Corporate videos, even though the term may scare some and bore others, are one of the best ways to showcase the human side of your company. However, when we think of this type of content, we don't usually imagine something fun or original. But that was before! Nowadays, all content has become more ‘relaxed’, aiming to project a more casual and approachable image.
Now, how should we create our corporate content to keep up with trends and understand the ideal communication method for our targetDon't worry, because at MadMedia we've created a short guide so you can create a modern corporate video that represents your brand. Do you want to know the Tips foundational? We'll tell you about them below.
A corporate video is a video produced by a company for its own use.
Although we've already touched upon the concept, it's necessary to be a little more specific. A Corporate video It is what a brand or company uses to advertise itself. The theme can be diverse: about how the company works, aspects of the business, or about a specific product or service.The aim is to publicise details about the company, how it operates, and what philosophy and values it represents, so that potential clients can identify with it, get to know the brand, and ideally, purchase from it.
Therefore, everything will depend on the objective and needs the company has at the time of content production. This is why there are many types of corporate videos, let's look at some of them below.
Corporate videos
The company's history, mission, vision, and values are presented, as well as its organisational structure and achievements.
Product or service videos
They show the features and benefits of the company's products or services with demonstrations or customer testimonials.
Training and development videos
They are videos that promote employee training on policies, procedures, new products or services.
Marketing and advertising videos
They focus on promoting the brand, generating interest in specific products or services, or launching advertising campaigns.
As you can see, it will all depend on the phase our project is in and what we want to convey at that moment.
Key points
For a corporate video to work and be successful on social media, it's necessary to understand its key aspects, meaning the tools it uses to convey information simply and in accordance with its target audience. Reaching a user means speaking ‘their language’, which is why the following aspects must be met:
Brand humanisation
Companies often create corporate videos to increase their visibility and market presence: if people see us, it means we exist. A corporate video is a mirror that will reflect the foundations of the business it represents.
The video ultimately becomes an ideal medium not only for discovering the brand but also for conveying a series of key values and messages. It is precisely the audience, upon receiving them, who will understand the company as something more than an abstract entity. Generating empathy helps identify the brand as much more than a corporation, as behind it there is a team of people like the user themselves to ensure everything runs smoothly. When we realise the humanity behind it, we tend to be more emotional and understanding.
Duration
A video is an indispensable tool nowadays, especially due to the importance of social media. We live in the era of immediate consumption, where users' attention spans (and retention) are limited.
Therefore, if we want our video to grab attention and captivate users, we need them to give us some of their time. Social media is characterised by offering a lot of short-form content to avoid boring the user. It is crucial to summarise the information as much as possible and select the most eye-catching parts for the target audience, without extending the video beyond 2-3 minutes. In this way, our message will be concise but interesting.
Positioning
Brands with a social media presence design and implement diverse strategies to improve their positioning in the sector. A notable example is Intel, which has managed to become the first brand that comes to mind when talking about processors. They have optimised their content and social media presence so that most people associate the brand with quality.
If Intel can do it, so can you! Improving your ranking involves, among other actions, creating quality content, and this is where corporate videos play a crucial role. When consuming a video, there is an exchange of information and a transfer of values that users can empathise with and better understand the company.
If we correctly formulate our positioning strategy and align it with our values, we will also have videos that adequately represent us. This will make it easier for a potential client to get to know us and want to collaborate on a project.
Tips for producing a corporate video
We've already explained the theory; now it's time for practice. If you're ready to change how you make corporate videos or if your company is prepared to create its own content, here are some tips to apply in your next productions:
Allies are important
In the market, there are numerous professionals ready to help your brand stand out on social media. It's crucial to have a competent team, aware of current needs, to create relevant content.
Clear objectives
It is fundamental to know the purpose of each corporate video that is created. You will need to integrate it into a calendar and a communication and positioning plan to formulate a well-defined strategy.
No more, no less
Finding balance in the budget is key, especially in corporate video production. Spending more money doesn't always guarantee better results. Success depends on meeting the proposed objectives and having the right team.
Strategies
Don't forget to also review this list of key points and strategies to ensure success in the corporate video production:
Clarity
The video's message should be clear, concise, and direct. The audience should understand from the outset what the company wants to communicate or what reaction it seeks to provoke.
Fair enough
Avoid thinking that ‘more is better’. As we've mentioned, video effectiveness decreases after 2 or 3 minutes in length, so it's best to stick to that time limit. Always consider what will be appealing to potential customers, not just the business.
Narration and action
This is where storytelling, or the art of telling stories, comes in, whether it's to sell a product or service or to present the company. Consider your corporate video as a narrative that introduces its protagonists and the challenges they face. Telling a story creates an emotional connection with the viewer.
This strategy is an effective way of making the company connect with its audience.
What are the benefits of consuming it?
It's crucial that corporate videos, or almost any video, teach the audience something new about the company. Without a useful message for the audience, the video has no reason to exist.
Where and how?
There's no point in having a high-quality video if potential customers don't know it exists. That's why it's vital to have a strategy that analyses the audience and the platforms they use most.
Corporate videos are an effective tool for positioning a company and facilitating its ‘meeting’ with its target audience. Furthermore, they are a simple and modern way to humanise the brand, showing that there are people behind it.
If you want to improve your social media content or need to create corporate videos for your organisation but don't know where to start, At MadMedia Madrid, we can help you. We specialise in selecting people with that special ‘something’ for artistic professions such as videography and photography. Don't believe us? Get in touch and let us surprise you.