Your immediate recollection of "corporate video", may be that of the cheesy VHS videos of the 80's and subsequently lampooned in more recent comedy skits. Bad hair (both facial and cranial), awful dialogue and unrealistic sets populated these early attempts to sell a business to the viewer. Things have thankfully progressed hugely since then (though bad videos still exist) but now appearing on an online platform - does the meaning of the corporate video remain consistent? Nowadays, the term corporate video is often used interchangeably with promotional video and so it is the purpose of this article to define the former.
Broadly, "corporate video" can be defined as a straight-talking, informative production that humanises your business by introducing the directors, the staff, the facilities, working practices and the company ethos. This allows the prospective customer to build trust and a rapport with the business they're considering and most importantly, allay any fears about your outfit being a shady digital entity.
The corporate video tends to be a little more conservative, creatively speaking, but of course depending on your brands' personality and the target audience. A production for an accountancy firm will be as professional and reassuring as possible, after all, your potential clients will be entrusting a great deal to you. However, a business selling extreme theme park rides will have a little more flexibility - you are able to sell your company as exciting, dynamic, perhaps a little bit crazy because your clients are buying in to that ethos when they purchase products from you.
So I'd like to reassure you and reiterate that your corporate video doesn't have to be an exciting viral to effectively sell your business, 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've got visitors on your website then the battle is already half-won. They're aware of your company name and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. Fancy graphics and comedy won't do that if their questions are unanswered and concerns unmitigated, they'll simply find someone else. When we come to talk about strategy in Chapter 10, you'll understand that different types of videos reside in different areas of the online world, and play different roles in your overall online video marketing efforts.
To put the corporate video in more context, let's look at its antithesis, the viral video.
Broadly, "corporate video" can be defined as a straight-talking, informative production that humanises your business by introducing the directors, the staff, the facilities, working practices and the company ethos. This allows the prospective customer to build trust and a rapport with the business they're considering and most importantly, allay any fears about your outfit being a shady digital entity.
The corporate video tends to be a little more conservative, creatively speaking, but of course depending on your brands' personality and the target audience. A production for an accountancy firm will be as professional and reassuring as possible, after all, your potential clients will be entrusting a great deal to you. However, a business selling extreme theme park rides will have a little more flexibility - you are able to sell your company as exciting, dynamic, perhaps a little bit crazy because your clients are buying in to that ethos when they purchase products from you.
So I'd like to reassure you and reiterate that your corporate video doesn't have to be an exciting viral to effectively sell your business, 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've got visitors on your website then the battle is already half-won. They're aware of your company name and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. Fancy graphics and comedy won't do that if their questions are unanswered and concerns unmitigated, they'll simply find someone else. When we come to talk about strategy in Chapter 10, you'll understand that different types of videos reside in different areas of the online world, and play different roles in your overall online video marketing efforts.
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.
No comments:
Post a Comment