Everyone seems to have a corporate video these days. It’s understandable too, since internet video accounts for the highest percentage of internet traffic-- and it’s only growing. From entertainment to education, we know that consumers are watching video every day, on multiple platforms, for a variety of reasons.
The trick is, how do we make content that competes with the billions (yes, literally, billions) of other corporate videos trying to capture consumer attention?
The answer is simple. You’ve got to produce the best, most relevant, most captivating and informative content.
The harder question is, how?
Let’s take a look at some of the best ways to create content that will get and hold your audience’s attention. If done right, this content can even convert them to evangelical fans of your product or service.
Tap Into the Genius of Schoolhouse Rock
Remember those old videos that used songs and animation to entertain kids while also sneaking in some learning about how conjunctions work and laws get made? Genius.
Here’s the thing. Infomercials are dead, and some would even say the traditional commercial format is dying. Because--- like they always say -- to get something, you’ve got to give something.
If you want your viewer to stay around long enough to watch your whole corporate video, you can’t start by asking them to sit through a one-way lecture. You’ve got to engage them in a conversation by giving them information they can actually use in a dynamic, entertaining way.
There’s a reason they call it the Information Superhighway. Also? Infotainment is a thing.
Heed Donald O’Connor’s Timeless Advice
Make ‘em laugh. If you can make someone laugh, you’ve already won the battle for their attention. After all, the human brain is wired for laughter. And it’s not just because we enjoy hearing and telling jokes, but because laughter is a vehicle for establishing an immediate social connection. Sharing a wink or a guffaw is the glue of social bonding.
If you want to generate content that connects with your audience, humor is one of the best ways to do it.
Fail to Plan, Plan to Fail
A great corporate video is born long before the video crew shows up to shoot it. If you want to make compelling content, you’ve got to expend some serious mental energy beforehand to figure out exactly what your message is and what specific outcome you’re seeking. You have to do your demographic research to understand your audience’s most sensitive pain point so you can offer the one and only balm that can soothe it.
You’ve got to write a script or compile a storyboard that shows your viewer why your product or service is relevant in a simple and concise way -- in under two minutes by most metrics.
If you can’t or won’t invest the necessary time to think through your strategy before lights-camera-action, you’re probably just wasting your money.
The X Factor
Once you’ve identified your key persona and their most pressing pain point, and you’ve written a tight, informative-yet-entertaining script that shows how you’ll fix it, you need someone to communicate your message.
If no one in your organization is a natural in front of the camera, consider using professional actors to realize your vision. If your subject matter is inherently dry or complex, consider using an observational documentary style that employs camera movement, negative space and slow motion or time-lapse segments to illustrate your key points.
Where Words Fail, Music Speaks
Don’t forget about the music. Used masterfully, music can elicit a visceral, powerful emotional reaction. It can underscore your visual presentation in a way that makes it unforgettable. Who doesn’t immediately think of Jaws when they hear that simple but unmistakable alternation between the ominous E and F notes? Oliver Stone and David Lynch knew how to elicit empathy and compassion from their audience using Adagio for Strings to heighten incredibly poignant moments in their films Platoon and The Elephant Man.
If you’re ready to explore all the options for making great corporate video content, Next Thought Studios is here to help. We’re experienced industry leaders, and our talented team can help you develop the most compelling content to produce a world-class corporate video using our state-of-the-art facilities. Click here for an instant quote today!
Janelle Bevan, M.A.
Janelle has produced and project-managed a wide array of videos ranging from corporate commercials to long-form documentaries. While completing her Master’s degree at the University of Oklahoma, she served as the graduate assistant to the department chair for Creative Media. Janelle has worked with many nationally recognized organizations, creating documentaries for the National Association of Broadcasters, designing and editing instructional videos for the Federal Emergency Management Agency, and producing the 2015 Broadcast Education Association awards show in Las Vegas. Janelle is a six-time Telly Award winner and won a 2016 Emmy for her documentary featuring a collaboration from three executive producers of AMC’s The Walking Dead. Janelle served as NextThought’s Director of Post-Production and Media Management and helped facilitate over 1,000 videos during her time at NextThought.