If you’ve ever visited the KVibe Productions blog, you’d know that our long history in the video production business has awarded us with experiences both incredible, and incredibly problematic.
The pits we’ve managed to fall in and learn how to avoid have made us a stronger company, and we value that kind of experience. We also value passing on that kind of knowledge in the hopes of saving others some time and hassle down the line.
So, we’ve covered some of the basic and most commonly made mistakes in video production in the past, but corporate video production, specifically, presents its own unique set of challenges.
Luckily, corporate video is one of our specialities at KVibe. So, before you jump into the current craze and create one just for the sake of creating one, check out some of the tips below to give yourself the best shot at having a genuine impact.
Understand the undertaking.
First of all, know what you’re getting into. Yes, technology has progressed to the point where achieving a decent level of production value is very feasible.
However, it’s not all about the aesthetic. In fact, some of the most effective commercial or corporate videos owe little of their success to their visual appeal.
Take the famous Dollar Shave Club example. There’s nothing spectacular about the aesthetic in the video production, yet it took off. That’s because it was well written and perfectly performed, among other things.
The point is, get an idea of what you want for your audience before thinking about production value.
Your target audience’s attention and what keeps it, no matter who it is, must be in mind at all times. You need to take the time to consider what they’d find informative, entertaining, or useful, and build upon that.
It’s not just the tone that needs to be considered before any action is taken either. You must get accustomed to the idea that a corporate video will require time, money, and genuine effort.
You can’t just hire a video production company because you’ve heard of their camera and expect results.
Speak the right language.
Once you’ve prepared yourself for battle and have figured out what you want to say, the issue of language comes up. Many corporate videos bog themselves down by using too much technical language and industry jargon. They alienate a large part of their intended audience in doing so.
Now, of course, industry language is perfectly appropriate for industry insiders, but you may want to cast a wider net with your video. In these cases, the wording is extremely important. You want to appear informed and hip to the latest industry trends, yet also be understandable to a more general audience.
This issue can, and should be addressed in the pre-production phase. Our advice: Hire professionals if your concept requires a script. They will take into account your level of expertise, while also keeping entertainment and captivation at the forefront when crafting the story.
You’re speaking the right language, now know when to shut up!
Probably the biggest mistake in corporate video production is overwhelming the audience with far too much information. It’s what separates corporate videos from other kinds of video productions. It’s also what keeps many from finding any success.
Many companies, especially those trying to create a corporate video for the first time, load it up with too much history and backstory. They think it’s their chance to finally tell their whole story, because people will listen now that’s in video form.
The problem is, that’s not true, not at all. The audiences who’ve grown to prefer video as a means to get information have developed a certain set of desires and expectations. A long history lesson is not something they commonly expect, desire, or will sit through.
An anecdote about one of your products or services and how it’s effective, or even the story of one employee’s daily life are much more accessible approaches to gaining the video audience’s attention. You don’t need to tell your whole story to tell your story.
This extends to the physical length of the video as well. Corporate videos are frequently too long. Sites like Vine have introduced audiences to the idea of the short-form video, and they like it.
Online video audiences prefer shorter and shorter videos, so you don’t want people clicking away at the mere sight of the runtime if your corporate video’s intended for the internet.
Lighting and music are key.
You can check out some of our recent blog posts to get more in-depth information about common lighting and sound mistakes in video production, but let’s go over where people seem to slip up most in the corporate video world.
First off, it’s amazing how often interview subjects are poorly lit. Sometimes, it’s simply the result of laziness, neglecting to add a fill light or any source besides the back light, leaving the subject too dark.
Other times, the subject appears to be getting interrogated, with a barrage a lights coming from every angle.
Then, there’s that frequent issue of music in a corporate video going from soothing to distracting. You want the music to enhance the emotion of the story and move it forward, not take away the audience’s attention.
Focus on these basics, you’d be surprised how many don’t.
Truthfully, these aren’t the only elements that corporate videos commonly struggle with. However, audiences will be more inclined to forgive things like shabby acting or contrived writing in this format, rather than if they occurred in a feature film.
The bottom line: Focus on those more fundamental issues that companies commonly have trouble with. If you can manage to effectively address the things that seem to cause these audiences to lose interest, your corporate video can separate your company from your competitors.
Check out one of KVibe’s recent corporate video productions to see how we do it:
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.