Corporate Video - 11 Marketing Tips to Revolutionize Your Strategy

What is a corporate video?

Before giving you examples of successful corporate videos, it is important we clearly define what this kind of video is about.

A corporate video is a video content that is a little longer than an advertising spot. But above all, it doesn't sell a product or service, but it tells a story that helps your business to stand out from your competition.

In this video format, you must present your brand's values, the causes it defends, its expertise and savoir-faire, to arouse emotions and a feeling of identification from your target audience. Tis video content helps you to embody trust and transparency that will raise brand awareness in your target audience.

If your creative teams are short of inspiration, here are a few examples of original ideas for your corporate videos.

An interview with one of your clients who will testify to highlight your expertise is also an example of corporate video.

Or a greeting card video from your executives:

As you can see, the spectrum is very broad. What is certain is that corporate video, in one way or another, must serve your brand, what you sell, and the values you convey. And the video message is much better remembered, for several reasons: it arouses emotion, by bringing in the human element, it allows you to synthesize a large amount of information, and above all, it generates more interaction, particularly on social networks.

What are the advantages of corporate videos?

Corporate video offers a number of advantages, combining those of the video format and the message your business wants to convey to your audience.

A popular video format and a potential viral one

Corporate videos are likely to reach a wider audience, since video content represents 84% of the content viewed on the Internet. A corporate film can go viral on social media platforms: on average, a publication including a video is shared 12 times more than other types of publications.

A flexible & engaging video format

A corporate video is easy to consume and accessible on many platforms: your company's website, your social media platforms, your e-newsletter... A corporate video can be used for any type of communication, whether it's internal or external. Corporate videos boost your audience engagement by encouraging interaction both within your company and on social media.

A video format that stands out and is a high-impact promotion

Thanks to corporate videos, your business can easily stand out from its competitors by sharing corporate messages that are easily remembered by your potential customers. A corporate video is an excellent promotional, dynamic, and high-impact promotional marketing tool. Indeed, it will help you present your brand and your business while capturing the attention of potential customers and new talent.

An expertise that is easy to demonstrate

Corporate videos allow you to showcase your expertise and position yourself as a leader in your field, while adding high-value information.

A unifying in-house video content

Since corporate video is part of your internal communication, it will help motivate your teams and ensure the consistency of your message, while developing your company culture.

An educational video format which is more humane

Corporate videos lets you simplify complex messages while making them more entertaining. Corporate videos puts human faces to your company's communication by presenting your employees and premises in a friendly and attractive light to your audience.

Define your objectives in corporate video marketing:

Before embarking on any video production endeavor, it's essential to clearly define your goals and objectives. Are you aiming to increase brand visibility, generate leads, drive sales, or educate your audience? Understanding your objectives will not only guide the content and style of your videos but also help you measure their effectiveness. Enhanced Brand Visibility: One of the primary goals of corporate video marketing is to boost brand visibility. By creating engaging and shareable video content, companies can increase their presence across various digital platforms. Whether it's through captivating storytelling, showcasing company culture, or highlighting product features, videos can leave a lasting impression on viewers and elevate brand awareness.

Lead Generation:

Another key objective of corporate video marketing is to generate leads. Videos can be strategically crafted to capture the attention of potential customers and encourage them to take action, whether it's signing up for a newsletter, downloading a whitepaper, or requesting a product demo. By incorporating compelling calls-to-action within your videos, you can effectively drive lead generation and nurture prospects through the sales funnel.

Sales Conversion:

Beyond lead generation, corporate videos can also play a pivotal role in driving sales. By showcasing the value proposition of your products or services in an engaging and persuasive manner, videos can influence purchase decisions and accelerate the conversion process. Whether it's through product demonstrations, customer testimonials, or promotional offers, videos can serve as powerful sales tools that drive revenue and business growth.

Audience Education:

In addition to promoting products or services, corporate videos can also serve as valuable educational resources for your target audience. Whether it's providing tutorials, how-to guides, or thought leadership content, videos can help establish your brand as a trusted authority within your industry. By delivering valuable insights and actionable advice, you can build credibility and loyalty among your audience, positioning your company as a go-to resource for relevant information.

