What is corporate video production
Corporate video from A to Z: Everything you need to know about corporate films
Corporate video has seen an unparalleled triumphant advance. Hardly any other genre in moving images has grown so massively in terms of growth and importance over the past 10 years. Websites and social media are responsible for this.
Video content is becoming increasingly popular in corporate communications. Corporate video ranges from simple clips to entertainment films made especially for marketing purposes. These are in no way inferior to their big siblings from Hollywood. For this post, let's take a closer look at the types of corporate videos, requirements for production and other peculiarities.
You have to know that
- A corporate video always has a clear mission. This is the case even when the element of entertainment is paramount.
- Every corporate video is part of the communication strategy and has to fit into it.
- The most important types of corporate videos are: image films, explanatory videos, leadership videos and product videos. Other well-known forms are videos for in-house training, financial videos, and event videos.
- The budget and shooting time of corporate videos have to be recalculated individually and for each project. Guideline values can be found in this article.
What is a corporate video?
Has a company video or corporate video always a company as the sender. That is why this type of film is also called “Sponsored Film / Movie” in English. A company as the client is the most important and also the only common denominator of this type of production.
Because there is usually a commercial organization behind this type of film, the films usually have a clear mission. That can be the promotion of sales. Or the transport of values (image film or motivational film) that are one level above the product or service. A corporate video can of course also be created by a corporation (foundation, association), an organization (school, university) instead of a company.
Another common characteristic of corporate film is content that is not financed by advertising. TV formats such as documentaries or reports, series or information programs are refinanced through advertising. This also applies to many public television broadcasters who generate part of their budget on them.
The demarcation becomes difficult where a format on television is supported by sponsorship. On the one hand, in this case a company pays to get its messages across to a broad audience in one broadcast. On the other hand, sponsorship formats also generate advertising income.
Today, corporate videos are mostly only distributed via the Internet. This can be a company's website. Or social media channels or email marketing.
exceptions prove the rule
A corporate video can also disguise itself as a short feature film with stunts and action that has washed itself out. Like this exorbitant, around 15-minute commissioned film by the American hotel chain Marriott (of which two sequels have already been produced as sequels):
Commissioned film Marriott
Responsibilities and contact persons
Often the responsibility for making corporate videos rests with the marketing director or a corporate communications manager. Likewise, depending on the purpose of the video, the marketing manager with his team or those responsible for brand management can also place orders for corporate films.
While orders for advertising films (TV spots) are almost exclusively delegated by the company to specialized agencies, the proportion of companies that commission a video production company directly for all other types of film and those that also work with an agency for this remains roughly the same the scales.
Connection to the communication strategy
Since every corporate video must always be an integral part of a company's communication strategy, corporate videos are often combined with press releases, newsletters and other forms of communication. This further increases the reach and effectiveness of the video's message.
Corporate videos are usually created on the basis of a briefing by the commissioning company. In addition, they also rely on marketing materials, brand values, and pre-existing messaging.
Further information on the briefing and the creation process can be found here and here.
Importance of video for search engines and SEO (Search Engine Optimization)
YouTube is the second largest search engine in the world. The platform is the third most visited website after Google and Facebook. The portal is already responsible for over 10% of data traffic worldwide, and the trend is growing rapidly.
This is why video content has become an important ranking factor for search engine optimization for Google, Yahoo and Bing. That is also one reason why more and more companies are choosing to create content in the form of a corporate video.
Market and growth
Video content has an 80% higher chance of viewer engagement. They require less effort on the part of the viewer than written text and therefore draw their attention to the screen longer. Wherever sales or the formation of consumer opinions play a role, corporate video also plays an increasingly important role.
© 2018 Filmora | Translated from the original English text
The following statistics from Tubular Insights, a specialist in the analysis of social videos and video marketing from the USA, illuminate the effect and growth of moving images on the Internet:
Between April 2015 and April 2016 there were 6,100,000,000 (6.1 billion) cross-platform video views on the Internet. The exciting thing about it: That means a growth of 71% compared to the previous year! Data-driven video content is increasingly becoming the cornerstone of digital marketing campaigns. Two-thirds (68%) of marketers believe original digital video content will continue to grow in importance over the next 3 years. The reach and influence of online video content, not least on YouTube, will therefore only increase.
These numbers speak for themselves. This also increases the importance of corporate film production for companies, organizations and corporations. If you want to reach your customers and make a difference with your communication, you need corporate video.
Types of films in corporate video
Classic examples of corporate videos are image films, training and safety videos for employees, advertising and brand films, event videos, investor relations videos and shareholder videos, product videos and testimonials. The corporate video area also includes films for fundraising, awareness-raising and advertising purposes.
The most important types of corporate films include:
A explanatory videos
“Knowing how” or explanatory videos (in English: How to Videos) are not only available as content generated by the user himself. Many companies only produce their instruction manuals as a corporate video that they publish on YouTube. The number of users shows that the company is right.
