Corporate 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.
The kinds of videos being produced for company websites include:
  • How-to videos
  • Product testimonials
  • Product and service explanation videos
  • 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.

Tips for Making Good Videos

Despite the range of corporate videos there are several basic prerequisites for producing effective ones for commercial use.
  • 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 saying.
  • 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 the camera.
  • 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.

The Final Tip – Who to Hire

Commercial production companies 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.

Contact Us

Caruso Visual Productions Inc.
Mr. Frank A. Caruso
Producer / Director
Call: 416-918-3295
Caruso Visual Productions Inc.    |    416-918-3295    |    |