Why Corporate Video Is a Strategy Problem, Not a Production Problem
Many organizations spend lots of time and money developing corporate video production videos hoping for a high return on investment (ROI). They put their emphasis on equipment like cameras, lighting, editing and visual quality and believe that if a video looks good enough (regardless of whether or not it serves its purpose) it will likely create interest and motivate action. Unfortunately, many times corporate videos do not create effective business results.
The main reason for this failure is due to the fact that the majority of video issues are not related to production-related problems; they are strategic in nature.
If companies produce a high-quality corporate video for an undefined objective, there is little chance it will provide the company with positive business results. Prior to making any decisions about how to create a corporate video, organizations need to first identify the reasons why they are creating a corporate video and what business results they are attempting to achieve with the video.
The Misunderstanding About the Success of a Corporate Video
When a corporate video does not perform well, many companies presume that the quality of production was not satisfactory enough to warrant the investment made. They have then concluded that they need to spend more on the next video, use a different production team and/or use more visual effects for comparison purposes.
While production quality contributes to the overall success of a corporate video, it is only one component of what makes the project successful.
A successful corporate video project begins with a solid strategic foundation that consists of having a defined message, an identified target audience and a well-established objective; this allows for the successful execution of all necessary elements that contribute to a successful final product even if it may not be visually impressive.
Corporations should ask themselves:
- Who is my intended audience?
- What do I expect them to do?
- What business objectives does the video support?
- How do I know if the video is successful?
Answering these questions will help to clearly define the purpose of the video as well beyond just looking professional.
How Strategy Defines The Message Of A Video
A clear message should always be first when creating an impactful video.
Because many organizations pack too much information into one video, viewers do not fully grasp the primary point or message when they finish watching.
Using a strategic approach in delivering one main core message is essential for supporting organizational goals, which could be to build trust, produce leads, increase employee engagement, or increase brand recognition, etc.
Through storytelling in creating branded video production content, it is critical to understand how the audience will see, feel, and remember the story of the brand and the overall message. Creating an emotionally compelling story allows the brand to connect with the audience and create a memorable experience.
Understanding Audience Expectations
A video designed for potential clients will have a vastly different focus than a video made for employees or investors.
For a successful corporate video production it is essential to know your audience’s needs, challenges and motivations. Engagement and effectiveness will increase when businesses create content tailored for specific viewers.
Rather than considering what the business wants to communicate, organisations should think about what the audience wants to hear and learn.
The Production Supports Strategy
Although production is key, it needs to support the strategy, not drive it.
Quality visuals, professional editing and creative storytelling complement the message but cannot overcome a poorly developed strategy.
Take two organisations that have the same production budget. One has a clearly defined objective and an audience-focused message, while the other is primarily focused on the visual quality within the production. Generally, the strategically driven production will provide greater results because it delivers against an actual business need.
This is why leading brands view branded video production as an extension of larger marketing and communications strategies, rather than simply a stand-alone creative endeavour.
Business Impact Measurement
Good videos can help achieve defined goals, which can be measured by tracking the following:
- Lead Generation
- Engagement with your Website
- Brand Recognition
- Customer Inquiry
- Employee Involvement
After completing the strategy, it is easier to create and measure performance metrics.
What Video Works Best?
Videos are most likely to succeed if they were created based on a strategy that focused on how the content can resonate with the target audience and how the content aligns with the overall goal of the business.
Making the video happen is only an extension of the ideas created from completing the proper strategy. Organizations that put more emphasis on planning, message development, and understanding their audience are more apt to create long-term value from their corporate video, as well as from their branded video production.
If you are looking to create video content that will produce real results for your business, then contact us today to learn more about our video experts will work with you to bring your vision to life.
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