Traditionally, businesses have used blogs, written guides, and white papers to demonstrate thought leadership. Today, however, corporate video production is essential to any business looking to establish themselves as authority figures in their industry.
Of course, the exponential rise in popularity of video among consumers is well documented. To be leaders in their industry, businesses must use video to build trust and engagement and remain top of mind with their audience.
Here is a look at five corporate video types and how they might propel a business to market leader status.
Videos that feature expert interviews are perhaps the most effective way of demonstrating expertise and leadership. By interviewing the relevant experts in their industries, businesses produce fresh and unique content for their marketing campaigns. They also position themselves as outward-looking organisations who engage with others in their industry and with the wider community.
Ultimately, expert interviews should foster trust with the viewer. This starts by interviewing those who are naturally comfortable in front of the camera. Questions should also align with the company narrative while providing value to the consumer. Indeed, overtly promotional or staged questions with poor video production value can potentially erode trust instead of creating it.
According to the Content Marketing Institute, company culture videos are one of the most powerful yet underutilised forms of corporate video. Culture is a broad term, and different organisations will have different opinions on what constitutes good culture. But more often than not, company culture relates to goals, values, mission statements and other factors that drive a brand to solidify its position in the market.
There are two options when considering company culture videos. The first is to feature the CEO in a video and get them talking about their experience within the company – bonus points if they can tell the story of how they rose through the ranks to become a leader. The second option is to feature several employees from different levels of the company. Ideally, each gives their opinions on the company culture and the benefits they derive from working there.
In their company culture video, Starbucks promoted the progression of their interns and how they grew within the company – both professionally and personally – by having direct access to high-level mentors and training programs.
Educational vlogs are another important part of any corporate video production strategy. In a survey conducted by Wyz Owl, 95% of consumers admitted to regularly watching educational videos to better understand a product or service.
Of course, educational vlogs must be entertaining too. They must be thought-provoking without seeming promotional and reflect the core values of the business.
Educational vlogs tend to become viral because they are used to solve common problems that many people have. But they can be used in more complex topics. For example, Dubai Association Centre (DAC) created a richly textured animated video to educate and entertain others on their complex and rather uninteresting role in facilitating trade and tourism across Africa, Asia, and the Middle East.
Inspirational videos inspire consumers because of their ability to tell stories well. Many inspirational videos use dramatic cinematography, a rousing soundtrack and storyteller voice-over to achieve this. But whatever technique is used, the story must always link back to the brand the business is trying to sell.
In the case of video camera manufacturer GoPro, their marketing strategy revolves around producing videos that inspire others to explore the world around them. Rarely does GoPro mention their products, since they understand that a consumer inspired to go travelling will likely be motivated to buy one of their cameras too.
Testimonials from satisfied customers carry a lot of weight on their own. But when presented in a video, they enable positive social proof about a business to spread quickly. In creating their video testimonials, marketing teams should feature customers who are honest and articulate and can influence others through their words.
While any good business knows what it offers intimately, they are often not the best at persuasive marketing. Video testimonials are a more authentic way to sell a product or service since the persuasion is coming from a fellow consumer.
For example, Airbnb turned to their hosts to share their experiences in opening up their homes to travellers and how it had affected their lives for the better. Although not a traditional testimonial video, Airbnb knows that it wouldn’t exist without its hosts. It is perhaps no surprise then that the company employs video testimonials as a powerful way to encourage other hosts to sign up.
As consumers gravitate toward video content, corporate video production is crucial to the long-term success of any business. There is no requirement that a business uses all five strategies, because each in isolation will offer a substantial point of differentiation if used effectively.
Most importantly, corporate videos allow businesses to present who they are and what they offer in a format that customers actually want to consume.
Are you ready to be a market leader by utilising corporate video production?