Consumers have limited attention spans. In fact, it's estimated that the average attention span shrunk from 15 seconds to only 8 seconds in the past few years. This fact underscores the challenge that many businesses face. How can you effectively convey your offering in a way that will resonate with your target audience, increase your brand awareness, and ultimately build trust? To accomplish this, marketers must be concise with their messaging and package it into an asset their future customers will consume. That's where corporate videography comes into play.
Leverage the power of corporate videography by crafting high-quality, captivating videos that will leave prospective clients and customers in awe.
This post will cover how you can effectively weave corporate videography into your digital marketing strategy. Before we dive in, let's look at what corporate videography is and how it can help your business.
What is Corporate Videography?
Corporate videography can share an internal or external corporate message. It is different from traditional video advertising because it is targeted to a specific audience rather than the general public. Corporate videography can be relatively easy if you have a good strategy.
It is important to approach corporate video production with an organized plan of action and the right team that can help bring that plan to fruition. Whether you are already experienced in corporate videography or starting from scratch, it is beneficial to find a production team who can understand your vision and craft the corporate video project that you desire.
These video projects can consist of the following:
- Training Videos - used to educate employees on how to do their jobs
- Testimonial Videos - highlighting a current customer's success with your product
- Brand Videos - sharing the company's mission and values
- Explainer Videos - showcasing how a product works
- Event Videos - recapping a trade show or corporate event
- New Product Videos - introducing a new product to the market
You can use these assets in a variety of ways. Notably, internal video content, such as training videos or explainer videos, can be used to educate new team members on company policies. Other external content, such as testimonial videos or brand videos, can be featured on the company's website or posted on social media platforms.
All corporate videography content propels the company forward in a variety of ways. It's an investment that will exponentially affect employee satisfaction, customer experience, and the bottom line.
With engaging video content, you'll bolster your company's corporate communication effort while hyper-targeting your video marketing efforts.
But how can you start creating award-winning final products that impress your viewers in a powerful way?
How to Ramp Up Your Corporate Videography
No matter what type of video you're making, you'll likely pass through the following steps of the corporate video production process:
First, start brainstorming what you want to capture in the video. What is its purpose? How will you achieve it? What elements will your video have? Is a voiceover necessary? All of these questions can get hashed out in the storyboarding phase.
In the pre-production phase, the corporate videography should be mapped out, scene by scene, to outline what will be shot. In addition, this is when you select the shooting location, finalize the script, and prepare for the shoot or select your animation style and design.
Once pre-production is complete, it's finally time to start filming. The production phase is the portion that everyone often thinks about when considering a corporate video production company's core focus.
Production is the most critical step in producing corporate videography. You can only create a high-quality product if you capture the right footage.
Finally, with a healthy amount of footage in hand, it's time to enter the post-production phase of corporate videography. This stage is where your team will focus on finalizing the video. This includes multiple important tasks, including video editing, adding title sequences and music, and rendering a final cut of the video.
For this reason, it is often smart to consider outside resources that can effectively create complex, high-quality video projects. Full-service corporate video production studios can easily handle all of these functions for you. If you attempt to do this yourself and don't have the video skills needed, it can be more costly in the long run and damage your brand image.
Now that you know the three phases of video production, let's look at some corporate videos that exemplify the power of video.
3 Examples of Effective Corporate Videography
Some of the most popular corporate videos include testimonials, employee training videos, and explainer videos.
Each one has its own purpose within a larger video marketing strategy. Let's dissect each type and highlight a compelling example that sets the standard for you to follow.
1. Video Testimonial
A video testimonial features an existing client or customer sharing their experience with your product and company. Marketers use this type of corporate videography as bottom-of-funnel content to nudge hesitant buyers toward conversion.
Video testimonials are effective because they are a tangible, valuable form of social proof. Hesitant prospects interested in your product but are still determining if they are ready to buy may find comfort in hearing how valuable your product is from one of their peers. This reinforcement will positively impact the perception they have of your company.
That's why video testimonials are commonly shared on social media, sent directly to high-touch prospects, and often featured on a company's website. More than 66% of prospects said they're more likely to purchase after watching a video testimonial.
Take a look at NPO Transportation's testimonial for Tab Banking:
Kathleen Eberle, President of NPO Transportation, shares how her company's success was propelled by partnering with Tab Banking.
This endorsement of the bank adds credibility to their business and puts the spotlight on a customer who is satisfied with their service. This form of corporate videography can also help other potential customers place their trust in Tab Banking.
2. Employee Training Videos
Employee training videos are an effective way to educate your workforce. Instead of spending money on seminars and expensive training sessions, you can record your onboarding sessions and provide them to your new hires in bite-sized, engaging training videos.
Employees want this type of video training, too. In fact, more than 75% of employees preferred video over text when digesting information and training.
TD Bank created an employee training video to introduce its CountMeIn self-identification campaign. TD was inviting employees to share how they view themselves to shape their employee engagement strategies and meet their regulatory requirements:
The video shared their objective for the CountMeIn campaign in a simple way that is easy to grasp. This short, creative video introducing their campaign was more engaging for employees than a boring, standard meeting may have been.
3. How-To Videos
If you have an elaborate product, a how-to video is a must-have asset for your company. How-to videos walk the customer through a specific process. The content can range from a complicated setup process to a specific feature or use case.
HomeBrite by Feit Electric created a how-to video to show their customers the exact steps that they need to take to integrate their product into their daily lives:
How-to videos can save your company money in the long run. The more guidance and answers you can provide your customer base, the less frustration they will have with your product.
Thus, your return or churn rate will decrease, and your customer service agents will be freed from frequently asked questions that can be addressed in your video.
Making Corporate Video Magic
In conclusion, corporate videography is an essential tool for any business. When done correctly and with the right audience in mind, it can help increase your company’s visibility while saving time and resources.
From creating a compelling video asset to sharing it with the right people, using this powerful medium will give you a competitive edge over other businesses in your industry and impress your customers and employees alike.
Make an investment in your corporate videography strategy today. Contact us to see how we can help you make corporate video magic!
Check out our Video Budget Calculator to get an estimated price range for producing a video in the style of your choosing!