Corporate video production is now a must-have - rather than a nice-to-have - within any organisation’s marketing strategy.

That’s because video is a proven, powerful tool for getting business results. 90% of marketers say video has given them a good ROI (Wyzowl, 2024), and with good reason.

Whether it be helping people understand your product or service, driving traffic to your website or even closing sales, video builds trust in your brand by connecting you directly with audiences at the click of a button.

But if the thought of having to produce a corporate video - whether making it yourself, or selecting a video production house to do it for you -  leaves you feeling lost, you're not alone.

Fifteen per cent of organisations who don’t use video in their marketing say it's because they don’t know where to begin. And, considering video is a big investment for any organisation, it’s understandable that many don’t want to take the plunge without understanding the process first.

So, how do you get started?

In this corporate video production guide, we've condensed our knowledge and experience into 5 key steps, simplifying the process to the essentials, and taking some of the ‘scary’ out of starting from scratch. From coming up with creative ideas to explaining what you want, we’ve got you covered.

Choosing the right corporate video type

Corporate video can do anything and everything- from boosting SEO to sales. And it can go anywhere and be seen by anyone- from your website home page to TikTok.

This makes the possibilities seemingly endless... and possibly overwhelming, too.

So in the interest of simplicity, we’ve come up with three main categories we think the vast majority of corporate videos fall into;

Branding videos

A branding video is your golden opportunity to make a first impression that lasts. It should tell a viewer everything they need to know about your organisation - or the products/services you offer - in a nutshell.

It doesn’t need to look like a Hollywood movie with grand visuals and effects. But it does need to be a high quality, engaging piece of content.

It should create an emotional connection, build trust in your brand and of course leave viewers eager to learn more. Think of it as your shop window, giving potential customers a vision of what you can offer them in one glance. 

This branding video for a global real estate developer combines staff interviews, animation and narration to keep viewers engaged, while explaining the organisation’s goals and ethos:

A branding video should speak to audiences in your organisation’s voice- and this is often achieved literally. Interviews with staff members can be woven together to tell a business’s story, replacing the need for a narrator. Faces and voices also build trust in your brand through human connection. Shell Singapore’s 'electric ferry' launch video utilises this technique;

Testimonials (otherwise known as ‘happy customers’!) are another great way to incorporate voices into a video. This also provides ‘proof’ to potential customers that they should be using your product or services, too.

Explainer videos

Got a product or service that solves a problem? There’s no better way to showcase it than in an explainer video. A massive 82% of people have been convinced to buy a product or service by watching a video (Wyzowl, 2024). And explainer videos aren’t just for products, either- they’re now often used as part of internal communications or staff training.

Key to an effective explainer video is making complex information easy-to-follow, and keeping the viewer watching to the end. 

Case in point: ever struggled to figure out what’s recyclable, or which recyclable goes in which bin? Look no further than this explainer video, which utilises a clear script, colourful but simple illustrations and well-timed animations to hold your interest:

Event videos

Holding a corporate event (and putting in all the overtime to make it happen)? A ‘highlights’ video will mean your event continues to add value, long after everyone has gone home.

Whether it’s a presentation, awards ceremony or networking event, this kind of video allows more people to feel part of the action, by informing and inspiring.

We think this video capturing Shell Singapore’s StartUp Engine event does both in spades:

So, now you know the type of video you want to make. But how do you actually start making it? We recommend taking one final step before you get going.

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Explaining your ideas

Whether you’re going to be making a video in-house, or hiring externally, we strongly recommend putting pen to paper to create a ‘video brief’ before you do anything else.

A video brief will help give you - and whoever ends up making the video - a clear idea of its purpose, and make sure neither of you lose sight of that along the way.

But what should go into a corporate video brief? Here are some key headings you could use to get started;

