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Corporate Video :
A Versatile Communication Tool
The corporate video is content specifically focused on the company: its primary purpose is to present and enhance the company’s image. Additionally, it serves as a potent marketing and advertising tool.
What is a corporate video and what is it used for?
Corporate video: what is it?
A corporate video is a format dedicated to institutional communication. It’s essentially a video created by the company to showcase itself, which is why the term “corporate film” is also used to refer to this type of content. It allows the company to present its activities, convey its values, highlight its history or expertise, and overall, promote its brand through visual means. (Note that this works equally well for a brand, a group, an association, or an institution). This specific format caters to diverse audiences of various sizes, depending on the objectives and messages to be conveyed. Moreover, the corporate video stands out for its concise duration (typically no more than ten minutes), its ability to engage viewers, and its strong potential for viral sharing.
What is a corporate video used for?
The corporate video serves as a communication tool for both internal and external purposes. This means it can be used to communicate with different stakeholders within the company such as employees and management, as well as to convey messages to external audiences including prospects, clients, suppliers, shareholders, and the press. In terms of internal communication, a corporate video can be used for making announcements, sharing information, discussing current events, providing employee training, and fostering a strong corporate culture. On the other hand, when targeting external audiences, it can be integrated into a content marketing or brand content strategy, used for advertising and prospecting, or employed to attract talented individuals as part of a recruitment campaign. Regardless of its specific use, a corporate video helps showcase the identity, culture, history, and expertise of the company, adds a human touch to its communication efforts, and enhances its online presence.
What are the advantages of a corporate video?
The corporate video combines the benefits of the video format with the corporate message.
A popular format
Video content represents a staggering 84% of all online content consumed. By creating a corporate video, you can effectively reach a wider audience.
Potential to go viral
A well-crafted corporate video has the potential to go viral on social media platforms. On average, a video publication is shared 12 times more frequently than other forms of content.
A corporate film can serve various communication needs, both internally within the company and when addressing external audiences.
Video content can be accessed on multiple devices, including mobile, and is easily consumable, allowing viewers to pause and resume watching at their convenience.
Engaging audience experience
A corporate video has the power to significantly increase audience engagement by encouraging interactions, such as comments, shares, and likes on social media platforms, as well as fostering engagement within the company itself.
Creating a corporate video allows you to stand out from the competition and establish a unique identity. Moreover, the concise nature of a short film makes it easier for viewers to remember and retain the key messages.
The video format enhances a page’s visibility by leveraging natural search engine optimisation and its ability to captivate internet users (a significant factor for Google).
Corporate videos allow you to demonstrate your expertise and establish yourself as a leader in your industry by providing valuable insights.
A corporate film is a dynamic and impactful promotional tool. It showcases the company’s or brand’s world, attracting the attention of potential talents.
When used for internal communication, corporate videos foster unity within teams, motivating them, ensuring message consistency, and cultivating a strong company culture.
The video format excels at simplifying complex messages and making them more engaging. It’s a visually-driven approach to education.
Corporate videos humanise communication by featuring employees or premises. They give the company and its staff a personal touch.
the percentageof web traffic dedicated to video.
of Google search resultsinclude at least one video.
of the messageconveyed in a video is retained by viewers.
What are the different formats of corporate videos?
A corporate video for every occasion
Corporate videos are incredibly versatile, catering to various occasions and audiences. They can address both internal and external stakeholders. Moreover, they can take on different forms depending on the intended message, objectives, and target audience. Whether it’s a company presentation, event recap, interview, video journal, or training video, there’s a format to suit every preference and requirement. However, there is a common goal: a corporate video should primarily focus on showcasing the company, highlighting its expertise, skills, products, or services.
Use cases for a corporate video
Take a look at the key formats available for your corporate video.
Use case 1
This format aims to present the company as a whole – its history, organisational structure, industry expertise, values, offerings, and key figures. It offers a behind-the-scenes look into the company, emphasising its competencies, know-how, and talented workforce while maintaining an informative and professional tone. It can also humanise the company by featuring interviews with key individuals.
Use case 2
Internally focused, this corporate video format aims to disseminate information across the organisation, reaching all levels of the company. It can cover news updates, team discussions, executive committee addresses, HR communications, or crisis management updates. The messages conveyed are conventional, but this multi-channel format saves time and ensures effective communication with employees, regardless of their location.
Use case 3
In its institutional form, the corporate video aims to enhance the brand image. This format is similar to a company presentation video, with a focus on highlighting the value proposition and achieving commercial objectives. These objectives may include generating leads, attracting potential partners, recruiting top talent, boosting sales, expanding market share, or fostering customer loyalty.
