Corporate video refers to any type of video used by a company for the purpose of B2B (business-to-business) or B2C (business-to-consumer) interaction. B2C video can typically inject a little more humor and get more creative. This type of video can go a long way toward establishing your brand. B2B video can tend to be a little more serious and informative.
With both kinds of video though, tone and the right punch at the start is key. Most videos have 8 seconds to grab people before they click away – make it count.
1. Make a Detailed Plan
Logistics are an important part of a video project and should be something your business is already familiar with. You and your team know how to get things done – so use your team to prepare and plan this project accordingly.
Things to keep in mind for your corporate video plan:
- Who should be involved?
- What outside resources do we need?
- What is the budget?
- What is the deadline?
- Who will distribute the video?
- What social media will carry it?
Start with these questions and you will have the beginning of a solid plan.
2. Find Stories That Will Touch Hearts, Engage Debate, or Simply Entertain
Stories with emotional weight, action or humor really hit home with customers/users. Engage with your buyer personas – brainstorm with colleagues as to what your buyer persona would likely be drawn to. Consider stories that your brand can tell and pick the strongest one because it will likely resonate best and generate the most engagement. Most of all – keep it simple and short. Remember, you only have 8 seconds to grab their attention.
3. It is Better to Show Then it is to Tell
Video as a marketing tactic is golden. At a base level it entertainment and informs. It can also be very persuasive. Why not use video visually and orally to show what your stuff can do?
Intangible aspects of your product or service can also really come to the forefront in video. Imagery and feel are hard to demonstrate in writing, but the old adage holds true – a picture is worth a thousand words. Video is moving pictures so make the pictures sing and try to show what they are missing.
4. Focus on a Very Specific Message
Attempting to get as many points across as possible can confuse and isolate your user/viewer. You’ll lose them within that first 8 seconds unless you focus on the one or two points that you want them to come away with. It can help to ask the opinion of a few people outside of your work circle. If ordinary folks with no internal context or stake can decipher what your video is about, and what it makes them feel, your message will be getting through.
5. Promote Your Video on the Channels Your Buyers Frequent
Uploading the video to your own corporate website is not the last step. Get your video in front of the right people – your customers. Leverage social media marketing, YouTube it, Facebook it, email it to your clients, and share it everywhere you can. And always, always measure the videos reach through solid analytics.
If you know that video is important to your business but still feel like this might be beyond the capabilities of your company, don’t worry, we can help.
Get a hold of us and find out how we can build a high quality, high-definition video that converts and further establishes your brand online.
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