When people mention "corporate video", many of us may recollect the god awful videos from the 80's that were dry, dull, or downright cheesy. Now, as I mentioned earlier, the terms 'corporate video' and 'promotional video' tends to be used interchangeably, and while they are both malleable concepts I'm attempting to create some distinction between them so you are better informed when deciding what to film or, trying to understand what your client wants.
Broadly, we can define the corporate video as a straight-talking, informative production that humanises the business, introduces the directors, the staff, the facilities, working practices and the company ethos. This is where your business can tell its story and strive to win over the viewer and assure them that your business is genuine, trustworthy and deserving of their patronage.
The corporate video tends to be a little more conservative, creatively speaking, but of course depending on your brands' personality and the target audience. A production for an accountancy firm will be as professional and reassuring as possible, after all, your potential clients will be entrusting a great deal to you. However, a business selling extreme theme park rides will have a little more flexibility - you are able to sell your company as exciting, dynamic, perhaps a little bit crazy because your clients are buying in to that ethos when they purchase products from you.
So I'd like to reassure you and reiterate that your corporate video doesn't have to be an exciting viral to effectively sell your business, it really can be as simple as talking heads of your staff intercut with shots of your facilities and products. You see, 99% of the time, the corporate video is intended for people who are already on your website. Of course you can stick it on social media and YouTube, but it won't go viral and it honestly doesn't have to.
If you've got visitors on your website then the battle is already half-won. They're aware of your company name and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. Fancy graphics and comedy won't do that if their questions are unanswered and concerns unmitigated, they'll simply find someone else. When we come to talk about strategy in Chapter 10, you'll understand that different types of videos reside in different areas of the online world, and play different roles in your overall online video marketing efforts.
To put the corporate video in more context, let's look at its antithesis, the viral video.
Broadly, we can define the corporate video as a straight-talking, informative production that humanises the business, introduces the directors, the staff, the facilities, working practices and the company ethos. This is where your business can tell its story and strive to win over the viewer and assure them that your business is genuine, trustworthy and deserving of their patronage.
The corporate video tends to be a little more conservative, creatively speaking, but of course depending on your brands' personality and the target audience. A production for an accountancy firm will be as professional and reassuring as possible, after all, your potential clients will be entrusting a great deal to you. However, a business selling extreme theme park rides will have a little more flexibility - you are able to sell your company as exciting, dynamic, perhaps a little bit crazy because your clients are buying in to that ethos when they purchase products from you.
So I'd like to reassure you and reiterate that your corporate video doesn't have to be an exciting viral to effectively sell your business, it really can be as simple as talking heads of your staff intercut with shots of your facilities and products. You see, 99% of the time, the corporate video is intended for people who are already on your website. Of course you can stick it on social media and YouTube, but it won't go viral and it honestly doesn't have to.
If you've got visitors on your website then the battle is already half-won. They're aware of your company name and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. Fancy graphics and comedy won't do that if their questions are unanswered and concerns unmitigated, they'll simply find someone else. When we come to talk about strategy in Chapter 10, you'll understand that different types of videos reside in different areas of the online world, and play different roles in your overall online video marketing efforts.
To put the corporate video in more context, let's look at its antithesis, the viral video.
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Looking to produce video for your business? Check out the do-it-yourself course, Video For Business, and take a look at our latest video What is video marketing.
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