Producing a corporate video is by no means easy – both daunting and time-consuming, it can be a challenging task to take on.
Nevertheless, using the right tips and measures will smoothen the process.
First off, the initial factor that the best video production companies look at is the typical human attention span. Some say that you have to get hold of your viewers’ attention in 5, 7, 8, or 10 seconds – honestly, the numbers are all over the place.
There isn’t really a precise answer, but what’s definite at this point is that you have to do it in mere seconds. AdAge says that going over 30 seconds practically means that your video is a lost cause – about 33% of viewers have lost interest.
And it only gets worse – a minute later may mean that a whopping 45% of viewers have closed the link. Yikes.
Basically, it shows how important your video content is, that is if you want to convince the majority (or even all, at best) of your viewers to watch the entire video. To do so, it means you’re going to have put in some effort when creating your video – and here’s what you need to do!
1. Understand who you’re dealing with
This is imperative; you need to know your audience like the back of your hand.
Otherwise, prepare for misdirection to hit your video campaign – you will not target the right people.
A general appeal may certainly engage the public – but you don’t really gain when all they do is view the clip for a couple of seconds and take no action. Instead, a strategic approach is a lot more rewarding for your business.
As opposed to being vague – try being specific about the company’s plans for the target audience in your video adverts. Tailor every message that goes into the videos to fit the needs of your audience.
2. Instead of talking about your product or service, show
Words can deliver your message – it’s straightforward and conveys your brand or product message easily.
But that won’t distinguish your brand from other competitors – you need to do more than just that to capture your viewers’ attention, and even have them take the next step themselves.
So, what does that mean?
You’ve got to put out something different – immediately and exceptionally.
Customers are more convinced to purchase a service or product when they see what your business can do. Show them how your products or services work – so they can get a first-hand experience.
One of the marketing strategies that you can take is definitely the video route – create an angle or story and have your video centre around that idea. Don’t focus on selling, because you’ll lose their attention real quick – and that is not your end goal at all.
Work with a video production company and discuss every single component which goes into a video – colour palettes, setting, choice of cast, and so on. Even something as simple as audio has to be dutifully considered; a voice-over can make or break your video in an instant.
3. Hire professionals
It can never be emphasised enough – you need to work with the best in the industry, aka the top production houses – if success and quality are anywhere among your targets.
An inexperienced firm can destroy your campaign, and if anything, make you lose clients.
As obvious as it sounds, some businesses still fail to achieve this simple rule.
Never rush the selection process – weigh your options carefully with the narrowed-down list of the available corporate video agencies. Portfolio, experience, testimonials, and any other aspect related to the company’s capability will also have to come in.
Do this right, and the entire video production process will be a breeze.
4. ‘Humanise’ your content
There are many different ways to do it via video – but let us start by embracing brand awareness first; everything else can come in later.
As the founder of your business, or the lead marketing strategist of your company – you know how the story of your brand all started out.
Tell your story by communicating your purpose, goal, or history. It’s as simple as pulling out staff from your team and have them featured on the corporate video you’re putting together with your trusted videography company.
Or perhaps, you want to take it up a notch with an attractive prize like GoPro. 25,000 submissions, $1 million on the line – it was none other than the GoPro Awards: Million Dollar Challenge in 2018.
They managed to gather personal stories to show customers’ first-hand experiences with their product, attract new, potential customers, and solidify their relationship with existing customers even more.
Remember, these are just a couple of pointers to start with – you can pick one or two of them up – but you can always incorporate your own ideas too. Just make sure to test them out with a group first – so you know that your video will be successful in the market.