Some resources, when done well, can serve your business time and time again. That’s the dream, anyway, and it’s the kind of result that you want when going to the effort of creating a company video.
A good promotional video brings awareness to your business for potential customers, but also provides the key information about your business and its functions so that it benefits anyone who sees it.
We’ve broken the process of creating of a company video down into the key steps, and listed the most important things that you won’t want to miss. Read on and start planning your storyboard…
Before you even go near a camera, you need to have a solid idea of what’s in your video – otherwise it’s likely that you could waste time doing lots of filming and not have the stuff that you really need.
- Tone: Who is your video for? What is it promoting? You want your video to represent your brand, and so make sure you have a clear vision before you come up with content ideas.
- Scripted or unscripted: If you want somebody to be speaking in the video, do you want them to have an exact idea of what they’re saying, or speak spontaneously? Be wary that most people aren’t used to speaking in front of a camera, so they may benefit from a script and a few rehearsals and takes. Alternatively, look into hiring a professional voice actor.
- Visual graphics: Will your video need any post-production work to support your footage? There’s a good chance that the answer is yes, if you want to include company information such as a logo or website address. Depending on your team’s skills, you could either do this in-house, or do it quicker at an expense with a video production company.
If you’re hiring a video production company, great! You don’t need to worry about this. They should be fully equipped with everything they need.
If not, consider the below factors…
- Camera: You’ll need a dedicated video camera to get the best quality possible – put down the smart phone or digital camera. Ask friends if they have one you can use (you may even be able to persuade them to lend their services as cameraman!)
- Tripod: There’s no point having high quality footage from a decent video recorder if the footage is shaky. A tripod is absolutely necessary to ensure your video is watchable.
- Lighting: The best lighting for a professional-looking video is bright, natural-looking light. This is easier to control if you’re indoors, so always think lighting first when choosing a shoot location. If you’re outside, make sure your subjects are facing the sun on a clear day, so no one is silhouetted and you won’t fall foul of a passing cloud.
- Sound: You may just want background music for your video, in which case you can find many free to use pieces of music online – see this site for some sources. If you want to include somebody speaking, it would be best to invest in an external microphone that you can plug into your video recorder – otherwise your device’s built in mic will pick up all and any surrounding noise, making your audio cluttered and unclear.
If you’ve managed to make it this far without hiring a pro, well done. However this is when the technical and creative stuff kicks in. It can be hard seeing through your vision if you don’t have the skills to edit video footage using computer software.
This is a time consuming task, however if you’re willing to learn, there are many tutorials online offering advice and free editing programs available.
Finally, you need to make sure that your video gets seen by the right people. An obvious first step is to make sure it’s available on all your marketing channels. For example, set up a YouTube account (if you don’t already have one) and upload it there for free. YouTube allows for embedding on many platforms, so if you have an email newsletter you can make sure your video is included, as well as ensuring it’s embedded on your website, blog and social media channels.
If you work with a PR agency, they may be able to help increase its exposure by selling it into relevant media and industry specific channels.
Alternatively, you could arrange an attention-grabbing PR move yourself, such as physically sending your video out to the people you want to reach. Some companies make sleek packs that can fit straight through the letterbox.