• Objectives - What do you ultimately want the video to do? Get people to buy or sign up to something? Drive traffic to your website? It’s essential that you - and whoever will be making your video - know the end goals, and work backwards from there.
• Audience - Who do you want to watch the video? Is it potential clients? The general public? Internal staff members? How old are they? This information will help make sure your video is designed for the people you want to watch it from the get-go.
• Logistics - It’s good to have an idea of how many filming days might be needed for your project. Is it a few employee interviews that can be done in one day? Coverage of a two-day event? If you are hiring a video production company, they will be able to help you come up with the most efficient production schedule possible, which will also help keep costs down.
• Tone - Do you want the video to be powerful? Emotive? Funny? Nostalgic? Think of how you want the video to make the viewer feel, and jot those words down. This will help make sure the video speaks to the audience about you and your brand.
• Deliverables - How many videos do you need? Is it just one for your website? Do you want a few shorter versions for social media? Will the video be traditionally ‘landscape’, or vertical? What duration video works best on your chosen platform? A video production company can also help you make some of these decisions if it feels overwhelming.
• Platform - Where would you like this video to eventually go? On your website? Social media platforms? YouTube? Platform affects everything, from a film’s duration to the angles it’s shot from, so this is a good decision to make early on.
• Budget - If you’ve got a tight budget, don’t be afraid to share it. A video production company will be able to help you create the best video possible with the budget you have. They should have plenty of suggestions for helping keep costs down- for example, by keeping all filming to one day, or incorporating content you already have like stills or employee mobile footage. 
  

If you don’t know the answers to all of these questions, that’s absolutely fine. If you’re working with an external hire, they should offer you an initial chat, and use the information you share with them to fill in any gaps. Which brings us onto step three…

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Making your corporate video

Time to make your corporate video! We have a 5 step process we follow for every single film we make, which can actually be applied even if you’re making a corporate video yourself.

If you are hiring externally, though, don’t be afraid to ask a video production company to clearly explain their own process, to make sure it’s one you understand and are comfortable with.

Our example production process covers the video production phases most commonly referred to as ‘pre-production’, ‘production’ and ‘post-production’;

1. Creative concept
   The creative concept is the start of ‘pre-production’ (which is everything that happens before a film is shot). This is where a video production company will work with you to come up with the main ‘idea’ for what will be in your film. The creative concept should match your original video brief as closely as possible, to make sure the end product achieves your original goals. We would then come up with a script or ‘storyboard’ (which is the exciting part!), to clearly visualise how a client’s video will turn out.
   
2. Preparation
   They say ‘the devil is in the detail’- and that’s certainly the case when it comes to pre-production. Whether you’re making the video yourself, or hiring in a video production company, someone will need to consider every single detail. No one wants to find themselves holding an umbrella over a tired and fed-up CEO, because someone forgot to check the weather forecast or plan enough time for setting up equipment! Locations, scheduling and talent are just a few of the important things to consider.
   
3. Execution
   Everything around the shoot itself is called the ‘production’ phase. If you’re making corporate video yourself, you'll need to focus on things like lighting, sound, and cameras. But it doesn’t have to be overwhelming- Hubspot’s Video Marketing Guide includes a ‘How To’ section on the kind of kit you need to set up your own office-studio. If you’re hiring a video production company, they will take care of all those elements. When selecting a video production house, watch some of their existing videos to get an idea of how the end product with look. There is a hybrid model, where you might decide to reduce costs by doing just some of the execution yourself. For example, for smaller projects, you could arrange the talent, or even conduct the interviews, and then bring in a video production company purely to do the filming or editing. 
   
4. Edits & Reviews
   Once the shoot is done, you’re into the post-production phase. The raw footage you captured is crafted into a captivating story, either using your own editing software or by an external editor. Edits won’t be perfect the first time round, and you might get some new ideas from seeing the first cut, so it's common to go through a few rounds of revisions. This is especially true when there are numerous stakeholders.  It’s worth finding out from any video production company how many changes - or ‘edit revision rounds’ - are included in the price you’ve agreed (skip to step 5 for more on pricing).
   
5. Implementation
   Now you finally have a finished corporate video, and you’re ready to share it with the world. But how do you get people to actually watch it? Time for step 4 of our corporate video production guide.

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What to do with your finished video

If you have a smaller organisation, handling the ‘roll out’ of your video content might feel like an even bigger challenge than making the video in the first place. You've invested time and effort in steps 1-3, so of course you want to ensure it pays off.

However, navigating 'content marketing strategies' can feel like a whole new ballgame.

Rather than handing you the finished product and waving goodbye, some video production companies will actually help you with this as part of the service. Tips and tricks for giving your content the best chance of being seen online can save you hours of trawling online looking for advice.

Some of the techniques we coach clients in include how to craft engaging captions, incorporate clear call to actions and make eye-catching thumbnails. 

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How much should a corporate video cost?

So, you know what you want to make, how you’re going to make it, and where you’re going to put it when it’s finished.

But - aside from a lack of knowledge - of course the other big factor that stops organisations even getting started with video is financial constraints.

