How to make a video that stands out
Why you need a corporate video
Brand awareness: A corporate video increases brand recognition and showcases your company’s values and culture.
95% say video marketing has helped them increase brand awareness.
Engagement: Video is more engaging than text or images alone. You can evoke emotions and tell a story to hold the viewer’s attention – making them more likely to engage with your brand or take action.
87% say video marketing has helped them increase sales.
Employee training and onboarding: Corporate videos are used for training new employees, demonstrating company policies and introducing company culture.
20% of marketers created staff training videos in 2022.
Customer testimonials: , When viewers see and hear real customers or employees talking about their experiences with your company, it’s easier for them to connect and take action.
92% say video gives them a good return on their investment – another all-time high.
Product demonstrations: A corporate video can showcase your products or services in action, helping potential customers understand their benefits and how they work. You can address any questions or concerns they might have before making a purchase.
96% of video marketers say video marketing has increased user understanding of their product or service.
Search engine optimisation: Video content can help improve your website’s SEO, as search engines like Google prioritise websites with diverse and engaging content.
91% say video marketing has helped them increase traffic.
Website visitors stay longer: Video on your website pauses your visitors to stop and hit play, keeping these prospective customers on your website for longer.
87% say video marketing has increased dwell time on their website.
The priority is making sure your video production stands out and shines – a video your audience wants to watch.
We’ve produced thousands of video productions – here are our top five tips for creating a corporate video that stands out!
1. Focus on viewer benefits, not features
We like to start script planning by diving deep into what you want your audience to know – followed by how your audience will benefit.
To shift features into benefits, start by using ‘you’ more than ‘we, us and our.’
That doesn’t mean you can’t share information that establishes your credentials or product/service features – but the best practice is to turn every fact or feature into a ‘so what’ for the viewer.
An even better practice is asking ‘so what’ twice.
Let’s look at an example using our own video production experience:
“We’ve been producing corporate videos for 35 plus years.”
So what?
“We know what works to keep your viewers watching.”
So what?
“When your audience stays connected, they’re more likely to respond to your call to action.”
2. Video script structure
Video production lengths are getting shorter and shorter, but sometimes it’s impossible to deliver priority content in a neat one, two or three minutes.
This is where a careful video structure becomes essential.
We do this with planned highs and lows from time to time to keep your audience leaning into your video at every possible ‘I’m getting bored’ moment.
Examples of this could be music changes lifting up and under, an unexpected sound effect, fast or slow-motion sequences or an occasional (not overused) transition effect.
It might also mean breaking video content into smaller, more easily digestible lengths.
3. Video pre-production
If you jump into filming with no pre-planned thought to structure, you might snag what you need – and you might not.
It’s no different to building a house without a set of plans.
We like to know all about you. Who is your audience? Where does your video fit into your overall strategy? What is the essential point to get across? And so much more.
Only then can we create the script structure from which everything hangs. On the day of filming, we’re all on the same page – with nothing is missed or overlooked.
“I find you super organised, which I appreciate. When you get out to filming, everyone knows what they’re doing, exactly what shots they need to get. Everyone’s got the same brief, the same information, which makes the day run smoothly and gives me great confidence that at the end of the day, we’re going to walk away with exactly what we want.”
Emma Boughen, Greenham & Sons
4. Filming with movement
Cinematic camera movement can be mesmerising.
Using drones, stabilised rigs and dollys, we can fly, track and glide to create scenes with the camera movement we all love to watch.
From plain jane ordinary into ‘have to keep watching’ extraordinary.
5. Video editing is a creative process
The edit is where the plan is both followed AND adjusted as all the elements of vision, narration, interview responses, music, titles, and graphics come together.
It’s only when you see it all this come together that you truly know what you have – it’s an intangible idea up to this stage.
So – getting on my hobby horse – it’s critical that you can fine-tune your video.
At Sound Images, unlimited fine-tuning is something we’re passionate about because ‘3 rounds of changes’ might not be enough to get it right.
This final polishing stage of production is the only way to make sure your corporate video production stands out and shines in a way that matches your vision.
As the client, this is your baby, and only you know when it’s a wrap.
Video on your radar?
