Planning a corporate video

How to Make Your Corporate Videos More Engaging

A corporate video is any type of video communication that a business uses to engage, inform, or persuade a particular audience. Corporate videos may be directed at internal staff, potential stakeholders, or everyday consumers, but they all have one thing in common—they need to be engaging to have an impact.

But the golden question is… how? How do you make your corporate videos engaging and informative? Entertaining, but still on-brand? It sounds like a tall order—but it’s possible for even small companies looking to make a video.

To help you out, here are six tips to help you make your next corporate video more like an Apple keynote presentation and less like an ‘80s fast-food employee training tape.

Tip #1. Find your purpose

A lot of businesses know they should be doing video. But do you know why you’re doing it?

Before you even begin the planning process, you and your team have to ask yourselves: “What are we trying to accomplish by making this video?”

Are you trying to draw in new customers? Are you promoting a new product or service? Attract new talent to apply for your company? Impress stakeholders with an annual earnings report? Train new employees or educate them with an internal corporate mission statement?

Having a sense of purpose and goal to focus on will keep you on track during production, help you create a more cohesive video, and save you time and money. Don’t just film randomly around your office and fall prey to the “we’ll fix it in post” mentality; find your purpose first.

Tip #2. Keep it brief

The exact length of your video will depend on where you’re going to show it and what you’re trying to accomplish. But, in general, it’s best to keep your video as short as possible.

In this rapidly changing era of technology, our attention spans are getting shorter. You don’t want people to feel like their time is being wasted, so every moment needs to have a purpose. Every second, every shot, and every spoken line needs to count.

That may sound like a lot of pressure, but it’ll help you distill your message down and remove extraneous details that don’t contribute to the overall story.

Tip #3. Tell a story 

If you know us, you know how important we believe it is to tell a story. We emphasize storytelling so much because people understand and remember messages better when they’re told visually with a story.

Having a story in your corporate video doesn’t mean you have to make it feel like an episode of a TV show or include fictional elements. You already have a story to tell, whether that’s the history of your brand, a case study, or an interview with an employee sharing what motivates them to do a great job.

Finally, storytelling can help make your product or service more real to your audience. Technical specs are important, but people connect more when they understand how a brand can fit into their lives.

Tip #4. Use plain language

You know your industry—and maybe you want to show your expertise through complex market analyses, intricate technical descriptions, and lots of numbers and facts. Or maybe you want to disrupt the market by pivoting your corporate strategy and utilizing your value-add proposition to move the needle… or some other combination of fancy-sounding marketing buzzwords.

Unless your audience is as entrenched in the industry as you are, they probably won’t be able to parse a lot of technical speak or buzzword-y jargon. Instead, use plain language when possible.

Plain language and simple vocabulary terms are accessible to a lot more people. In fact, experts recommend writing at a level an 11-year-old can easily understand. Keeping things simple means you can instantly broaden your audience to include those who may not understand more complex or obscure language.

Tip #5. Encourage action

The most effective and engaging corporate videos include a call-to-action (CTA). Your specific CTA should tie into the purpose you identified in Tip #1.

If your viewers enjoy your video and want to learn more, you don’t want to put the onus on them to seek out next steps. Instead, you want to make it easy for them to engage more with your brand.

For example, if you’re announcing a new product, tell people where they can buy it. If you’re sharing an interview with a subject matter expert on your team, tell people how they can reach out to learn more. Encourage them to sign up for your newsletter, follow you on Instagram, or fill out a contact form. If you can get people to follow you on social media or subscribe to your emails, you can keep them engaged with your brand for longer than the length of a single video.

Don’t pile on the CTAs, though. One or two simple instructions will be plenty.

Tip #6. Don’t do it yourself

It can be a hard truth to swallow, but it’s important to face the facts: unless you’re a professional video production company or have dedicated videographers on staff, you probably shouldn’t make your own video.

There’s so much that goes into corporate videos. From storyboarding to scripting, lighting to audio equipment, editing to sound mixing—it’s a lot harder than it looks. That’s why, if you want to make a truly engaging corporate video, you need help from professionals.

Videos are our bread and butter here at Slice. We know video production inside and out and we know what it takes to make videos that have an impact, that get noticed, and that engages viewers on a deeper level. We’re happy to help you with your next corporate video, too. Just contact us to learn more.

video production close up

Corporate Video Production: Tips & Best Practices

video production close up

There’s no doubting the value of corporate video production - for decades, companies have been making videos to recruit and train employees, promote new products, and share their brand story with the world.

But corporate videos have come a long way from the hilarious and bizarre training videos of the 1990s’, and they aren’t just for employees or other businesses to watch behind the scenes, either. The rise of YouTube and social media has thrust B2B video marketing in the spotlight, so there’s no better time to brush up on your knowledge and learn the best practices in the industry.

By following these simple tips, you’ll never shoot a dull explainer video, soulless interview, or boring brand story ever again.

Pre-Production Tips

Before the camera even starts rolling, there are important steps you can take to help make your video a success.

