About 91% of businesses use video marketing, and 88% consider it a key part of their marketing strategy. Video marketing is a valuable tool for any business that wants to engage, attract, or convert its audience.
Corporate videos are an excellent way for a company to communicate its vision and mission or introduce its products and services to its customers. Below is a step-by-step guide to creating a memorable corporate video.
Determine the Purpose of the Video
The first step to creating a memorable corporate video is clearly defining its purpose. Understanding the ‘why’ behind the video will guide every decision, from scripting to post-production, and help you achieve your goals after people watch it.
There are several reasons a company might invest in corporate video production. These reasons include introducing the company to a new audience. They also highlight the features and benefits of products and services, share information with employees or stakeholders, and showcase the company culture to attract new employees.
Define Your Target Audience
Now that you know why you created the video, the next question is who you’re making it for. This will help you create a video that speaks directly to your audience’s needs, preferences, and interests.
Ask yourself who the main audience is. Consider if they are customers, employees, partners, or another group. Think about their pain points and challenges your company can solve. Determine what action you want them to take after watching the video, like visiting your website or signing up for a service.
Understanding your audience is key to creating a persuasive video. In a recruitment video, for example, you can show innovative projects and a fun work environment.
Craft a Compelling Script
The script is the backbone of your corporate video. It’s where you decide on the narrative, structure, and key messages. A compelling script is clear, concise, and focused on delivering your message effectively. But how do you create a persuasive script?
Start with a hook. The first few seconds of a video are the most important as they determine if the viewer will continue watching or scroll down. Begin with something that grabs your attention. It could be a powerful statement, a question, or an intriguing visual.
Develop a narrative arc. Introduce a problem, present a solution, and wrap up with a call to action. Keep it simple. The message should be easy to understand without jargon or complex language. Add a call to action (CTA). Clearly state what you want the viewer to do after watching the video.
Plan the Visuals
Once you have the script ready, it’s time to plan the visual elements of your corporate video. This means storyboarding, picking locations, and planning shots. Start by storyboarding each scene. Sketch out every part and decide on their order. The drawings don’t need to be detailed. They should help you see the story flow. Ensure they match the script’s narrative.
Next, pick where you will film the video. Will it be in a studio, a factory, or your office? Plan your shots based on the video’s purpose. Use wide shots to set up the scene and give context. Close-ups help focus on details like products or facial expressions to show emotions. Don’t forget to shoot B-roll footage to add depth and context to your video.
Assemble the Right Team
Creating a memorable corporate video requires skills. But it doesn’t have to be Hollywood standards. Depending on your budget, you may need a director, producer, scriptwriter, videographer, editor, and sound engineer. However, the most influential are scriptwriters, videographers, and editors. Some videographers also double as editors.
Filming and Production
Filming is where all the planning comes to life. But expect everything to unfold differently than planned. Sometimes, unexpected challenges or creative opportunities may arise that improve the final product.
Ensure you stick to the schedule, focus on lighting, and capture high-quality audio. In addition, review the footage on set. It’s easier to re-shoot immediately than to fix problems in post-production.
Post-Production Magic
This is where you bring the video together through editing, special effects, sound design, and colour correction. Ensure the video flows smoothly and keeps viewers engaged. It should not be too fast or too slow to confuse or bore viewers. Use transitions between scenes to maintain visual interest but avoid overusing them. In addition, use royalty-free music that complements the video tone.
Conduct a thorough review before finalizing the video. Watch it from start to end to see if everything is as it should be. Ask your colleagues for their opinions on the video. Check that the message is clear and aligned with the original purpose. The visuals should be sharp, and the audio clear. Additionally, the video should keep the viewer’s attention throughout.
Choose the right channels to distribute the video if everything is in order. Creating a corporate video can be challenging, especially if you have never produced one. However, it’s not impossible. Follow the steps above to create a high-quality, memorable corporate video.