We’ve got the answer to the one question every video marking professional has asked…
Maybe you’ve searched for it. Maybe it’s more of a subconscious curiosity. Either way — who doesn't want to know what the absolute best kind of corporate video is to produce?Corporate video’s aren’t cheap. They take time, effort, resources…and it’s perfectly natural for you to want to make sure your money goes toward the most effective campaign. Ready for the big reveal? Drum roll, please…
The best kind of corporate video is…any kind! Providedyou do it right.
There are dozens of types of corporate video you can produce, and each is equally “the best” when used in the right context. Here are some things to consider when trying to nail down what kind of corporate video to shoot.
Your Brand
Your brand is more than a logo and tag line. It has personality, beliefs, values, and history. Revisit this information and consider your most prominent brand characteristics when selecting which type of video to shoot. You’ll want the type of video you produce to uphold your brand image. A surf shop wouldn’t shoot a suit and tie company video any more than a financial institution would shoot a youthful beach-themed one.
Your Audience
Always ask yourself, who are we creating this video for? Your audience is one of the most important factors to consider when choosing what type of corporate video to produce because they are the ones who will determine its success. Spend a good chunk of time getting to know your audiences, building personas (if you haven’t already) and digging up deep-level information. This goes for both consumer and employee audiences.
What do they like? What do they dislike? Where do they spend their time online? What information are they in search of? What information do they need?
The more you understand about the people you’re trying to engage, the more obvious it will be as to which type of corporate video you should shoot.
Your Message
Finally, consider the message you plan to deliver. This is inarguably the most important component to consider when choosing a type of video to shoot. Whatever it is you’re trying to say will almost entirely determine what type of video you need to shoot, who the on-screen talent will be (if any) and what the overall tone will be (i.e. comical, serious, emotional, informative, etc.). Like any form of content marketing — it all boils down to the message.
As you start to hammer out these details, remember that the best corporate videos are the ones that tell a good story. Make a connection with your audience and show them what you want them to know, don’t just tell them. Focus on the audience first, not your own gain. And share what you believe, not just what you do. Lastly, always provide a powerful call to action to inspire your viewer’s next step. Whether its an employee directive or a signal to get customers to share more information about themselves — make your video work for you.
We’ve got the answer to the one question every video marking professional has asked…
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