Ten things to consider before making your corporate film.
While re-writing the copy of the latest corporate film for Leuven Mindgate, I started thinking about the principles for a good corporate video. Now and then, I still see examples of videos that are being produced without taking everything into account. Or at least, they feel that way.
So that’s why I came up with this 10-point checklist, just to make sure nothing is being forgotten during the development and pre-production process.
A well-crafted corporate film…
…can be a game-changer for your company's communication strategy. Whether you're aiming to showcase your company culture, highlight your latest innovations, or communicate a compelling message, a corporate film has to resonate with your audience on a profound level.
But how do you ensure that your corporate film stands out in a sea of visual content? In this guide, we'll explore the essential elements and considerations that go into creating a compelling corporate film. We'll walk you through the key steps to make your corporate film is not just a video but a powerful storytelling tool for your brand.
“A good corporate film is a sustainable one,
a film you can use for the upcoming five years, or even more.”
Define your purpose:
Clearly articulate the purpose and objectives of the corporate film. Whether it's to showcase your company culture, highlight your products or services, or communicate a specific message, having a clear purpose will guide the entire production process.
Know your audience:
Understand who your target audience is and tailor the content to resonate with them. Consider their interests, preferences, and what type of content will engage them effectively.
Check this article if you want to know more about defining your target audience.
Showcase your Unique Selling Points (USPs):
Highlight what sets your company apart from the competition. Whether it's innovative products, exceptional customer service, or a commitment to sustainability, emphasize your unique selling points throughout the film.
Watch this great example by Volvo. All they seem to do is talk about their USP, which is ‘safety’ of course, but then comes the surprise!
We always give this advice to our clients and try to work out a script accordingly:
“Don’t talk about your brand and what is does,
but show the value you bring to people’s lives.”
Maintain brand consistency:
Ensure that the film aligns with your brand guidelines in terms of visuals, tone, values,
and messaging. Consistency helps strengthen brand identity and recognition.
Use the power of emotion:
More than any other medium, video has the power to evoke emotions. Make use of that power! Videos which evoke strong emotions from viewers are twice as likely to be shared as those that provide a weak emotional response.
Examples: brand video of Maasmechelen (it’s all about the feeling of visiting/living in Maasmechelen or the latest Apple Christmas commercial.
Professional production quality:
Invest in professional video production to ensure high-quality visuals and audio.
A well-produced film reflects positively on your company's image and professionalism. Moreover a good corporate film should be sustainable and last for at least minimum three to five years (up to ten).
Engage your employees:
If showcasing your company culture is part of your purpose, you can involve employees in the film-making process. This can create a sense of pride and engagement among your workforce. On the other hand, if your company has a high employee turnover, it could be better to work with actors.
Make a BTS video:
A behind the scenes video helps you to show the ‘real side’ of a company, service, or product. BTS videos offer a sneak peek of the magic behind the company by presenting their story and the people that are part of it. These videos also help brands to build trust and create a deeper connection with their potential clients and customers.
BTS videos feel human, authentic, and… they’re fun!
Read more about the success of BTS videos in this article.
Main platform and distribution strategy:
Plan how and where you will distribute the corporate film. What’s the most important platform for your video? Consider your company’s website, social media channels, industry events and fairs, and internal communication channels.
Optimize length and format:
Keep the film's length appropriate for your target audience and platform. For online use, shorter videos are often more effective, but the length will depend on different factors like the complexity of your message, the target audience, the call to action, the distribution platform, etc.
If you’re wondering what the ideal video length is for a specific social media platform, then check out this article.
Of course, you could argue that there are even more thing to take into account. For example ‘include a call to action’. But these ten points are my personal shortlist and I’m convinced that it’s a very good starting point for 98% of all corporate films.
If you still have any questions about your corporate film after reading this article, feel free to contact us!
