Creating good corporate videos doesn’t have to be hard. When thinking of corporate videos, we often imagine the single-camera, talking-head scenario. It’s content that gets the message across on what the company is about, but can’t hold your interest for very long.
In a B2B environment, the problem is that management can forget that their audiences (i.e. their employees, their customers, their suppliers etc.) are shifting in demographic, from gender to socio-economic backgrounds to age. According to KPMG, millennials represent 35% of the UK workforce and are set to represent an astounding 50% of the global workforce by 2020.
How to create a good corporate video
So, what should you consider if you don’t want viewers to switch off after 30 seconds?
- Know your audience. It might be that a talking-head vox pop works well for the people you’re targeting, but if it doesn’t, the results could be disastrous
- Check out your competitors. See what types of videos they’re pushing out, and assess how well they are performing. This might help you refine the format you choose
- Have a script and keep it simple. Too many words (especially complicated jargon) confuses or dulls the message
- Break up your content. Studies say that the average attention span is eight seconds. So, you would have definitely lost them by minute five of the same static shot!
- Convey your brand personality. Even if it’s a quirky exec, brand personality can be attributed to an average revenue increase of 23%
- Get creative. B2B marketers think that corporate messaging videos need to follow the same old pattern. Now is the time to break the mould. Make use of stock imagery, stop-motion clips and graphic design. This will showcase how corporate doesn’t need to be “corporate”
Below are a few examples of successful corporate videos. This should inspire you to think outside the box the next time you need to create video content.