A well crafted corporate video can convey your organisation’s message efficiently, effectively, and leave a lasting impression on your audience. Whether it’s a video for prospective customers to showcase your brand’s story, educational or promotional videos to introduce new products or services, or training videos to upskill your employees, video content has become the cornerstone of marketing and communication.

Creating a successful corporate video isn’t as easy as whipping out your iPhone and saying ‘3, 2, 1, ACTION’ however… a successful corporate video requires thoughtful planning and creativity. Luckily, we’ve got a recipe to help you on your journey.

Set a clear objective

So, first things first before you dive into the deep end of production – set a clear objective for your video. It’s rare that one video will cover all objectives (unless it’s half an hour long…), so break down some key goals that your organisation wants to achieve and work towards creating a shorter video for each. Are you looking to increase brand awareness, educate your audience on your backstory, or promote a specific offering? Use this objective to guide the production process including script, visuals and tone, to make sure that your video hits the mark and delivers the intended message effectively!

Understand your audience

Ok, you’ve got your objective, but who are you communicating this to? Understanding your target audience is absolutely fundamental to creating video content that successfully resonates with them. No one knows your audience better than you – create a specific persona that you are speaking to in your video (not literally, of course), and tailor your messaging to their preferences. Identify their demographics, interests and hobbies, content preferences and pain points. Tailor your video content development and messaging to this information to capture their attention from the get go. Craft a compelling narrative that is emotionally engaging and informative, humanise your brand, and foster connection with your audience.

Prioritise Production Quality

No one wants to watch a glitchy, pixelated video. Ensure that the video quality is crisp, sound is clear, and that visuals and polished and appealing. Production quality also includes preparation and planning. Make sure that whoever is appearing in the video knows what’s up, keep the content concise and engaging, and deliver the key messages clearly and succinctly. Tie in some brand identity and values where possible to elevate your content to the next level, create a seamless audience experience, and reinforce brand authenticity.

Post Production Planning

Creating a visually appealing video is only half of the battle; you need to consider post production to achieve the full potential of your content development! Incorporate a call to action in the video to prompt your audience to take the next step (e.g., visit our website or subscribe to email newsletters) and understand your distribution strategy and what channels the video will appear on. Finally (and arguably most importantly) make sure that you closely monitor and analyse the performance of your video on the platforms it’s housed on! Insights and analytics vary from platform to platform, but common metrics include views, reach, and engagement.

Creating a successful corporate video requires planning across all stages, creative thinking, collaboration and attention to detail, but by taking the above into account you will have a greater chance for success! After a while, you’ll find that the planning and production process becomes second nature, and you’ll be rinse and repeating to elevate your organisation’s content, connect with your brand, and effectively convey what your brand is all about!

If you need support with developing high-quality, professional corporate videos, reach out to our experienced team here.