This type of video teaches the customer how to properly use a product or service. Even if they are designed as “step-by-step instructions”, such films, if made carefully, also discreetly highlight the manufacturer's advantages.
BVideo interviews and video testimonials
Testimonials are a great way to convince potential customers of the benefits a product or service offers. Video interviews can be carefully planned and appear (apparently) highly authentic despite being staged. But they can also come in guerrilla style. This is always the case when a customer group is asked to submit videos they have made themselves with their own customer opinion for a landing page or on a company's social media channel.
Like CEO videos, video interviews belong to the group of corporate videos with the highest credibility.
Industrial videos are affectionately described by their makers as "industrial porn". This type of corporate video mostly shows technical manufacturing processes. Whether documentary or dramatically staged with the highest perfection and a lot of film technology, the competencies of a company in the field of manufacturing or production are shown in the right light.
Industry videos offer a more professional look at a company's skills and competencies. This genre is typically used for B2B marketing, investor pitches, sales talks or at trade fairs
What a corporate video can do | © Marketing Review St.Gallen / Widmer
Advertising videos for companies
Promotional videos differ from commercials only in their distribution. A TV spot is limited in time. Promotional videos and TV spots can be identical in terms of content. Conversely, an online promotional video that does not have to show performance on television, where every second counts twice (and has to be paid for), can also be a little more detailed and go into more depth with regard to the content.
Like any other form of corporate video, promotional videos can also be part of a larger communication package.
EProduct videos for businesses
The product video puts a product or service in the foreground. It illustrates advantages, strengths and the customer benefit that the acquisition and / or application creates for the buyer.
Mixed forms are also popular with product videos: for example, a product video can also be designed as a short film in which the product plays a crucial role in dramaturgical terms. Because the feature film proximity and the reference to cinema and television productions require high production values, the effort for the production increases massively.
FCorporate videos for FAQ and support
This type of corporate video is unspectacular, but still important in contact with customers and for the reputation of a company. Videos for FAQ (Frequently asked questions / in German: Frequently Asked Questions) relieve the customer service. As a result, he can spend more time on those questions that can not only be solved with standardized answers.
GCorporate videos for employee training
It doesn't work without internal and external training. Corporate videos play an important role in this. Good training videos benefit from the profound knowledge of their authors in the areas of didactics, methodology, employee motivation and adult education.
Safety videos also belong in the field of training videos.
Somewhat more unusual, but also found, are videos for analyzing internal company workflows or for debriefing on role-plays, for example in connection with conflict situations or customer meetings.
Investor Relations / Internal Communication
Regardless of whether a company provides its shareholders with an annual report or has to inform investors and board members about the company's situation: A video can be a great help here and emotionally enrich the way information is conveyed.
Every video is always emotional to a certain extent, just like the human being. Corporate videos can take advantage of this fact. Even if they come in the sober guise of pure information transmission. In this case in particular, the additional benefit can be striking. The fine line between guiding the audience, seduction and manipulation must always and always be observed.
IPR (Public Relations)
There are times when a company needs to share important information with the public or with stakeholders. This information can be a communication in the public interest or an important declaration regarding the properties of a (not undisputed) product.
Here, too, the corporate video can show its advantages.
Donation appeal videos ("Socials")
One of the most efficient ways for charities to reach out to new supporters and donors is through fundrising films. This type of corporate video is sometimes referred to, somewhat casually, as “socials”. This does not mean distribution via social media, but rather the social purpose that the video is supposed to support.
It is in the nature of things that this type of film is not made by companies in the strict sense. Charitable foundations and non-profit organizations are typical clients in this area.
KThe image film and brand videos
The flagship of all corporate videos should not be missing here: the image film. As the name suggests, it presents the unique selling points and fundamental values of a company to its audience.
While the rule once applied that image films had to be equipped with the largest budget of all types of film in the corporate video sector due to their proximity to the brand (brand), this is no longer the case today for good reason. Company documentation conveys the brand values and image just as well as a glossy film. Possibly even better because it is more authentic.
An event video has two functions. First, it records an event for posterity. This may be desirable for reasons of corporate culture. Or because of the importance of the respective event or its guests. Second, a corporate video about an event is also used to inform and involve those absent and employees who only join a company later.
Event videos are mostly “filmed” (more on this here). More elaborately produced forms make use of the means of TV reportage.
Also known as corporate TV or corporate TV, business TV in the range of means of corporate video today “only” describes a certain regularity of a video format for corporate purposes.
Understood in a narrower sense, Business TV is only aimed at a closed group of users within the company. That can be, but it doesn't have to be. Also publicly accessible channels that distribute company-related content (Volkswagen TV belong in this category).
Because the streaming of moving images is no longer witchcraft in social media, combined with growing bandwidths, live videos are also an important part of corporate video.
