
1. Who is your target audience for a corporate video?
If you're selling a solution to clients that costs £££s, you really want to get in front of business owners, procurement directors etc. Anyone that's at the decision-maker level who can steer their business towards using you as a supplier.
It's great to get millions of views on social media, but if it's views from little Timmy in year 8 at your local school, what's the point? Ditch the vanity metrics.
2. Where do they hangout (virtually)
This is especially important to figure out if you're running ads. Throwing budget at ads on the wrong platform is like grabbing a big pile of cash from under your mattress, taking it outside, throwing it on the ground and setting fire to it then wondering why it isn't heating your house.
Stick that pile of cash in a log burner in your living room (correct platform) and it will heat your house for days
Not our best analogy but you get the point.
You could spend hundreds of thousands on a video, publish it on the wrong platform and end up with a freezing cold house.
3. What would your audience want to see?
Would you sit down to watch something and think "you know what, I fancy watching the Teletubbies".
Your potential customers need something that they will enjoy watching. It should evoke emotions.
That doesn't mean it needs to be worthy of being in the cinema. It just needs to resonate with them. See point 1.
4. How can we engage the audience?
A thirty-minute video of Keith from accounting talking about how they use the tax code to save your business £3 by writing off that dodgy firestick you ordered isn't fun. No one will watch it.
These videos are important and the info in them is useful but you need to find a way to keep viewers engaged, watching and enjoying it.
You could have someone more engaging than Keith talking about it, shorten it to keep it concise, use a good editor to add some magic.
Attention spans are short, don't waste your time and money by thinking, "That'll do, I'll post it on every platform this afternoon"
So, in summary, a tiny portion of creating a video is creating a video.
planning and strategy should be the main focus, and then creating the video should be the easy part.
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