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.
We can broadly define the term 'corporate video' as a straight-talking, informational video that humanises the business, by introducing the directors, the staff, the facilities, working practices and the company ethos. This allows your business to be viewed as a trustworthy and personable outfit and not just a faceless entity hiding behind the digital faced of the internet.
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 have the viewer on your website then the battle is already half-won. They are now aware of your company and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. In future articles we'll be further examine variations of the corporate video and specifically how you can employ different videos and video styles on different areas of your website.
To put the corporate video in more context, let's look at its antithesis, the viral video.
We can broadly define the term 'corporate video' as a straight-talking, informational video that humanises the business, by introducing the directors, the staff, the facilities, working practices and the company ethos. This allows your business to be viewed as a trustworthy and personable outfit and not just a faceless entity hiding behind the digital faced of the internet.
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 have the viewer on your website then the battle is already half-won. They are now aware of your company and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. In future articles we'll be further examine variations of the corporate video and specifically how you can employ different videos and video styles on different areas of your website.
To put the corporate video in more context, let's look at its antithesis, the viral video.
About the Author:
Learn more about Video For Business, or Video Marketing in our latest video What is Video Marketing.
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