13 tips to create your Corporate Video

#1 - Create a script and storyboard adapted to the goals of your corporate video

You'll need to draw up a script and storyboard to give you a roadmap before shooting. This step will help you gather your ideas and save time on the production stage of your corporate video.

The script and storyboard are two completely different things, although they have the same purpose. The script includes all the textual elements of the video (dialogues, text that will appear on animated sequences between filmed sequences, verbatims, etc.). The storyboard, on the other hand, is like a comic strip: each box corresponds to a scene in the corporate video in question.

#2 - Tell your story in a relaxed manner

Your message and tone should reflect your brand image and the world of your company. In your film, this is the ideal time to use photos or footage featuring your products, services and teams. Your message will then be easier to differentiate from others, helping you to create an identity all your own, while standing out from your competitors.

However, you must avoid falling into banality. On the contrary, don't hesitate to adopt a more relaxed, less formal and stilted approach, as we sometimes see: it makes the message a little austere and distant. Don't forget that your corporate presentation video needs to be authentic to attract the maximum number of people.

#3 - Optimize for SEO:

Don't overlook the importance of optimizing your videos for search engines. Incorporate relevant keywords into your video titles, descriptions, and tags to improve visibility and attract organic traffic. Additionally, consider hosting your videos on platforms like YouTube, Vimeo, or your own website to enhance discoverability and reach a wider audience.

You can follow this step-by-step video to get started on video creation.

#4 - Utilize Visual and Emotional Appeals:

In the realm of corporate video making, visuals play a crucial role in capturing audience attention. Utilize high-quality imagery, captivating animations, and visually appealing graphics to enhance the storytelling experience and keep viewers engaged. Additionally, tap into the power of emotional appeals to create a deeper connection with your audience. Whether it's through heartwarming narratives, humorous anecdotes, or inspirational messages, evoke emotions that resonate with your viewers and compel them to connect with your brand on a deeper level.

#5 - Interactive Elements and Calls-to-Action:

To truly engage your audience, incorporate interactive elements and calls-to-action into your corporate videos. Encourage viewers to participate in polls, quizzes, or surveys to make the viewing experience more interactive and immersive. Additionally, include clear and compelling calls-to-action that prompt viewers to take the next step, whether it's visiting your website, subscribing to your channel, or making a purchase. By providing clear guidance on what you want your audience to do next, you can drive meaningful engagement and conversions from your video content.

#6 - Continuous Improvement and Adaptation:

Engaging your audience through corporate video making is an ongoing process that requires continuous improvement and adaptation. Monitor the performance of your videos closely, analyzing metrics such as views, engagement rates, and conversion rates to gain insights into what's working and what's not. Use this data to refine your video strategy, experiment with new approaches, and stay ahead of evolving trends. By staying agile and responsive to your audience's feedback, you can ensure that your corporate videos remain relevant, impactful, and engaging over time.

#7 - Keep It Concise:

In an age of short attention spans and information overload, brevity is paramount. Keep your videos concise and to the point, delivering your message succinctly within the first few seconds to capture viewers' interest. Aim for a balance between informative content and engaging visuals, ensuring that every moment serves a purpose and adds value to the viewer's experience.

#8 - Engage your audience through corporate video making

Successful marketing hinges on understanding your target audience inside and out. Take the time to research their demographics, preferences, behaviors, and pain points. Tailor your video content to resonate with their interests and address their needs.

Engaging your audience through corporate video making begins with a deep understanding of who they are. Conduct thorough research into their demographics, preferences, behaviors, and pain points. By gaining insights into what makes your audience tick, you can tailor your video content to resonate with their interests and address their specific needs. Personalization is key in today's saturated digital landscape, where consumers are bombarded with generic content. By speaking directly to your audience's desires and challenges, you can capture and maintain their attention more effectively.

