Corporate video production can take many forms, including promotional videos, training videos, product demos and testimonials, advertising, and more. Video marketing has become more common than ever, with lots of places to share and get your video seen.
Whether you plan to use video in-house, target potential customers, or talk to your existing customers, you want the quality of your video to make a good impression.
More than half of marketers cite short-form videos as the top marketing trend for their 2024 investments. That’s not surprising when you consider that more than two-thirds of those surveyed said professional videos on social platforms produce the highest return on investment (ROI) in 2023 of any marketing strategy they employed.
Still not convinced? Consider this: Videos produce 80% more conversions than conventional marketing methods. So, yes, corporate video production is important.
Whether you want to generate leads, improve brand awareness, or enhance communication with your team, video produces results. This is true for companies and organizations of all shapes and sizes, from large corporations to mom-and-pop shops to nonprofit organizations and everyone in between.
You need a solid plan before you start creating your video marketing, corporate videos, or product demos. Creating your corporate video production roadmap will set you up for success.
Following these five stages of corporate video production will ensure a smooth corporate video production process that meets your objectives.
During the pre-production stage, you will determine your strategy and concept — and plan the best way to create your vision. It may sound simple, but start by defining your goals and the specific business objective you want to achieve. For example, marketing videos for general brand awareness will be different than product videos in search of conversions.
Pre-production should also define your target audience, the style of video you want to produce, and more. You’ll want to think about distribution channels, and your corporate video production style may change depending on where it will be viewed.
Establishing a plan before you start recording will give you an objective to stick to, minimizing the risk of getting sidetracked during production.
With a plan in place, you can move into the production stage and start filming or recording your video project.
Once you’ve finished recording, it’s time to edit the final product. As part of this process, you can expect to cut and reorder video footage, sync audio and video, clean up audio files, color-correct videos, add titles and/or animations, and more.
With edits complete and approvals in hand, it’s time to get your video in front of your target audience. Whether you post on social media, run the video as a paid ad, or upload the video to your website, you must follow best practices to succeed.
A final step that is sometimes overlooked is tracking performance against your goals. You need to know whether your video production for corporate is hitting — or missing — the mark. No matter how creative your video is or how many views you get, it’s only successful if it meets your initial objectives.
High-quality video production takes time and can feel overwhelming, especially if you’re new to it. Creating powerful messaging that meets your goal takes skill and experience. While results are never guaranteed, there are strategies you can deploy that will increase your likelihood of success.
In the pre-production phase, you will have set clear goals and defined your target audience, focusing on your potential customers. Anticipating the resources you will need is extremely helpful.
For example, if you plan to produce videos that rely heavily on motion graphics or animation, you’ll want to dedicate more of your time to post-production, while you may need to spend less time editing a more straightforward interview-style video.
When creating video content, particularly social media marketing videos, it's essential to engage the viewer. Just rattling off information without creating a human connection can undermine your goals.
There’s a truism in sales that's kicked around for years, but it’s still true today. Facts tell. Stories sell. When your video content can evoke emotion, show people a way to solve a problem, or offer the viewer something in return for their time, you’re on the right track.
One way to do this is to view your videos as a storytelling method. Humans are instinctively drawn to stories and respond to them viscerally, and social media has provided a platform for people, businesses, and organizations to share their personal stories.
To make your videos stand out, share personable and creative stories. This means finding ways to make mundane things human by creating content that is either relatable or entertaining. By doing this, you can make your brand videos feel more human and give viewers more of an opportunity to connect with your content.
This is one area where a professional corporate video production company can help. Not only do they have the experience to create engaging videos, but they also have deep insight into what works — and what doesn’t — backed by actual performance data.
The more viewers connect with a video, the more likely they are to share it with their friends and family, expanding its reach.
Corporate video production can be enjoyable. For many companies, that means lots of people will want to have input and be a part of the process.
But the"too many cooks in the kitchen" adage also applies. Too many people chiming in with their ideas, likes, and personal preferences can muddy your vision and slow down your corporate video production. Often, you need to limit the number of people involved in your promotional videos to work efficiently. Know going in that you won’t make everybody happy.
So, identify the key individuals and create a transparent decision-making process with somebody calling the shots. It’s the best way to streamline your corporate video process and work efficiently.
Humor can improve the reach of your videos the same way humanizing your videos does. Viewers are more likely to repost video content that makes them laugh, as they will want to share that experience with their friends and family. Sharing content with humor makes your brand feel more approachable, likable, and memorable to viewers. Creating memorable content will ultimately make viewers more likely to pick your products or services over your competitors.
Still, using humor in corporate video production can be a fine line to walk. When writing scripts and determining your vision during the pre-production stage, it’s critical to establish the type and level of humor that's most appropriate for your brand and message. It’s essential to make sure you aren’t crossing the line from funny into creating content that is “off-brand,” silly, or offensive. At best, a misfire won’t meet your goals. At worst, you may alienate your audience rather than draw them in.
With HD cameras in cell phones and low-cost editing tools, it’s easier than ever to produce video content. It can be tempting to go the DIY route. Lots of companies have tried this, but few have succeeded. Even many of the videos you see that “look” homemade are the work of skilled corporate video production companies.
There’s no real substitute for professional video equipment and skilled editors when you want to present your brand in the best light. People will judge you by the quality of your content, so you want to work with a corporate video production company that can deliver your message effectively.
You want professional video gear, skilled production experts, and the right people supporting your efforts. Reviewers, for example, need to understand your mission, brand standards, and video marketing best practices. Unskilled reviewers can green-light videos that are poor quality and potentially harmful to your brand.
Including high-quality video content in your corporate brand production can significantly impact your overall marketing strategy. If you don’t have the in-house resources to create the highest quality product possible, consider investing in corporate video production services.
Corporate video production companies can help you create a wide variety of videos, including:
Searching online for “corporate video production near me?” Look to the professionals at Charter & Co. As a full-service video production company, we offer everything from strategy and storyboarding to animation and advertising — all designed to take your corporate video production and marketing efforts to the next level.
Our team of experienced filmmakers, creatives, and marketers produce stellar videos that drive ROI. Contact Charter & Co today to discuss your project.