Corporate Video Production for Digital Marketing in 2019

Corporate Video Production for Digital Marketing
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What are Corporate Videos

Pictures speak louder than Words, so goes the old saying. In today’s era, videos are no longer an option, but a given considering the reach of this channel. Corporate Videos for the digital space is akin to human interaction for traditional marketing.

Corporate Videos is an effective marketing tool as it sheds light on the following aspects, namely-

  • About the company
  • Intent & Values of the company
  • Vision & Mission
  • Information related to Product/Solutions
  • Company/Product updates & latest developmental activities

It definitely creates an absolute impact to the company’s image in terms of credibility, enabling Brand awareness, Internal communication and Public relations initiatives – not to forget attracting the top talent among others.

When you see the digital marketing industry, the focus is on getting the right amount of attention specifically to boost the Image-and-Viewer perception, attracting new consumers, and retaining the existing stakeholders/customers– in all, corporate videos help you reinforce these facets and convey the company’s message in a lucid way.

Actually, there is more to this than meets the eye. Unlike machines, robots, or automated tool-kits, humans are associated with emotions, sensitivity, and reactions/responses; meaning they prefer a personal touch or a human side.

That’s how you build “the connect” with different people. On viewing corporate videos, the emotive capabilities that are more real-world come to the fore, thereby helping you be on the same page with the company’s philosophy.

Content is what you are trying to say whereas the medium/form to display that content determines how you want to put your point across. To put it simply, Corporate Videos are an intermediate medium that help you convey the intent and message in line with the business goals.

But one point to remember is that the message in some way dictates the tone of the video- the context depends on the content. Therefore, the message has to be absolutely concise, not a penny more, not a penny less.

You can achieve ample promotion of your organization through the corporate videos. It covers the finer details of your business like strengths, capabilities, product information, message, and intent within a span of 2-3 minutes.

Specific snapshot of a corporate video

The following link helps you gain insight in to the latest types of corporate videos, enabling you to infer the best-fit as per your business objectives. http://happyhourproductions.co.uk/news/2016/11/types-of-corporate-video/

Now that you are familiar with the idea of a corporate video, let’s understand how to choose a appropriate Video Production entity.

Choosing the right Video production setup

Very few entities have an in-house production team to create corporate videos. Mainly, companies outsource the video production process to a third party vendor. With thousands of Video Production companies, you are sure to get confused on selecting an apt one for your organization. Moreover, the budget also plays a part in choosing a Video Production setup tailored for your digital needs.

You will find that a majority of Video Production companies have a Work/Portfolio section on their website (or some even have online/printed brochures and case studies or other collateral to pep up their marketing promotion and sales initiatives), where they showcase the various projects they have completed successfully.

By going through the Portfolio, you can get a brief idea about the type of videos, the quality, and their customer base.

Portfolio Section of a Video Production setup

Finance/Budget is the other decisive element that helps in choosing the ideal Video production setup. You should be able to gauge the budget as it aids in opting for a Video production entity within the decided cost.

However, personally speaking, you do not make corporate videos every other day- in most cases, it’s a one-time investment.

Since your corporate video is the face of your company and will be viewed by existing clients as well as prospective customers, you can stretch your budget a bit so that there is no compromise on the quality.

For a detailed explanation on the topic of choosing a viable Video production unit, you can refer to the following article: http://go.yumyumvideos.com/blog/6-tips-for-choosing-the-video-marketing-production-company-you-need

Once you choose a befitting Video Production setup, then you are all set for the next stage, wherein you learn about the different phases of the operations, involved in the making of the video.

Different Operating Stages of Video Production

Moving forward, the most important juncture is the operational phase where the Video Production company’s crew and processes come into play. However, the operational phase is divided into three parts, namely-

  • Pre-Production
  • Production
  • Post-Production

Pre-Production

Here, you chalk out the strategies and agenda in conjunction with the Video Production Setup’s team. At this stage, you discuss every single detail related to the planning and briefing of tasks, scripts, and scouting for talent/locations in addition to deciding how it is going to pan out in the coming weeks.

Once you plan the first stage, what follows is the script writing process. After agreeing to the strategy, the script is written and you may nail the process by writing a perfect script, which is a rarity; in real-time, several drafts are sent after incorporating the input or feedback by the client.

