Corporate video can be broken down into a pretty simple formula: identify a problem and provide the solution. Of course, there’s more to it, but that’s the essential premise of creating a video that will attract and hold the attention of your audience and compel them to act. Have a look at some of our other blogs for more on what to do. However, this blog is all about corporate video mistakes.
Make Video, Repeat
Don’t think of video as one and done. Studies and statistics support the notion that businesses should make video part of their marketing strategy. Update your videos regularly to reflect new products, a new office or new staff. It’s also wise to cover different areas of business with video segments covering things like customer Q&A or product demos.
Target Market
It would be a huge mistake not to consider your target market. Think about your audience as a starting point for any video. The viewers need to be able to relate to your video and see themselves in it. And make sure they understand what you’re saying! If you’re talking to industry insiders, use the jargon of the people. If you’re talking to a customer, keep the language plain and simple.
KISS
This acronym absolutely applies to corporate video. If your piece is too long or has too many messages, people will stop watching. Identify your goal from the start and work with your video team on the best way to deliver that information. Focus and simplicity will keep the viewer watching until the end.
Plan of Attack
This is an extension of KISS. Don’t make a video just to increase SEO. Take the time to plan a video that meets your needs and speaks to your audience. Identify a problem you want to fix for your customer or another goal you want to reach through video. Ask yourself what you want to achieve.
It’s very important to have a game plan. There are steps to producing a video that you can follow to success. Don’t book a shoot before you have a shot list. Don’t create a shot list before the script. The video starts with a concept that comes from a collaboration between the production company and the client.
CTA
Leaving out a CTA is a missed opportunity. Don’t go to the trouble of producing a great video that just leaves the viewer hanging. Tell them how to get in touch or buy your product or learn more. Tell them what to do next! This all goes back to what you want your video to achieve.
Video is a Visual Medium
Don’t forget that video is a visual medium. If you rely solely on a talking head, you’re not using the medium to its full potential. Utilize b-roll, graphics, animation, live action, photos—anything that helps support your script and keep things visually engaging. As long as we’re here, let’s also touch on the fact that subjects should be well-lit and the sound should be clear. Make sure your video doesn’t come off as an amateur because that reflects poorly on your business.
Every Platform is Different
Know where your video will live. A video created to kick off a trade show shouldn’t be the same video that appears on your About Us page. Although it’s possible to shoot footage for several videos at once, the finals products should look different. Depending on where and how you’re using the video, length, message and target market will vary. Technical attributes can also change with the destination.
All the Right Moves
When you work with Key West Video, you don’t need to worry about making the wrong choices. We can offer guidance and expertise in the telling of your story and how to connect with an audience. Call us today for a free quote.
