The Difference Between Having a Corporate Video and Actually Making it Work For You

The Difference Between Having a Corporate Video and Actually Making it Work For You

Like all forms of social media, corporate videos have evolved in style and procedure since their inception. In the old days, corporate videos were often long, meandering exposes of company values that would put today's web audience to sleep. Corporate videos are still valid for driving business, but what defines a good video has changed significantly. To harness the power of corporate video in today's web world, there are three basic elements to consider: the power of cutting, the power of conversion and current principles in website video marketing. By observing these elements as you craft you video, you can create a video that increases your business.

The Power of Cutting

Just as films are cut to improve their storyline and dramatic effect, so are corporate videos. Initially, there's no crime in making your video as long as you wish, especially if you're still considering how certain pieces of information should connect. Ultimately, though, your home page video should emerge as a tour de force of company values and/or product benefits that favors brevity to explication. A good rule of thumb is to remember that the "nuances" of your company and its products will always seem more interesting to you than they will to your web audience. As long you portray your selling points in a compelling fashion, the shorter your video, the better. Currently, a corporate video that lasts three minutes is on the long side.

The Power of Conversion

In the old days, one of the key signs of an effective corporate video was that it ended by displaying a billboard or graphic that included a company's web address, telephone number, physical location, etc. Moreover, these elements served as a "call to action" by providing viewers with the necessary information to pursue a purchase. Now, however, a corporate video's call to action must be literal. A direct call to action increases the chances of converting potential customers into literal customers. By telling your audience: "go to our website", "sign up for our seminar", "call us toll free", etc., you can also judge whether your video is compelling enough to make your call action yield results.

The Current State of Website Marketing

Research shows that the majority of web users would rather receive information through video than web copy. As with watching a film versus reading its book, web video communicates information in a more sensually compelling manner than web copy. While web copy remains valuable for those who wish to explore your offerings at a deeper level, the majority of your audience will be looking for cues that your offerings are worth exploring. A video that uses attention grabbers such as music, telling images and a corporate spokesperson can capture audience's interest while they receive these cues. As with web copy, web video must by stylistically compelling to hold your audience's attention.

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