Hearing “corporate video” may not set your heart racing, but there are many ways to inject excitement and interest into your corporate videos.
Before any shooting takes place, sit down and ask yourself what you want to get out of this video. Ask yourself who is watching, and why are they watching? What do they want, and what is the easiest way to provide that?
Once you have answered these questions you can put pen to paper and start writing your corporate video.
Structure isn’t just something used in feature films, it can be used to great effect in corporate videos as well. Narrative gives the audience a sense of flow to the video and gives some clarity as you move between your points.
It also can make it easier for you to write your video, as you can give a brief introduction that covers the main points of your video, go into further detail, summarise and give the viewer a call to action, like a link to your website’s product or contact page.
Casting is Important
Casting the right talent in your videos can go a long way to making your video and engaging and professional looking. Consider casting a professional presenter if possible, or otherwise use your most charismatic employees or people that are comfortable in front of a camera. Presenting is a lot more difficult than the professionals make it look, so make sure you allocate extra time if working with non-professionals.
Corporate Doesn’t Have to Be Boring
Sometimes a sitting, “talking heads” interview is your best bet when covering serious topics that you also want your audience to take seriously. But if you’re doing a less serious video, have some fun with it! Move the camera, with a slider, a stabiliser like the DJI Ronin or even handheld (make sure it’s an appropriate video for handheld, this technique can look amateurish if not done well). You can also add a little spice to an otherwise plain interview by shooting with 2 cameras, this allows you to edit out sections with greater ease, improving your video’s pacing.
Add Titles and Graphics
Once your video is shot, you can add some polish to the finished product by adding titles, graphics and lower thirds (Names and job titles beneath the video subjects). Titles and graphics in your company’s colours and style can really take your video up a notch in production values. You can also weave in some graphics to introduce different sections of the video which can also add structure to the video.
Cut, Cut, Cut
The hardest and most time consuming part of the film-making process is editing. It can be very difficult to “kill your darlings” and cut something you love. But if it slows the video down or doesn’t serve a purpose, it needs to go. Keeping your video short and fast paced goes a long way to keeping your corporate video exciting and entertaining.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2001, and specializes in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience by using video.