Use case 4
This format is specifically designed to promote a product or service. It can take the form of a promotional film, commercial, or feature showcase, aiming to tell a compelling story, evoke emotions, and ultimately drive sales. The focus here is on engaging storytelling rather than academic or rigid content.
Use case 5
This type of video is dedicated to capturing and promoting corporate events such as conferences, conventions, or trade shows. It can be live-streamed or recorded for later distribution. Sharing event highlights through social media channels encourages strong engagement. This format effectively showcases the event and elicits emotional responses from the audience.
Use case 6
Video interviews are incredibly versatile. They come across as natural and authentic, providing valuable content in an accessible and educational manner. They contribute to brand recognition while adding a human touch. This format offers numerous possibilities for presentation, such as face-to-camera interviews or voice-over interviews, adopting either a corporate or journalistic style. It can even take the form of a “question box” format, reminiscent of popular platforms like Konbini or Brut, which works particularly well for social media engagement.
Use case 7
In a filmed profile, an employee shares insights into their role, daily activities, and profession. This format differs from interviews as it solely focuses on the individual’s perspective. It showcases employee profiles, initiatives, skills, and dedication, effectively humanising communication and highlighting the people behind the company.
Use case 8
Video newsletters serve as the “external” counterpart to informative videos. They are directed towards partners, prospects, clients, and other stakeholders. Need to convey a message? Want to share news or introduce a new organisational structure to shareholders? Video newsletters are an excellent medium, combining accessibility with an engaging and interactive approach.
Use case 9
Also referred to as “web series,” this format consists of multiple videos presented as episodes that contribute to a cohesive message. It works particularly well for complex communications, such as presenting major internal projects like ERP migration or showcasing a series of initiatives to the public, such as multi-phase operations or environmental campaigns.
Use case 10
Training videos can be categorised into internal training (e-learning) and tutorials (for internal or external communication). They provide an effective means to demonstrate and teach methods, processes, skills, technical procedures, and product usage, while sharing valuable expertise. Training videos offer an engaging and adaptable format suitable for various audiences, aiming to enhance their skills and knowledge.
How to produce a high-quality corporate video
The complexity of corporate videos
Corporate films offer numerous benefits. They serve as internal communication tools, marketing and advertising assets, and engaging content that is well-suited to social media. However, these potential advantages can backfire on a company if the corporate video fails to meet minimum quality requirements. Shaky footage, lack of storytelling, choppy editing, or speakers unable to string together more than three words – these negative details will not go unnoticed by viewers and will be extensively commented upon on social media, risking overshadowing the intended message. That’s why it is advisable to entrust this type of content to professionals who specialise in it.
Creating an engaging video: step by step
If you decide to entrust the production of your corporate video to an agency, here’s how the process will unfold, step by step.
Establish the objectives
Begin by defining the project’s scope. Your corporate video should fit within a well-defined framework, based on answers to the following questions: What is its main objective? What message do you want to convey? Who is your target audience? You will also need to choose a video format, set a maximum duration, consider the location for filming, and establish your budget.
Write the script
Similar to the film industry, the production of a corporate video involves a two-step pre-production phase: scriptwriting and storyboarding. The script serves as a roadmap, containing all the essential information, including the sequence of the film, actions, dialogues, voice-over, filming locations, roles of the participants, sound and text overlays, equipment requirements, filming dates, and more.
Create a storyboard
The storyboard is the second step in pre-production. It visualises the ideas laid out in the script, using illustrations that represent the shots to be filmed. The storyboard provides valuable guidance to the technical team as it describes each shot and details every camera angle, allowing for a well-organised filming schedule.
Filming the video
With a well-crafted script and storyboard, shooting the corporate video should be a breeze. It’s simply a matter of creating the best possible conditions: preparing the set in advance, briefing the participants who know their lines, ensuring the filming location is free from background noises (honking horns from the street can be off-putting), and having the necessary equipment available on the day.
Editing the film
It’s time to move on to the post-production stage of the corporate video. Editing involves selecting the best shots and arranging them in the intended narrative order, including transitions where needed. The video needs to be colour-corrected, with sound and text elements integrated, audio mixed, and even visual effects incorporated if required.
Distributing the content
Once the corporate video is completed and polished, it’s time to share it with the intended audience. The relevant channels will depend on the chosen target audience: internal communication through email or intranet, reaching external audiences via newsletters or social media, or screening it during an event, among other options.
GOOD TO KNOW
Regardless of the chosen channel for distributing your corporate video, don’t forget about the thumbnail! It’s a static image that represents the content before viewing (similar to a book cover). It should capture attention and entice viewers to watch the video. However, it’s important that the thumbnail accurately represents the content.
