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.
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;
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.
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:
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.
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;
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…
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’;
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.
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.
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;
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;
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.
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.