As a video production agency, we often get asked what are the components to make a successful corporate video to use in a marketing campaign. The answer is often varied depending on what type of video, what the objectives are and where the video is going to be used. But there are some elements that should apply to a corporate video production no matter what the video is all about. They can appear in different forms and styles but overall here are seven elements that every successful video should have when you make it.
Don’t try and say too much in your promotional video, instead pick a main objective and work on achieving that. Once you know what that objective is, then work on trying to achieve it. What that objective is, is up to you. It could be to inform the viewer, get them to act after watching the video or change their perspective on a subject.
2 Stick To The KISS Principle (Keep It Simple, Stupid)Don’t over complicate what you are trying to say, make it simple so anyone can get the basic principle. If you can, make it fun or at the very least try and break down the messages to make it easier to understand what you’re trying to say. Can you be concise so that the video is short? We’re all aware that attention spans are getting shorter so make videos that cater to that. If necessary, break the video up into more than one so viewers can watch them in bitesize chunks. And we didn’t mean to call you stupid!
Talk directly to the viewer or the customer if you can. This way, they will really understand and connect with what you are trying to say. Do you know what the viewer wants i.e. identify their need. What is the barrier to them getting it? Again if you know and acknowledge those barriers you are going to connect with the viewer. What are the consequences if they don’t get what they want? If you can show how bad life would be without the product/service you’re selling then the viewer will see why they need it so much. Essentially, it’s all about the viewer.
Sometime you need to be explicit and pointing out the problem might seem obvious but it still needs to be done. There will be those viewers who will identify straight away so the video will resonate with them immediately. For others, you will have shown a problem that they didn’t know they had. Either way, the viewer will feel that you ‘get them’.
5 Present The SolutionOnce you have shown that you know the problem that your viewer faces, it’s now the time show that you can solve that problem. Your product or service is not just a great product, it’s the answer to your viewer’s prayers. It’s the thing they’ve been looking for or it’s the thing that they didn’t know they wanted……. until now.
Now you have shown them what the answer is, it’s time to deliver the dream. Show then how much better life would be if they took on board your service. Whatever it is that you do, show how complete their life will be with your service in it. Is it saving time? Is saving money? Is it making them look better? Is it making life easier? Whatever it is, present that dream for the viewer to see.
So you have connected with the viewer, shown you understand their pain, offered a solution and also shown what life could be like if they purchased what you’re selling. Now you just need to tell them what you want them to do. Do they need to pick up the phone, visit your website, call in to the store? Whatever you want them to do, make sure you tell them.
A video production agency like us will have all this in mind when it comes to making your video. The creativity and the spark can all help to make the video look great but if you stick to these basic principles then not only will the video look good, it will deliver your objectives too.
If you’re looking at creating a video campaign and would like to look at how we can help then get in touch and we’d love to have a chat with you.
Blog writer: Adam Snelleksz is a director of CMA Video and has worked in marketing for over 20 years. He has worked in video production in Birmingham for five years with CMA Video and has been using video for marketing for nearly 10 years. He also set up the video TV channel Blues TV, the official online channel of Birmingham City Football Club. Some of the projects that Adam has used promotional videos for include the Birmingham Half Marathon, the European Gymnastics Championships and the World BMX Championships. Contact Adam here.
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