Let me ask you a question; When was the last time you looked at a newspaper advertising or a billboard? And if so, how long did you spend looking at it?
Well, in today’s world, businesses small or big, are turning toward corporate videos when it comes to communicating their message. And it makes sense. A corporate video is easy to “consume”, it is fast and straight to the point…and it is an efficient tool to promote products or services. Why?
- Video builds trust and credibility
- Video can explain things in a short span of time
- Video creates a personal connection
- Search engines love videos (especially YouTube)
- Video encourages social shares
The question is not how to create a corporate video, but how to create a successful one.
How can we define a successful video project? Easy, A successful corporate video will increase your sales… boost your branding efforts… generate more leads… increase your brand visibility… and attract new clients.
Now, that we identified what we need, let us look at the ‘Seven Golden Rules of Successful Corporate Video’.
1- DEFINE YOUR TARGET AUDIENCE
I cannot stress enough how important it is to define (refine) and know your target audience. You want to talk to the right people. You want to speak in their language. You want to be sure that you are making an impact. If you do not know your target audience is, how can you be sure that your message is being heard? Defining your target audience will help you to craft the right message, which will be tailormade to your ideal customers, clients, and prospects.
Do not underestimate the process of defining (and refining) your target audience for your video project. This is one of the most important building blocks of a successful corporate video.
2- TELL A STORY
People love stories. We watch movies, from which we make an emotional connection. And what more… basically, all our buying decisions are based on our emotions. Standard videos are full of facts, statistics, features, and benefits. Most of the time, people never get to the end of such videos. Yes, your product features and benefits are important, but if you can craft an engaging story of your brand, product, or service with an emotional connection, you are suddenly much closer to your viewers. You will have their undivided attention.
So, if you want your viewer to watch, remember, and recall your video, you have to connect with them on an emotional level.
3- FOCUS ON YOUR CUSTOMER
Do you know how many times I have seen videos that start with the words “we are”? Countless times. If your corporate video says, “we are” three times, people will automatically switch off their attention. Nobody cares who you are. They just want to know what you can do for them.
So, if you want your video to be truly successful, you need to focus on your customer. Look at your products and services from the perspective of your clients. Do not talk about yourself (your company). Tell your viewers how they can benefit from working with you. Show them how your product or service can be of immense importance and can even be part of the solution.
The successful corporate video will ask questions like: What does my customer care about? What are my customers’ problems?
Why? Because all your customers want to know is, how you are going to solve their problems.
4- SHOW, DON’T TELL
Well, it is quite self-explanatory why you should “show” and not “tell”. Videos are a visual medium. It engages with the audience both visually and orally. So why would you need to TELL people what your product and services are about when you can SHOW it to them. It will captivate your audience even more.
5- BE AUTHENTIC
People are preoccupied with facts and figures in their videos that they forget to let their personalities shine. Your viewers will appreciate seeing you as an authentic person. Clients want to see certain levels of transparency in the businesses they are dealing with. Generally, people like to do business with people they like. So being authentic in the video will have a profound impact on the success of your video.
6- PROMOTE IT
The success of your corporate video is largely dependent on how well is your promotion strategy is prepared and executed. Creating a video itself is not the end of that journey. On the contrary, it should be the beginning of your efforts. Like – to post it in the right places, get it in front of the right people, and have it shared by others.
The promotion of your video should not end with posting it on your website or on YouTube. Think of other ways on how to share your corporate video with others, through PR outlets, industry experts or bloggers, etc…
Make sure you measure the performance of your video through analytics.
How important is a call-to-action at the end of your video? Well, imagine that you have the undivided attention of your audience and at the end of it, you get nothing. You keep them hanging there. What should they do next? Do you want them to visit your website, call your office or visit your store? Guide them to the next step.
Be sure to include a CTA (call-to-action) at the end of each of your videos.
Well, now you know how to create a successful corporate video. Or at least you have a pretty good idea of what an engaging video should look like. So, if you would like to get started with your next video, please feel free to contact us on our social media links.