#10 - Leveraging Social Media for Maximum Impact in your Video Marketing Strategy

In today's digital age, social media platforms have revolutionized the way businesses connect with their audience. When it comes to corporate video marketing, harnessing the power of social media can significantly amplify your reach and engagement. Here's how to leverage social media effectively to elevate your video content strategy:

• Identify the Right Platforms: With numerous social media platforms available, it's crucial to identify where your target audience spends the most time. Conduct research to determine which platforms align best with your audience demographics, interests, and behaviors. Whether it's Facebook, Instagram, Twitter, LinkedIn, or TikTok, each platform offers unique opportunities for showcasing your video content. Tailor your videos to suit the format and preferences of each platform, optimizing them for maximum impact.
• Tailor Content to Platform Preferences: Different social media platforms have distinct formats and audience preferences. While Instagram favors visually appealing content and short videos, LinkedIn caters to a more professional audience interested in informative and insightful content. Tailor your videos accordingly, adapting the style, tone, and length to align with each platform's specific requirements. By customizing your content to suit the preferences of each audience, you can increase engagement and drive better results.
• Encourage Sharing and Interaction: Social media thrives on engagement and interaction. Encourage your audience to share your videos with their networks by creating content that is valuable, entertaining, or thought-provoking. Incorporate interactive elements such as polls, quizzes, or calls to action to encourage participation and foster a sense of community around your brand. By sparking conversations and encouraging sharing, you can extend the reach of your videos organically and amplify their impact.
• Measure and Iterate for Continuous Improvement: To maximize the effectiveness of your video marketing efforts, it's essential to measure and analyze key performance metrics regularly. Utilize analytics tools provided by social media platforms to track metrics such as views, engagement rates, click-through rates, and conversion rates. Analyze the data to identify trends, insights, and areas for improvement, then iterate and refine your strategies accordingly. By continuously monitoring performance and adapting your approach based on insights gleaned from data, you can ensure that your video content remains relevant, impactful, and effective in driving business objectives.
• Embrace Innovation: Stay ahead of the curve by embracing emerging technologies and trends in video marketing. Experiment with interactive videos, 360-degree video experiences, virtual reality (VR), or augmented reality (AR) to create immersive and engaging content that sets you apart from the competition. Be willing to take calculated risks and explore new creative possibilities. Social media offers a powerful platform for distributing, promoting, and maximizing the impact of your corporate video content. By identifying the right platforms, tailoring your content to platform preferences, encouraging sharing and interaction, and measuring and iterating for continuous improvement, you can leverage social media to elevate your video marketing strategy and achieve your business goals.

#11 - Choose a short format for your video to enhance a better memorization for your viewers

Did you know that the average goldfish can concentrate for a maximum of 9 seconds? Unfortunately, you'll only have 8 seconds to grab the attention of your target audience! According to a Microsoft study, a 30-second video will be watched to the end by 85% of people. A 2-minute video will still be viewed in its entirety by 70% of the audience. The ideal length would therefore be around 1 minute 30. In all cases, you need to find a good compromise between speed and efficiency.

Today's web users are more fond of snack content. It's content that's quick to remember, in the midst of the stream of information they constantly receive on social networks (Facebook, Instagram, LinkedIn, TikTok...). So you need to be quick and efficient, right from the start of your video.

#12 - Choose your locations carefully and capture the sound to facilitate the audio mixing of your video project

Making a corporate video is also an opportunity to present your company through your premises and work environment, as they reflect the image of your company. Indeed, they speak volumes about your company and the attractiveness of your brand. Indeed, potential candidates are more likely to apply to a company with attractive offices, decorated with plants and relaxation areas. Conversely, premises surrounded by gray, empty walls will have a negative impact on your audience.

With your corporate film, you offer a real immersion into the heart of your company. So choose carefully the best location for your corporate film, to give your company an excellent image. Make sure it's well-lit, and opt for natural lighting.

As far as sound is concerned, you don't want to run the risk of unwanted noise or poorly captured sound. So ask interviewees to use a simple lapel microphone.

#13 - Refine your video editing during the post-production process

Once you've got all your footage shot, you'll move on to the video editing stage, which is crucial to helping you communicate your visual message effectively. This final post-production stage will include:

• Color grading, to correct excessive lighting or colors that are too dull (or too bright),
• Audio mixing, to add dynamism. Here, you can add royalty-free music (or music of your own composition), as well as a voice-over,
• Integration of textual content, including subtitles (as many videos are viewed without sound), logos and other visuals,
• Visual effects (motion design transitions, 2D or 3D effects, etc.).

