For over a decade now, videos are the game-changers in the corporate world. With many internal and external corporate uses, these videos have become one of the greatest tools for marketing teams. However, they can also turn into a huge waste of resources if not designed and created properly. Here are the fundamentals of corporate videos and the ways to make the best use of them in marketing.
- A Basic Definition of Corporate Video Marketing
- Types of Corporate Videos Based upon Content and Method
- Stages of Producing a Corporate Video
- Boosting Visibility through Corporate Video Marketing
- Tips for Creating Perfect Corporate Videos for Marketing Purposes
The positive impact of (audio and) visual materials on improving perception and cognition has been known for many decades, even centuries. Hence the illustrated manuscripts from the 15th century, theater plays, troubadours, books filled with colorful depictions, etc.
Although visuals were limited to print materials in the past, the Internet and digitalization have transformed the concept of content and presentation in the current era, radically increasing the share of audiovisual materials compared to written content. Obviously, this phenomenon is also closely related to ever-accelerating life tempo, diversification of interests, lack of time that can be spared for reading, and of course the expectations and habits of new generations (Gen Y, Z, Alpha, etc.)
This huge transformation opened the gates of an unchartered, yet extremely fertile territory to the marketing world as well. Previously limited to one-to-one conversations or written materials such as brochures, pamphlets, or catalogues, marketing is now free to use all kinds of content, ranging from videos and social media posts to webinars. And among these relatively new forms of content, corporate videos have proven to be almost like “a wizard” - an effective tool and a huge success in marketing practices. Let’s have a closer look at the wizard to see what it can offer to businesses.
1. A Basic Definition of Corporate Video Marketing
It is always easier to draw a roadmap once we know the definition and fundamentals of a concept. So, let’s start with what we, at Arina Digital, mean by the term “Corporate Video Marketing”.
It is basically an internal/external tool that uses audiovisual means to deliver an enterprise’s message to various target groups, ranging from employees to potential customers and the general public. As an effective tool, it is a priority item in the marketing plans of businesses of all scales. It is vital to know that corporate videos are not advertisements. They do not aim to sell a product or service. They pave the path to a successful sale, though. It serves major marketing goals such as brand awareness, portfolio promotion, lead generation, supporting email marketing and SEO, and growing customer base. Thus, corporate videos are precious assets and corporate video marketing is a great way to improve ROI.
2. Use Types of Corporate Videos Based Upon Content and Method
Currently, there is no standard classification of the types of corporate videos. The academic circles and the marketing world adopt various taxonomies, and none of these can be claimed to be wrong or right. Types of corporate videos are as diverse as the scope of corporate video marketing itself.
To offer a wide-scope view let’s first list some types of videos based upon content and method.
2.1. According to Content
The content of any corporate video depends on the marketing goals and the target audience. Therefore, in terms of content, there are many types of videos that can be used for various purposes.
- Company Profile Videos: A company profile video is designed and developed to introduce, promote, or reinforce a business. It may include voice-over, captions, or both. The content of the video is supported by the corporate identity and catchy music.
- Product/Service Videos: These videos mostly focus on a new product or service with to inform target groups, encourage sales, and generate leads. It is preferable to use both voice-over and captions in such videos as the main goal is to give as much information as possible on the product/service. Watch the corporate event video of MBIS
- Testimonials/Success Stories/Case Study Videos: If your business needs to promote the use or launch of a product or a service, testimonial videos are a great means to share successful practices. Created in cooperation with an actual user (a customer), these videos include the story of how a product/service is employed at a certain business, often told by the customer representative in person. Testimonials can be longer than an average corporate or a product video, but it is best to limit it to 3.5 minutes maximum.
- Expert/Talking Head Videos: Expert videos are great tools to position your brand and managers/employees as authorities in the market. These videos can be designed with a single speaker, in the form of an interview, or as an expert panel. The goal should be giving details of a product or a service, motivating viewers to buy the product/service, encouraging them to contact you. Watch the expert video of Soitron
- Webinars Webinars are live seminars on certain (mostly new) products, services, or solutions. Creating an online communication channel between product owners and a large group of potential buyers, webinars provide an efficient path leading to sales. Thanks to active participation and Q&A sessions, webinars can be a valuable tool in lead generation and increasing website traffic. Depending on the topic and audience participation, webinars can last ideally between 30 and approximately 60 minutes.
