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1. Decipher Why the Business and Consumers Care
The first order of business is for you to outline and explain the motivations behind why do you do what you do. Ask yourself:
• "Why should my audience care about me?"
• "Why would they care about my product or service?"
• "Will they even care about my video?"
The video message should explain how the company's value proposition fulfills what their target consumers' care about most. Once viewers care about your message they will likely feel a connection and become more emotionally inclined to tell others.
2. Uncover an UNIQUE Story
The 3 top characteristics that consumers desire from a corporate video are intimacy, advocacy, accountability. Therefore, the video's story should be based on a genuine and honest human-interest story that ignites conversations and creates meaning for viewers. To decipher your unique story and uncover a specific, targeted message, pose the following brainstorming questions:
• Who will tell the story?
• How will it be told?
• Why is this story worth watching?
• Who cares/Who is the target audience?
• What's the payback/benefit?
• Will this make a difference?
• Describe your "Ah-Ha!" moment that shaped your decision to work here/start this company/join to volunteer?
• What do you love the most about working for this organization?
• Do you have a metaphor for what it's like to work/volunteer here?
A corporate video should never explain how a business operates, rather it should tell a compelling story that has a clear beginning, middle and end. The video's message should cover the following core elements:
• What you do best
• Why you do it (vision, mission)
• How it benefits consumers
• What it should mean to them (value proposition)
3. Incorporate Multiple Perspectives
The CEO does not always have to be in the video as employees and field workers tend to have a more realistic perspective on the company's mission and can usually invoke a deeper emotional connection with viewers.
Each stakeholder perspective represents a point of view and a personality beyond the initial client or CEO's. Including these various outlooks into the video is what will make it unique from competitors.
4. Instill an Emotional Connection
To ensure viewers allow the message's benefits to stick in their minds over time, center the video message on the top three unique selling points (USPs) and benefits of your product/service offering.
Creating an emotional connection with viewers is one of the primary goals to fulfill when producing a corporate video. A company's authentic story houses its emotional DNA, or e-DNA, essentially the company's story contained within its people. In the end, the message should conclude with a clear call to action to consumers so that the video has an evident purpose. The goal is to make viewers feel, think and then act.
5. Keep it Simple, Short and Engaging
To differentiate your story and make it stand out, utilize the following techniques:
1. Use authentic voices of employees and consumers when telling the story.
2. Avoid scripting what people say.
3. Be clear on why you are making your film.
4. Tailor your message to what your audience wants, not what the business wants.
5. Five minutes or less is a perfect length for most corporate videos.
6. Consider multiple ways of re-using, re-distributing and re-purposing your film to increase frequency of your message, maximize your return on investment and display a consistent image.
The first order of business is for you to outline and explain the motivations behind why do you do what you do. Ask yourself:
• "Why should my audience care about me?"
• "Why would they care about my product or service?"
• "Will they even care about my video?"
The video message should explain how the company's value proposition fulfills what their target consumers' care about most. Once viewers care about your message they will likely feel a connection and become more emotionally inclined to tell others.
2. Uncover an UNIQUE Story
The 3 top characteristics that consumers desire from a corporate video are intimacy, advocacy, accountability. Therefore, the video's story should be based on a genuine and honest human-interest story that ignites conversations and creates meaning for viewers. To decipher your unique story and uncover a specific, targeted message, pose the following brainstorming questions:
• Who will tell the story?
• How will it be told?
• Why is this story worth watching?
• Who cares/Who is the target audience?
• What's the payback/benefit?
• Will this make a difference?
• Describe your "Ah-Ha!" moment that shaped your decision to work here/start this company/join to volunteer?
• What do you love the most about working for this organization?
• Do you have a metaphor for what it's like to work/volunteer here?
A corporate video should never explain how a business operates, rather it should tell a compelling story that has a clear beginning, middle and end. The video's message should cover the following core elements:
• What you do best
• Why you do it (vision, mission)
• How it benefits consumers
• What it should mean to them (value proposition)
3. Incorporate Multiple Perspectives
The CEO does not always have to be in the video as employees and field workers tend to have a more realistic perspective on the company's mission and can usually invoke a deeper emotional connection with viewers.
Each stakeholder perspective represents a point of view and a personality beyond the initial client or CEO's. Including these various outlooks into the video is what will make it unique from competitors.
4. Instill an Emotional Connection
To ensure viewers allow the message's benefits to stick in their minds over time, center the video message on the top three unique selling points (USPs) and benefits of your product/service offering.
Creating an emotional connection with viewers is one of the primary goals to fulfill when producing a corporate video. A company's authentic story houses its emotional DNA, or e-DNA, essentially the company's story contained within its people. In the end, the message should conclude with a clear call to action to consumers so that the video has an evident purpose. The goal is to make viewers feel, think and then act.
5. Keep it Simple, Short and Engaging
To differentiate your story and make it stand out, utilize the following techniques:
1. Use authentic voices of employees and consumers when telling the story.
2. Avoid scripting what people say.
3. Be clear on why you are making your film.
4. Tailor your message to what your audience wants, not what the business wants.
5. Five minutes or less is a perfect length for most corporate videos.
6. Consider multiple ways of re-using, re-distributing and re-purposing your film to increase frequency of your message, maximize your return on investment and display a consistent image.
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