Creating a corporate video sometimes feels a little like taking to the stage as a standup comic. If nothing else, you are hoping to avoid embarrassment. For this reason, many businesses err on the side of caution by crafting a bland, forgettable video. Unfortunately, this path of ‘safety’ doesn’t deliver for the company’s bottom line as much as it could.
It doesn’t have to be that way, though. You can deploy corporate videos that safeguard your brand but still have a high impact. Using the right tools is crucial. For example, check out this link to see how you can create a corporate video easily. Read on for a couple of essential tips to get you going in the right direction.
1. Pose and Answer a Question
Like any other video, the success of a corporate video comes down to the script. And a good script begins with finding out what your audience wants to know and answering that question satisfactorily.
Determine who will be watching the clip and why. What are their primary interests and how will the video respond to these? Asking a question upfront is a powerful way to lock in attention. Your audience will want to watch on to see how your product solves the problem.
2. Structure the Narrative
Structuring a narrative isn’t the preserve of TV shows and movies. Your video should have a flowing story that progressively leads your audience to the point you want them. A narrative gives your message coherence.
Few if any corporate videos have ever succeeded from a disjointed approach. The goal is engagement from start to finish. That will only happen if your message is riveting and intuitive.
3. Dynamic Shots
One characteristic of many advertising videos shot in the 70s and 80s was that they seemed to have just one angle from beginning to end. It was as though the camera was set up and someone simply pressed record. And that was actually what happened. Such videos have since become the target of jokes, parodies, and memes. Not the kind of humor an advertiser would love.
Businesses eventually realized using multiple angles provided a more holistic representation of the subject. Also, don’t leave the camera on a tripod. Walk with it. Moving shots are a great way to capture a process, sequence, or demonstration.
4. Colors and Filters
The editing and airbrushing of images posted on social media platforms such as Instagram and Snapchat hasn’t given filters the most stellar reputation. But filters and color are actually a great way to enhance video quality.
Colors can help emphasize themes and stories. Certain colors carry a particular connotation. Red, for instance, goes well with warnings. Choose the colors of the actor’s clothing and video setting carefully. Actors shouldn’t wear clothing that’s the exact color as the background.
5. Get the Right People
There are people whose personality is perfect for advertising. Their eyes, voice, and body language easily lift the spirits of almost anyone they meet. On the other extreme, some people are just not cut for a video ad. They may be experts in something else but have an awkwardness that could send the wrong message in a corporate video.
Casting professional actors may cost you but can be well worth it. If you opt to cast employees, though, choose the most charismatic.
6. Use the Right Music
The mood-influencing power of music cannot be overemphasized. Think about how different music gets you in different moods. Music may not be front and center of the ad, but it can change perceptions without the viewer even realizing it.
The most appropriate music will depend on the nature of the product. High tempo music would perhaps be most fitting for a motorbike ad. Calming jazz might do the trick for a soap ad. The right music will make a difference.
Make an Impression
A corporate video isn’t something you should do as a formality in a marketing campaign. It takes time and money, so make it count. Commit to leaving an impression that gets your audience excited enough to buy your product.