Three tips for humanizing corporate video content
It’s no longer a secret – creating corporate video is extremely effective and increasingly popular for a variety of strategic reasons. Overall, corporate video reinforces the credibility of a company in addition to highlighting the history of the company and the employees who represent it.
The added value of video content is presented on several fronts:
- The message conveyed is much more understandable than in textual form. 90% of the information transmitted to the brain is visual and images are processed 60,000 times faster than text!
- It is a way of creating a bond and sense of trust with your audience, and it highlights the faces behind your company who act as ambassadors of your brand!
- It’s a great way to enrich the brand identity in addition to increasing your search engine optimization (SEO).
However, corporate videos often are not created with their target audience in mind, with the production being too niche, long and even abstract at times.
Here are some tips to always keep in mind for providing quality video content that will resonate with your target audience:
Don’t say it, show it.
In video, the visual can be as important as what is said. According to the marketing agency Insivia, the audience retains 95% of a message when it is in video format, compared to 10% when the same message is textual. This is why cutting images (or b-roll) that illustrate the subject in order to understand the context of the video (ex: subjects who walks outside, performs a daily task, etc.) are of great importance, as well as the remarks made during the interview.
In addition, it is important not to get carried away with heavy and technical information that does not necessarily fit in video content. For example, it can be tempting to expose impressive statistics or highlights. For these numbers to be relevant, they need to fit within a larger message. Otherwise, the numbers will not necessarily resonate with the intended audience.
Another criterion to keep in mind is the duration of the video. A good corporate video should be relatively short (about 1 to 3 minutes). Regardless of the duration, it is essential to keep it brief to keep the audience’s attention on the different platforms that host the video content.
Give a voice to employees.
The primary goal of corporate video content is to be an asset to the company by increasing its value and recognition in the field in which it operates.
So, who better to put a company forward than the people who grow it on a daily basis?
Let your ambassadors interact with the camera – their authenticity and spontaneity will highlight the accessibility of your brand to the general public.
Naturally, it is important to choose a speaker who is comfortable in front of the camera. Certain predetermined criteria can help this selection: diversity of sex and ethnicity, ease of communicating a clear message, variety of positions held within the company (advisers and CEOs), etc. For this reason, the pre-phone interview is an asset to help make this choice. By hearing the speakers talk, you will have a better idea of how they speak and deliver.
It will be up to you to determine which faces will be most appropriate to outline the vision and philosophy of the business.
Find the emotion.
Sometimes it’s not enough to unearth the idea of the century to deliver video content that stands out.
Think about it: what is the last video that moved you personally? The one that shows the profits of a big growing company or the one that made you cry with laughter?
If there is something timeless in content creation, its emotion!
Feel free to strike a personal chord during the interview on your subject (if you feel the relevance), since it could lead nice reactions.
As an example, here is a corporate video produced by STUDIO CASACOM for Pharmascience, which has been operating in Quebec since 1983. The video highlights its passionate founder, Morris Goodman:
You are well equipped to implement a corporate video that will stand out from the crowd by its accessibility, humanity and relevance and resonate with a large pool of consumers just waiting to be impressed!