When people mention "corporate video", many of us may recollect the god awful videos from the 80's that were dry, dull, or downright cheesy. Now, as I mentioned earlier, the terms 'corporate video' and 'promotional video' tends to be used interchangeably, and while they are both malleable concepts I'm attempting to create some distinction between them so you are better informed when deciding what to film or, trying to understand what your client wants.
Broadly, we can define the corporate video as a straight-talking, informative production that humanises the business, introduces the directors, the staff, the facilities, working practices and the company ethos. This is where your business can tell its story and strive to win over the viewer and assure them that your business is genuine, trustworthy and deserving of their patronage.
Relying on such serious subject matter and requiring real people and location, the corporate video tends to be a little more conservative, creatively speaking. However, this does all depend on your brand personality and target audience to. A video for an accountancy firm is going to be as professional and reassuring as possible. However, if you're selling extreme events then you have a little more flexibility - you are able to sell your company as an adrenaline-pumping thrill ride because your clients are buying in to that when they purchase products from you.
Still, I'd like to reassure you that your corporate video doesn't have to be an explosive viral, it really can be as simple as talking heads of your staff intercut with shots of your facilities and products. You see, 99% of the time, the corporate video is intended for people who are already on your website. Of course you can stick it on social media and YouTube, but it won't go viral and it honestly doesn't have to.
If you have the viewer on your website then the battle is already half-won. They are now aware of your company and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. In future articles we'll be further examine variations of the corporate video and specifically how you can employ different videos and video styles on different areas of your website.
To put the corporate video in more context, let's look at its antithesis, the viral video.
Broadly, we can define the corporate video as a straight-talking, informative production that humanises the business, introduces the directors, the staff, the facilities, working practices and the company ethos. This is where your business can tell its story and strive to win over the viewer and assure them that your business is genuine, trustworthy and deserving of their patronage.
Relying on such serious subject matter and requiring real people and location, the corporate video tends to be a little more conservative, creatively speaking. However, this does all depend on your brand personality and target audience to. A video for an accountancy firm is going to be as professional and reassuring as possible. However, if you're selling extreme events then you have a little more flexibility - you are able to sell your company as an adrenaline-pumping thrill ride because your clients are buying in to that when they purchase products from you.
Still, I'd like to reassure you that your corporate video doesn't have to be an explosive viral, it really can be as simple as talking heads of your staff intercut with shots of your facilities and products. You see, 99% of the time, the corporate video is intended for people who are already on your website. Of course you can stick it on social media and YouTube, but it won't go viral and it honestly doesn't have to.
If you have the viewer on your website then the battle is already half-won. They are now aware of your company and hopefully your product or service, now they need to be reassured and encouraged to spend their money with you. In future articles we'll be further examine variations of the corporate video and specifically how you can employ different videos and video styles on different areas of your website.
To put the corporate video in more context, let's look at its antithesis, the viral video.
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