The title is a bit long, but we believe that focus is one of the requirements we are going to implement in this mini-guide — which we hope will help you greatly to make your company visible through your corporate video.
- 1) Project to the future:
Showing "authority" is a thing of the past. Focus your corporate video on being "the reference" for what you do best, presenting your company and work environment — especially in a collaborative context where you make the expertise of your services visible through your mission and vision (you do not necessarily have to read these word for word; you can show them through facts and testimonials).
As Dr. Brown once told Marty McFly in Back to the Future III: "Think fourth-dimensionally."
Avoid showing only the achievements of your current administration — instead, show the most relevant milestones throughout history, including the heritage from the beginning. That said, emphasize the most important milestones in the present.
Why? Because your company's identity is built over time. The word Organization refers to organisms — just like the body, each component fulfills a function and does not compete with other parts; the previous organizational structure is part of that organism even when it is no longer active, because without it, the company would not be what it is today. - 2) Optimize your resources:
It is fine to focus on making the corporate video and sticking to its guidelines — but what if you take that opportunity to make short, independent audiovisual clips? Perhaps recording brief anniversary greetings or messages for other important dates. That way, the material is ready for those occasions. It will be more practical to take advantage of those sessions rather than setting up a full camera set unnecessarily. We suggest requesting a complementary quote before making the corporate video, adding these mini-videos — you will optimize resources and the editing of those brief clips is more practical. - 3) Show the infrastructure — but more than that, emphasize your message on human connection and the benefits for those who work with you, your community and your investors. Avoid repeating the same old formal or marketing language. Make the valuable contribution you make for others stand out.
- 4) About your corporate video script:
- Make sure the script reflects your essence and connects with your target audience. Always try to give a positive message that honors those who work in the company. Avoid videos that could be interpreted as hurting or making others feel inferior. Being disruptive does not necessarily mean disrespecting others.
- Let the structure of the video guide you — but do not let it become a rigidity that restricts your freedom of expression. The structure gives you a framework within which you can create and expand.
- 5) Seek professional advice from people or agencies that produce videos so you receive technical recording tips but also guidance on the psychological and semiotic communication language you want to convey in your corporate video.
BONUS: Suggestions for making TV commercials for your company:
Talk with the production company and your marketing team and take advantage of the recording sessions to make extra (or alternative) versions of your commercial for social media content — integrating TV with social networks to generate more interaction. You can have different communication strategies for these two media and complement them.
A/B Testing: ask your marketing team to test various types of videos and conduct market research to find out which works best for your target audiences.
A/B Testing: ask your marketing team to test various types of videos and conduct market research to find out which works best for your target audiences.
Emphasize human connection and benefits:
- If you are filming in a TV studio, talk with the production company beforehand and include the possibility of a brief visit to the set — perhaps a young child of yours or of someone who works in your company who loves the world of arts and communications. This can be justified as a reward for those who work with you, giving this experience to a family in your company. That child may carry it as an unforgettable experience — and it also reinforces human bonds and adds value to working at your company.
Would you like us to give you technical recording tips or do you have questions about how to make your video? Tell us what you would like to read or maybe you would like us to write an article to help you with something specific.
About the author
Gabriel Agustin Garay Opaso
Facilitator of Integrated and Creative Solutions for business, diplomatic and non-profit organizations. University-trained Graphic Designer; General Manager of Visibles.World and Visibles Media Magazine.
LinkedIn: https://www.linkedin.com/in/gabriel-agustin-go/
More: https://www.visibles.world/gabriel
