The Company Video Manufacturing Compendium: Methods to Win Enterprise With Video

Video has come a good distance since startling crowds with photographs of shifting trains within the late nineteenth century. At this time, it’s grow to be an omnipresent medium for artwork, ads and all the pieces in between. Whether or not you’re scrolling by way of your cellphone, streaming a film or simply strolling previous a digital billboard, you’ve probably observed the facility movies must captivate viewers. However why is that?

One reply may be that we wish the quickest, best answer. In different phrases, why spend 5 minutes studying an article when you could possibly watch a 1-minute video that explains the identical data? Nonetheless, it’s not all about ease. If you current data in knowledgeable video — that’s, with a considerate script and accompanying footage or movement graphics — the visualizations assist your message stick within the minds of your viewers. 

This audio-visual studying phenomenon is nothing new. Numerous firms have been utilizing company video content material of their advertising and marketing methods to nice success. So how will you get began?

Right here’s all the pieces you should find out about company video manufacturing, together with 10 examples to get you impressed.

What’s a Company Video?

Fairly merely, a company video is any skilled video produced for a enterprise by an inner crew or an outdoor video manufacturing firm. These belongings are available in all kinds of codecs relying on their audience, goal, message and distribution channel. As an illustration, you would possibly ship a brief promotional video supposed for purchasers by way of social media platforms, whereas coaching movies would possibly reside on inner methods.

Whereas not each kind of company video will work for what you are promoting or viewers, any group can profit from video advertising and marketing — that’s, in the event that they know what they’re doing.

The Fundamentals of Video Advertising

Because the daybreak of films, video advertising and marketing has helped numerous companies promote and market their services or products. Within the age of the web, entrepreneurs have taken this strategy to the subsequent stage, optimizing video content material and supply to extend engagement, educate potential prospects and enhance model consciousness. 

After all, the subject of video advertising and marketing deserves a devoted weblog, however to assist cowl the fundamentals, listed here are a number of key steps in making a video advertising and marketing technique:

1. Determine your audience and the channels they use to view content material.
2. Create a plan on your company video manufacturing course of, together with a timeline and finances.
3. Develop and refine your message till you’ve reached the ultimate product.
4. Resolve which metrics to trace and the way you’ll handle your video content material.
5. Publish the ultimate video and monitor its efficiency to tell future tasks.

Following this fundamental blueprint might help you make smarter advertising and marketing choices that finally lead to higher, extra related content material. However earlier than you soar into making your first enterprise video, it’s necessary to speak about the differing types and tips on how to greatest use them.

11 Widespread Sorts of Company Movies

That can assist you decide the most effective kind of company video on your targets, listed here are 11 widespread video codecs together with some examples:

1. Firm Introduction Video

An organization introduction video is a good way to supply potential prospects with a broad overview of your group, together with issues like:

• Company historical past.
• Services or products you supply.
• The general mission and values.
• Messages from firm leaders.

Whereas companies usually use narration to speak these concepts, some selected to forego dialogue altogether in favor of visible storytelling. For instance, Apple used this format in its 2014 company video. 

This superbly shot montage highlights how individuals use Apple expertise in on a regular basis life; on the finish, a easy title card reveals it was all shot on an iPhone in sooner or later. 

2. Promotional Video

You would possibly consider these annoying TV advertisements that get caught in your head each time there’s an upcoming vacation, however promotional movies embody a broad vary of selling movies. Whether or not your organization has necessary updates, a brand new product launch or simply desires to promote its bread and butter, promo vids are a good way to get the phrase out about your organization. 

Slack presents a wonderful instance of promotional content material that breaks the mildew with this foolish video that performs extra like a comedy sketch:

By combining humor with product demonstration, Slack pulled off a inventive advertising and marketing video that engages its viewers whereas selling its model.

3. Product Video

As its identify suggests, a product video is supposed to showcase a particular product out of your firm. In some circumstances, this would possibly take the form of an illustration, whereas different occasions it’s extra like a standard commercial. The earlier instance of a promotional video from Slack would possibly qualify for each, however GoPro presents an instance that’s pure advert(renaline):

This video promotes GoPro’s HERO10 digicam utilizing clips of intense motion interlaced with on-screen textual content that highlights the product’s new specs. It covers the total vary of all the pieces a buyer would possibly wish to movie, from excessive stunts and sports activities to cute pets operating in a area. Not solely does this make the video extra visually partaking, nevertheless it additionally demonstrates how the ultimate product really seems.

4. Explainer Video

Explainer movies are normally bite-size items of content material that firms produce to stroll prospects by way of a given course of, service or product. Whether or not you’re educating viewers on what your organization does otherwise you’re simplifying advanced operations for key decision-makers, your movies ought to current the data in an easy-to-understand approach. Extra than simply being informative, these belongings have to seize the eye of your viewers shortly to keep away from turning into a boring how-to or step-by-step information.

Panorama9 delivers on all fronts with its IT-Man explainer video. Utilizing a pixelated artwork type and leaning into its basic arcade themes, this instance manages to take a usually dry matter and make it thrilling, humorous and nostalgic for the Millennial audience.

