Making Corporate Videos People Want to Watch
Corporate videos might conjure images of cheesy old VHS training videos, but the times have changed, and corporate videos can be something much more engaging and entertaining than in days gone by.
Set Out Your Goals
Before any shooting takes place, sit down and ask yourself what you want to get out of this video. Ask yourself who is watching, and why are they watching? What do they want, and what is the easiest way to provide that?
Once you have answered these questions you can put pen to paper and start writing your corporate video.
Structure isn’t just something used in feature films, it can be used to great effect in corporate videos as well. Narrative gives the audience a sense of flow to the video and gives some clarity as you move between your points.
It also can make it easier for you to write your video, as you can give a brief introduction that covers the main points of your video, go into further detail, summarise and give the viewer a call to action, like a link to your website’s product or contact page.
Casting the right talent in your videos can go a long way to making your video and engaging and professional looking. Consider casting a professional presenter if possible, or otherwise use your most charismatic employees or people that are comfortable in front of a camera. Presenting is a lot more difficult than the professionals make it look, so make sure you allocate extra time if working with non-professionals.
Corporate Can Be Fun
Sometimes a sitting, “talking heads” interview is your best bet when covering serious topics that you also want your audience to take seriously. But if you’re doing a less serious video, have some fun with it! Move the camera, with a slider, a stabiliser like the DJI Ronin or even handheld (make sure it’s an appropriate video for handheld, this technique can look amateurish if not done well). You can also add a little spice to an otherwise plain interview by shooting with 2 cameras, this allows you to edit out sections with greater ease, improving your video’s pacing.
Add Some Polish
Once your video is shot, you can add some polish to the finished product by adding titles, graphics and lower thirds (Names and job titles beneath the video subjects). Titles and graphics in your company’s colours and style can really take your video up a notch in production values. You can also weave in some graphics to introduce different sections of the video which can also add structure to the video.
The hardest and most time consuming part of the film-making process is editing. It can be very difficult to delete some footage you really like. But if it slows the video down or doesn’t serve a purpose, it needs to go. Keeping your video short and fast paced goes a long way to keeping your corporate video exciting and entertaining.