Also, editing the script or incorporating add-ons are critical in deciding the final draft. Once the script is finalized, the story-boarding part comes into picture.

Ensure that the concerned stakeholder will be adept at sending the message across in an appropriate tone and diction- also, the stakeholder should exude confidence and a subtle exuberance (Of course, some who talks like a robot, or is disinterested, or is not convincing enough will not be a best-match in the Video production process).

Once you finalize the story-boarding, number of shoots, and other macroscopic details pertaining to the planning phase, the next steps would involve scouting for a suitable location (read “Recce”), casting, and finalizing on the talented people/stakeholders, who will be an integral part of the video.

Corporate videos are usually shot on the company premises, though rarely, you need to select the ideal location in line with the client requirements. However, at times, you would need customers who can spread a positive vibe in the form of video testimonials. In some cases, if your video is of a storytelling nature, you would need a person who is competent in that particular niche.

All the points mentioned including some custom traits add up to the preparation phase. The next juncture is the Production phase or what you can actually call “Real-time Operations” as it is a key aspect of the entire process, i.e. making a video.

Production

Production is an imperative part of the Video production process. Here is where you realize the operations based on the game-plan in the Pre-Production stage.

This phase will be simpler and more proficient if your planning in the Pre-Production stage was up-to-the-mark. In fact, impeccable groundwork will significantly reduce the last minute changes and add-ons. Also, proper application and holistic implementation of the strategy will result in impressive results.

Therefore, your unexpected costs are minimal compared to the costs involved in the case of ad-hoc procedures. The other important aspect is resourcefulness which includes the optimal utilization of all the available resources.

Unlike commercial videos and advertisements, corporate videos are subtle and toned down (especially not pompous or over-the-top). Ensure that you have thought-out the action plan systematically; discrepancies or roadblocks in the video shoots will result in unnecessary costs- not to mention the considerable time and effort involved in the Production process. For example, if the speaker in the video stutters or keeps forgetting the script, then it will lead to tiresome rework and repetitive shoots, while increasing massive costs substantially apart from disrupting the work-flow adversely.

Owing to the dynamic nature of the Video Production process, you will come across several bottlenecks; following are some quick tips you can adopt prior to shooting to streamline your operations:

  • The duration of the video should be between 2-3 minutes as the viewer focus is foremost in that defined timeline. Usually, it has been observed that similar corporate videos on You Tube have a time-frame of 2-3 minutes, more of a norm in the current times.
  • Body language is an essential aspect in Corporate videos. For example, if the stakeholder in the video looks casual or disinterested, it will have a negative impact. Also, it depends on the type of corporate customers. Manufacturing companies need the speaker to be astute with a right mix of technical know-how and skills. Media set-ups need the speaker to be razor-like and more exuberant compared to the speaker in the manufacturing industry.
  • An appealing video imparts a certain human feel and thus, the speaker has to be emotive yet professional- For example, hand gestures and a smile (a pleasant and mandatory sign) are quite spirited; this resolute nature establishes just the right connect with the audience.
  • Imagine the speaker in the video rocking the chair. At times, the squeaky noise and the chair movement will surely distract the viewers though it is unintentional. Ensure that the chair is firmly fixed and the speaker is sitting with a proper posture.
  • The lighting for Corporate Videos should be understated and up-to-the-point, nothing unnecessary as it should be easy on the eye. Harsh lighting is hardly used in corporate videos, unless you want to exhibit something dramatic (an oddball in this genre).
  • Preferably, you will need teleprompters to save substantial time during the production process. In some cases, it is necessary as it undoubtedly prevents production overtime.
  • Your presence is mandatory for a valuable input, like something you missed out on or overlooked while planning the shoot- maybe last minute changes or additions or a different viewpoint. This will avoid the cumbersome task of shooting the video again and again.
  • High-quality is a decisive factor as your video portrays the image of the company and any compromises can have a murky impact. Moreover, checking the video quality is paramount as you will not be able to alter or make changes once it goes in the Post-Production stage.

