Making a corporate video can be intimidating. At least, that’s what we’ve heard from our clients. But we think you should be excited about your corporate video, not scared of it! As a professional production company, it’s our job to walk you through the process and take the fear out of video production. We also have a lot of ideas about how to make your video cut through the noise of so many other videos vying for viewer attention. Over time, we’ve learned a lot about what works in corporate video and we’re anxious to share our expertise. Drawing on more than 30 years of experience, here are some of our corporate video tips.
Have a Clear Objective
Deciding you want to make a corporate video is just the beginning. The first step of production is to have a clear objective. Many companies use a creative brief to succinctly state the goal of their video. This is a tool often issued by a marketing agency, but what if you aren’t working with a marketing group? In lieu of a creative brief, Key West Video has a client questionnaire that does two things: it helps a client focus on the purpose of their video and it helps us understand what a client hopes to achieve through video. The specifics addressed include the target market, tone, format, length, call to action, and core message. Once completed, a creative brief or similar document acts as a road map for all involved.
Make a Plan
One of the most important corporate video tips we can impart is the need for planning. If you’re doing a video on your own, plan it out. Cover all the details from shot list to script to location. There’s a difference between a short, spontaneous video—like a behind-the-scenes post for an Instagram story—and a corporate video. If you work with professionals, they will take charge of the planning with your input.
Another important part of making a plan is practice. If you aren’t using a teleprompter, memorize what you’re going to say. The more comfortable you are with the material, the more comfortable you’ll be on-camera. It’s also a good idea to do a run-through. This doesn’t need to be a full dress rehearsal, but it should include a check of all the elements that will come into play when you hit record. A lot of time and energy can be wasted addressing problems on shoot day. Instead, give yourself the time you need to properly prepare so shooting the video is a smooth a process.
Stay on Message
One corporate video tip we emphasize over and over is sticking to the point. If you’ve followed our first two tips to have a clear objective and make a plan, it should be easy to stay on track. Really, this tip is something that should be referred to throughout video production. Always make sure your video maintains focus. Generally, the purpose of a corporate video is to give some high-level information to the viewer and get them interested in knowing more. Or it may be to tell a single story that’s related to a larger initiative. The point is that a video could always be longer, but the trick is to keep it short. Don’t lose your audience with unnecessary details and distracting tangents. Instead, stay on message for the best chance of making your point and having it resonate with viewers. Most clients include a CTA that informs viewers where or how they can find out more, so next steps are built in.
Dress the Part
What should you wear on-camera? It’s a good idea to think about your wardrobe.
- If the shoot is happening over several days, will you need to wear the same thing for continuity?
- Does your company have a uniform and should the employees appearing in the video be wearing it?
- What about branded clothing? If you don’t have a uniform, or your position doesn’t wear a uniform, should you wear branded clothing?
- How do you want to present? Is this a formal occasion? Or do you want to be more casual? Think about your audience to inform this decision.
Certain colours and patterns don’t work well on-camera. Do your research or ask your video production company what not to wear.
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There are other corporate video tips, but these are some of the most important. It’s easy to shoot short, spontaneous videos on your phone for a quick social media hit. However, if you want a video with polish that has staying power, consider working with professionals. A well-made corporate video can be used by a business for years. It can also be cut-down for social media and formatted to run on a variety of platforms. A corporate video production company can do the heavy lifting, taking care of details and guiding you through the process of video production. Contact us today for a free quote.