Construction video production is a crucial component of any business in the competitive construction industry. To be successful, they must take a collaborative approach and build trust with distributors, developers, and contractors.
The construction industry is also highly visual. Clients want to see evidence of successful prior projects while others might want a concept video for a new project. Video is a diverse medium, appealing to a wide audience of construction stakeholders. Video also builds trust, because it shows that a business can not only talk the talk but walk the walk.
With that said, let’s take a look at five ways that a business can use construction video production to its advantage.
Brand stories weave the series of events that resulted in a business forming into an entertaining, value-driven narrative. Each business will have a unique set of circumstances it must use to differentiate itself against competitors.
Brand story videos hosted on the company website serve as the virtual shopfront to a construction business. Often, they are the first point of contact for a potential client who is seeking to answer these questions:
- What is the business about? Why do they exist and how do they achieve success?
- Does the business have a personality? In other words, does it have sound culture, goals and values?
- Does it have broad industry knowledge and confidence in what it does?
- What do past clients say about its work? Does it approach projects in a collaborative and transparent manner?
There is no greater measure of success and reliability than the inclusion of positive testimonial videos. Clients place high importance on word-of-mouth advertising and positive prior reviews. In fact, PR agency Sutherland Weston found that 90% of clients are influenced to make purchasing decisions after having watching video testimonials.
Testimonial videos build trust and speak volumes about what a particular company is like to work with. Clients will want to know that the company produces a high-quality product. They’ll also want assurances that it can deliver under pressure when faced with tight budgets and construction deadlines.
Process videos are important because they create transparency, which is defined as the ability of processes to be communicated and understood by stakeholders, clients, suppliers, and contractors alike. At its core, transparency is about collaborative project management. It seeks to ensure that key project information is available to all stakeholders, regardless of their position or role within a project.
Process videos can be used in a variety of situations that require collaboration and visibility within a project. They also improve productivity and safety, because the most common problems in a given process are identified and then mitigated against before they occur. This leads to better decision making, increased safety, and higher quality work.
Walkthrough videos serve a few different purposes. They can be used in conjunction with brand stories to communicate particular building methods, highlighting how the business innovated or overcame challenges.
Walkthrough videos can also be created as part of a concept plan with 3D rendering software. This gives the client a realistic representation of the final product and enhances the credibility of the construction business.
Other walkthrough videos can be produced while a build is in progress. In the event of repairs or changes to project scope, these videos give businesses an efficient and cost-effective means of relocating important services such as electricity and plumbing.
Safety training videos
It is hard to imagine an industry that takes safety training more seriously than the building industry. But with the increased focus on safety, there also comes an associated increase in cost. While businesses have no choice but to absorb some industry training – such as white card certification and renewal – company specific training can usually be enhanced with video.
First, video is more engaging to employees – making them much more likely absorb the training effectively. Safety training videos are also more cost-effective to produce and lessen the learning curve associated with developing new skills.
Construction companies operate in a large and diverse market that it is also highly competitive. Those who choose to ignore video in their operations will be left behind.
It is trust that ultimately drives business to consumer and business to business relationships. Construction videos must be utilised in every facet of business operations – from marketing via brand stories to delivering the finished product. These videos also improve the efficacy of safety training and create collaborative and transparent businesses that thrive.
Are you ready to be a market leader by utilising construction video production?