The digital age has no doubt introduced a new age of corporate video production.
Gone are the days were cheesy infomercials used to be the thing.
Today, customers prefer entertaining, witty, and clever videos that capture their attention and make them want more.
While there is no exact template for corporate video success, there are a few things many persuasive, powerful, and exceptional corporate videos share.
They are short and sweet. Easy and quick access to the Internet has one huge repercussion—shorter attention span.
In today’s modern times, people you will be advertising to will only give you their attention for a brief amount of time.
In the Internet where free content is freely available, video advertisements are often seen as roadblocks to desired content.
So how do you avoid becoming this roadblock?
The first thing you would need to do is come up with a solid script for your video.
Every second that you spend elegantly wording a sentence, you risk losing more customers who just want to see the content they desire.
A study by Next Web indicated that only 30 percent of viewers don’t skip pre-roll ads on YouTube.
With that in mind, make sure you do not waste precious time getting your primary selling points across.
They use humor to hook their viewers. Another effective technique common among enthralling corporate videos is the use of humor.
Humor serves two key roles in video marketing.
- It helps provide quality content that is enjoyable
- It avoids positioning the brand as nothing more than a “salesman”
Understandably, consumers in general don’t like it when buying the product is shoved in their faces.
Telling them what the product is all about and then asking them to buy it is often seen as distasteful.
If you don’t want to turn off your customers, consider it best to be subtle when it comes to selling them something.
Ideally, it would be wise to entice them to purchase by delivering quality content that resonates with them.
A well-crafted video with some tasteful humor thrown in can help you go a long way.
They put emphasis on the pain points. In general, most people purchase a product or service for one primary reason—they have a problem that the product or service can resolve.
For instance, for those who suffer from cold, they would want a product that can effectively relieve the symptoms, help them rest, and get them back on their feet.
This tactic is highly effective because rather than using a gimmick (which many customers can eventually see through anyway), you will be highlighting a problem (pain point) and showing how your product/service can help.
This will help your video come across as helpful and informative as opposed to a scheming sales ploy designed to merely trick them into spending their money.
They help you deliver a good call-to-action (CTA). When creating a truly effective video, you need to ensure it is more than just engaging.
More importantly, it should also contain a concise CTA that educates the consumers as to the next action they should do to take advantage of the information they have been given.
Equally important to creating a powerful CTA is the build-up.
Of course you wouldn’t want the viewers to stop watching the video before you are able to deliver the CTA.
In line with this, avoid phrases like “There you have it” before your CTA as it would be interpreted as a signal you have delivered your primary message.
They have all the crucial elements integrated. Some video creators commit the mistake of focusing on one or a few parts of ad and use shortcuts on other parts they don’t deem important.
However, if truth be told, effective corporate videos need to have a well-crafted script, the right visual, and the apt audio elements to give the video a winning edge.
While it can be tempting to give more emphasis to some aspects of the video you consider more important, you have to keep in mind that every integral element should be given equal attention.
For instance, you would not go far with a video that has an awesome script but terrible animation or sound.
Not only will it make your video seem mediocre, it can also make your brand appear unprofessional in the eyes of the viewers.