5. Inner Communication Video

Just like an explainer video, inner communication content material is meant to share data, solely the audience is your crew. This may be explaining a coverage or process, or making a coaching video for brand new workers. 

Deloitte Digital Financial institution created this instance that briefly covers how its gross sales and success groups can resolve  buyer ache factors with the Digital Financial institution Accelerator:

This brief coaching video makes use of partaking textual content and visuals like 3D animation to seize the viewers’ consideration, and the clear story highlights the applying’s main worth propositions.

6. Recruiting Video

In the identical vein as inner communications, recruiting movies aren’t essentially meant on your prospects. As an alternative, they aim potential and lively candidates, getting them enthusiastic about your organization and its office.

Google is extensively identified for its eccentric campus, which is on full show on this video masking an intern’s first week:

By interviewing a number of interns and having them speak about their experiences, candidates get an important preview into working at Google, garnering extra expertise for the tech large.

7. Testimonial Video

Shifting gears again to content material on your prospects, testimonial movies supply your viewers first-hand accounts of what it’s like to make use of your services or products. Typically, this takes the type of an interview, however a testimonial can be an opportunity to inform a compelling story.

The “My Trailblazer Story” collection from Salesforce does an unbelievable job of growing a shifting narrative round its prospects:

In Stephanie Herrera’s story, the emotional weight resonates with viewers, partaking not simply their enterprise facet however their human facet as nicely.

8. Occasion Video

Whether or not you’re selling an upcoming panelist dialogue otherwise you’re publishing a recording on-line, occasion movies might help you develop your viewers and preserve those that couldn’t make it within the loop. Earlier than you start your occasion, it’s necessary to think about company videography within the starting stage. How will you arrange the lights and digicam? How will you document high quality audio? 

You may also wish to generate buzz with high-quality movies in the course of the occasion itself. Meta did an important job with this smooth and interesting video selling the Meta Quest Professional:

9. Webinars 

Stay streaming and webinar recordings have grow to be more and more in style and efficient as individuals desire to remain socially distanced. This subcategory of occasion movies supply the identical stage of accessibility for all you viewers, permitting them to look at or rewatch conferences and bulletins when and wherever they please.

 As an illustration, McKinsey presents an extensive library of free webinars on a variety of matters.

These “Deep Dives” are simple to entry and supply in-depth evaluation on urgent matters. Not solely does this enhance engagement, nevertheless it additionally encourages viewers to catch the subsequent one.

9. Animated Company Video

With company video animation, your content material is simply restricted by your creativeness. Use simplified illustrations to elucidate advanced ideas or create a enjoyable promo vid with 3D animation.

On this advert for B&Q, the U.Ok. retailer chooses my favourite type, cease movement animation:

Not solely does this stand out among the many crowd, nevertheless it tells an attractive story that motivates the viewers to complete their DIY tasks.

10. Social Media Video

Social media channels are a good way so as to add a contact of character to your model. Movies might help you amplify that voice and seize your viewers’s consideration whereas they’re scrolling by way of their cellphone.

Given the content material size limitations on most social media platforms, these movies are sometimes brief and snappy advertisements or promos. Nonetheless, Zendesk hits 2 birds with 1 stone on this Instagram put up:

This video capabilities as each nice social media content material to humanize the model and a very good recruiting software for prime expertise.

Contained in the Company Video Manufacturing Course of

Now that we’ve lined the totally different sorts of content material you possibly can create, it’s time to debate the precise course of behind a company video manufacturing.

Earlier than you even start planning a video, it’s crucial to know what your targets are. What do you wish to accomplish with the mission? Is it a advertising and marketing video, or is it meant for inner use? Understanding the way you wish to use the asset and what you goal to realize with it would show you how to create a focused and efficient finish product.

When you’ve aligned with enterprise goals, it’s time to start out the company video manufacturing course of. We’ve damaged it down into 5 major phases that cowl all the pieces from idea to completion:

1. Brainstorming and planning: Step one is to give you an concept based mostly in your targets and develop a concrete plan of motion. This could embody issues like budgeting for the video manufacturing price, making a timeline and on the lookout for actors and areas.
2. Pre-production: After the planning part, you’ll enter pre-production the place you begin storyboarding and scripting. Then, you’ll guarantee you may have all the pieces in place to start out filming or animating.
3. Media manufacturing: Throughout media manufacturing, you’ll shoot, animate and document all the pieces you should piece collectively your video later. This consists of the primary scenes, voice-overs and any B-roll footage you would possibly want.
4. Put up-production: At this stage, all of it comes all the way down to your preliminary plan. You’ve captured all of the footage and audio recordings, now you simply have to edit it collectively into knowledgeable video.
5. Distributing the ultimate product: After getting the ultimate lower, it’s lastly time to publish and market your content material. That is the place it’s crucial to know the place your audience is. In case your video is supposed to achieve your prospects, select the supply channels they’re already utilizing.

After all, many small companies, and even bigger enterprises, don’t have a devoted video crew. However these firms can nonetheless expertise the advantages by partnering with an organization that provides company video manufacturing providers. 

Whether or not your aim is to coach your crew, develop your viewers or achieve new enterprise, video can accomplish all of it and extra. It has actually grow to be a necessary medium to grasp on the planet of selling.