With any piece of video content, it’s always readily apparent whether it’s good or bad. In a world so saturated with content, you cannot afford to create something lacklustre – especially if you’re attempting to persuade audiences. You have to prepare for snap judgements regarding your brand.
Unfortunately, there is no single formula for creating a universally loved video. Audiences are notoriously fickle, especially if they’re on the internet. Your target audience also probably has particular preferences that you will need to be able to gauge before proceeding.
Fortunately, good videos tend to have some characteristics in common. In this article, we’ll detail some of these, so you know the do’s and don’ts of making a successful corporate video.
1. Do: make something real
“Real” is a buzzword thrown around in digital marketing spaces. But what does it mean to manufacture content that is “real”?
People tend to be swarmed by content these days and are more disillusioned than they used to be. They can spot artifice a mile away, a massive deterrent to their desire to engage with a brand. If you want their approval, put something genuine in your content. For example, audiences tend to prefer more casual and relatable videos instead of something with just high production value without an emotional connection with the audience.
You might also consider opening up to your audience about your business. You don’t only have to share your success. In fact, they are more likely to empathise with and admire you if you are willing to speak about your hardships and obstacles.
Use the language and tone with your audience that you’d use with the people you know in your life. This allows you to create a more personal connection with them that can turn into long-lasting relationships and allows for more authenticity.
2. Do: begin with the end in mind.
New businesses often create video content incongruous with their company’s ultimate goals. Sharing content just because you have to share something means that you are not utilising your content to its full potential.
Not all content is created equal. Some types of videos fit different agendas than others. For example, a generic video about the company’s values is suited for generating brand awareness, while a video showcasing products is made for drumming up sales. If your video content is inconsistent with the goal, it will not likely have the impact you want.
What you should be doing is to begin your content creation process with the goal in mind, and then tailor the video content to it. Doing so helps keep the content on track and is more likely to succeed.
3. Don’t: exclude a CTA
A call-to-action (CTA) is always a necessity in your video. You need to ensure your audience leaves the video being very clear on what is the next step to take.
To ensure that they take this action, have the CTA be included in the video. An example of a compelling CTA would be “Remember to like, comment, and subscribe!” or “Subscribe today and never miss a video from us”.
In fact, saying it multiple times can be helpful. Hinting at it early on and then explicitly asking your audiences to do something is the best way to ensure they’ve absorbed this.
4. Don’t: try to go viral
“Going viral” is not something that you can feasibly predict. You may attempt to recreate another viral video, but there is very little chance it would garner the same results. Often, trying to go viral is the best way to ensure it never happens. Audiences can tell when something is manufactured to achieve virality, making them less inclined to interact with the content as it isn’t authentic anymore.
Furthermore, “going viral” is not a concrete or worthwhile goal in the long run. The tenets that constitute a successful viral video are constantly changing. Even if you manage to make an indisputably viral video, there’s no guarantee it will help your audiences remember or form a connection with your brand. What you are really looking for is for your audiences to be aware of your brand and for it to make a lasting impression on them.
The best way to achieve brand awareness is to make video content designed to do so. You can even apply certain aspects of a viral video that would fit in with your ideas without unrealistic expectations or follow some of the video marketing trends you’ve seen. That way, you’ll have quality videos that further substantiate your brand.
Making an excellent corporate video is a delicate process, and this article barely scratches the surface of everything you need to know. It’s a good thing Intuitive Films has amassed a wealth of knowledge and experience in high-quality video marketing since our inception. So if you need a film production company in Singapore to help you produce the video content you need, contact us today!