The key to a good corporate video is story telling – whether it’s a 10-second viral or a more complex training video. Feature real people but don’t just focus on the boss particularly if they are a reluctant performer. Avoid the voiceover and let the interviewees tell the story.
A corporate video has to reflect the brand but take a risk, have some energy and inject a little humour. Think about animation or cartoons. We produced a short video cartoon of live animation for the NHS as an innovative and fun way of explaining complex government strategy. Take a look at the video below:
Research suggests viewers of corporate online video fail to watch the material to the end. To counteract this we introduced an optional interactive version of the video which enabled viewers to choose to view either a cartoon based on the NHS as it is now, or the NHS and how it could be in the future.
It’s also important to reflect trends. A successful brand ambassador or ‘ creator’ can help make a corporate video more entertaining, increase your visibility, make your brand more trustworthy and increase sales. They don’t have to be a celebrity but ideally the audience needs to relate to them. In our experience what people like is funny, shocking , thought provoking but approachable the sort of person you’d like to be your mate. Current ‘Creators’ like Lauren Luke with her make up tutorials (see below), Jack Munroe, low budget recipes and Jenna Marbles low-production-value “no-holds-barred, profanity-laced” videos that she shoots in her home.