The Principles of Corporate Video Production and Marketing

Written By: Shagun   January 27, 2022

Do you want to go viral or become impactful? Confused? Well, don’t be, let us help you understand this difference. 

When it comes to creating a video, the bottom line is going viral, wanting views, likes, and shares. But, have you ever wondered how long that lasts? Maybe a day, week, or month, but what after that? Talking about a corporate video, you need to think about more than just going viral.

Instead, if you aim to be impactful, your brand name will become the viral sensation. Without any doubt, just like others, you want to create a dynamic, energetic, and entertaining video for your viewers, but will that turn your potential customers your bankable customers? Well, it will not! They surely will love your content, but without the right information, they will have no idea what to do next. Moreover, for corporate videos, the focus should be more on creating an IMPACT than making it entertaining.

Your video needs to resonate with your end-users, it should bring value to them, instead of just being like another ice bucket or KiKi challenge that was fun for a while, but is nowhere to be found today.

Thus, to help you out, we have created an article that helps you understand the ins and outs of corporate video creation that will generate a long-lasting impact on your audience.

Before we span out, let’s understand why you need to use corporate video content.

Importance of Corporate Video Production and Marketing

Why is corporate video production important? A question that almost every client or brand asks. Okay, so what would a software company do if their end-users are unaware of how their service works? There is a good possibility that the company will shut down before it is even started.

Corporate video production comes as a knight in shining armor to rescue companies that are in such chaos, providing their clients with explainer videos to understand the product. 

Video marketing has evolved rapidly. Today, most consumers can spend an hour watching a product selling video than read a two minutes article explaining the same. The corporate video is more than taking the headshots of the products, it includes developing an in-depth video marketing strategy that provides consumers with the solutions and use-cases, shedding light on problems they are often unaware of.

Principles of Corporate Video Production

1. Knowing the Purpose

All your services are not the same, nor should all your corporate videos be. Being monotonous is not a way to attract your end-users. If we talk about video production and marketing, then some videos are created with the purpose of customer retention, while others are for customer acquisition.

The high demand for video marketing requires companies to create videos to recruit new employees. On the other hand, some videos are created for brand promotion, while others are for selling the product.

All in all, video creation can be diverse, which makes it important for you to understand the purpose before crafting a video strategy. Proceed by contemplating your video’s purpose, and based on that create a storyboard, production outline, and marketing strategy.

Furthermore, segment your audience into different target groups. However, the goal of each business is to be presentable so they can attract the audience, which is a bit unrealistic. Instead, the objective of your corporate video should be defined and customized that meets the expectations of your end-users and directly aligns with them.

2. Alignment with Business Objectives

From the above point, you might have a brief understanding of what we are about to discuss here. So, pulling up the curtains, your customers are the fuel that will help your business to succeed.

Thus, when it comes to attracting them, you should create strategies that speak volumes of your business objectives.

Remember, consumers today are being approached by many businesses, some offering the same, while others being better than you. So, if you want your audience to become your bankable customers, you need to create videos that seamlessly define your business goals.

Align your video production and marketing strategies with your overarching objectives. If you miss out on doing so, you’re hurling your creative ideas and resources into an abyss of wasted potential.

3. Audience Insights

Strategizing your video production and marketing process is just like solving a puzzle, and one of the cubes of this puzzle is your audience. You cannot shoot blindly, right? You need to have an aim.

The same goes for video marketing. You need to know your target audience, understand their buyers' journey, and gather all the needed insights.

If you are unable to hit the right spot, you will not be able to generate conversions, which will be a misuse of all your creative instincts. The insights will help you to target their right emotions.

All you have to do is categorize them into distinctive groups, and based on that, produce videos and target them accordingly.

Remember, the video focuses on how your brand can help to better the lives of your customers. So, instead of talking all about your products, talk about the concerns your audience have and how they can be resolved with your brand.

For example, if you visit a physician, the first thing they do is diagnose the problem, and then provide you with the medication.

This is what you have to do with your product video. Diagnose and then the solution (which here is your product or service).

Corporate Video Production | Wyzowl

3. Creative Collaboration

This seems imperative, especially when you are not up for this task. Corporate video production is complicated and overwhelming, especially when you are not experienced. Working with a professional who is experienced, creative, innovative, and has hands-on the technical production process, is the way to produce the best.

Other than the technical experts, you can let in your team members, as you never know from where the creativity could flow. Creative teams are also under increased pressure to create more work in a shorter amount of time. Without input and feedback from the stakeholders, they will be unable to keep up with the relevant material. 

Collaborative video production allows your entire firm to align its goals, enhance production speed, and generate better content that will delight your consumers. Furthermore, excellent ideas flow faster when everyone in your firm participates.

Video isn't going anywhere anytime soon. Increased availability and power of video creation tools will likely increase the number of videos produced by brands. Companies can produce more powerful, relevant video content by establishing a collaborative approach that includes innovation and creativity.

4. Combining Audio and Video Elements

Audio, like video editing, is an unseen skill that is crucial to video marketing. The corporate video is not only for entertainment, and this is what we have cleared in the introduction.

When we talk about video content, it is the type of storytelling, which not only has visuals but also audio elements. This works because the video's nature allows for a lot of information to be sent at once to impatient viewers eager to move on to the next big thing.

5. Proper Video Distribution

What is the agenda of creating a video when you do not know how and where to distribute it? You must appropriately distribute your video content at the right placed once it is finalized and good-to-go.

Social media channels are your go-to place for distribution. Upload your video to platforms like YouTube, Vimeo, and even your company's website. This may help you rank higher on Google, get found in search results, and be visited by both existing and new consumers.

You may also reach a large number of people by incorporating your corporate video in your monthly newsletter sent to your subscription list. Furthermore, you should advertise your video content on social media sites like Facebook, Twitter, Instagram, LinkedIn, and Pinterest.

Encourage people to like and share your video, and your corporate video will reach a far wider audience than you have anticipated.

6. Yielding Maximum Results

At the end of the day, it's all about the return on investments. Corporate video creation is ultimately a waste of time and resources if the information is buried deep and somewhere on the web.

While every organization strives to provide top-notch services or high-quality products, the ultimate objective is to increase profits.

Including video in your existing marketing activities is one of the most effective strategies to boost your earnings. When done correctly, video marketing has a clear ROI. You can see how interested people check the insights, observing how long they're viewing and where they're clicking away.

If you notice a big number of viewers are pressing the Back button at the same moment, you'll know exactly what's driving them in the opposite way.

If you're currently producing video content but aren't seeing a positive impact on your bottom line, there's probably a gap somewhere in your workflow. This might be due to a variety of factors, including the quality of your videos, where you share them, and whether or not they are appropriately advertised.

Types of Corporate Videos

Internally, corporate video material is frequently used to market products and services, build brand recognition, train, and educate your staff. However, it should go above and beyond this.

Your corporate video should talk to your viewers, connect with them at an emotional level, and in the end drive them to take action.

Corporate video production can be processed in the following ways.

  • Promotional Videos.
  • Live Events.
  • Product Launch Videos.
  • Recruitment videos.
  • Employee training videos.
  • Explainers.
  • FAQs.
  • Interviews.
  • Culture and Brand Films.
  • Social Media.
  • Customer testimonials.
  • Behind-the-Scenes.
  • Nonprofit Storytelling.

Final Thoughts

With video production and marketing, you have the power to transform the way your prospects and customers see and think about you. It doesn't have to be a snooze fest for everyone who watches your corporate content.

In reality, a well-made corporate video may help your firm turn things around by improving leads and conversions, persuading individuals to work for you, and educating staff on topics like safety, training processes, and even the company's current status.