When people mention "corporate video", many of us may recollect the god awful videos from the 80's that were dry, dull, or downright cheesy. Now, as I mentioned earlier, the terms 'corporate video' and 'promotional video' tends to be used interchangeably, and while they are both malleable concepts I'm attempting to create some distinction between them so you are better informed when deciding what to film or, trying to understand what your client wants.
Broadly, "corporate video" can be defined as a straight-talking, informative production that humanises your business by introducing the directors, the staff, the facilities, working practices and the company ethos. This allows the prospective customer to build trust and a rapport with the business they're considering and most importantly, allay any fears about your outfit being a shady digital entity.
Creatively then, the corporate video tends to be a little more conservative depending on your brand personality and audience. A video for an accountancy firm is going to be as professional and reassuring as possible, after all, your potential clients will be entrusting a great deal to you. However, if you're selling extreme bouncy castles then you have a little more flexibility - you are able to sell your company as fun, dynamic, perhaps a little bit crazy because your clients are buying in to that when they purchase those products from you.
Still, I'd like to reassure you that your corporate video doesn't have to be an explosive viral, it really can be as simple as talking heads of your staff intercut with shots of your facilities and products. You see, 99% of the time, the corporate video is intended for people who are already on your website. Of course you can stick it on social media and YouTube, but it won't go viral and it honestly doesn't have to.
If you've got visitors on your website then the battle is already half-won. They're aware of your company name and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. Fancy graphics and comedy won't do that if their questions are unanswered and concerns unmitigated, they'll simply find someone else. When we come to talk about strategy in Chapter 10, you'll understand that different types of videos reside in different areas of the online world, and play different roles in your overall online video marketing efforts.
To put the corporate video in more context, let's look at its antithesis, the viral video.
Broadly, "corporate video" can be defined as a straight-talking, informative production that humanises your business by introducing the directors, the staff, the facilities, working practices and the company ethos. This allows the prospective customer to build trust and a rapport with the business they're considering and most importantly, allay any fears about your outfit being a shady digital entity.
Creatively then, the corporate video tends to be a little more conservative depending on your brand personality and audience. A video for an accountancy firm is going to be as professional and reassuring as possible, after all, your potential clients will be entrusting a great deal to you. However, if you're selling extreme bouncy castles then you have a little more flexibility - you are able to sell your company as fun, dynamic, perhaps a little bit crazy because your clients are buying in to that when they purchase those products from you.
Still, I'd like to reassure you that your corporate video doesn't have to be an explosive viral, it really can be as simple as talking heads of your staff intercut with shots of your facilities and products. You see, 99% of the time, the corporate video is intended for people who are already on your website. Of course you can stick it on social media and YouTube, but it won't go viral and it honestly doesn't have to.
If you've got visitors on your website then the battle is already half-won. They're aware of your company name and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. Fancy graphics and comedy won't do that if their questions are unanswered and concerns unmitigated, they'll simply find someone else. When we come to talk about strategy in Chapter 10, you'll understand that different types of videos reside in different areas of the online world, and play different roles in your overall online video marketing efforts.
To put the corporate video in more context, let's look at its antithesis, the viral video.
About the Author:
Want to find out more about Video For Business, then visit the Video for Business course or watch What is Video Marketing.
Aucun commentaire:
Enregistrer un commentaire