6 Examples of Inspiring Corporate Videos

In this section, we offer you few examples, to inspire you in your next corporate videos.

Microsoft: your employees wake up every morning for you and testify in a corporate video

In terms of storytelling, this is the most frequently used example. In the midst of the containment phase, Microsoft wanted to keep in touch with its employees and asked them to film themselves in their daily lives: waking up, with their children, jogging, with their pets… The objective? To have the employees say in this video why they get up every morning for Microsoft, and how they feel they are contributing to a better world.

Urban Farmers: products who come from your district

In this video, Urban Farmers clearly highlights the carbon footprint of the fruit and vegetables we eat. Eating fresh produce is good, but if it has traveled many miles to get to your plate, it’s not good for the environment. And that’s just as well, because Urban Farmers offers produce produced directly in the city where consumers live.

Why is this effective?

First of all, the video answers a problem: you import healthy food from far away, we are here to produce it close to home.

Add to this a colour code that reflects the brand’s graphic identity (predominantly orange), a voiceover, an animation and key words that give dynamism and rhythm, while allowing us to retain the important information.

Practicus: more than consultants: partners

Practicus is a temporary employment agency offering positions for managers, executives and senior staff. In this video they explain how they differ from their competitors.

Why is this video effective?

The key to this video is the animation. It all starts with the small dot, which then illustrates everything that is said in the video. To represent the difficulties encountered by the companies, the dot is placed in a labyrinth, to say what Practicus sets as values, the dot is placed on a scale… Throughout the video, this animation of the point (which symbolises the consultancy firm), will give rhythm to the message, bring dynamism to it, and make it easier to understand.

Hubspot: playing up the 80’s series in this corporate video to tell its story

Are you nostalgic for series such as Magnum, Miami Vice or MacGyver? Do you remember these credits that have become a bit kitschy today? Well, Hubspot has decided to play on this nostalgic side (because the two founders are from that generation) to tell its story in video, and to present its teams, in the form of credits, with an “actor” to whom a function is attributed (the developer, the customer service representative…).

Why is this corporate video effective?

Wanting to deliberately play up the cheesy side can actually make you sympathetic to an audience that has grown up with the same cultural references as you. And here we have to salute Hubspot’s originality, which takes a deliberately offbeat, humorous tone to deliver a very serious message: at Hubspot, we surround ourselves with the best recruits, and we create a good atmosphere, so that everyone can flourish.

General Electrics: animation for storytelling

More classic, but still as efficient: the infographic video maker to tell your story and showcase you. Here, General Electrics decided to make an animated video to showcase its presence in the United States, to highlight its expertise and seniority, and the training of its employees.

Why is this video effective?

Firstly, and this is important to mention, because it has subtitles, and can therefore be viewed without sound. Note: on social networks, the vast majority of videos posted are watched without sound, hence the importance of having text and subtitles.

Secondly, the tone fits General Electrics’ target audience, which is more intentional, different and more formal than Hubspot’s startup target audience, for example.

Another great example of corporate video: Airbnb gives its guests a direct say

Who better than your customers to talk about you? Here, thanks to these testimonials from hosts, Airbnb is being talked about, indirectly, and by people who are totally objective, as they have been using the service for months, sometimes years.

Why is it effective?

We can see here how internationally established Airbnb is: there are testimonials from Italian, Spanish, French and English hosts… Everyone is ready to host on Airbnb. Airbnb is more than just a host, it’s an experience to be had in the home. This video reinforces the human side, the choice of destination, and what Airbnb has brought to the hosts: encounters, the practice of a language, a void to fill since the departure of the children, or simply an additional source of income.

Ready to start producing your first corporate video? Contact Pitchy

What about you? You think you cannot assume these corporate productions, cannot profit from these benefits for your own business? You might be wrong. You too can have this effective approach and become video experts! Depending on the goals of your video campaign (written in your script), you can use a creative device, such as Pitchy, with a limited budget, to choose among the pre-designed graphics and templates for your creation. The concept is simple: you go on the platform, choose a format and a template, and then, you can add your video rushes (filmed with your Iphone or smartphone): it is not complicated. You can then add your graphic elements, your logo, a voice-over and subtitles. Want to make a great video for social media with professionalism? Ask for a demo from Pitchy