If you’re thinking of hiring a video production company to help make your video, you’ll notice that many don’t have prices on their website. This can be frustrating, as most of us want to know if our budget is realistic before we get started.

In our experience, video production pricing is relatively straight forward, and corporate projects fall into one of two price brackets.

You can read how we price these brackets on our website, but the below provides an overview on this.

Standard pricing

This kind of budget is perfect for simple projects, such as a spokesperson sitting down talking to camera/being interviewed, or customer testimonials, and should include;

• 1 video
• 1 day of shooting
• Unlimited editing revisions
• Copyright-free music & sound effects
• English Subtitles & Captions
  

Concept and production pricing

If you’re considering a more involved project, such as a branding video or an explainer video where you might need help developing a concept or figuring out complicated shoot logistics, this kind of budget would cover;

• Script
• From 1 day of film shoot
• From 1 video edit
• Unlimited editing revisions
• Copyright-free music & sound effects
• English Subtitles & Captions

Remember, a good video is an investment for your organisation. It has the power to connect you directly with your audience at the click of a button, and is proven to boost SEO, sales and much more.

So whether you’re thinking of buying your own kit or hiring a video production company, some bedtime reading (starting with the links in this blog post!) will help make sure you get the very best value from your first foray into video. 

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We hope this guide has been helpful, and taken some of the ‘scary’ out of starting from scratch.

To find out more about Lumi Films, check out our homepage.

In today's digital age, the power of visual storytelling is undeniable. Video has become an indispensable tool in the marketing toolbox, introducing a dynamic and engaging way for businesses to connect with their audience. 

This blog post aims to shed light on how video production can elevate your business in this competitive landscape. So, whether you're a start-up in Singapore or a long-established company exploring new marketing strategies, this read will offer valuable insights. Let's dive into the world of video marketing and discover how your business can benefit from investing in high-quality company video production.

The Power of Video Marketing

From brand awareness to sales, company video production has a significant impact on all facets of a business. Let's delve into some types of videos and understand the potential of video marketing.

1. Branding: When it comes to making a lasting impression and establishing brand identity, a well-produced video can speak volumes. Branding videos, featuring your company's mission, vision, and values, can effectively convey your story and resonate with the audience, fostering trust and loyalty.
2. Events: Event videos, be it seminars, product launches or trade shows, capture the essence of your company's participation, amplifying the reach and stirring up interest and excitement among viewers. 
3. Case Studies: Case study videos provide a powerful testament to the success of your products or services. By showcasing real-world examples of how your company has helped clients, you can build credibility and reassure potential customers of your expertise and reliability.
4. Interviews: Interview videos offer an authentic platform to share insights, experiences and thought leadership. Such videos can position your company as a leader in your industry, attracting prospects and opening doors to new opportunities.
5. Promo: Promotional videos can be particularly effective in driving sales. By highlighting the features and benefits of your product or service, these videos can stimulate interest and convince potential customers to make a purchase.
6. Business Overview: A well-crafted business overview video can serve as a comprehensive introduction to your company, painting a vivid picture of what you do and who you serve. This can be a powerful tool for attracting prospective clients or partners.

Remember, the power of video marketing lies not just in creating visual content, but in crafting compelling narratives that align with your brand and resonate with your audience. Each category of video offers unique benefits and serves different purposes, but they all contribute to enhancing your brand visibility, engagement, and ultimately, your bottom line. 

Benefits of Video Production for Businesses

Video production is more than just a marketing strategy; it's a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects. Here are some reasons why your business should leverage the power of video:

1. Storytelling: Video is an exceptional medium for storytelling. It uses visuals, audio, and narrative to evoke emotions and create a deeper connection with your audience. Where text or images might fail, videos can capture and hold attention, making your message more memorable. 
2. Clear Explanation: Whether it's a complex product feature or an intricate process, videos can explain things in a way that's easy to understand. Explainer videos, tutorials, or product demos can simplify complicated topics, making your products or services more accessible to your audience.
3. Improved SEO: Search engines love video content. Including videos on your website can help improve your SEO ranking, making it easier for people to find you online. 
4. Increased Engagement: Videos can grab attention and get people to spend more time on your page. This increased engagement can lead to higher conversion rates, more shares, and more comments, increasing your brand's online visibility.
5. Enhancing Brand Image: High-quality videos can enhance your company's professional image, impressing viewers and making your business look sophisticated and reliable.
6. Better Conversion Rates: With the power to influence purchase decisions, videos can effectively convert viewers into buyers. According to a study by Wyzowl, 89% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

For instance, take a look at the following video.

