Thinking about a video for your business or organisation? But don’t know where to start? There are lots of elements to producing a corporate video, and it can all seem very daunting. It needn’t be if you do some preparation. Here are my 3 key things you need to think about before contacting or hiring a video production company.
1. Who is my audience?
Different styles of video don’t necessarily resonate with different audiences, so put yourself in the audience’s shoes. Research is important at this point. If you’re unsure of the way to proceed with your own video, investigate other videos your audience have been watching and observe which get the best results.
2. What is the point?
Video is not good at detail. So, for example, if it’s under 5 minutes in length (or more ideally 3 minutes) you should aim to have no more than 3 key messages come out of that video. Ask yourself this: “If someone watched your video, what is the one thing that you want them to walk away with?”
Videos cease to be effective when people try and put too much detail into them. Video is very good at conveying emotion, it’s very good at making a call to action, but it’s not particularly good at getting down to the minutiae of a subject, where text still has the edge. Remember most people can only hold 3 to 5 thoughts, ideas or messages in their mind at any one time.
3. Who, What, Where?
These are production decisions, where you decide upon style and presentation. Do you just want some talking heads or do you want a more elaborate production? Do you want to shoot on location, and if so where?
If you want to produce an interview of your CEO, for example, you’d want the setting to convey a sense of professionalism. This would probably involve a video shoot at your offices. Make sure there’s an appropriate room set aside for this purpose before the video crew arrive. A broom cupboard, or server room with plain white walls will not give the required effect!
Your video should not just make your company look good, but also make your CEO (or whoever else is in front of the camera) look good as well. So to do that you need to think a little bit about the kind of image you want to convey to your audience. Do you want it to look flashy or conservative? Do you want a friendly, relaxed feel or a more formal, business-like one? Once again, this should depend on the purpose of the video and its target audience.
And sound is half the picture of video. Make sure all scripts have been carefully rehearsed in advance, as nothing ruins the effect of a video quite like a poor speaker. If they are constantly ‘ummm-ing’ and tripping over their words, no amount of production can make it look professional. Similarly, music can create a good impression in some cases, but it shouldn’t ever overpower the speaker.
These are all things that help you build a stronger brand and make a good impression in your communications, so consider them carefully and make sure they are consistent with your target audience’s preferences and your company’s branding.
When considering all these factors, be sure to keep your budget in mind. When preparing your video brief it’s important that you include your budget, so your video company can offer a sensible quote for what they can do for you. If your budget is limited, go for a more stripped-down, direct feel, as cheap graphics or sound effects will just make your organisation look cheap.