The popularity of video marketing is soaring, and for good reason. Thanks to mobile devices, virtually everyone has access to online content at all times, and videos have a way of grabbing attention. Research groups like Forbes, Adweek, Google, Cisco and comScore all have similar stats on video consumption and the numbers speak volumes:

  • 80% of all internet traffic will be driven by video in 2018
  • 75% of executives say they watch a business video at least once a week
  • 90% of online shoppers say that product videos help them make purchasing decisions
  • 45% of Facebook users watch more than an hour of video each week
  • Websites are 53% more likely to come up on a Google search if they have video content

If you don’t have a corporate video (or your existing one is out of date) now’s the time to start filming. But just like any other marketing endeavor, corporate videos need forethought and planning to be most effective. Before you get the camera rolling, here are a few things to consider:

  1. 1. Who’s Your Audience? No matter how great your product or service is, it’s not for everybody. Be very clear about who you’re talking to, what they want and need from you, and figure out what you need to say to appeal to them. Video is a great way to motivate people to taking the next step – investigate further or hire you for a job then and there, so be sure you’re speaking your target audience’s language. You want to make them believe that what you’re offering is something they can’t do without.
  2. Hire a Pro. Sure you can create a video with your smart phone, and maybe your receptionist’s nephew really is a decent amateur cameraman, but is that going to be enough to create a great looking video? No, of course it isn’t. There’s a lot more to video production than hitting the record button and yelling action!, and only an experienced producer can bring it all together in a way that makes you look like the professional you are. Script writing, lighting, editing, creative concepts – video production is a highly nuanced artform, and if you hire a subcalibre videographer, you’re going to end up with a video that makes you and your business look bad. Production value matters.
  3. Tell a Compelling Story. Video is innately memorable, but it becomes even more impactful when the message you’re conveying makes an emotional connection with the viewer. What is the unique story you and only you can tell? Has your business or product helped to change someone’s life or work for the better? What drives you as a company? Think about how you can showcase your organization’s heart and soul and get it on camera. People engage with companies and products that mean something to them, so the more meaningful you can be to your audience, the better.
  4. Show – Don’t Tell. The biggest advantage of video is that it allows you to demonstrate things in a visual way. Nothing is more boring than watching a talking head, so make a point of actively showing whatever it is your selling. Action on video is engaging and helps create that important emotional connection you want to have with your audience.

But be forewarned – video does not come cheap, and is not the kind of initiative you should try and cut corners (or budgets) when creating. However, the investment is well worth it, as a professionally produced video can help you grab the attention of your customers, and ultimately, increase revenues.

Check out some of the videos we’ve created for our clients here.