It perfectly demonstrates the power of storytelling and the clear explanation of products in engaging viewers and driving conversions.

Investing in video production is investing in your company's future. As more consumers prefer video over other types of content, it's clear that video is here to stay. 

How to Create Effective Videos

Creating a video that captivates your audience involves a strategic approach. It's not just about high-quality visuals and sound; it's about delivering a message that resonates with your viewers and prompts them to take the desired action. Here's a step-by-step guide on how to create effective videos:

Define Your Objectives

Before you start with video production, clear objectives need to be set. What is it that you wish to achieve with this video? Is it sales, sign-ups, brand awareness, or delivering a specific message? Having clear objectives at the outset can help guide the direction of your video.

Understand Your Audience

Knowing your target audience is crucial. You need to understand their interests, preferences, and challenges. And in turn figure out if there’s a style of video type that interests them. This information will help you create content that they find valuable, engaging, and worthy of sharing with others.

Decide the Type of Video

Once you're clear on your goal and audience, it's time to decide what type of video would be the most effective. If you're trying to educate your audience, an explainer video or an interview with a subject matter expert could be helpful. On the other hand, if your goal is to create buzz around an event, a highlight reel might be more appropriate.

Craft Your Story 

Every video should have a storyline that keeps the audience hooked. The content of your video should be planned in a way that it follows a logical sequence and delivers your message effectively. Remember to include a specific and clear call to action. What do you want your viewers to do after watching your video? Whether it's signing up for a newsletter, making a purchase, or visiting your website, make sure this is clearly communicated.

Ensuring Successful Production

Once you've set your goals and planned your concept, the next step is to dive into the actual production. This involves several key elements:

1. Scheduling: This includes setting filming dates that work for all parties involved. Good planning is essential to ensure a smooth production process.
2. Locations: The right location can significantly enhance the visual appeal and message of your video. Our team at Lumi Films can help scout and secure suitable locations that align with your video concept.
3. Talent: Selecting the right talent is crucial to effectively convey your brand's message. Whether it's professional actors, staff members, or clients, we can help you find the perfect fit.
4. Scripts & Shot Lists: A well-prepared script and detailed shot list are integral to a successful production. They help ensure that all necessary shots are captured and that the story unfolds as planned.
5. Quality Assurance: Ensuring that the video is well lit, the sound quality is good, and the visuals are clear is crucial. We pay attention to every detail, resulting in a video that is both high-quality and impactful.

Production is a critical phase in the video creation process, and having a professional team by your side can help ensure it runs smoothly. 

Post-Production

After the filming is done, it's time to put it all together. Post-production involves editing the footage, adding music or sound effects, and fine-tuning the video to create a cohesive and engaging final product. This is where the story truly comes to life and where your message becomes clear and convincing. With a professional on your side, the post-production process can enhance the impact of your video, ensuring that it's polished, professional, and ready to make a big impression.

Creating effective videos might seem daunting, but with a clear plan and strategy, you can create content that not only reaches your target audience but also compels them to act. In the next section, we'll explore some common challenges in video production and how to overcome them.

Common Video Production Challenges and How to Overcome Them

While video is a powerful medium, the process of creating one can be filled with challenges. However, with the right approach and assistance, these obstacles can be turned into opportunities. Let's explore some common video production challenges and how you can address them.

Concept Creation and Storyboarding

Conceptualizing a video that will resonate with your audience can be challenging if you're unsure where to start. At Lumi Films, we specialize in content creation and storyboarding. Our creative team can help you generate compelling video concepts that align with your brand values and engage your target audience.

Overly Complicated Production Process

Video production involves many stages, from pre-production planning to post-production editing, which can seem overwhelming. At Lumi Films, we've simplified the process with a streamlined workflow that ensures each project is managed efficiently and effectively. Our team guides you through each step, keeping you informed and engaged, making the process much less daunting.

Maintaining High Quality

Maintaining consistent high quality in video production can be tricky. You may find that your shots aren't focused on conveying your intended message, or perhaps you're unsure how to execute your vision. 

Our experienced team at Lumi Films ensures that every aspect of your video, from the framing to the lighting to the storytelling, hits the mark. We help you tell your story in a way that is both high-quality and meaningful.

Time and Effort

Creating a video is a time-consuming process that requires a lot of effort. It involves conceptualizing the idea, filming, editing, and more. At Lumi Films, we understand this and aim to lighten your load. We handle all the heavy lifting, from pre-production to post-production, freeing you up to focus on other important aspects of your role.

