When most people think about corporate videos, they think about the dry and cheesy videos that were common in the 80’s. However, these productions have changed a lot since then. They have evolved into a fantastic tool that no company can afford not to have in their marketing arsenal.
Benefits of using a corporate video
- They are a great tool for attracting the best talent to your company.
- They are great for building brand credibility. Consumers are more likely to trust your brand if they understand its history and culture. 73% of consumers have admitted to being persuaded to buy a product or service after watching a video.
- They can help you get better ranking in relevant search engine results pages. Webpages that have videos embedded in them are more likely to achieve top ranking on Google’s search results
- They will help you establish an emotional connection with your audience by showing them the human side of your company.
- They can help you communicate abstract concepts in a way that is easy for your audience to understand.
- They are more engaging than text and other types of content.
Corporate video production made easy
There’s no denying that videos can be very powerful. However, this is only true if the content is great. More than 3 billion hours-worth of videos are watched on a daily basis on YouTube. But not all content goes viral.
One of the biggest fears of marketers is that their content will be overlooked by their target audience. By the time they approach us for corporate video production services, they tend to under estimate the entire process and really don’t know the amount of time, thought and energy that goes into creating a great video.
The truth is that producing an impactful corporate video Toronto isn’t as difficult as many people think it is. The success of your video lies in providing content that is well thought out, provides a clear message and that targets the right audience.
The following steps will help you in developing a successful video no matter what video agency you’re working with.
- Determine your objective
This is the most critical step in the process of generating content. Before you do anything else, you need to decide what the objective of your production will be.
What are you hoping to achieve? Don’t be sucked into the whole ‘making a viral video’ lie. Don’t make a video simply because it is what every brand is doing. You should have solid goals for your content. They should tie in with your business strategy. Some common objectives include improving engagement with users, converting more leads, increasing brand awareness and launching a new service or product. Knowing your objectives will help you measure success once your content has been released.
- Understand your target audience
If you don’t know or understand your target audience, there’s no way that you will be able to provide them with content that they will like. If you want to capture their attention and really engage with them, you need to really understand them and what speaks to them.
This means going beyond simply dividing your audience into demographics such as location, gender and age. You should instead go for personas. This will help you understand your audience and how they think.
- Decide on what your core message will be
What exactly do you want to tell your audience? This message should be based on the emotion that you want to evoke in your target audience and the action you want them to take after watching the video.
Your core message will help the audience think, feel or act in the way that you want them to. While a video may have more than one core message, it is best to keep them to a minimum. You will otherwise run the risk of leaving your audience confused.
- Create a video strategy
Planning is vital for the success of any video. You will need to plan several things at this point. These include:
- Whether you will use an in-house team or an external company for corporate video production
- How you will distribute your content
- How the content can be reused or repurposed to increase your ROI
- The timeline and budget for the project
Planning your strategy for your video will help guide you throughout the production. It will take all the guesswork out and ensure that you remain on course. You have a better chance of achieving your goals with a well-planned strategy.
- Write your brief
This is one of the most crucial documents in the entire process. It will help to guide the process and ensure that everyone stays on track. It should include:
- Your objectives
- Your target audience as well as information about them. You should include insights for an even more refined approach.
- Your proposed core message
- Visual references
- Your timeline and budget
Working with a production company
If you’ll be working with a production company, it’s a good idea to get them involved as early as possible. You can rely on their experience and resources for every stage of the pre-production phase. They can help you better understand your audience and determine the best core message for your videos. They can also help you in determining a realistic budget and timeline for the production.
Just because you’ve hired a professional company doesn’t mean that you will no longer be involved in the process. Working in collaboration with the production company will help you yield better results. You should therefore be ready and willing to provide feedback whenever you’re called upon to do so.
It’s also a great idea to be clear about what you want to achieve. Providing the production company with samples of what you hope the end product will be like gives them a better idea of how to approach the production process.
Spend as much time in pre-production as you need to. This phase is vital for success. Proper planning will make the other aspects of production much easier. It will also ensure that you can avoid problems that would delay your project.
If you’re looking for a partner to help you achieve success with corporate video production in Toronto, get in touch with us.