The Fundamentals of Corporate Videography and Production

Considering that videos accounted for 82% of all web traffic worldwide in 2022, it goes to reason that more brands than ever before are trying to claim a piece of this pie. This means investing in corporate videography to increase brand awareness, enhance audience engagement, and ultimately drive business growth.  

That being said, developing a strong corporate videography strategy is a lot more complicated than simply picking up a camera and hitting record.  

Below we explore corporate videography in depth, review the benefits of pursuing a video strategy, a few of the different popular video categories, and everything involved in developing a strategy that’s aligned with your business goals.

Investing in a corporate videography strategy is just one of the ways that modern organizations are winning over consumers and expanding their brand awareness. For additional ideas on improving your brand awareness, watch Impact’s webinar, Brand Awareness Strategies Blueprint.

Understanding Corporate Videography  

Corporate videography is the creation of video content specifically designed for businesses. It is used to promote a company's brand, products, or services, as well as to communicate with internal audiences. Corporate videos can take various forms, including promotional videos, training videos, testimonials, and recruiting. 

The primary goal of corporate videography is to enhance a company's marketing and communication efforts. By using professional video content, businesses convey their message, engage their target audience, and create a lasting impression. High-quality videos build brand identity, showcase products or services, and provide valuable information in an engaging and accessible format.

Creating high quality video content happens in three stages: pre-production, production, and post-production.

Pre-production includes planning, scripting, and storyboarding to ensure that the video aligns with the company's objectives and target audience. 

Production involves the actual filming, using professional equipment and lighting techniques to capture high-quality footage. Actors and directors work together during the production phase to bring the script to life and create unique, engaging content.  

With this in mind, it’s also important to note that some videos are intentionally filmed with less production. Videos for social media, for instance, are often made entirely on a smartphone.  

Lastly, post-production is when everything is made pretty. Post-production includes editing, adding graphics and effects, equalizing audio, and finalizing the video for distribution. 

Benefits of Corporate Videography  

One of the primary advantages of corporate videography is improved engagement. Videos are inherently more engaging than text or static images, capturing the audience's attention more effectively.  

“According to a Forbes study, incorporating video in content leads to a 300% increase in email click-through rates and an 80% rise in conversion rates on landing pages. Notably, 64% of consumers make purchases after watching videos. Videos are also exceptionally effective in conveying brand messages, with viewers retaining 95% of information compared to 10% through text.”

This increased engagement leads to higher retention rates, with viewers more likely to remember the message conveyed through video. 

Another key benefit is the ability to convey complex information succinctly and clearly. Videos can combine visuals, audio, and text to explain intricate concepts or demonstrate product features in a way that is easy to understand for all types of learners. This makes corporate videography particularly useful for product demos, training sessions, and educational content, where clear communication is crucial. 

These tactics also enhance brand visibility and credibility. Professionally produced videos reflect a company's commitment to quality and professionalism, which can positively influence potential customers' perceptions. Videos shared on platforms like YouTube, LinkedIn, and social media can reach a broad audience, increasing brand awareness and attracting new clients.

Moreover, videos can significantly boost SEO efforts. Search engines favor video content, and having videos on your website can improve its ranking in search results. This increased visibility can drive more traffic to your site, generating leads.  

Types of Corporate Videos  

Corporate videos serve diverse purposes in the business landscape. Join us below to learn more about several common corporate video categories including:  

• Educational videos
• Testimonials
• Company culture vidoes
• Recruitment videos
• Social media videos 

Educational Videos

Educational videos provide valuable information to employees, customers, or industry peers. These videos can cover a wide range of topics, from product tutorials and how-to guides to in-depth explorations of industry trends and best practices.  

For internal use, educational videos streamline training processes, ensuring all employees receive consistent and comprehensive instruction. For external audiences, they position the company as a knowledgeable leader in its field, offering insights that build credibility. 

