Now, websites have grown up and need to be top notch: professional photography, modern interface, and on top of trending aspects, like video.
Keeping up with the quick pace of changing marketing tactics and trends is very difficult and takes a lot of dedication and social comprehension. A company video is an important tool to invest in but only if done right. A poorly produced company video will only hurt your business, so it’s important to follow these 10 tips so you can reap the plentiful benefits of a professional and creative video.
High quality cameras are more prevalent and affordable than ever. But your nice camera doesn’t make you the next Sofia Coppola. It takes years to learn the skills behind scripting, audio, lighting, and especially editing. If your audience sees a low quality video, they won’t take you seriously. It will come off as if you cut corners, which will also greatly reflect on the work you regularly output for your clients.
So, the lesson here is:
Hiring an "out-of-house" production team that is willing to immerse themselves in your story will get you the best product - a product that will last for years to come.
What you express in your company videos has to match with your brand, values, and reputation otherwise your audience will be confused and distrustful.
Once you create a video, you’ll need to make sure it’s seen and found!
YouTube and Google analytics are changing yearly (monthly, even!), so it’s important to:
If those aren't anyone’s forte in your company, it is worth investing into a professional service that can really pull the whole package together.
Consider your audience. They don’t want to know about your awards or how much you grew last year. That doesn’t help them. Understand what they want to learn/see about your company and make it easier for them by placing this information into your video. They’ll appreciate the quick and engaging method of communication, rather than having to traverse your website, and dig through scattered information and a plethora of text to find out how you can alleviate their pain points.
Beware of boring your audience! If you don’t grab a viewer’s attention within first 10 seconds, they’ll promptly exit.
Thus, the first few moments are critical to the success of your video. Jump right in with the emotion and message you want your audience to understand.
Know your objective! It seems obvious, but it often isn't: a video should have a clear goal.
That means you need to know your target audience and the message you want them to learn from your video. If they end up being entertained but still unaware of who you are or what your services are, then the video is a flop. Entertaining is important but you have to balance that with your end goal.
Including a next step will encourage and inform your audience. Push them to share, like, or click here; whatever will provide them the path so they don’t need to craft it themselves.
This will distract viewers immensely. That’s why script writing should be done by a professional that knows how to come off natural. A business employee in the company may write something good, but it may be too technical or boring. A professional script writer will know the energy and emotion you want to convey in your video, and can write a natural sounding script that will express these emotions.
Also, find a professional that has worked with actors as it can be greatly beneficial to have them involved. They can work with the talent in front of the camera, in order to make them feel more comfortable and come off more natural. This individual seeks concepts and strategies that can be implemented in order for the on-camera talent to project themselves as an engaging individual - one with which your audience wants to connect.
Often, people new to video tend to overproduce their business video with flashy graphics, random transitional effects or other unnecessary elements that distract and overcrowd the screen - and the story.
It’s important to remember that the story is the most important aspect on which to focus. Think of an old favorite movie of yours. Why do you like it? The visuals likely add to it, but the real reason you always watch it is because of its incredible story.
No one wants to be told how to feel. When you convey an emotion naturally, your audience will feel it. Ensure that the script, visuals and on-camera talent show the emotion, not say it literally (unless that's part of the goal!).
Ana is a nerdy film fanatic since 3rd grade and finally embraced acting and film work at the age of 23. Her favorite films are The Lord of the Rings and she relies heavily on them to up her spirits on gloomy days. She loves the power of a good story that spreads empathy, and hopes to create beautiful stories as well as help others do so, too.
Her life has been a series of eclectic stories, including running a farm in Costa Rica whilst surrounded by giant spiders daily, opening a boutique with her mother, working at a State Park with wild horses running amok, and getting her scuba license when she was 13. Originally from Albania, Ana is passionate about different cultures and world issues. Through her role at Waverley Knobs, she hopes to tell the stories that haven’t yet been heard.