Corporate Video Production: Tips for Capturing Your Brand Story
Dallas Cinematographer shooting a corporate video in Dallas, Tx.
Now, in a fiercely competitive world, corporate video has become a valuable marketing tool for companies to reach their audience, garner attention, and define their brand. For B2B marketing directors and corporate marketers, a well-produced video isn’t a creative tool: it’s a strategic imperative.
Corporate videos can be used for anything from gaining confidence in customers to empowering employees or highlighting a company’s success. A story that represents the brand, and is also relevant to the intended audience, lies at the core of every successful corporate video.
In this article, we will learn practical ways to create corporate videos that effectively represent your brand, boost your marketing, and increase sales.
What Does Storytelling Have To Do With Corporate Video?
Storytelling forms the heart of any effective corporate video. In a sea of data, storytelling stands out, inspires emotion, and leaves your brand imprinted. Research indicates that 92 percent of the audience prefers ads that sound like a narrative, rather than a selling message.
For B2B organizations, storytelling can humanize a brand, transforming it from an impersonal entity into a humane client. A great story:
- Exposes your brand’s values and purpose,
creating credibility and confidence among clients.
- Prompts you to take action, be it arranging a demo, agreeing to a contract, or attending an event.
Guide To Telling Your Brand’s Story In A Corporate Video.
1. Define Your Purpose and Audience
Before jumping into production, you’ll want to decide what you want your corporate video to do and who you want it to appeal to. Ask yourself:
- What do you want to share?
- Who will be watching this video — prospective customers, existing partners, employees, or investors?
- What do you want the audience to do when they watch?
If, for instance, your video is directed at C-level executives from another company, then the tone and content should show professionalism, authority, and ROI. Conversely, if you’re making an internal training video, it could be more laid-back and clarifying.
2. Craft a Compelling Script
The script underpins your corporate video. It should clearly state your point and maintain momentum. Here are a few things to think about:
- A punchy start: Get people to pay attention within a few seconds by answering one of your audience’s questions or introducing a compelling fact.
- Your brand story: Define who you are, what you do, and why people should care about you in a way that’s easy to understand.
- A prominent call-to-action (CTA): Drive the audience to the next stage, whether it’s coming to your site, calling your team, or downloading a resource.
Avoid technical jargon or corporate euphemisms, use something human and approachable.
3. Showcase Authenticity
Audiences today want authenticity over perfection. Instead of looking so clean, portray the authentic individuals, processes, and values of your brand.
Ways to incorporate authenticity include:
- With employees or leaders speaking from the heart.
- Incorporating real client testimonials or case studies.
- Using behind the scenes videos of your business or operations.
Being authentic allows you to trust your audience, and therefore bring them closer to your brand.
4. Leverage High-Quality Visuals
Image quality is an ineluctable aspect of corporate video production. You don’t want poor lighting, jerky film, or pixelated images to damage your brand’s reputation. Hire professional videographers or production companies to make sure your video comes out professional.
Important elements of high-resolution graphics include:
- Film lighting: Good lighting creates an atmosphere and focuses the subject.
- Smooth camera work: From shots to pans to drone footage, you want your image to look smooth and professional.
- On-brand colors and artwork: Use your brand colors post-production to keep everything in sync.
5. Use Emotion to Drive Connection
Even within B2B industries, emotions drive decision-making. Data and reason are important, but an emotional video can have the most impact.
For instance, a company video about how your software helped a customer solve a major hurdle and grow will stick out better than a feature and benefit list.
6. Optimize for Multi-Platform Distribution
Your company video must be flexible so that you can post it across several platforms. Below is a guide on optimizing for different channels:
- Website: Design a version that opens visitors on your homepage or provides a description of your services on a landing page.
- Social Media: Shorten short clips for LinkedIn, Instagram or YouTube to make them easy to read.
- Email Campaigns: Send a short video preview to maximize click-through rates.
- Presentations: Make your corporate video a highlight reel at sales presentations or conferences.
Designing the video for each platform will give you maximum exposure and interaction.
7. Include a Clear Call-to-Action
Your corporate video needs to take viewers down the road. A compelling CTA lets people know what you want them to do, from booking a meeting, to browsing your site, or to download a whitepaper.
For instance, you might end your video by saying something such as:
"We can change your business — call for a demo today!"
"Check out our website to learn how our tools can help your team."
The CTA should align with your marketing objectives and be a click-through for the audience.
Corporate Video: The Advantages of B2B Business Businesses.
B2B brands benefit from investing in company video production in a variety of ways:
1. Builds Trust and Credibility
Professional videos make it clear that your company is established, reliable, and committed to excellence.
2. Simplifies Complex Messages
You can also use corporate videos to explain complex processes or solutions clearly, allowing your customers to grasp the value that you provide.
3. Enhances SEO and Online Visibility
Videos spend more time on your website, which can improve your search engine rankings. Furthermore, video is 50 times more likely to generate organic traffic than a text based article.
4. Boosts Engagement and Conversions
Videos hold the audience attention better than text or fixed images. Studies have indicated that videos can boost conversion rates by as much as 80% on landing pages.
Getting in Touch with the Right Production Team.
Finding the right corporate video production team is critical for the success of your project. Look for a partner who:
- Knows your brand’s message and values.
- Knows how to produce corporate or B2B videos.
- Provides a body of relevant, high-quality work.
- Offers open prices and a transparent production cycle.
Collaboration is key. You want the team to understand your vision, be creative, and involve you throughout.
Key Takeaways
Marketing Directors and B2B brands can use corporate videos to get a story right, so it’s a powerful medium for the job. Through an effective story, using quality imagery, and planning for multi-platform distribution, you can develop videos that speak to your audience, generate trust, and deliver quantifiable results.
Partnering with a production company ensures that your vision is translated into a video that meets and exceeds your marketing goals. With today’s ever-changing digital landscape, video is not just a luxury to be afforded to your brand — it’s an indispensable part of business success.
Alex Kinter is a film and commercial director with over 15 years of experience. He has directed for major brands like Hublot, AT&T, and Mercedes-Benz, and has earned recognition and accolades at international film festivals. Alex's unique approach to storytelling will elevate your brand and connect with your audience. Contact us today and book Alex for your next project here.
