Video has become one of the best ways to promote your brand, your products and engage your audience. Corporate videos are no different.
Corporate videos aren’t limited to big companies; it’s any video produced by a business that showcases its brand, products or people for any reason. Short or long, these videos aim to share a message.
A fantastic example of this is the New Zealand’s police force recruitment video. Rather than creating a standard job ad, they combined action and humour with information to achieve a result that went viral. And rather than ending with the standard, ‘Apply now to be a police officer’, they used the message ‘Do you care enough to be a cop?’, to evoke emotion in the audience. It has resulted in an 800% increase in traffic to their website and over 300 applications.
Videos like this take planning. A 30 second video could be the result of a five weeks’ worth of thought. So how do you make sure you capture all the details you need for a successful video shoot? You create a video brief, especially if you’re going to use an external video company.
Here are some things to include in your brief when you’re thinking about filming a corporate video:
- Know the style you want.
There’s a lot of different ways to create the corporate video you’re after, but once the filming starts, it’s hard to change the style. I remember being in the middle of a branding video for a client. All of a sudden, the video’s new project manager started sending me links to videos she liked and wanted to emulate in style. By then, it was too late to change what we had created so far because their budget was spent. So do your research first, know what you want and stick to it.
Speaking of money…
- Be clear about your budget.
It’s never fun to talk about money, but investing in a corporate video for your brand is a big step. You might have a vision for the most amazing video without the budget to match. But you’d be surprised what a great videographer can do with some financial goal posts. So be upfront about your total budget.
- Be detailed as possible.
I had an enquiry come in from a local government communications manager recently. It went: ‘We need a video in two weeks, it’s for a big launch that’s coming up, it needs to be really glossy and impressive. How much would that cost?’
‘Glossy’ and ‘impressive’ can mean different things to different people. You need to be crystal clear about what you’re after. Some important details are:
- How long the video will be
- Who’s involved in your video
- Whether there’s an approved script
- What the main message is
- What the style is (interview-driven, hand-illustrated, animated or a combination of all three)
- If you need voiceover and in which spots
And the list goes on.
If you have even some of this information, you’ve made it so much easier for your videographer. Clear communication is key to achieving your corporate video content goals.
- Have a script drafted before filming begins.
It doesn’t have to be perfect, but having a script helps you clarify your brief. See the above point.
- Be flexible.
Writing a brief doesn’t mean everything will go smoothly. Your concept might look terrible in video. One of your staff who has a brilliant personality might have stage fright and come across wooden. So when you’re planning these parts, be prepared for changes. And as always, communicate with your videographer. They’ll be able to help you work around these unexpected issues.
Great videos need a great brief. Forethought and planning equals something worth watching. Do your research, be clear about your key messaging, and you’ll create a corporate video brief that hits the mark.
What’s the worst video you’ve seen?
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Want to use video to increase your profile or strengthen your brand?
We provide video services led by experienced journalist Tony Nicholls, who has covered international stories and worked for many of Australia’s major news networks. Find out more about our Melbourne PR services: https://goodtalentpr.com.au/what-we-do/