10 Types of Corporate Videos and Why You Need Them

The tallies are in. 78% of consumers prefer videos.

They’d rather watch a video than read the corresponding text. Hubspot cites “video” as the top content disruptor of 2018.

So what does that mean for you? If you haven’t already jumped on the video train, it’s time to grab a ticket.

Begin including videos in both your internal and external marketing campaigns.

Build your brand.

Read on to discover the ten most popular and successful corporate videos to include in your strategy.

What are Corporate Videos?

The landscape of corporate video changed recently. Budget constraints used to limit corporate videos to internal communications.

Some corporations also included big-budget, commercial-broadcast videos in their marketing campaigns. Though few could afford it. The overhead-cost made most other distribution ineffective.

Now videos are everywhere.

Corporate videos are as likely to address a stakeholder as a consumer. They plaster social media. They define brands. They even recruit new talent.

They’ve become a cost-effective method to connect with any audience.

The video revolution is taking over. 96% of B2B companies use it for content marketing. Of those, 41% plan to increase spending on video marketing next year. 75% are optimizing video content for SEO.

Corporate Profile

Public image is paramount. Without trust, consumers won’t buy your products or services. Building that image is part of every corporation’s branding campaign.

A corporate profile video introduces your company to consumers. It tells them who and what you’re about.

They often include messages from your CEO, product experts, and other authorities. When you build your cast for the video, be sure to choose figures your target audience will:

– look up to
– relate to

With modern tech, these videos are often easier than traditional interviews. Scheduling a traditional interview with a CEO can take months.

Shake it up. Try something different. Hold the video interview as you walk your CEO to her car. Or talk with her on the way up the elevator.

These informal interviews build better credibility with the public. They humanize the figures in your company.

To better connect with your audience, include shots of your facility and a brief, company history. You can even add your mission statement.

Broadcast

This is both the most traditional and the most expensive type of video. It can create the highest return on investment. It can also be a significant drain on resources.

The key to any successful marketing strategy includes repetition on a single media channel. If you’re thinking about creating a television commercial, make sure you have the budget to run it often and in popular time slots.

Otherwise focus your time and budget elsewhere. It’ll be more efficient.

Promotional

Promo videos showcase one of your products or services. Nowadays they’re found as often on television as they are online.

If you have a new product or want to improve another’s brand recognition, this is the way to go.

Use real people, not actors. Interview co-workers or people on the street. It doesn’t matter, so long as they use your product.

Be informal.

Don’t forget to add your corporate logo to the finished product!

Event/Conference/Exhibition

When you build your next showcase stand for an exhibition, include monitors. You can use flat screens, laptops, or tablets. All mediums are popular in 2018.

On your screens, show an in-depth product review. Tailor it to the crowd at that exhibition.

With modern digital video technology, it’s easy to reuse snippets. You can build a new film for your next showcase by introducing a few new pieces.

(Don’t forget to include animations, text, or graphics in all your corporate videos.)

Social Media

Video dominates social media feeds. This year, 73% of Americans use YouTube. 68% use Facebook. Both emphasize video. Others, like Instagram, Snapchat, and Pinterest, are also strong contenders.

Focus your videos on branding. Create short pieces. Include humor, surprise, or empathy because videos that engender these emotions are shared more often.

Remember, they’re supposed to be shared. That’s their purpose. They promote your brand awareness, not your advertisements.

Testimonials

Testimonials build trust. Your customers get to hear about how other people, just like them, feel about your company and its products. That’s their power.

What better way to do that than through film? Customers can see the people giving feedback. They can hear their accents and the inflections in their speech.

Your customers hear from a neighborly personality rather than a corporate figurehead.

Search your files. Hit up anyone who participated in a case study. They’re excellent candidates for video interviews.

If that doesn’t work, find customers who offered quotable material. They run a close second.

Emails

According to HubSpot, including videos in your emails may create a 300% increase in click-through-rate. Just including the word “video” in your subject line will swell your open rates.

Recruitment Videos

These are more popular now than ever before. They’re a combination of company profile and testimonial.

These corporate videos show prospects what it’s like to work for your company. They highlight selling points. They usually include a walk-through of your company’s facility and one-on-ones with current employees.

Give prospects the low-down on what life will be like when they work for you.

Training Videos

Many instructors find it easier to lecture orally. Writing and editing a curriculum requires a certain skill set. Some instructors are more practiced at one-on-one verbal feedback.

In those cases, focus on video.

Corporate Social Responsibility

If your San Diego corporation uses social initiatives, corporate videos will improve public opinion. Some examples might include donating to clean-water initiatives or homeless shelters.

These vids help build your corporate brand. Use them in both your internal and external communications.

Your Next Step

A lack of an in-house videographer is no longer an excuse. Hire a freelancer. Look for someone who will dissect your company, its brand, and its products. You want someone who will talk over your marketing strategy to see how video can best fit your needs.

Also, make sure you know how to write a video brief, so you can tell the videographer what you want.

Check out our article on what you should look for when you hire your San Diego videographer. It outlines the key features of a qualified expert.

If you have any other questions please contact our San Diego video marketing team today.

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