At the moment, video marketing is one of the most impressive forces in the business world, due to the fact that numerous estimates show a minute of video to be worth over 1.8 million words. About 55 percent of people watch videos on a daily basis, while as many as 78 percents of them do so once a week.
Speaking of online activity, it’s safe to say that people watch videos one-third of the time they spend on the internet. All of this has earned the attention of companies of all industries and sizes and here are seven crucial elements that can help you create a good corporate video.
1. Appeal to emotions
One of the biggest misconceptions when it comes to corporate videos is that, unlike with entertainment videos, they’re supposed to appeal to a more rational/professional side of the viewer. Remember, however, that viewers are always humans with their own traits, preferences, and emotions, which is why you always need to aim towards evoking emotion in them. To achieve this, you’ll have to make a great script and combine it with powerful audio and breathtaking visuals. Making all of this work, however, is far from easy.
2. Set expectations
Next, when it comes to corporate video, what you need to keep in mind is the fact that the expectations of your audience are determined by the type of the video. As soon as they click on the video, they know exactly what they want to see (a product reveal, an event summary, an instructional video, etc.). For this reason alone, you need to be quite descriptive in your video title and even take one step further to make a detailed description. Lastly, choosing a suitable thumbnail is also something that might be of immense help.
3. Have direct objectives
Another thing you need to understand is the fact that you need to have direct objectives when making and editing the video. Most commonly, you’re using a video to raise your brand awareness or to promote your product. Sometimes, it’s to make a tutorial that will improve the usability of your product and, therefore, improve the overall customer satisfaction. Finally, in case of an emergency, an apology video can be used as the ultimate PR tool for crisis management. All in all, by knowing what your objectives are, you’ll have a much easier job at tailoring the video to meet these purposes.
4. Don’t make an elaborate introduction
One more thing that you need to understand is the fact that when it comes to a corporate video, the majority of people aren’t there for the entertaining personality of the presenter or outstanding editing skills. While both of these things are a welcome feature, they’re a plus and not a core of the video. So, keep your introduction short and try to get to the point as fast as you can. The sooner the real content (the content that your audience is here to see) starts, the lower the abandonment rate of the video will be.
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5. Leave the editing to professionals
Due to the fact that there are so many amazing agencies and even freelance editors out there, as well as the fact that online platforms are making it easy for anyone to access these experts, the expectations of the audience are quite high. Moreover, there’s no excuse in scenarios where editing of your videos appears amateurish. This is the reason why you need to identify a suitable corporate video production agency and reach out to them in order to make a cooperation. This way, you can make a production of outstanding corporate videos into a more reliable factor in your overall digital marketing efforts.
6. Pick an appropriate length
One of the most important things for you to keep in mind is the fact that an appropriate length of the video may determine your click-through rate. For instance, a couple of minutes are more than enough for an announcement or a trailer, while a guide or a walkthrough can be as much as a half-hour long. On the other hand, if you’re hosting a podcast or broadcasting an event, there’s really no appropriate time limitation. All of this, however, is something that you need to determine beforehand.
7. Distribution makes a difference
The next thing you need to focus on is the distribution of the video, once you finally have it ready. You see, there’s a number of platforms that it should be distributed on, most notably there are YouTube (world’s second largest search engine) and social networks. Facebook and Instagram are a must nowadays, yet, for any serious corporate video, LinkedIn is also a high priority. Needless to say, homepage videos are still a popular trend online, which is yet another factor worth considering when coming up with your video marketing strategy.
A corporate video is one of the most efficient tools in the corporate world and you as an entrepreneur needs to find a way to take advantage of this trend as soon as possible. With the above-listed seven tips on your side, this shouldn’t be a difficult task for you to achieve.