Frame by Frame
The Art and Science of Stellar Storytelling
By Gillian Schuler on July 1, 2024
Corporate video production is one of the most effective ways for a business to stand out. But creating a video just for the sake of having one isn’t enough. It needs to have a purpose. When done right, a corporate video can solve problems, build trust, and drive real business results.
Take the example of a New Jersey healthcare provider that was struggling to connect with patients online. They had great services and a solid reputation, but their website wasn’t converting visitors into appointments. Through a carefully planned video campaign, we focused on telling real stories: a mother sharing how the team helped her child navigate a challenging diagnosis, a doctor explaining their innovative approach, and authentic visuals showing the care and attention patients receive. These weren’t polished sales pitches. They were honest moments that made viewers feel something.
The impact was immediate. Their website engagement and appointment requests surged by over 30% in the first quarter after launching the videos. More importantly, they built a deeper connection with their audience, something a brochure or static webpage could never accomplish. If you’re considering corporate video, think beyond the script and visuals. It’s about strategy, authenticity, and knowing how to make people care. Here are 12 ways to get it right.
Defining your objectives is crucial before diving into corporate training videos or other types of production. What do you want to achieve with your video? Are you aiming to increase brand awareness, drive website traffic, generate leads, or educate your audience? Defining your objectives will help you shape your video’s content, tone, and style.
Understanding your target audience is essential for video production. Research audience demographics, preferences, and pain points to tailor your message accordingly. Consider their level of industry knowledge and the platforms they frequent. This information will guide you in crafting a video that speaks directly to their needs and interests.
Every great video starts with a compelling story. Your corporate video production should go beyond simply showcasing your products or services. Instead, it should tell a story that engages and captivates your audience. Identify the central message or theme you want to convey and create a narrative that aligns with your brand values.
Effective planning is crucial for a successful corporate video production. Create a detailed production plan that outlines the key steps, timelines, and resources required. Consider hiring a corporate video production services company that will guide you through scriptwriting, casting, location scouting, filming, editing, and post-production. A clear plan will streamline the production process and help ensure a high-quality result.
Working with a corporate video agency or investing in quality equipment and expertise is essential for creating a polished, professional corporate video. High-definition cameras, professional lighting, and audio equipment can significantly enhance the production value of your video.
Here is an example of a corporate video we produced for a New Jersey-based financial advisor:
To maximize the reach and visibility of your corporate video production, it’s important to optimize it for search engines. Conduct keyword research to identify relevant keywords and incorporate them naturally into your video title, description, and tags. Additionally, provide a transcript of your video to make it more accessible and searchable. Optimizing B2B videos can look a little different, so talk to a production company about your goals before signing a contract.
Promoting your corporate video on social channels is a powerful way to increase its reach and engagement. Identify the platforms where your target audience is most active and tailor your content to suit each platform’s unique features. We go into greater detail about social media video production here.
Email marketing is another effective channel for distributing corporate videos. Embed video thumbnails or GIFs in your email campaigns to entice recipients to click and watch. Videos can help increase email engagement and conversions. Ensure your videos are optimized for email platforms and provide a clear call to action that encourages viewers to take the desired next step.
Once your corporate video is live, tracking its performance and analyzing the data is essential. Monitor metrics such as views, engagement, click-through rates, and conversions to gauge the effectiveness of your video.
Don’t let your corporate video sit idle after its initial release. Repurpose it into shorter clips, GIFs, or graphics to share across different channels. A cross-channel approach allows you to reach a wider audience and maximize the impact of your video.
Engaging with your audience is crucial for building a strong connection and fostering brand loyalty. Encourage viewers to leave comments, ask questions, or share their thoughts about your video. Respond promptly and thoughtfully to foster meaningful conversations.
The world of corporate video production is constantly evolving, with new trends and techniques emerging regularly. Stay updated on the latest developments in the industry to ensure your videos remain fresh and relevant. Experiment with new formats, styles, and storytelling techniques to captivate your audience and stay ahead of the competition.
A well-executed video has the power to connect with your audience on a deeper level. Don’t settle for ordinary content. Invest in professional storytelling that inspires action and sets your business apart.
By defining your objectives, knowing your target audience, crafting a compelling story, and investing in professional equipment and expertise, you can maximize the impact of your corporate video. Optimizing for search engines, leveraging social channels, and incorporating videos into email campaigns can further extend the reach and engagement of your content.
To increase brand awareness with the help of a corporate video production agency, contact Awakened Films today to speak with a professional.
Want to learn more about video production and business marketing? Explore these resources:
