In a world of ample media choices and marketing that moves at breakneck speed, video stands out as a fantastic option. Not only does it cater to on-the-go consumers, but it provides a simple way for companies to showcase their brand message.
If you’re interested in entering the field of corporate video production, here are a few things you need to know about the pursuit and process:
Why Use Corporate Video?
With the right production partner, a corporate video can provide marketing traction for your company for years to come. You use the video you produce to popularize an event or push out news about a product launch or merger. Most corporate videos can be reused again and again, in various marketing initiatives.
Additionally, not everyone has the time, resources, or patience to produce corporate video. This means adding one to your marketing stack is an excellent way to position yourself ahead of the competition. It’s also a great way to continue demonstrating your position as a thought leader.
Different Types of Corporate Video
Corporate video is a very flexible style of marketing. In fact, there are many kinds of corporate video out there, each of which serves a different purpose. Here are some of the most common:
B2B Marketing Videos
Some of the most common types of videos, B2B marketing videos, promote engagement and focus on brand awareness. Here’s a great example from Zendesk:
Case studies can be both B2B and customer-facing. They inspire confidence in a company and showcase achievement. Here’s a great example: the REI #OPTOUTSIDE (2016) by Venables Bell & Partners:
Corporate documentaries can be a surprisingly moving way for a brand to connect with their customers. Here’s a great example from Starbucks:
Outdoor retailer Yeti is also a powerhouse in the field of corporate documentaries:
Corporate Culture Videos
Corporate culture videos demonstrate the heart of a company. They tell new hires and consumers alike what’s essential to a brand, in no uncertain terms. Here’s a great example from software platform Ellevation Education:
While years have passed, Dollar shave Club’s viral sales video remains one of the best in the business:
Training videos pack dense material into an easily-digestible package. Here’s an excellent example of an interactive training video from Melbourne Metro Trains, which combines humor and important information:
Last but not least, event videos go a long way toward improving recognition of corporate culture and promoting future events. Here’s a great example from The Leadership Conference:
Where to Start Producing Corporate Video
When it comes to getting started on corporate video production, you have a few unique options. You could:
1. DIY It
Lots of people DIY their first corporate video, since it’s a cheap option and removes some of the barriers to entry associated with hiring a professional. Unfortunately, it’s also a much lower-quality option and won’t produce the polished, professional-looking finished product you want.
If you’re interested in pursuing the DIY video option, Wistia has some great tutorials and learning materials to take advantage of.
2. Hire an Agency
After they’ve attempted to DIY their video production and gotten sub-par results, lots of companies decide to go the other direction and hire a professional agency to help them. This seems like the logical way to get high-quality video without the stress and time investment of doing it in-house.
Unfortunately, it can be too expensive for lots of brands. In some cases (depending on the agency you hire), it’s not even that reliable, and may not produce great-quality videos. In other situations, it’s simply too slow and creates delays for companies that need a video quickly. All these things combined mean it’s often not an excellent option for startups and smaller or growing brands.
3. Get the Best of Both Worlds
If you think there has to be a better way, you’re right. There is an option that allows you to take advantage of both options at once: go through The H Hub. The H Hub is a marketplace that makes it possible to find high-quality corporate video production professionals that are also cheap, fast, and agile enough to work with small companies.
Check out our selection of videographers now to get a feel for what we offer.
Essential Corporate Video Production Tips: What Makes a Great Video?
When you bake cookies, you add certain ingredients to ensure they come out with that gooey texture you love. Similarly, when you develop corporate video, you have to add some non-negotiable elements to ensure your finished product is effective and compelling. The best corporate videos include the following:
1. A Focus on Brand Awareness
Regardless of why you’re distributing corporate video, your content should promote brand awareness throughout. This means you need to include the “who, what, where, and why” of your brand within your video. The content should showcase your company’s achievements, assets, and mission. Doing this well will keep you top-of-mind with customers.
2. A Purpose
Not all corporate videos serve the same purpose, so they shouldn’t always follow the same format. Before you create your video, make sure you understand what you want it to do. Some videos promote new products, for example, while others increase brand awareness with a targeted audience. Having a plan going in will make it easier to ensure the video meets your goals.
3. An Appeal to Emotions
Today, 64% of consumers make a purchase after watching branded social videos. Why? The reason is simple: emotional connection. Videos are an excellent way for a brand to forge a relationship with its consumers, and to remain top-of-mind long after the video ends.
4. A Combination of Stunning Audio and Visual Elements
According to recent studies, about 65% of people are visual learners. Luckily, video, in general, packs a unique punch of spoken word and visual storytelling, making it highly impactful and memorable for consumers. The more professionally you can weave these elements together (hiring a skilled videographer will help), the more interesting your videos will be.
4. Professional Appearance
No one expects you to be Spielberg, here, but your corporate video should look and feel professional. While some people believe any video will do, a shaky, grainy, poorly-done piece will likely do more harm than good for your brand.
5. Proper Distribution
Once you’ve produced your video, it’s time to distribute it. Again, a professional videographer will be able to help you identify your most lucrative potential channels, and understand how, exactly, to get the most traction for your piece.
Corporate video doesn’t have to be nearly as boring as it sounds. With a few quick tips, some professional help, and a willingness to try new things, you can produce stunning corporate videos that help humanize your brand and facilitate more effective marketing.
To find the professionals you need to excel at corporate video, check out our selection of skilled, creative videographers on The H Hub.