Corporate Video Production: A Beginner’s Guide
So what is corporate video production anyway? What comes to mind is a picture of someone wearing a suit, standing in front of a camera with a mic pinned to their chest. A situation like that is where the term "talking head" comes from. But trust me, corporate video production doesn't have to be boring. In this post, we'll go over all the different types of corporate videos, why they're important, some trends and tips in the industry, and give you an idea of what they might cost. So, don't go anywhere, let's keep reading!
What makes corporate video production so special?
Corporate video production is the creation of video content that’s used to promote a company or organization. It’s different from your standard video production for several key reasons:
Corporate videos are created with specific business objectives in mind
They tend to be more formal and less creative in nature
The target audience for corporate videos can be internal (e.g. employees) or external (e.g. general public)
The main purpose of corporate videos is to convey specific information in a clear and professional manner
Legal and policy requirements can also play a role in the production process, leading to longer project timelines
Corporate videos must follow established brand guidelines.
They often have a high production value, leading to more polished videos
Overall, the main difference between corporate video production and general video production is that corporate video production is focused on achieving specific business objectives, whereas general video production has more creative freedom and can be focused on different types of content.
Why is video so important for organizations today?
It's clear that video is on the rise, with apps like YouTube, TikTok, Instagram, and Facebook all placing a heavy emphasis on video content. This trend is a clear indication of where you should focus your time and resources as an organization. Let’s look at some of the key factors below.
Engagement
One of the major advantages of video is its ability to engage. Videos are significantly more engaging and can hold people's attention for much longer. They can be used to communicate messages in a way that’s more likely understood and remembered.
Reach
Another advantage of video is its reach. Videos can be shared and viewed by a large number of people online and as a result, they are an extremely effective marketing tool.
SEO
Creating video content can be a great way to boost your visibility on Google and land on page one. With so many blog posts online, it can be expensive and time-consuming to try to outrank your competitors. However, video content is treated differently by Google. Google often gives high priority to video content, by sometimes featuring it at the top of search results or by ranking website pages higher when they embed videos.
Value
The cost of video production has gone down a lot in recent years, and with platforms like TikTok and Facebook, even a relatively inexpensive video campaign can go viral. The focus on video quality has shifted and now it's more about the message. You can achieve great results with a limited budget.
Types of corporate videos
Corporate videos come in all shapes and sizes, but some stand out more than others. Below, we've highlighted a few of the most impactful types.
Company announcements
Company announcements are a powerful tool for businesses to share important information with employees, investors, and the general public. These types of videos provide a simple and direct way for companies to communicate their message in a more personal and impactful way.
Video Ads
Video advertisements, or commercials, are a common and effective way for businesses to promote their products or services. These ads can be found on a variety of platforms, including social media, streaming services like Netflix, and TV. They typically include a script, actors, and a professional crew to bring the ad to life.
Product demos
Product demonstrations are a great way for businesses to showcase the features and benefits of their products. These videos can help streamline processes and save time by providing tutorials and demonstrations in an easy-to-understand format. Whether it's a walkthrough of new software or a demonstration of a product's capabilities, these videos are an effective tool for educating and informing customers.
Training videos
Training videos are an effective tool for businesses to educate and train employees on specific topics or skills. They can cover various subjects, such as safety procedures or new software, and can be presented in different formats like host-led demonstrations or as story-based short films. Using video takes training to a new level and allows the viewer to better understand and absorb the information.
Testimonials
Video testimonials are an effective way for businesses to highlight their customers' positive experiences. These videos, which typically last between 2 and 5 minutes, feature customers discussing their experiences with a product or service. They can be filmed on location or virtually via platforms such as Zoom, allowing businesses to easily gather feedback from customers who are not physically present. Video testimonials provide valuable social proof and can help boost a company's customer trust and credibility.
Event coverage
Event filming is an excellent way for businesses to capture the highlights and key moments of conferences, trade shows, speeches, and other events. These videos may include footage of keynote speakers, panel discussions, and other significant moments from the event. Event coverage can also include live broadcasts on platforms such as YouTube and Twitch, allowing businesses to reach a larger audience in real time. These videos can be used to promote future events, provide highlights for those who were unable to attend, or to generate buzz and interest in a business.
