Cover image by Seth Doyle
Businesses of all sizes across all industries are turning to video as a piece of content they can create to promote their products, services, or solutions. Creating a corporate video isn’t a walk in the park; it takes a lot of time and patience to create a perfectly executed corporate video. From figuring out how to best personally connect with your audience to the best way to distribute and promote your video, creative teams need to take many aspects into consideration to create a product of the highest quality.
SEE ALSO: Why B2B Companies Should Be Using Video
Here are a few tips and tricks we’ve learned along the way to create the perfect corporate video:
Perform a personal connection analysis
In order to create a video that will really resonate with anyone who views it, you need to find out what will personally connect with your audience. By creating a personal connection, you will be able to create meaningful interactions that will boost your business.
A personal connection analysis takes a look at your company, figures out where you are, where you want to be, and comes up with a fully customized action plan that emphasizes the use of story to establish meaningful interpersonal connections between you and your target audience. The goal is to figure out which stories to tell, and how to tell them in a manner that will spark a positive action in your audience to benefit your business and get it to where you want it to be.
Build a story
After you perform your personal connection analysis, you can build your story. This begins with creating a custom storytelling strategy. Take your personal connection analysis and use it to create a well-crafted, convincing, and entertaining argument. You want to create a story that represents what emotionally drives you and your business to succeed.
Story Time with Dad photo by Picsea
Ask yourself who or what this story is centered around, what is in their way, and how they are going to overcome this. It might put a human at the center where they have a problem to solve, or it might be a particular use case a product is meant to solve. The more detail and emotion you show, the more your story is going to stand out from the rest.
Capture your story
Once you figure out the story you want to tell, the next step is to film it. With the direction of a skilled cinematographer and director, you can find the location that will take your story to the next level. They will help you find the one-of-a-kind shots that will capture the details and emotions that will resonate with your audience. The idea is to show your audience why they should care about your story through film.
It is the best medium to capture a story, as you can really get down deep into the emotions and details that make your story stand out from the rest. Therefore, you’ll be able to form a personal connection with your audience with a video that they won’t forget.
Edit for details and emotion
So your story is captured, but you’re not done yet. Editing can make or break the story. You might have the best footage, but the editing process can ruin the impact of your story. Conversely, if you have average footage, a great editor can take your story to the next level. You want to enlist a team of editors who have a really keen eye for details and emotion, making sure they resonate in the final product.
And it’s not just editing the media; editing can mean incorporating animation, music, graphics, or anything else that will give your story life. This is the stage of the production process that you want to make sure you spend some time on. You don’t want to focus on producing a piece of media; you want to focus on telling a story.
Workday photo by Glenn Carstens-Peters
The editing stage is going to be what is going to add the most value to your video. However you approach editing your project, make sure personal connection is at the root of the story, expressed through story details and emotion.
Distribute and promote to connect with your audience
Your video is finally done. Now you can distribute it and promote it to your audience. Best practice is to design a distribution strategy that best matches the behaviors of your audience. Maybe it’s YouTube, maybe it’s on TV, or maybe it’s something else.
By doing a deep dive into your audience and their consumption behaviors, you’ll be able to find the distribution strategy that will get your content in front of your audience. You can get creative with this stage and create a strategy that is sure to capture your audience’s attention. Don’t be afraid to experiment with different distribution channels and methods because you don’t know what will work the best.
Producing a proper corporate video takes creativity, patience, and a carefully planned strategy. With the right video production company, you can find the story worth telling that will personally connect with your audience. Follow these best practices and you’re sure to have a video that will truly resonate with your audience by building trust, sharing story details, and embracing emotion.
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“Jonny’s story starts with his roots as a Colorado native. Jonny has always had a passion for storytelling and entrepreneurship. When he was 11 years old he was in a small hotel room in Albuquerque, New Mexico with his parents when he decided to watch The Lord of the Rings: The Fellowship of the Ring for the first time. After being glued to a screen that was deeper than it was wide, he knew he wanted to be a storyteller. Therefore, he earned a Bachelor’s degree in Accounting and another one in Film Production. To top it off he customized his own MBA to focus on operating a business in the entertainment industry. When he graduated he worked for PricewaterhouseCoopers while running his own business on the side. After about a year he took a leap into the personal connection space and never looked back. Now with his CPA license and business acumen he is an expert at helping companies personally connect with their employees and customers to increase employee retention and customer loyalty.”