Consumers have limited attention spans. In fact, it's estimated that the average attention span has shrunk from 15 seconds to only 8 seconds in the past few years. This underscores the challenge that many businesses face. How can you effectively convey your offering in a way that will resonate with your target audience? To accomplish this, marketers have to be concise with their messaging and package it into an asset that their future customers will consume. That's where corporate videography comes into play.
By leveraging corporate videography and creating high-quality video content, you'll produce impactful business videos that will dazzle potential clients and customers.
In this post, we'll cover how you can effectively weave corporate videography into your marketing strategy. Before we dive in, let's take a look at exactly what corporate videography is and how it can help your business.
What is Corporate Videography?
Corporate videography can be a relatively easy task if you are organized and partner with the right production team or videographer.
These video projects can consist of:
- 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
These assets can be used in a variety of ways. 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.
All corporate video content propels the company forward in a variety of ways. It’s an investment that will have an exponential effect on your employee satisfaction and bottom line.
With engaging corporate video content, you'll bolster your company's corporate communication effort while hyper-targeting your video marketing efforts.
But how can you get started creating award-winning final products that impress your viewers?
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, you need to 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 video should be mapped out, scene by scene, to outline exactly what will be shot. In addition, this is the phase 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 they think of a corporate video production company's core focus.
This is the most critical portion of the video process. If you don't capture the right footage, you will not be able to create a high-quality product.
With a healthy amount of footage in hand, now it's time to enter the post-production phase. This is where your team will focus on finalizing the video. Their tasks consist of video editing, adding title sequences and music, and rendering a final cut of the video.
Full-service corporate video production studios can handle all of these functions for you. You should consider how to most effectively manage external resources for these types of high-quality projects. If you don’t have the video skills needed and attempt to do this yourself, it can end up being more costly in the long run and damage your brand image.
Now that you know the three phases of video production, let's take a look at some examples of effective corporate videos.
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 for the company. Let's dissect each type and highlight a compelling example that sets the standard for you to follow.
1. Video Testimonial
A video testimonial is a video asset that features an existing client or customer who is sharing their experience with your product and company. This type of video is used by marketers as bottom-of-funnel content to nudge hesitant buyers towards conversion.
Video testimonials are effective because they are a tangible, valuable form of social proof. Hesitant prospects who are interested in your product, but are unsure if they are ready to buy, may find comfort in hearing how valuable your product is from one of their peers. This 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 that 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. It can help other potential customers to place their trust in Tab Banking too.
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 it came to digesting information and training.
TD Bank created an employee training video to introduce their CountMeIn self-identification campaign. TD was inviting employees to share how they view themselves in order to shape their employee engagement strategies and meet their regulatory requirements:
This video shared their objective for the CountMeIn campaign in a simple way that is easy to grasp. Employees who may have been bored from a standard meeting to introduce this campaign may have been engaged by the short, interesting video.
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. This can range from a complicated setup process to just 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 in order 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 that you can provide your customer base will decrease their frustrations with your product.
Thus, your return or churn rate will decrease and your customer service agents will be freed from frequently asked questions that could be addressed in this video.
Making Corporate Video Magic
Corporate videography can be a powerful tool in your tool kit if you know how to use it correctly. The right video can save your company time while increasing revenue.
Crafting and sharing a compelling video asset to the right audience will set your company apart from your competitors and impress your customers and employees alike.
Make an investment in your corporate video strategy today. Contact us today to see how we can help take your corporate videography to the next level.