- Event Videos: Created as a roundup after a major event of the company, these videos cover both behind-the-scenes images and actual footage of the event. Well-positioned to improve brand awareness, these videos can also be used on social media in shorter versions. Watch the Springfield methodology video of MBIS
2.2. According to Method
In addition to the content and context, production methods are also vital in terms of creating successful corporate videos. The method should be selected carefully, depending on the intended outcome.
- Animated Videos: Mostly preferred for product or service promotions, these videos can be created from scratch by animation artists or by using stock videos. Animated videos are alluring especially to new-generation viewers and can be easily supported with voice-over.
- Live-Action Videos: These videos use actual footage from a company, workplace, production facility, etc. Mostly preferred in testimonials, profiles, expert and event videos, these productions reflect the brand identity of the company and build a realistic and strong bond with the audience.
- Kinetic Typography: Also known as “moving texts”, these videos are created by using texts alone. Phrases jumping up and down the screen, sliding sentences, flashing words, scattered letters… These are some of the many materials that can be used in kinetic typography. Such videos can be of great use especially in teasers and product/service launches.
3. Stages of Producing a Corporate Video
When a marketing team decides to benefit from a corporate video as a marketing tool, the first step should be deciding on the content and method, which are directly related to the goal and target audience. While a live-action testimonial may be an effective means in lead generation, an animated video can be ideal for promoting the brand..
Companies transmit the information they want to give to the buyer through these contents and feed them with these until they are ready to make a purchase. In this direction, it is very important to create reliable and interesting content that can be valuable for the target audience.
After identifying the content and method, an outline stating the goal, channel, duration, style, and message of the video should be prepared. As most companies do not have an in-house production team, the production agency should be briefed thoroughly following this outline.
Depending on the style of the video, scripts and visuals should be decided through the cooperation of the agency and the company (also of the customer in testimonials) and approved by the marketing manager in advance.
The critical aspect in writing the scripts, drawing storyboards or selecting visual materials is to always consider the channel(s) to be used. The content, style, and duration of a social media video are very much different from a video to be used in an event or on the website. Once all materials are ready, the production and editing phase should be performed under the supervision of the marketing team and manager.
4. Boosting Visibility through Corporate Video Marketing
As long as a business employs the most relevant content, channel and message, corporate video marketing can generate great value - from increased visibility to lead generation. An alluring company profile video can become an effective means to promote your brand and raise awareness. An animated film can easily go viral on social media and boost sales of a certain product or service, while a webinar can become a tool to receive feedback from customers and promote new products.
A HubSpot report states that after a successful corporate video is released, 80 percent of viewers remember the brand for approximately 30 days. And as all marketing professionals know perfectly well, 30 days can be great leverage in terms of transforming marketing practices into sales! When actively supported with regular appearances on popular channels such as YouTube, even more leads can be generated. Video marketing is also efficient in boosting your corporate website’s traffic by directing potential customers to your website via videos.
5.Tips for Creating Perfect Corporate Videos for Marketing Purposes
- Always stick to the corporate identity – Every video should reflect the identity of the company and serve as a tool to increase brand awareness.
- Design the video in line with your goal – You should always select the styles and visual elements that are most relevant to your marketing goals.
- Deliver clear and inspiring messages - You should use simple and powerful language also includes your overall corporate messages. Avoid long and complicated sentences. Use active voice, rather than passive. Be concise, but effective.
- Avoid (too) long videos – With ever-increasing video content and ever-shortening focus periods, time is a critical issue. Retain your viewers by making videos long enough to deliver the message but short enough to keep the interest alive. Webinars can be understandably long, however, a 10-minute product video will probably fail in this world of high-speed.
- Select the most appropriate (and of course licensed) music – If you are using music in the background, make sure that it is licensed and it suits the purpose of the video. Nobody would want to listen to a sad melody while watching the skills of a high-tech product.
- Support the video with a call-to-action – Click rates are not enough per se. Your potential customers or followers should be encouraged to visit your website/product pages or to contact the marketing and/or sales team.
Once you play by the rules, a corporate video will certainly prove to be a wizard of marketing!