5 Mistakes to Avoid in a Corporate Video

Photo by Jakob Owens on Unsplash

Corporate videos are video productions crafted by companies or organizations. While typically employed for overall company promotion and brand building, corporate videos have various applications within business settings. To ensure an effective corporate video, steer clear of the following errors.

Low Production Quality

Crafting a corporate video revolves around leaving a positive impact on your intended audience, be it customers, employees, or other stakeholders. A video lacking in production quality (such as poor scripting, filming, acting, and editing) is unlikely to make a favorable impression unless the intention is ironic or to parody corporate videos. Yet, achieving this requires a skilled production team capable of intentionally creating a poorly executed video for specific comedic effect. This task is challenging and certainly not suited for an amateur equipped with just a smartphone.

Failure to Understand Your Audience

Numerous organizations lack a deep understanding of their audience. While they might have a vague notion of various demographics, they lack a precise definition of their ideal customer profile. Before creating any video content, thoroughly research and define your customer personas. This will provide a clear understanding of your target audience, enabling you to customize the dialogue and visuals of your content accordingly.

For instance, a healthcare video production company should focus on showcasing the benefits of their services to potential patients. In contrast, a tech company might want to highlight their latest innovations for potential investors.

No Clear Message

When aiming to optimize the outcomes of every new video, numerous companies err by creating a corporate video that is overly generic to serve multiple purposes. They seek to enhance brand recognition, drive sales, increase social media engagement, attract new hires, and achieve more with their videos.

However, this approach can significantly diminish the video’s impact. Post-viewing, it becomes challenging for the audience to discern the target audience or the desired action, leading to disengagement. Audiences desire a sense of connection. One of the most effective methods to establish this connection is by incorporating a singular, unmistakable message in each video you create.

Failing to Measure Outcomes

The launch of a new corporate video is thrilling. The work doesn’t end once it’s released to the public. Many companies fall into the misconception that creating a video will automatically attract new customers.

While your videos should yield results if crafted with a solid strategy, true evaluation is impossible without measuring the outcomes. In digital marketing, the common saying “What gets measured gets managed” holds true.

You have a wealth of valuable data at your disposal to gauge the effectiveness of your videos in achieving the desired objectives. Although metrics like views, social shares, and likes are appealing, consider factors such as viewing duration, rewatched segments, and skipped sections.

Poor Backlighting

Many of us have encountered YouTube videos or personal clips where an abundance of backlighting, like a bright sunlight-filled window or harsh fluorescent light, leads to exposure problems in the footage.

One simple method to prevent this issue is positioning the primary light source behind the individual filming, illuminating the subject’s face. Select recording settings carefully and choose locations with adequate lighting, preferably natural, if available.

Endnote

Avoiding the errors listed and continually revisiting and improving your video marketing strategy should lead to long-term marketing gains from videos, even if their visibility takes time to grow.