Corporate videos have the power to truly transform your marketing. Perhaps that’s why 85% of businesses use video as a marketing tool. Your team can use employee interviews and B-roll footage to showcase your corporate culture. Or, maybe you want to highlight customer success stories. Product tutorials are another solid choice. Whichever you choose, there are numerous best practices that can help you develop captivating videos. You can use these videos on your website, at your virtual tradeshow booth, on social media and more.
In part one of my two-part blog series, I discuss best practices that will ensure you produce great video content.
Before you arrive on set, there are several things you can do to help filming go more smoothly.
The first thing you need to ask yourself is “what is your goal for the video?” Put another way, “how do you want to use your video?” If your goal is to educate customers about a specific solution, a video that highlights product features or walks them step-by-step through troubleshooting will be key. Perhaps your goal is to create buzzworthy content for social media. In that case, you’ll want to aim for a series of bite-sized videos on a topic or topics of your choosing. Video is quite an investment for many brands, so don’t just make a video for the sake of it. Sit down and think about why your video is necessary and the numerous ways you’ll be able to use it within your marketing.
A shot list maps out everything you hope to capture during filming. Which people or products you need to capture. Highlight the different settings and what to shoot at each location. In addition, you may want to specify various camera angles if your shoot will require changing perspectives. Once you’re on set, you’ll be thankful you have an easy-to-follow plan with items you can mark off as they are completed.
If you’re planning to include a spokesperson, C-suite executive or narrator in your video, you’ll want to develop materials to help them prepare for their role. An on-screen celebrity spokesperson or an off-screen narrator will be more likely to follow a set script. Aim for easy readability of your scripts to ensure viewers can understand your message.
It’s also possible that your video may include executives, managers or other personnel, either employees of your organization or people outside your company. The odds are that many of these people will have never filmed on camera before. They may be nervous about what’s expected of them. You can put them at ease by preparing a list of questions you’ll be asking them on camera. Or you can create a set of talking points to help them keep on message.
There is a fine line between being prepared and sounding too rehearsed. Encourage anyone who is not required to follow a script to review their interview questions or talking points. But caution them not to memorize their answers or the copy. They will be too flustered if they stray from the messaging during the video shoot. It’s better for people to sound natural on camera. Plus, sometimes you get the best content when you welcome a tangent here or there and let people improvise a bit.
The style of video you’re aiming to create and the complexity of the project will impact the amount and types of equipment that you will need. For example, companies can produce some videos with one or two cameras, while others require many cameras. You’ll likely need at least one tripod, but you may also want to consider a gimbal. Gimbals allow you to capture movement shots without unsteadiness.
Especially if your video has a lot of moving parts and people involved, it can be helpful to set a schedule. This document can detail which personnel need to be on site all day. The schedule can also highlight which individuals will film during the first half of the day and the second half of the day.
It’s important to understand that there are numerous factors that can shift your schedule. Build in ample time to set up your equipment. Then, remember not to stress if delays occur the day of filming. Your schedule is meant to be a flexible outline of the different segments you need to capture to build a full video.
By considering the above best practices, you can ensure a successful outcome. Before you arrive on set, take time to plan out how you hope the day will unfold. From creating a shot list to confirming the equipment you’ll need, proper preparation can eliminate many of the stresses that arise during the video production process. It’s equally important to understand that surprises can occur once you’re on set. Don’t be discouraged. Instead, stick to your shot list as best you can so your editing team has the footage they need to produce a quality video.
Do you need help setting a strategy for your corporate videos? Contact Mulberry to see our sample work and discuss your goals for using videos in your B2B marketing.
Jess Messenger is an Account Director at Mulberry Marketing Communications, an award-winning full-service B2B communications agency based in Chicago, London and Australia. She enjoys developing PR campaign strategies and writing for B2B audiences across numerous verticals such as retail, foodservice and healthcare.