In this guide
A corporate video can lose its focus when it tries to cover too much, runs longer than the subject needs or leaves viewers unsure what to do next.
Here are five common mistakes to watch for in corporate video production, and how to address them when planning yours.
Too long
Introduce the subject early and give it the time it needs. Remove repetition and material that does not help the viewer understand the main point. A longer video can be useful when the audience needs a detailed explanation, but unnecessary sections can make that information harder to find.
Too many messages
Decide what the viewer needs to understand or do, then choose the information that supports that purpose. If the brief covers several unrelated subjects, consider separate videos so each one has a clear focus.
Inauthenticity
For testimonials and case studies, interview people with first-hand experience. Let them explain what happened in their own words. Actors may be suitable for scripted scenarios, depending on the purpose of the video.
Style over substance
Use motion graphics and editing effects when they help explain the subject. Check that viewers have time to read important text and follow the action. Remove effects that distract from the information they need.
No call to action
If you want viewers to take another step, make it easy to understand. Tell them whether to contact you, complete a form or visit a particular page, and provide the relevant details.
Start with a video production brief that sets out the audience, purpose and main messages.
If you have questions about how to get the best results for your corporate video, please get in touch. We’d love to hear from you.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