Explainer videos
Animated explainer videos are a creative and effective way to simplify complex information and make it more accessible to the average viewer. These types of videos use animation and motion graphics to explain a product, service, or concept in an engaging and easy-to-understand way.
How much does corporate video production cost?
The pricing of corporate video production services can vary greatly depending on where you are located and which company you talk to. That being said, here are some sample figures that should fall in line with the majority of video production companies in North America
Corporate Video Production Rates in 2023
Corporate announcement: $3,500 - $5,000+
Video testimonial: $3,500 - $6,500+
Company overview video: $6,500 - $11,500+
Promotional video: $2,800 - $4,200
Video tour of a facility: $2,600 - $3,950
Simple event coverage: $1,800 - $3,600
Bigger event coverage: $4,500 - $9,000+
Video ad for the web: $7,000 - $40,000+
Commercial for TV: $20,000 - $100,000+
Simple product video or demonstration: $3,500 - $7,500+
Elaborate product video or demonstration with actors: $12,000 - $25,000+
The process of producing corporate videos
Discovery
The first step is to learn about the company, its goals, and the project's objectives. This way, the video production company can make sure they adhere to these values throughout the entire video production process and deliver the best result.
Pre-Production
Once all project details have been confirmed, the video production company will start putting all the pieces together. This includes scheduling, organizing the shoot day, and sourcing any special crew members or equipment. If necessary, a script will be written, storyboards will be created, and shot lists will be put together to aid the crew during the shoot. These materials will generally be shared with the client to ensure that everyone is aligned on the final direction of the video. Pre-production and planning are key to a smooth shoot and a successful outcome for the video production company and the client.
Production
The day of the shoot is when all the hard work and planning come together. It is the stage where the video is actually shot and recorded. The end result is a collection of raw footage that will be used to create the final video.
Post-Production
At this stage, the best video clips from the shoot day are seamlessly woven together, edited to music, and combined with any other included video elements. This usually takes two weeks to five weeks for the entire editing process to be completed. The video is then sent to the client for approval, at which point requests for revisions can be made.
Current trends in corporate video production
In the corporate video world, it can be tough to get something truly different and unique approved. But every now and then, something cool slips through. Here are a few trends we've seen recently that we think are worth taking note of.
Rapid fire Q&A with an employee or executive to give a personal insight into the company
Videos optimized for viewers who don’t have their sound on
Live streaming events
Posting videos testimonials of customers and employee stories on LinkedIn
Interviews and podcasts of key people in the company, edited into it bite-size chunks for social media
Short forms videos (10 - 60 seconds)
Vertical videos have become the standard on mobile
User-generated content
For more insights by leading experts check out this post of the top video marketing trends in 2023 by wave.video.
The do’s and don’ts of making videos in the corporate world
In order to make sure you’re creating the best corporate videos possible, consider these crucial do's and don'ts from a video production company that has filmed hundreds of corporate videos.
Dos
Clearly identify and understand your target audience and the platforms on which the video will be shared
Add motion graphics to emphasize key points and to make the video more interesting
Include subtitles to ensure the video can be understood even when viewed without sound
Hire a professional video production crew or videographer that has a history of working in corporate video
Keep the video concise and to the point, focusing on the key message
Don'ts
Ditch the cheesy corporate background music and opt for something fresh and unique
Don't rely too heavily on a teleprompter, it can make things sound too rehearsed
Give yourself some wiggle room in your schedule, you never know what can happen
Avoid showing branding or logos from other companies
Don't get too technical, keep it simple and easy to understand
Use a pro voice actor
How to hire the right video production company
Before researching video production companies, consider the different types available. Specifically, look for "corporate" or "b2b" companies that understand the needs and workings of larger organizations. Also consider whether it’s a regional or national project, as some companies may differ in their service areas. If you’re located in Canada and looking for a national solution then Winter Summer Media is the obvious choice.
Summary
In a nutshell, corporate video production is typically used by businesses and organizations to convey a specific message or relay information to their audience, and being creative is not the primary focus.