The creation of educational videos involves thorough research and clear, concise scripting to ensure complex information is presented in an easily digestible manner. Visual aids, such as diagrams and animations, can enhance understanding and retention. These videos should be structured logically, with a clear beginning, middle, and end, to guide viewers through the learning process.

Here’s an example of an educational video from Impact:

Testimonials  

Testimonial videos feature satisfied customers sharing their positive experiences with a company. These videos serve as powerful endorsements, leveraging the authentic voices of real users to build clout with potential customers. Testimonials can highlight specific benefits and results, providing social proof that influences purchasing decisions.

Creating testimonial videos involves selecting genuine and articulate customers who convey their stories convincingly. Filming these testimonials in relatable settings, such as their workplace or home, adds authenticity. It’s important to focus on personal stories and specific outcomes to make the testimonials impactful for viewers.

Here’s one of Impact’s testimonials for an example:

Company Culture Videos  

Culture videos showcase the values, mission, and work environment of a business. These videos aim to give viewers an inside look at what it’s like to work at the company, highlighting aspects such as team collaboration, employee benefits, and community involvement. They are valuable for both internal morale and external branding, helping to attract customers and potential employees who resonate with the company’s ethos.

To create effective company culture videos, it’s important to capture genuine moments and stories that reflect the organization’s spirit. Interviews with employees, footage of team events, and snapshots of daily office life can all contribute to a vibrant portrayal of the company’s culture. These videos should convey a sense of authenticity and enthusiasm, making the company’s values tangible and relatable.

Below is one of our own company culture videos:

Recruitment Videos

Recruitment videos attract potential job candidates by showcasing the company as an appealing place to work. These videos highlight career opportunities, workplace benefits, and employee testimonials, giving candidates a clear picture of the company’s environment and what it offers. They are an essential tool in the recruitment process, helping to differentiate the company from competitors and attract top talent.

Creating recruitment videos involves highlighting key aspects of the job and the company’s culture. Featuring current employees discussing their experiences and growth opportunities can provide prospective hires with persuasive insights. Visuals of the workspace, team activities, and company events create an inviting and engaging narrative that appeals to job seekers.

Learn more about recruitment marketing in the following video: 

Social Media

Social media videos are short, engaging clips designed to capture the attention of users on platforms like Facebook, Instagram, LinkedIn, and X. These videos often promote products, share company news, or drive engagement through interactive content. Given the fast-paced nature of social media, these videos need to be visually appealing and to the point, delivering their message within the first few seconds.

Producing effective social media videos involves creating content that is visually striking and easily shareable. Given the diverse nature of social media platforms, tailoring content to fit the format and audience of each platform is crucial. For example, Instagram stories require a vertical format and quick, eye-catching content, while LinkedIn videos might focus more on professional insights and achievements. The goal is to create content that resonates with viewers and encourages interaction, whether through likes, shares, or comments.

Here’s a sample of a social media short:  

Tips for Developing Your Corporate Videography Strategy  

Developing a corporate videography strategy begins with defining clear objectives. The goals will influence the direction and purpose of the video.  

Identifying the target audience is also crucial. Consider demographics, interests, and viewing habits to ensure the video resonates with the intended viewers. This step also involves selecting the appropriate platforms for distribution, such as social media, company websites, or email marketing, based on where the target audience is most active.

When developing your corporate videography strategy, you’ll also want to establish a plan for the pre-production, production, and post-production phases as each one can take substantial time and resources.  

That’s a Wrap: Final Thoughts on Corporate Videography

There are a lot of elements involved in creating and executing a comprehensive corporate videography strategy. From planning out pre-production, production, and post-production, to aligning your video content with your audience, and even figuring out effective distribution channels, professional-level production is often more involved than expected.  

When well-executed, however, corporate videography is one of the most effective tactics for a variety of business goals such as: brand awareness, audience engagement, recruitment efforts, reputation building, and even driving the bottom line.  

While video strategies continue to prove their power, it’s not the only way to gain additional brand recognition with modern consumers. Watch Impact’s webinar, Brand Awareness Strategies Blueprint for more ideas on how to expand brand awareness.