First, it was all about giving the audience an adequate rundown of how, exactly, your products or services help people. Then, a commercial or corporate video production needed to give people a feel for your company and the people who work there.
The bottom line is, we’ve been in NJ / NY video production for a long time and, while the rules have changed, we’re seeing more businesses turn to video for marketing and/or internal purposes right now than ever before.
That’s why corporate or commercial videos need to do even more to stand out. They need to be original. They need to genuinely captivate the audience and do something to stay in their minds long after they’re complete, and they need to do all that fairly quickly.
As you can see, there’s a lot to it, but it’s a necessary process nonetheless these days. So, let’s take a look at some of the essential qualities of successful commercial or corporate videos in this day and age.
They have clearly defined goals.
Remember, so many companies in so many industries are doing video production now, whether in house or by enlisting outside help to fold video into their marketing or branding plans.
That’s why, when setting out to design your own corporate or commercial video production, you’ll need to be specific about why, exactly, you’re creating the video, and there could be a variety of possible reasons.
Is it to simply display and explain your products or services to potential customers? Or maybe it’s to train new employees or get them acquainted with your company’s culture, personality, and mission?
Or are you trying to tell your company story to your target audience or simply trying to establish or enhance your brand identity?
In our experience in the NY / NJ video production industry, it’s best to have these types of questions addressed and answered as early on in the development process as possible, and definitely before you actually implement any video production services.
It’s not just about the success of the video either; it’s also about measuring that success. With a clear goal in mind, you’ll know where to look later to see if your video efforts are paying off.
They give people their next move.
No matter what your goals are, knowing where you want viewers of your video to go after it’s complete is just as important as knowing why you want to make the video in the first place.
The CTA, or call to action, is your way of giving the viewer their next move. They’re obviously interested, or they wouldn’t have sat through the entire video, so now’s not the time to let them slip away.
As veterans in NJ / NY video production, trust us, successful corporate and commercial videos, these days, alert people to the next step and prompt them to take it.
That next step could be clicking over to your main website or social profiles, signing up for a free trial of services or products, filling out a form, watching another video, etc.
The point is, if the audience reaches the end of the video, you’ve got them right where you want them. It’s your job to make the next move obvious and easy.
They know who they’re meant for.
The main reason that so many companies are starting to use video for business purposes is because so many people are looking to receive information that way.
That also means that, when you set out to create one, you can’t just aim for it to impact a giant audience full of all different kinds of people and preferences.
We’ve been in NY / NJ video production for long enough to know that the best corporate or commercial videos know exactly who they’re meant to connect with. From the look and tone to the length and objective, everything is tailor made for a very specific persona.
And now more than ever, you need to know the particular preferences, interests, and issues most common among the group of people you’re trying to reach with your video. That’s the only way to ensure you’ve done all you can to truly customize their experience.
There are plenty of tools out there for researching your audience. You can do surveys, use tools like Google Analytics to find useful data about your website’s performance, stay active in the social media landscape, etc.
They look how they should look, where they should be.
A huge part of any corporate or commercial video’s success nowadays has to do with its promotion. Just as there are more businesses using video now because more people are watching them, there are more places to put them as well.
However, not every video belongs everywhere. You need to think about how each possible platform fits with that particular video, your goals, and the audience you’re trying to reach. If it’s not a good pairing, don’t force it.
Obviously, in this day and age, you can’t forget about social media when it comes to promoting your videos. More and more social sites are catering to video content because such large portions of their audience prefer it.
For more information about marketing your videos online, check out our new SEO and web marketing branch, Climb the Search.
Also, successful commercial or corporate videos don’t just fit in in terms of the platform, they also fit the specific device being used. For instance, if a large part of your audience uses mobile devices, video is great fit, but you need to make sure your videos provide a quality mobile experience.
Just remember, there’s too much competition these days to simply cover the basics and think you’ll find any real success. You’ll not only need to follow this tried-and-true formula, you’ll also need to put your own unique stamp on your videos to make them truly memorable.
Check out this recent video KVibe did for Muller Insurance to get an idea of what it takes to create an effective commercial video nowadays.
About KVibe Productions: KVibe has been in NJ / NY video production for years. No matter the nature of the project, whether it’s a music video, a commercial, a corporate video, a feature film, etc., KVibe Productions can guide you every step of the way, from development through distribution. We create to inspire.