience will assist in creating an appropriate message.
To successfully cater for a specific group of consumers, you need to consider their preferences in terms of age, geographical location and Interests. Get to learn some of the issues surrounding them and the struggles that they undergoing through. Translate all this information into producing a video about something that may interest or concerns them.
Set a clear objective
It crucial to know the goal of the video before going on actually producing it. What are you trying to tell the audience and what specific call to action are you making to the viewer of the video? When there are specific objectives, it is easier to develop a video that is relevant, interesting and one that will bring about the intended change.
Possible goals of the activity can vary from the need to introduce viewers to the company’s brand and its services, inform about certain product or service, or – less often – teach the audience something; or simply explain the company’s goal and values.
Choose the right format
Some of the most common classifications of corporate videos include Educational, Promotional, Training, Testimonial, Event, and Annual Report Videos and the classification of the kind of corporate video one wants depends with the view, content and target market. Explainer, testimonial, interview, product demonstration, event recap, and animated are some of the most used formats.
Choose the format most convenient for meeting your goals and the format preferred by your target audience. For instance, explainer videos can be used for the presentation of a new often rather complicated product or service while interviews are more appropriate for presenting the company’s spirit and its leaders.
Keep it short and engaging
Today’s audience is mildly patient so the corporate videos must be short with the maximum interjection of amusement. A recent research indicates that the appropriate length for a video chunk should be within 1-2 minutes when it is used in creating corporate content. But this can be in a range depending on the impact that the video was made to achieve and the kind of video it is.
However, it is important to have a good start, a recognizable message, and a loud call to action regardless of the video length. People make it a point to emote with what they are exposed to, in this regard, try to tell a story when presenting facts by making characters seem real or showing real life experiences.
High Quality Production
The couple that goes into the high quality of production values can go along way in determining the way the corporate video is viewed. Make certain the filming quality is good, the video is well put together, as well as the sound quality. Although you can hire professionals to produce your videos, there are many tools available for businesses to produce professional-quality videos internally.
As for the problem of video quality a factor of significant importance is the question of resolution. The use of at least 1080 HD resolution is proposed for corporate videos. Also, make sure the audio is properly recorded, and that the lighting is sufficient enough to minimise on any sort of disturbance.
Consistent Brand Image
Branding is an integral factor when it comes to promotion of corporate videos. Your video must correspond to your company’s image and its principles. The most basic and straightforward approach is to attend to all the formal aspects of branding by using the right colors, fonts, and logos in the video. If you are using characters or presenters be considerate of the characters or presenters used in relation to the personality and voice of your brand.
Adopt Storytelling Aspects
People like to listen and watch stories, and thus, including a story into the corporate video is a good idea. It is helpful to speak in terms of familiar character roles, everyday examples, case studies, and stories. Visual aid is also effective since it enables presentations to break down and explain concepts which otherwise will take a lot of time to comprehend.
Optimize for a Variety Platforms
There may be restrictions on where your corporate videos are uploaded, but they do not have to be just on your webpage; they can be shared on your company’s social media platforms, YouTube, Vimeo or other-spotlight accounts. Each of these platforms is rather different from the others and has its own audience so don’t forget to adapt your videos for each platform.
For example, YouTube videos should have catchy thumbnails, title, meta description, etc while LinkedIn videos should be business like apt for the nature of the platform. Another thing that one needs to look at when recording is the ratio of the video depending on the platform because it has an impact on the shape of the video.
Utilising Analysis and Feedbacks
Last but not the least, monitor the effectiveness of the generated corporate videos and get insight from the target market. And lastly use the tools that are available in order to measure the effectiveness and impressions of your videos. Check data like views, watch time, audience retention to determine how your video is liked/disliked by the people.
Engage your audiences and ask them to post their comments, likes or share the video of the event on their walls. Such feedback can be useful in knowing what m aximized responses among the viewers and informing you on what to improve on in your other future videos.
Conclusion
Combined with specific marketing aims and objectives of a corporation, corporate video production is a useful tool to spread a message to the targeted audience. This article gives insights as to how businesses can produce excellent corporate videos that would make a lasting impression on their viewers. Help to your target audience, always have a purpose, decide on the format and avoid long and monotonous texts. Select high production values, ensure brand equity in the videos, use the narrative features, fit the videos to the various platforms, and constantly assess the videos’ effectiveness and audience response.