Balancing Core Work Responsibilities

Managing your core work responsibilities while also trying to produce a video can be a tough balancing act. By entrusting your video production to Lumi Films, you can focus on your core responsibilities while we handle everything related to your video project, ensuring it aligns with your business goals and objectives.

Common Video Production Challenges and How to Overcome Them: DIY Approach

Creating your own video can be a rewarding experience, but it comes with its unique set of challenges. With the right plan and a DIY approach, these hurdles can be turned into stepping stones for an effective video. Here's a guide to help you navigate:

Concept Creation

Start by identifying the aim of your video. Who are your target audience, and what message do you want to convey? Once you have the answers, brainstorm ideas, do some online research, and craft a rough outline. Remember to keep your audience in mind and note what engages them. If you're stuck at writing, think of questions your target audience might have and try to answer them. This will give you a firm footing to start from.

Simple Production

To keep the production process straightforward, limit your resources to one talent and one location. Having a script and a list of necessary shots can make your filming day smooth and efficient. Moreover, a well-written script can grab your audience's interest, making them overlook a lower production quality. Remember, the quality of your script can often outweigh the production value.

Location and Lighting

For DIY videos, simplicity is key. Choose a quiet and well-lit location for filming. This will help to enhance the audio and visual quality of your video, making it more professional.

Rehearsing and Filming

Rehearse with your talents to ensure they get the script right. If your budget allows, consider using a simple teleprompter app on your iPhone. This might seem like more work, but it can reduce time spent in post-production.

Planning Shots

Before you start filming, plan the shots you want to capture. This approach can help you avoid filming unnecessary footage and keep your video focused on the main message.

Post-Production

To save time in editing, prepare a script or list of questions beforehand. Aim to get the best take while filming, so you have the option to insert the best take instead of piecing together different takes.

Creating your own video can be a hands-on way to convey your brand story. However, if you're looking to create a more ambitious project, working with a professional video production team can be a game-changer. Let's explore this in the next section.

Importance of Working with a Professional Video Production Team 

In the highly competitive business landscape, creating high-quality videos is essential for standing out and making a lasting impression. While anyone with a smartphone can shoot a video, capturing the tone, message, and essence of your brand requires a certain level of expertise and finesse. 

Here's why working with a professional video production team is crucial:

1. Expertise and Experience: A professional video production team brings a wealth of knowledge and experience to the table. They know what works and what doesn't and can guide you through the entire process, ensuring that the end result aligns with your vision and business objectives.
2. High-Quality Production: Professional teams have access to the latest equipment and technology, enabling them to produce high-quality videos. They understand the technical aspects of video production, from lighting to editing, ensuring that every detail is perfect.
3. Time-Saving: Video production can be time-consuming. By working with a professional team, you can save valuable time that can be better spent on other aspects of your business. 
4. Creativity: A professional team can bring a fresh perspective and creative ideas to your project. They can help you craft a unique story that resonates with your audience and sets you apart from the competition.
5. Cost-Effective: While hiring a professional team might seem like a big investment, it can actually save you money in the long run. They know how to plan and execute a video production efficiently, avoiding costly mistakes and ensuring that you get the best possible return on your investment.

Partnering with a dedicated team like Lumi Films not only ensures an excellent production process but also a final product that effectively conveys your message and achieves your business goals. Whether you're launching a new product or want to increase brand awareness, a professional video production team can help you create compelling videos that deliver results. 

Conclusion

As we've explored in this post, video production is a powerful tool that can take your business to new heights. From improving brand awareness and engagement to boosting conversions and sales, a well-produced video can have a significant impact on your business success. But creating an effective video requires clear objectives, an understanding of your audience, a compelling story, and most importantly, a professional touch.

At Lumi Films, we understand the challenges that businesses face in creating compelling videos. With our comprehensive, streamlined approach, we aim to make the process as simple and effective as possible. Our team of dedicated professionals is committed to producing high-quality videos that resonate with your audience and align with your business goals.

If you have any questions about video production or would like to discuss how we can help bring your ideas to life, we'd love to hear from you. And if there are any specific topics you'd like us to cover in our future blog posts, let us know! We're always looking for ways to better serve our readers.

Remember, in this digital age, video is not just an option; it's a necessity. So, are you ready to harness the power of video to boost your business? Contact us at Lumi Films today and let's light up your brand together!