As someone looking to engage in corporate video development production, you might want to try and improve the quality of your work. Improvement should never be seen as a negative, nor should the desire to keep adding to your qualities. For that reason, you might wish to try and find a better way to manage corporate video production. However, before you set up that tripod and start taking snaps and shots, you should probably look to avoid the ‘Do’s’ and ‘Don’ts’ of being a video production expert.
What, then, are the main things that matter? What are some of the most common mistakes that you will find in the industry – and how do you avoid making those same mistakes yourself?
1) Creating a Video for Everyone
The worst thing you can do in corporate video development is trying to make a video that appeals to every kind of person. The largest and most successful companies in the world are successful purely because they know who to target. They know what kind of items and services they provide, and who might be interested in that particular product/service.
That is why it is highly recommended that you always look to focus as closely as you can on creating a video with a specific audience in mind. Universalism rarely, if ever, works in corporate video creation.
2) Lacking Clarity
Many times, a corporate video will be shot without a clear directive as to what the purpose of the video is. Are you introducing people with a problem to a solution? Is the video to help sell the history and humanity of your business? What is the reason for the development happening in the first place?
This is a hugely common mistake, as failing to have a clear directive and point to the video can lead to a lot of bland, dour content. Instead, taking the time to come up with a clear plan and an obvious plan for the video in terms of what it sets out to achieve can allow for a more focused scope on the actual project.
This is a good thing, as corporate video production becomes much easier with a clear, specific plan in place.
3) Pushing the Commercial Angle
While the aim of just about any commercial video produced is to try and bring in more sales, you need to manage the sale properly. Going for the big sale throughout the video often feels tacky and forced. Instead, you should try to come up with a very particular way of making the sale feel legitimate.
For example, your video could focus on a key problem that your products/services can solve. As opposed to introducing your product at the start, though, use the first half at least of the video to introduce the problem, and talk about how hard it is to solve. The sell comes when you have spent a chunk of the video talking about the issue, its severity, and why handling the problem is a must.
Basically, avoid trying to be too aggressive with selling when pushing products/services the viewer might need.
4) Failing to Request Action
However, similar to the above, you might find that you are not aggressive enough. While it always helps to dial back the sales pitch, you still need to have some kind of commercial sales directive within there. Therefore, you should always look to make sure that any commercial video that you shoot comes with a ‘call to action’ at the end.
Whether that call to action is to buy a product, to click on a link, to subscribe to a newsletter, or anything else, you need a purpose. Your video has to convince the viewer of the problem, the existence of a solution, and the best way around that problem. Why not invest some much-needed time and energy into that train of thought, then?
Make sure that your video ends with a request for the viewer to take action, and you can make it much more likely that the video produces the required action.
5) A Lack of Access
Another common mistake in corporate video today stems from not thinking about your entire audience. For example, many might look to build the video without the use of subtitles. This, though, makes it impossible for someone with hearing limits, or who is deaf, to be able to watch and then take action from your corporate video.
By the same token, a lack of detailed audio explanation options for those with limited/no visibility can be a huge loss to your commercial impact. Always try to add in some solutions that allow for accessibility to be taken into account. The more people who can benefit from this video, the better.
6) Reduced Quality
Whether you worry the file is too large or the content too long, never strip down the quality of the video and/or audio output. It is always better to produce the crispest and sharpest video and audio files that you can, as they are far more likely to result in a positive response from the audience.
Reducing quality to try and be more compatible or to load quicker might seem like a good idea at first. However, with the quality of internet standards today, reducing the quality of your output is not something that we would really recommend. For any corporate video production, stay focused on quality over quantity. A sharper, easier to read and hear message always wins!
What Should You Do?
When engaging in any kind of corporate video production, the above ideas and information should go a long way to ensuring your content is great. However, if you struggle to package all of this together into a content piece that you are happy with, you might wish to focus on hiring an expert instead.
Hiring a team of specialists in corporate video production is likely to be the most effective solution if you find you are wasting too many hours trying to shoot the video alone. While practice makes perfect, if you demand precision you might want to get professionals involved. Best of luck!