What Makes a Corporate Video Successful? These Experts Weigh In

Published on in Advice / Tips & Tricks

When creating a corporate video, the key is to garner long-term, long lasting clients. But making even a simple mistake in the video production process could make you end up losing a client for good. We asked a few production professionals what their key ingredients are for making a solid, successful corporate video. Here's what they had to say.

Quality Over Quantity

When producing a business video, avoid trying to include as much information as you can fit into a given time domain. Instead, keep your video short and to the point. Studies have shown that on average single-topic videos that range from 30 to 90 seconds in length receive the most views. Given that now more than ever people desire instant gratification, by keeping your business video precise and dialed into a single thought, it will also increase your engagement metrics tremendously.  

Promoting Through Social Channels

Although you should upload your video to YouTube for easy sharing, the uploading shouldn’t end there. Rather than simply uploading it to YouTube then sharing the link on your social channels, upload your video to the given social platform directly. This will allow you to take full advantage of the autoplay function social channels like Facebook have put in place. By presenting a sound business video with autoplay rather than click to play, it will allow you to attract additional viewers that would have otherwise proceeded to scroll over your post.   

Matt Edstrom | Head of Marketing
BioClarity
 
Create Several Video "Lengths"
 
One of the most frequent mistakes that big companies make when shooting a corporate video is only purchasing one cut of the video. It is very important to outline several lengths of the same video so various departments can leverage them across multiple platforms. This even works for B2C platforms as the content can be repurposed and leveraged to show some of the company's inner workings. Video content, even corporate videos, should always be created for the platform they are on and the audience that will digest them. Even if the video is being made for in-house purposes, if it does not match your company culture, it will not have the desired impact.
 
Jacob Dayan | CEO and Co-founder
 
Professional is Key
 
One of the main ways to produce this content would be to use a DSLR camera. They can be expensive, but they are well worth the quality they can output. A professional corporate type of video should bring out the best side of the company and having the high-quality video resolution is definitely a start on the right path.

Now, this can often make or break a video especially on the corporate side is using music. You want to be able to find music in the background that is creative commons or copyright free to avoid any conflicts in the future. However — the music you often listen to in your car whether it be rap, pop or country is not okay in this video. It needs to be more background music that flows with the voices that are inside of the video that makes it better — or should make it better, not worse.

One of the main problems I see time and time again with these companies who are producing corporate videos is not having any editing skills and may be afraid to hire an outsider. I have personally on both sides at one point or another and it can be hard. It's completely okay. I would highly recommend using Final Cut Pro, Sony Vegas or Adobe Premiere in that order for editing high-quality content.

Final Cut Pro is basically the top of the line editing for real video footage. Most movies or commercials are edited in this program and it's not exactly made for beginners but it can be easy to learn over a weekend how to become an expert. It requires a Mac computer and 249.99 for the app inside of the app store so this option can be pricey.

Sony Vegas 13 is an awesome program for beginners and experts alike. However, it can range from 250.00 - 600.00 dollars. It's not the most expensive choice or the easiest to use editing program, but it makes for great video productions of amateur and professional levels. 

Adobe Premier is a great cheaper alternative to the other programs in the list with offering a monthly license from Adobe Cloud for around 29.99 per month. It allows for great cheaper alternatives of the programs on these lists. Offers close to the same features as Sony Vegas, less than Final cut, but easier to use for beginners.

Thumbails can make or break your video. Most thumbnails are made in Adobe Photoshop or Adobe Illustrator to make a business thumbnail in a high-resolution image.

Titles, descriptions and tags are important on the video as well as placing the logo of the company inside.

Michael Russell | Director of Digital Marketing 
Ratchet Straps

There Must be Vision

Every corporation has a mission and vision for its destination, a good corporate video has to show the viewer what the company is all about. What are their goals are, what the company has envisioned to achieve? To be able to show this in a video compels the viewers to stick around and see the end of the message. Thought provoking, a corporate video needs to have something that makes it different from the rest. What makes your product or service the best or better than the competition? Make your viewer think differently and see your company as a unique entity that no other company has been.

Emotion is the final ingredient in a successful video. You will need to get an emotional response from your viewer. No matter what you are selling, if you can extract an emotional response, you will have a customer for life. Creating a brand the connects will have a better ROI than a better product that has no connection, to its customer.

Jeremy Perez
Focal Exposure

Remember: Video is Simply a Tool 

Before you begin any video project you should be able to answer 3 questions:
1. What is the problem I am trying to solve (more leads, higher conversions etc.)?
2. What will the life of the video be (meaning what channels will it live on, Facebook, email campaigns ads, etc.)?
3. What is the one thing I want my audience to know at the end of the video?
If you get these elements in place, the creative becomes easier and much more focused. You should also aim to entertain and captivate your audience. 
 
Beth Klepper | Owner
Mainstream Video Production
 
Call to Actions are Important
 
Every piece of marketing a company produces should include a call to action, whether it's as small as a PPC ad or a social media post, or as resource heavy as a video or a podcast. It's important that the people who engage with your brand carry on to take action or continue engaging. I'd suggest that the end of each corporate video should include a link to drive traffic to you website. And if you want to drive traffic somewhere other than your landing page, using branded links (Rebrandly.Rocks/BrandedLinks) is a great way to do this. You can send people to your social media accounts or to a specific page on your website using a memorable, visually appealing short link. If you use a unique link for each video, you'll also be able to analyze the traffic coming to your site and this will also give you an indication of which corporate videos are working for your business.
 
Louisa McGrath | Digital Marketing Specialist
ProductionHUB ProductionHUB Logo

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Comments
  • Patrick Tracy said…
    Monday, January 22, 2018 3:20 PM
    Sony sold the Vegas line of software to Magix Sofware, GmbH.
  • Shaun Martineau said…
    Tuesday, January 23, 2018 10:44 PM
    Adobe Premiere comes in 3rd behind Sony Vegas and Final Cut? "Final Cut Pro is basically the top of the line editor and most movies and commercials are edited with it."? I have to disagree. Vegas basically doesn't exist in the corporate environment and Final Cut X is more of a joke amongst the editors that I know. I'm not a Hollywood editor, but I can tell you that they definitely don't use Final Cut X as much as this article leads on, or at all for that matter. I have been an in-house videographer at several midsize corporations, and they all used Premiere. Some places use Final Cut, but the editors there hate it!
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