Our tips for creating an engaging corporate video
Engaging your audience with a corporate video
Creating content should serve specific objectives. In the case of a corporate video, it goes beyond conveying a message – the aim is to prompt the audience to react in a certain way. An informative film should be seen and remembered by as many employees as possible (which requires encouraging viewership and providing a clear, concise message), a presentation video aims to raise awareness about the company (encouraging sharing), a promotional clip seeks to boost sales (generating conversions), and so on. The key to a successful corporate video lies in engaging the target audience, which means its ability to prompt action or reaction. There are several techniques to achieve this.
Our tips for making your corporate video more effective
Define your message
Every corporate video should convey a well-defined message. Otherwise, you risk losing your audience’s attention. The information presented should be unique, clear, and understandable. It should answer a specific question in a simple and accessible manner – that’s the key to message retention. If your message is more complex or you have multiple pieces of information to convey, consider creating separate videos.
Keep it (very) short
In the era of snackable content, audiences respond well to short, quick-to-consume, and easily memorable content. It’s estimated that a video, to maintain the audience’s attention, should ideally last between 60 and 90 seconds – beyond 2 minutes, attention tends to wane. However, it’s important to prioritise the relevance of the content over strict adherence to duration.
Tell a story
For a corporate video to be effective and engaging, it must deliver its message in a coherent and logical manner. Storytelling is key: telling a story instead of presenting scattered information helps maintain the audience’s attention and evokes emotions. This enhances the impact of the message, facilitates its retention, boosts engagement, and improves the brand image.
Videos are often watched without sound, especially on mobile devices. By incorporating subtitles in your corporate film that transcribe the voiceover and dialogues, you ensure message accessibility and understanding while boosting its social impact (as “silent viewing” is particularly common on social media). You can also enhance the video with written transitions (such as questions asked during an interview).
In a video, music plays a crucial role as a unifying element. It creates an emotional connection between the content and the viewer, acting as a guiding thread throughout the viewing experience. It also adds dynamism to your corporate film and makes the message more cohesive. You can choose royalty-free music or invest in acquiring a license or commissioning a custom composition.
To make an effective corporate video, it’s not just about the content; the presentation matters too. Creativity is a powerful tool for capturing attention and engaging the audience. It enables you to create an original and distinctive film that is visually appealing, captivating, and memorable. You can enhance your corporate video with 2D or 3D animations, and impactful transitions, or opt for a motion design style.
the ideal maximum durationfor a video to hold people’s attention.
of peoplewill watch a video to the end if it’s under 2 minutes.
of Facebook videosare watched without sound.
An example of an impactful (and unforgettable) corporate video
Delivering a message, grabbing attention, and leaving a lasting impression
These are the key elements of a successful corporate video. But how can you create a corporate film that embodies all of these qualities? Where should you start? The answer lies in drawing inspiration from the successes of others. Many organisations around the world have embraced corporate videos as a means of communication, whether to engage their employees or captivate the public. These well-crafted corporate films showcase ingenuity, creativity, and effectiveness. Let’s take a closer look at the video we’ve created to introduce Eskimoz agency, where we make a highly technical field like SEO accessible.
Eskimoz: standing out and spreading the word in a niche field
Through this corporate video, Eskimoz agency aims to achieve two objectives: introducing the company and its profession, and highlighting what sets them apart from the numerous SEO agencies in the market. To accomplish these goals, the video follows a well-defined path: a concise overview of SEO, emphasising the agency’s unique value proposition (100% focus on SEO, a combination of consultancy and production), showcasing their innovations and proprietary tools, and demonstrating the tangible benefits of their SEO approach for clients. The video strikes a balance by juxtaposing the technical aspects of the profession (screens displaying statistics and lines of code) with the familiarity of the office environment (open workspaces, meeting rooms), providing viewers with a glimpse into the agency’s daily operations (employees working, lively interactions). The speakers in the video add an educational touch while humanising the company.
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A corporate video is a format specifically designed for institutional communication. This type of content allows organisations to showcase their activities, products/services, and professions, and promote their brand image or convey information. Corporate videos are characterised by their concise duration and ability to engage audiences.
Corporate videos can be used for internal communication, targeting employees and management. They can also serve marketing and advertising purposes, reaching external audiences such as prospects, clients, partners, suppliers, shareholders, and the press. Additionally, corporate videos can be utilised as a recruitment tool, primarily targeting potential candidates.
A corporate video can take various forms (presentation, interview, commercial spot) and cater to diverse audiences. It allows you to reach a wide public and generate engagement. On social media platforms, it’s easy to view and share. In internal communication, corporate videos foster cohesion, motivate teams, and provide accessibility. Ultimately, they humanise a company’s or brand’s communication.