  • What’s the message? You may know what kind of video you want to make, but why do you want to make it? Keep your “why” audience-focused. For example, if you’re making an explainer video, focus on showing the audience how your product can benefit them.
  • Storyboard your video. You may be familiar with storyboarding in animation, but did you know that it can be a useful tool in creating live-action videos, too? In addition to a written script, planning out your video visually can help you spot awkward transitions and make adjustments before you enter the production phase.
  • Hire a professional. Anyone can hold a video camera and press record, right? Sure, but unless you hire a professional, the final product is going to be noticeably amateurish. A corporate video production company will help you with every part of the process, from the first script to the final edits. Plus, it’s nice to have someone else worry about things like lighting, location, actors, and all of the logistics associated with planning a shoot.

Real Employees or Paid Actors?

If you need actors to be in your corporate video, should you spend the money on professional talent, or save by making your employees the stars?

The short answer? It depends.

What’s the goal of your video?

Paid actors and real employees each have their pros and cons, so it really boils down to what you want your video to convey.

Real employees are going to convey a quality of authenticity. That’s exactly what people want to see in a recruitment video - people that they can identify with. Real employees work well for brand story videos, too, for the same reasons. Viewers will see your company as more down to earth and relatable.

You might assume that your audience will always want to hear that authentic brand voice, but there are plenty of situations where the polish of a professional actor is a better fit. If you’re trying to convey information on your website in a way that’s easy to digest, they’ll be able to get the message across more clearly. The same goes for explainer videos or any video where you’re trying to sell a product or service.

Best Practices for Video Interviews

Few corporate video production strategies are as simple and effective as interviews. The goal of any video interview, whether it’s with your company’s CEO, employees, or customers, should be to capture a genuine conversation that your audience believes and connects with.

Here are some quick tips to help your interviews go as smoothly as possible.

corporate video productionFor starters, make sure the interviewee is a willing and enthusiastic participant. That may sound obvious, but you’d be surprised by how often companies choose someone based on nothing more than their title. And unsurprisingly, their lack of enthusiasm shows in the final result.

If you can help it, don’t give participants their questions before the actual interview. If they can’t prep their responses beforehand, their answers will feel more natural. You can give them an idea of the subjects they’ll be talking about, but avoid giving out anything exact.

Remember, video interviews are about telling a story, not putting people in front of a camera to sing the praises of your company. Audiences can tell the difference between sincerity and robotic corporate speak, so it’s important to create an environment where your participants can feel relaxed. Smiling is contagious, so if you smile when you ask them questions, they’ll be more likely to smile back!

Lastly, make sure you conduct the interviews in a location with little to no background noise. The sound of traffic outside or even something as subtle as the hum of a breakroom refrigerator can be distracting.

Post-Production Tips

In a perfect world, everything could be filmed in one take. But corporate video production is a human endeavor, and there are bound to be mistakes - that’s where post-production comes in.

Unless you’re familiar with industry-standard editing software like Adobe Premiere Pro or Vegas Pro, you’ll want to hire a post-production company for this step. A professional editor will clean up and trim your footage until you have a final product made up of only the best clips.

Here are a few other post-production tips to consider:

  • Background audio is your friend. Odds are, most people aren’t going to remember the music that you use in your corporate videos, but they will remember how it made them feel. Music helps establish the mood, whether it’s light and uplifting or deep and powerful. If your video contains any kind of audio, stick with purely instrumental background audio to avoid confusion.
  • Be mindful of copyright laws. While adding music to your corporate video is a great way to make your video feel more professional, it can also be an easy way to get into legal trouble. Using music that’s unlicensed will result in sites like YouTube and Vimeo taking down your video, or worse - an expensive lawsuit. Either obtain the proper license for the song you want, use a recording that’s in the public domain or available under a Creative Commons license.

Marketing Your Video

video production behind the scenesWhat’s the point of spending time and effort on a video if no one sees it?

You’ll need to develop a marketing strategy that gets your video out in front of your target audience. That strategy can include:

  • Creating a video ad campaign on Facebook
  • Adding your video to a landing page to boost conversions
  • Incorporating the video into an email campaign
  • Playing your video at events
  • Posting the video on all of your company’s social channels
  • Sharing your content with colleagues and friends

Lastly, you’ll need a way to measure your video’s performance. Most social platforms have built-in analytics tools that you can use to see how many views, shares, comments, and clicks your videos are receiving from your target audience.

Use these metrics to make improvements to your next corporate video production. For example, if you notice that a lot of viewers are dropping off around the 1-minute mark, work on ways you can keep their attention.

Final Thoughts

The corporate video production process is one tough decision after another. Which actors convey your brand message authentically? What location has the least background noise? What clips should the editor cut?

Making all of these decisions can feel like a daunting task - that’s why most companies choose to work with a professional video production agency.

Slice is a video production company in Tampa, Florida, with a love for collaboration. We work closely with our corporate clients to create something truly unique to their brand. Contact us today to learn how we can put your ideas in motion.