Making a corporate video requires more effort and planning than the sort of video used for social media. Effective corporate video typically has a higher production standard than video meant purely for social media. Here are five things to keep in mind when creating your next production.
What makes a great corporate video
Making a great corporate video starts long before the cameras roll. You’ll want a strong plan to guide you through the video making process. This is the purpose of a script. Think of it as your map. If the video involves someone speaking, be sure they are comfortable saying their lines and deliver them in a natural way, so as not to appear too stiff or uncomfortable.
No matter the type of video, you’ll want to be sure your subject is well lit. This could be as simple as placing them in front of a window, or as complex as multiple lights and reflectors.
Also, pay attention to the framing of your subject. Following basic rules of composition, such as the rule of thirds, will help your video look better.
To make sure your audience watches the video you just put so much effort into, make sure you understand who they are and what they want. Directly addressing a want, need, or pain point, then providing a solution, is a sure way to create a winning video.
Need for captions
Videos are getting more and more popular, and an increasing number of people are watching video on their mobile devices. While this has led to more eyes on your video, it also introduces new challenges that legacy video didn’t have to contend with. Namely, people tend to watch videos on mute. If the core message of your video is only spoken, it may never reach its audience. Which is why captions are so important. It cannot be stressed enough how important captioning your videos is when the main delivery platform will be mobile. Providing captions with your videos is always a good way to improve accessibility as well.
The ideal length for a corporate video really depends on the message being delivered. A message from the CEO might need three minutes or 15 minutes, depending on what needs to be said. A training video needs to be as long as it takes to show the complete process, while a short video to boost team morale can deliver its message within 30 seconds. The ideal length for a video is as short as possible while still telling the complete story, whether that story is a quarterly update, instruction on how to use the new accounting system, or a congratulatory message at year-end. No matter the length, it’s important to have a solid idea behind your video. Here are some tips on coming up with video ideas.
Dressing for the camera
The clothes you wear say a lot about you and can be used to give the viewer a sense of who they are watching. When choosing an outfit for your on-camera appearance, remember that you must look the part. If you live in a small mountain town and spend your days in the wilderness, paddle in hand, as a white water rafting guide and company owner, shorts and a t-shirt could be considered entirely appropriate company owner clothing. If, on the other hand, the company you own is a financial services firm in the heart of the business district, a suit and tie would be more appropriate. Dress for the sector you work in and you should be fine.
No matter the style of clothing you wear, there are some guidelines when making your corporate video. Here are some things to avoid wearing on-camera:
- White clothes
This is especially important if you’ll be filming on a white background as you’ll become nothing more than a floating head if dressed in all white on a white background. Because of the limitations of camera sensors, white clothes will look overly bright, or blown out, when the camera’s exposure setting is adjusted for the subject’s face. The reflection from a white shirt on a subject’s face, especially on very light skinned people, can make them appear overly pale.
- Black clothes
Black clothing should also be avoided for similar reasons. Overly dark clothing can lose detail in the shadows, turning what might be an otherwise stunning outfit into a formless blob of black. And nobody wants that.
- Stripes or patterns
Stripes, especially closely spaced and thin stripes, should be avoided on camera. Camera sensors don’t do well with stripes on clothing and the result can be a zig zag pattern or the stripes might appear to move about when the subject shifts position. This effect is known as moire.
Writing a corporate video script
When preparing the script be sure to make it sound the way the subject naturally speaks. When the on-camera talent aren’t actors, writing for how people talk helps prevent the subject’s delivery sounding forced or overly rehearsed. If the person naturally uses complex language and the video is for a general audience, be sure to simplify the language to make your video relatable to a wider audience.
Using technical language in a video is fine when the audience knows about the topic. That said, jargon should be avoided. Above all else, the video script needs to be interesting to the audience. It is important to keep the viewer engaged so that they continue watching your video. Provide valuable information, as in the case of an instructional video, or anecdotes that make the subject more relatable to the audience.
The team at Dream It Reel are experts at making corporate videos that get noticed. Reach out today to learn more.