A corporate video can be a great way to reach new and existing customers about your brand, products, services and who you are. The saying that a picture paints a thousand words, is never more apt, so imagine what a video can do. A video has the ability to get to the emotional core of your audience.
Gone are the days of stuffy corporate video productions from back in the 70’s. Just as there is a constant evolution of creative technologies combined with the Internet being ever present in our daily lives, corporate videos have evolved into very different creative beasts.
There are various uses for such video production requiring alternative approaches. I should point out there is no right or wrong way to do things but there is a method in how you approach your project that will save you a huge amount of time, money and hopefully reduce any heart attack inducing moments for you. Here are a few tips that will certainly help you along the way.
1. Inject Some Emotion – Being human we all have different emotions, and our emotions can be effected into a response be it consciously or on a subconscious level. That is the primary function of any corporate video production, to exact an emotional response. You want your customers be they new or existing to have an emotional relationship with you and video has the means to do just that. To add emotion and passion into your video, you will need to understand your customers and how they respond emotionally. I would say that this by far and away the single most important aspect of the creative process in your video production. Without emotion, be it positive or negative, your video will be lost amongst the millions of other forgettable corporate videos.
2. Keep It Short – It is known fact that are attention spans are becoming shorter and shorter – is it any surprise with the amount of information our brains receive every second!? We have an in-built filtering system that allows us to decide if what we are watching is something of use, interesting or a complete waste of our memory. Most corporate video productions typically last between two to three minutes, so creating an impact fairly soon on in your video is absolutely vital. The emotional angle helps with that.
3. Talking Comes First – You have a perfect opportunity to get some juicy content for your video by using resources readily available to you – your employees! To prepare write down as many questions as you can and let them do the talking. Many an idea for a video production has come from the heart of the organisation, rather than a creative agency. And with the added benefit that you won’t have to pay for it (although you may want to offer the employees who directly contributed to the end product, tickets to a show, or a meal at a fancy restaurant for good karma).
4. Keep the Camera Rolling – More is more in this case. Its quite simple, the more footage you have the more options you have. You won’t use everything, but by building a library of footage, you could use some of it for a future project.
5. Clear Briefs and Clear Objectives – having a clear brief and objectives for your project will allow you to work with an agency much more productively. The difference between an average agency and a great one is that the great one will ensure the brief is understood thoroughly. So the more information you can provide at this stage, the better for a creative and productive working relationship. Do not wing a project of this nature – remember it is your company image and reputation on the line.
6. When working with an agency, make sure everything is approved before moving ahead, but don’t sweat the small things e.g. effects, music etc. And keep your approval team small.
7. Ensure you are able to keep a copy of all the raw footage taken for your library and if you can try and get a copy in standard definition as well as high definition.
Assuming you know have you finished video production the next step is to distribute the finished product. If you aren’t being seen, you are not! There are different means to distribute videos these days, with the Internet being a primary method of doing so. Nevertheless, your method can depend very much on the objective of the video and the audience. If you’ve created a product/brand advertisement video that you’ve intended to be a viral campaign, the Internet is a great medium to do this. If however you’re sending the video to a finite amount of people, say a board of directors, you might want to send it in DVD format. The choice is yours, but the agency you work with should be able to advise on the pros and cons of each method.
Good luck in your project and if there is one last thing I suggest that makes a massive difference in the outcome of your video production – have fun!