April 12, 2017

Best Practices for Your Corporate Video Production

by: Cora Palmer
WestWorks Studios Creative Lead

There’s an extensive amount of data available to support the effectiveness of video in any communications strategy. There’s a flipside to this “video is super effective” coin — given its effectiveness, poorly executed video production can have an damaging effect on your brand. A healthy amount of discovery and strategy before you step foot on set is critical to the success of your video production.

We thought we’d rekindle the discussion on the best practices in corporate video production. We covered the basics in a previous post, so here we offer a closer look at what elements are needed to elevate your video project and amplify its performance.

Set Goals and Determine a Purpose

Without a doubt, this is the most important step in the video production process, and one which serves as a guide throughout. Defining a clear goal or purpose leads to effective communication and efficient video production. Perhaps the best way to identify the purpose is to answer these questions:

  • What is the one thing you want your audience to take away from the video?
  • What is the one action you want your audience to take?

Clarity and Concision

In tandem with the video’s purpose is the importance of simplicity. The purpose must be clear and focused. The script must be succinct and address the goal in simple, straightforward language that is tailored to the audience. Introducing new ideas or tangential information during production muddies your purpose. Maintain focus on your purpose to provide clarity for your audience. The good news: save the new ideas and tangents. You now have another video to produce, or perhaps a serial on a related topic.

Customer Awareness and Focus

The first part in this equation is knowing your target audience. Arguably the least effective way to communicate your message is to talk “at” your audience about the details of your company and what you do. But, when you know your audiences’s needs and address them in the video, you will foster a stronger connection and a more memorable, actionable message.

Know the Key Players

Identifying the appropriate spokesperson for the video (AKA “the talent”) carries nearly the same weight as defining the purpose. However, choosing the talent should occur after the purpose has been defined. Often, the search begins and ends in the C-level suite. While this may make sense in many cases, it should not be a foregone conclusion. Always refer to your purpose and message for alignment.

  • Is the CEO the right person to deliver on both the purpose and message?
  • Is there a subject matter expert who is better suited to deliver your message?
  • Will the target audience relate to your on-screen talent?
  • Would professional talent be better able to execute the message?

It may seem a daunting task to produce a corporate video, and knowing where to start is half the battle. Video is a powerful tool to execute on any number of business goals or initiatives. Following these best practices will help bring focus to your project, as well as the production of your video, and ultimately maximize the effectiveness of your corporate video.

Stay tuned for our next blog where we will build on the best practices for corporate video production and discuss how to bring your vision to life.