Ultimately, after the shoot is done with, what you have is a raw footage. Next, this footage will be need to be processed, edited, and finalized, which takes us to the last stage, I.e. Post-Production.

Post-Production

Finally, after the completion of the Production Phase, the Post-Production stage comes into play. Post-Production involves processes like editing, voice-overs, shot-syncing, and audio-addition to mention a few. Here, you work on the raw footage to give it a polished outlook by cropping the unnecessary stuff and refining it substantially – a makeover that takes the enhanced video several notches above the raw footage in terms of quality and visual-appeal.

In the end, you land up with the final version of the video which can be uploaded on the web to strengthen your digital presence.

Let’s delve into the common subsets of the Post-Production stage that add up to the finalization process:

  • Editing This particular stage comprises the editing of the raw footage wherein you import, organize, and crop those portions that are not needed. Ensure that the Video production setup completes this process flawlessly as the results of editing play a major role in the final core video, which will be used by the company for marketing promotion and branding.
  • Sound Sound is also a pivotal essence at this stage and therefore, you need to invest a substantial amount of time and effort for peerless audio appeal; sound designing and mixing are quite crucial as they bestow a personal touch to the video. Usually, established video production set-ups will send you multiple samples of the desired sound. This gives you the flexibility with a wide spectrum of options where the customer can choose a a best-match for their purpose or niche.
  • Voice-over A voice-over provides a much-needed boost to your corporate video as it enhances the all-important characteristics such as the tone and feel that captivate your audience. A unique and assertive voice lends credibility and adds character to your video. It also entices the prospective customers to respond to your call-to-action techniques. Imagine an awesome video but a lousy voice to accompany it- all the hard work invested in creating the video will go to waste as it leads to a complete mismatch. Remember that the users will connect with you if you are trustworthy; voice-over contributes to this factor greatly. It is more about humanizing your brand, making it user-friendly and comfortable for your target audience.
  • Color Grading Color grading imparts an intuitive impact on the video as it helps make the video visually-appealing and in sync with the context. Studies have suggested that the colors in a video have some effect on the audience at a sub-conscious level; various attributes like sharpness, contrast, and hue can be adjusted to match the tone and intent of the video. While soft tones are pleasant to view, hard tones are used for dramatic and striking effects. The trend in corporate videos leans towards the soft tones usually as per the available results and stats.

Before & After effects of Color Grading

  • Final Delivery The Final delivery is the last point of the Video production procedure. The complete video is initially sent as a draft to the customer. The corporate video should look realistic and must have a human element to it. After reviewing, you can ask for some edits and modification in the final copy, which are possible during this period. After incorporating the altered shots and corrections, the augmented video is compiled and the final copy is sent to the customer. This final copy is called the Master Video, and the customer can upload it on several channels such as You Tube, Facebook, Vimeo, in brand campaigns or their blog posts on their company website. The videos can also be showcased in conferences, exhibitions, expos, and trade shows among other avenues.

Outcome

A well-crafted corporate video can be a boon for your business as it creates an exemplary impression on the existing stakeholders as well as prospective customers. You can amass a whole lot of finer details within a short time-span.

Big conglomerates and enterprise-level organizations can afford to spend millions or more on advertising. However, mid-tier companies and micro-setups do not have the same budget or finance to fund these types of branding initiatives; therefore, digital marketing helps these companies establish their products, brand image, and mission through these 2-3 minute videos. Moreover, with You Tube, Facebook Watch, Vimeo, and other video channels gaining ground in brand marketing, your corporate video strategy can prove beneficial in the long run.

A majority of the current workforce, mainly milennials, prefer watching videos compared to other forms of media. Research in SEO and Social Media Marketing has explained that the search engines give more preference to videos than just plain text; Videos also have higher conversion rates. In a nutshell, keeping an eye on the future, Corporate Video is an excellent medium for digital branding, training, promotions, and announcements, and is here to stay.

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Summary
Corporate Video Production for Digital Marketing in 2019
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Corporate Video Production for Digital Marketing in 2019
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Pictures speak louder than Words, so goes the old saying. In today’s era, videos are no longer an option, but a given considering the reach of this channel. Corporate Videos for the digital space is akin to human interaction for traditional marketing.
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The Watchtower
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