Video is an incredibly effective medium for businesses to show the world what makes their company great. An explainer video will show the essence of your company, what you do and why you’re the best at it. An effective explainer video will also capture your “story,” and how the business has grown from its beginnings.
Keep it Brief
Short and sweet should be your motto for explainer videos. Make your video too long and people will be turned off before they even watch the video. 45% of your audience will switch off after one minute, and 60% of people stop watching by two minutes. So narrow your focus down to the really important facts about your business and don’t expect too much of a time commitment from a viewer who just wants to see what your business is all about.
The best way to set your business apart is to make something that is a reflection of what you want your business to stand for. Cookie-cutter videos about business performance and statistics don’t cut it anymore. Do you want to be viewed as innovators, or traditional hand-made craftsmanship? Youthful and vibrant or stable and traditional? By asking questions like these, you can determine the style and approach to take for your explainer video.
No matter what size your organisation, whether you’re a one-person entrepreneur or a multinational corporation, there’s one thing that will bring you closer to your customers and that is relatability. The easiest way to make yourself relatable and engaging is to use real people, the real employees that make your business great. Now not everyone is a natural on camera so it’s not for everyone, but if you have someone on your team that can express themselves well on camera, use that to your advantage!
Cast Your Net
Casting the right talent in your videos can go a long way to making your video and engaging and professional looking. Now casting in this sense is not about holding auditions for actors, but finding the people within your organisation who can be a face for your business. You should cast people within your organisation that reflect your values, whether it’s vibrant youthful, energetic, whatever.
Keep it Moving
Sometimes a sit-down, “talking heads” style of interview is a wise choice when covering serious topics that you want your audience to take seriously. But if you’re a company that is built on selling an experience, then have some fun with it! Move the camera with a slider, a stabiliser like the DJI Ronin or even handheld. Use slow motion, track someone around the headquarters, do whatever you can to keep the viewer’s attention. You can use drones, GoPros, anything that will capture your business more effectively. If you’re lucky enough to work in a nice looking office, you should also use that to your advantage, show off the business in its best light. If your customers see that your employees are happy and valued, they will respect your business more.
Corporate explainer videos are a great way to give a potential customer the chance to build a positive relationship with your brand, and to express why your business is the best choice. If you’re looking to create a corporate video explainer, get in contact with Dream Engine.
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.