Whether it's a press conference, the launch of a product or a balance sheet media conference: nothing stands in the way of broadcasting in real time today. Especially since the costs for distribution are usually negligible, which means that more resources and efforts can be used to generate attractive content.
Production companies specializing in corporate videos
Film producers and production companies working in the corporate sector need to understand how to cater to the needs of their customers. You need to know how to best use a creative medium to convey messages about businesses, products and services.
The spectrum of potential clients for manufacturing companies ranges from global corporations, government organizations and industrial manufacturing companies to medium-sized companies and charities. They all want videos for their own purposes.
In order to sharpen their profile in the market, many video productions have specialized. Some only offer image films or event videos. Other, long-established providers of corporate video use different brands for this purpose, which they combine under one company roof or combine synergistically with network structures.
How expensive is a corporate video?
The amount of the production costs is usually the first set of questions that a client deals with. Often before there is even a concept for the corporate video.
From the company's point of view, this approach is nothing but logical. After all, the communication measures in the company have been defined, budgeted, and allocated and allocated since autumn of the previous year. If the content fits the budget, you can expect approval for implementation. In the opposite case, with anger and possibly unpleasant consequences for your own career in the company.
Corporate video cost-determining factors | © Marketing Review St.Gallen / Widmer
Two lessons can be derived from this: First, the need to realistically estimate film budgets on the basis of parameters. Second, when choosing a production partner, there is the need to rely on a video production that can skilfully handle budget requirements (keyword: reverse budgeting).
Guideline values for the individual genre in the corporate video area can be determined interactively and individually with the Filmpuls online calculator.
Manufacturing process for corporate video
The manufacturing process for corporate videos often involves seven steps:
- Project initiation and briefing
- Budgeting and preparation of the service description
- Creation: concept creation, script, storyboarding
- Pre-production: planning the shooting (casting, search for locations, logistics)
- Video production: filming with a camera team and director. The shoot can also include other elements, such as actors and presenters.
- Post-production (video and sound editing): the filmed (live) material is edited in the editing process. This work step also includes recording an audio voiceover (voiceover), adding graphics, composing a soundtrack and creating 2D / 3D animation sequences
- Final delivery, website integration, GoingLive
All information about film production can be found here.
How long does it take to shoot a corporate video?
A complex corporate video for major customers such as an international brand or government organization requires different planning, more lead time and a higher level of detail in the preparatory work than a half-minute video clip for an employee party for social media.
Corporate videos use all forms of narrative storytelling. The style of the film determines the duration of the shooting. Depending on the film concept, the production time can be weeks instead of days.
The online film calculator gives rough guide values for the production time. This article provides more information about typical milestones and how to correctly define milestones and interfaces for commissioned films.
How big does the team have to be for a corporate video?
Basically: The film team must be as big as necessary, but as small as possible. The actual size always depends on the task at hand.
Depending on the concept, there is a complete feature film crew at the top end of the company video spectrum, a team of three specialists (producer, camera, sound) or even just one person at the bottom.
The average team for a corporate video consists of five to ten employees:
- Producer (responsible for the overall project, usually owner of the commissioned video production
- Production manager (often the producer in personal union with production management)
- Production coordinator / production assistant (s)
- camera operator
- Lighting technician
- Editor (cutter)
In the case of commissioned productions on the video production side, quotes and offers are usually created by the producer, often in cooperation with the production manager.
Work as a filmmaker in the field of corporate film
Many corporate video production companies offer internships for beginners. Anyone who already works in the video or film industry almost always has points of contact with commissioned film. In this country, only a few happy and privileged filmmakers are able to pay their rent solely with film work.
That is why television, together with commissioned productions, plays an existential, vital role for many professional genres in film. Many directors, authors and cameramen, including well-known ones, accept orders from all branches and genres.
At the same time, two overarching developments and megatrends clash with a roar: the need for specialization (“I can only find work if I am particularly good at something as a filmmaker!”) On the one hand, and the need for breadth (“I can't live from just one film branch alone ! ») On the other hand.
Corporate video challenges
This contradicting development at the intersection of experts and generalists in the video market has also been accentuated for several years by the fact that the volume in the corporate video sector is growing steadily, but at the same time it is becoming increasingly fragmented. Complex, large video productions are no longer in the foreground for companies, but the need for a constant stream of content with moving images for social media.
As a result, more and more companies are learning to produce moving image content for marketing and communication without the help of video productions. Anyone who works as a cameraman, editor, author or director is happy - he finds a new employer in a company with mostly more attractive working conditions and lower risk compared to freelancers.
However, the groundbreaking bangs that are necessary for the further development of filmic communication will continue to come from the free market in the future. Thinking radically around the corner and nothing else will help corporate videos, only those who are not integrated into a rigid (corporate) structure can.
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