Importance of Corporate Videos for Modern Businesses
A common question among companies that are just about to use video marketing to solve their business problems is, “What kind of video should be shot first?” To answer that, I suggest looking at it from the other side, from the client’s perspective.
Let’s assume that a potential client somehow found out about you. What is important for him to understand in the first place? Do they need your products or services? In other words, what your company does and how it differs from others.
Just this question is easiest to answer with a video that will present your company, tell about what you do, how you do it and with what success. A video that solves this problem is called a corporate video.
Goals of Corporate Videos
- Presentation. As we have already found out, the main purpose of a presentation video is a concise, interesting and colorful story about the company’s activities. And this is much better than any business card or an article on the site or in a magazine. A corporate video forms a complete and recognizable image of the company.
- Raising your image. A competent corporate video can be the deciding factor that the client will choose you. Why? Because he will trust you more than others. And this is natural. He will see what your business looks like in reality. Perhaps he will see the face of the company’s management. And, naturally, will be inclined to turn to you.
- Building loyalty. This is especially important in order to maintain and even improve relationships with current customers. It’s important for your customers to see that they are working with a modern and growing company. That the choice they’ve made is really the right one. They may not be aware of your accomplishments. A corporate video will allow them to update and improve their opinion of your company. And maintain a strong, mutually beneficial relationship.
- Attracting staff. You need the best talent on the market. It’s important for professionals in any field to recognize the merits of their workplace. A corporate video will attract them to you, not your competitors.
Formats of Corporate Videos
In addition to goals, presentation videos are divided by format:
– Classic. Uses standard storytelling tools: a formal voiceover or anchor, a proper step-by-step narrative, 3D infographics, production footage, or a demonstration of a service. Creates the impression of a large and important player in the market. This format is especially suitable for large enterprises with a long history and for large conservative companies. Priority variant of placement: web-site, specialized exhibitions, social networks, e-mail sending.
– Artistic. A more informal and individual format. Important features are: staged scenes in the script, unofficial interviews in the working environment, stylish graphic design. This format is very close to image video clips and is attractive for young companies that either want to make themselves known or want to build trustworthy relations with clients. Priority variant of placement: social networks, website, e-mail.
– Mixed. A borderline option that combines the benefits of both approaches. Original artistic inserts are replaced by a full-fledged and official narrative. This variant is suitable for those who do not want to lose a sense of importance, but still want to show the company in a modern, partly informal way. Placement methods: Any.
Tasks of Corporate Videos
Each video must fulfill only one over-objective. This is the key to its successful acceptance by the viewer. So you need to decide exactly what topic to focus on.
– The story about the company. This is the most common and natural task, the main prerequisite: the need to quickly and colorfully present the company to potential partners and customers on the site, in social networks, emails.
– Presentation at an exhibition. Corporate video, which will be used at professional exhibitions. Such a video should work without sound. It has no interview and no narrator. All information is conveyed through visuals, graphics and titles.
– HR-recruiting. This format is sharpened for a specific task – to attract professional employees to the company or to train them. For this purpose the narrative is developed around advantages interesting for potential candidates – these are working conditions, salary, career growth. Priority variant of placement: social networks.
– HR-training. In this case a video is an easy-to-receive instruction about the rules of work, service, safety, working with equipment. It is very useful for saving time on training and motivating employees for a definite result and quality level.
– Video review. Another important kind of task which can be solved with the help of a corporate video. It is relevant for companies associated with production, as well as for those that provide services. But unlike the story of the company, the focus here is shifted toward a specific product or service. In the process of telling the story the problems that can solve this product or service for the target audience are revealed, as well as its advantages compared to other offers in the market. The use of the product in the case / process of providing a service is shown in detail. All this is done in order to increase the loyalty of the target audience to the product / service and, as a consequence, to convert this loyalty into sales.
In our article we have shown just a few examples of how and why to use presentation videos. The range is really wide, as well as the possibilities of calculating a project for a specific budget. We are sure that any self-respecting company should have at least one corporate video. And the only question is, who will start to use this advantage before others.
If you have any questions or suggestions, you can reach us at +1 415-465-9200 or by email. We will be happy to help you.
