Videos are Becoming Increasingly Important
The rapid expansion of digital technology
has increased the pace by which we are becoming a "visual culture”. Commercial
production companies are recognizing this trend, and the corporate video is now
a key component in many film producers' portfolios.
Studies have shown that a short video on a
company website can dramatically increase traffic to that site. In part, this
is because search engines like Google reward a site with videos with higher
page placement. Once web visitors have arrived at the site, if there are videos
they will spend longer there than if the site is purely text-based. There is
also a higher return visitor rate. Videos can create a deeper emotional connection
with the product on offer than text. And best of all, a site with video can
result in visitors doing publicity work for the host company by "sharing”
videos they have enjoyed.
- How-to videos
- Product testimonials
- Product and service explanation
- Simple introductions of
products or the company
- Workplace tours
- Promotional videos
- Training videos
With such a range of corporate videos on
offer, it is not surprising that the production requirements of the videos run
the gamut from simple to elaborate.
for Making Good Videos
Despite the range of corporate videos
are several basic prerequisites for producing effective ones for commercial
- Don't keep your subject in the dark.Good lighting is essential and office lighting (where corporate videos are
often shot) is generally insufficient. Bad lighting gives a terrible impression
of unprofessionalism and even the most pure-hearted executive will look shifty
if shot in shadow. Be prepared to import lighting for the shoot.
- Never make your viewers work to hear the message. If they are trying to hear you, they will miss out on what you are
- Dress it down. The clothing worn by
participants in the video should be appropriate to the message. Bright or
flashy clothes can be distracting. Clothing should be relatively neutral, so as
to not date the video.
- The ‘write' stuff. You must plot out what you
are going to say. A script is helpful and will keep the video on track – and in
good English. Avoid jargon and buzzwords, which date a video. Keep it short.
Most web videos are about a minute long. Get to the point, back up your claims
with proof and end your piece with a call to action.
- Engage your audience. Speak directly to
- Location, location, location. A single
setting is best. It's simpler and easier on the budget. Avoid ambient noise and
other distractions. It might seem fun to shoot a company video out in the
parking lot – but not if there are screeching gulls circling.
Final Tip – Who to Hire
are not all created equal.
The good news is, the quality of their work is as easy to gauge as
watching their products. Discerning if that company can also meet a production
schedule and come in on budget is less easy, but one sure-fire clue is the
length of time the company has been in business. Do some research and hire a
company that produces videos you find engaging.