Back to Basics: 4 Tips for Effective Corporate Video Pre-Production

September 30, 2019

It’s no secret that video is a vital part of your company’s marketing plan.  A well-produced corporate video increases your company’s visibility, allowing you to engage audiences all over the world with the simple click of a button.  

But, you don’t need just any video.  You need a video that will stand out among the high volume competition of corporate marketing noise.  A compelling corporate video will capture the minds of your audience in spite of our frightfully short attention spans.  But, that’s no easy feat, so we’ve got a few tips to get you started on a planning process that will ensure your corporate video is efficient, fruitful, and effective. 

Let’s go back to the basics and reflect on these simple tips for pre-production that make all the difference. 


  1. Identify your Audience


Pretty standard fare, right?  Well, you keep reading this tip everywhere because most people don’t actually do it.  They don’t spend the time it takes to properly identify their audience.  If you don’t get specific enough, it will always come back to bite you.

Your product or service is not going to appeal to everyone, and that’s a good thing.  It’s an integral part of any marketing plan to know exactly who you are trying to reach.  You must craft a well-defined audience so that your message meets their specific wants, needs, and concerns.  Take your time, and figure out the ways in which your message can uniquely appeal to your audience. As you design, make sure you track your messaging progress and make updates as your audience evolves. 


2. Hire a Professional


It seems like everyone is making videos nowadays.  And, it’s tempting to feel like you can simply do a corporate video project yourself.  Just keep in mind, unless you are a professional or a wildly successful Youtube star (and sometimes even then), it’s going to look like you did it yourself.  And, your corporate reputation is too important to blemish it with amateur video attempts.    

So much goes into producing a successful corporate video: storyboards, lighting, cameras, expensive equipment, props, and post-production editing, just to name a few.  Does that sound overwhelming? Or make you feel like you’re out of your league? Then, get help from people who know what they’re doing. While you will undoubtedly play a huge role in bringing your corporate video to life, hiring the right team to help you is crucial to your success. Do your research, and choose the right production company for you and your corporate video goals.


3. Choose Your Message and Stick to it


Obvious, right?  Then, tell us why we constantly see companies churn our video content that is hesitant and rambling and unsure of its central message.  Your video message should always be carefully crafted, supporting a larger campaign goal or contributing to an overarching narrative.  

Many companies have learned the hard way that not sticking to a specific message is the easiest way to create an ineffective video. The death of a video begins when your message becomes unclear. You waste time, money, and creative energy.  You may have a lot of good ideas, but tackling one at a time is the best way to go. Clear, concise messages are the ticket to connecting with your audience and making sure they know exactly what you’re trying to convey. Leave the guesswork out of it, your customers will thank you.


4. Tell your Story 


Your video serves to communicate who you are as a brand, what you have to offer, and why you are the best choice. Now that you have identified and refined your specific message, it’s time to tell a story. People are emotional creatures; we respond to characters, a storyline, and visuals better than lists and numbers. People don’t want to be talked at, they want to be invited into a story that will show them how their life would be better with your product or service. 

When considering how to tell your story, think about what your customer wants to see and feel. It’s not about you, it’s about them. What will help you make an emotional connection with them? How can you reach them on a personal level? What narrative will help your customer relate to your brand? You must consider these things if you want your audience to actually watch your entire video, much less take any action to share or follow up on your product or service. 

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