Video has taken the world of marketing by storm over recent years. From a content perspective – video is king! It can be used to convey brand messages, promote a new product or service, share thought leadership from a key spokesperson – the possibilities are endless. It’s a creative and engaging way to interact with your target audience.
When we think of video, it’s often easier to picture a really dynamic and fun consumer video. On the flip side, a B2B video tends to be something we might consider less fun. But that doesn’t need to be the case – just because it is corporate content, it doesn’t mean it can’t be a creative masterpiece.
Here we’re going to walk you through the stages of creating a corporate video, to create a compelling piece of content that will engage your audience and convey your key messages.
It all starts with your key messages and target audience when it comes to video
Every video has to start somewhere and when it comes to a corporate marketing video – nailing down your key messages and target audience is a good place to start. Ask yourself the following questions: What is is you are wanting to communicate to viewers? Are you going to focus on one key message? Are you going to do a roundup of all key messages? Who is your audience? What would your audience want to see? How best do you engage you audience?
Once you’ve established this, it’s time to think about the content. We recommend you start with what is going to be at the core of your video, find that one main point you want viewers to take away and build off that. Think about how you can connect with the viewer, maybe look at some examples from competitors to see what they do well, and pick things out that you can include in your corporate video. Find some inspiration, such as looking at what makes the best corporate videos and how your business can try to match that.
Make sure you plan ahead for your marketing video
This is where the real creative process begins! Start with a storyboard to get a picture of the layout and structure that you want for your corporate video. Its a good idea to detail each frame so you can consider exactly what you want to be in each shot. From this, you can then build on your idea until you have your masterpiece.
Once your vision is complete, you then need to think about planning your shoot and what you need to bring it to life. The key aspects to consider are props, actors, lighting, sets, editing, director, and locations. Ensuring you consider all these aspects in advance will mean you can feel prepared for your shoot and confident in the delivery of it.
Consider a timings plan and schedule for the day of the shoot
So now you know what you need for your masterpiece of a video you need a shoot schedule to ensure everything is in order. Once you’ve picked your date, location and team – the next step is to plan the details of the day.
The timings plan you create should ensure each person has enough time to do their job to the best of their ability, without going over the time limit. This should detail when everyone will arrive, account for time to set up, the order of the shoot and then time to wrap up.
Ideally, always put too much time down for each scene/shot than you are likely to need, you don’t want to have to rush and mess up a shot. You NEED to have multiple takes, just to be safe.
Ensuring the shoot goes smoothly
On the day of the shoot, you need to be as productive as possible. Make sure every person clearly knows their role in the production and that the timings plan is followed – this will ensure everything runs smoothly.
Make sure you’re making the most of the opportunity you have to film and capture as much content as you can, from different camera angles, various takes and different tempos. This will make your post production teams job much easier, giving them more to work with.
Making the most of your post-production time to create a compelling video
This is the exciting part, where you get to see your masterpiece come together. Make sure you look at your content through the eyes of the viewer and ask yourself the following: are all the key messages addressed? Does the video flow nicely? Does anything feel out of place? Would it be better to use a different shot? Where is the video going to be distributed to? Do you need different edits of the video (length and dimensions) for different platforms? All of these questions will help ensure that you are meeting the objectives of your video.
Some top tips to consider when your team are editing:
- Make sure it is clear that your video addresses the key messages that you are wanting to convey
- Look at this video with fresh eyes, gather others opinions – this always helps to ensure the video sets out what it’s meant to do
- Remember to consider how you are going to use this video and ensure it’s suitable
Sharing your marketing video to your target audience
All of the hard work is done – your video is now ready to be utilised! Depending on where your video is intended to be shared will impact your next steps. If it is due to be shared on social media, you will need to consider a caption to accompany that explains the video and encourages people to watch the content. If it is going to be hosted on your website, consider having a blog type piece alongside to further explain and draw people in to watch.
Make the most of your content and maximise it by using it for paid activity, in email marketing, on social media and your website. After all, you’ve created a compelling video that you want to get out to your target audience, so make sure you do so!
At Prohibition, we work with a range of brands across all sectors, B2B & B2C, to create compelling videos that help to achieve a business goals and objectives. Get in touch today to find out how we could help you.
For more interesting articles from us check out these posts:
- Five reasons why public relations is important for brands
- How brands can utilise TikTok to support PR strategies
- What is content marketing and how can it help your business?
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