CORPORATE VIDEO
Corporate video and corporate video production are, however, an odd combination of words that no-one often uses in real life. In fact we’re pretty confident that there are only two groups of people on the planet who use the phrase and even when they use it they don’t really mean it. Those groups are:
- People googling a company to make almost any kind video for them
- Companies wanting to be on the front page of google when the people in group 1 are searching.
We’re in group 2. We hope you’re in group 1 (and if you’re not feel free to send this to someone who might be). The only other entity concerned with ‘corporate video’ is the google algorithm. In fact there should be a word for words that only exist so people know what to google. Neologism is the word for new words so perhaps googlogism but we’re not sure that will stick.
To prove the point we’ve searched through the last two thousand cold enquiries we’ve received and they almost always say ‘we need a video’ or ‘we’re looking for a marketing video’ or a ‘training video’ or a ‘brand video’. Not one of them has specified that they want a ‘corporate video’ or they’re looking for a ‘corporate video production company’.
Why are we telling you all this? Because it speaks to who we are at Vermillion Films, in that as a company we really genuinely think about what we do and how we do it. The why is as important as the how. Hopefully that will be clear to anyone that has poked around our blog at all.
What is Corporate Video?
Now that we’ve established that it’s not really a thing, what then are people looking for when they type ‘corporate video production’ into Google? The most obvious answer is that it means videos made by corporations. In the 1980s Monty Python star John Cleese made a(nother) fortune by making comedy corporate videos starring himself at a cost that only corporations could afford. But as the cost of production has come down and barriers to entrepreneurship have been swept away then corporate video probably more accurately means ‘videos made by and for businesses’. Obviously that would include the eye-wateringly expensive TV commercials leaking out of Soho but they’re a separate group and we’ve written about how to do more reasonably priced TV commercials here.
Corporate video is basically everything else; marketing videos, brand videos, training videos, explainer videos or testimonial videos. It’s the catch all phrase to mean a powerful and versatile tool used by businesses to communicate with various stakeholders through visual storytelling. It involves the creation of video content with the primary purpose of conveying a company’s message, values, products, or services. Hopefully this is done in a compelling and engaging manner, otherwise why bother. They should be crafted to resonate with the target audience, enhance brand image, and achieve specific business objectives.
Different Kinds of Corporate Video Produciton
One of the primary use cases for corporate videos and an area we’re heavily involved in is branding and identity. Companies use videos to showcase their mission, vision, and values, (especially startup videos) giving viewers a deeper understanding of the organisation’s culture. This helps customers decide if they like a brand and also prospective employees decide if they want to work there. These can include highlighting the company’s history, showcasing its achievements, and featuring key personnel to establish a personal connection with the audience. By presenting a cohesive brand narrative through video, companies can strengthen their brand identity and build trust among customers, investors, and employees.
Another, probably even more common application of corporate videos is in marketing and promotion. Companies leverage video content to market their products or services, creating films to engage potential customers. These should also be hopefully engaging, informative and possibly even shareable. Product demonstration videos, explainer videos, and promotional campaigns are popular formats for showcasing features, benefits, and unique selling points. These videos can be shared on websites, social media platforms, and at events, maximising reach and impact.
Training and internal comms represent another vital use case for corporate videos. Organisations create instructional videos to train employees on various processes, procedures, or new technologies. These videos streamline training efforts, ensuring consistent and standardised information delivery. Also, internal communication videos are used to convey important messages, updates, and company announcements to employees across different locations. There’s almost no such thing as too much information so internal comms videos can foster a sense of unity and ensure that all team members are well-informed. It’s probably worth noting too that if it’s put into a company video then there’s a higher than average chance that someone important checked it was true first!
Corporate events and conferences are also enriched through the use of video. Companies have asked us in the past to create highlight reels, event recaps, and keynote recordings to capture the essence of these gatherings. These videos serve not only as mementos for attendees but also as promotional material for future events. They can be shared on social media or company websites, extending the event’s impact beyond the immediate audience.
These days every video has multiple use cases and the amount of footage shot should be incredibly well-planned and maximised.
Testimonials and case study videos are powerful tools for building credibility and trust. By featuring satisfied customers or successful projects, companies can provide real-world evidence of their products or services’ effectiveness. Testimonial videos humanise the brand and create a sense of authenticity, influencing potential customers and stakeholders. We even have a particularly good case study for some sales videos where the sales conversation was often taking place outside of the company’s view so we made a series of videos to overcome common objections that could be played by the company’s advocates inside the target organisation.
Corporate social responsibility (CSR) initiatives are often documented through video content as well. Companies use videos to showcase their commitment to social and environmental causes, demonstrating the positive impact they make in the community. This aligns with the growing emphasis on corporate responsibility and sustainability, resonating with socially conscious consumers.
Why is corporate video important?
In many jobs people spend all day reading, or more accurately, they spend all day skim reading. If you really want to get your message across then put it in a video. It feels less like work for the viewer. Plus it helps that Google really loves videos; that’s why they own YouTube. So, it doesn’t hurt your website to have tons of video on it (worth noting there that we make really good videos, in case you’re interested).
Writing a Corporate Video Brief
This can be distilled down to:
- what do you want to say?
- what don’t you want to say?
- what else does the video production company need to know?
But if you want a much more detailed version you can request our video briefing template here.
How Much Should a Corporate Video Cost?
Corporate Video costs can vary greatly, often depending on what sort of video you’re actually making. One of our favourite and most successful blog posts is actually the one on this topic and explains how the cost of video production is less a function of quality and much more a function of risk management. But it’s also to do with complexity, how many locations, how many people, how many outputs etc. Weirdly, length doesn’t often come into it.
How long should a corporate video be?
This is both the easiest and hardest question to answer. That’s because the correct answer is “as long as it needs to be but as short as it can be”.
In Conclusion
In conclusion, corporate video is not a particularly useful term, unless you’re searching for a company like ours and don’t know what else to put into google. It’s simply all of the other videos businesses might make. But they are an important and essential component of most modern business communication. They serve a wide range of purposes, from branding and marketing to internal training and external outreach. And video doesn’t seem to be going away any time soon. If you’re interested in working with us then get in touch below. Or if you want to know why clients choose us we’ve got that covered too.