While on the surface, corporate video production can seem as easy as following a step by step guide to communicate vision to your audience. Truth is, there’s a plethora of corporate video myths circling the internet and creative houses around the world that if not avoided will cost your potential to reach new clients.
Corporate video production is here to stay. There are few better ways to give clients and customers, whether present or future, a snapshot of your organization, process or product. Corporate videos, whether promos, social media based spots, or explainer videos pack information, passion and a call to action in a neat, tidy package, topped with a bow.
The truth, is, though the myths about how to create and what should be included in your corporate videos are bountiful. Unfortunately, these commons myths can easily distract you from captivating your audience and send you down a road that leads to no one following your call to action.
Because information about creating well, anything, can be found online, it can be appealing to follow your own steps 1, 2 and 3, or tips and tricks, and create your own corporate video. Unfortunately, corporate video production is an area of marketing where having the wrong information can confuse your audience and ultimately, bore them to moving on.
Avoid confusing yourself and your potential audience by avoiding these common, corporate video making myths. You know what, don’t just avoid them. Forget them. Here we go!
Myth #1: The Longer the Video the Better
When clients ask us, “How long do you think this video should be?” Our answer is simple: “As long as it is good.” You don’t watch a great film, because of its length, short or long, but because of how interesting it is. You watch it, because you find the content is so compelling, you’re willing to spend YOUR time to find out the next plot point or information.
The idea behind, “Well, we’re taking the time and energy to produce a new video. We should get the biggest bang for our buck,” is misguided in that the “biggest bang,” is not length, but interesting
communication of information. Instead of asking for a 7 minute video, spend your pre-production time brainstorming the best idea, one that will creatively inform, entertain and captivate your audience to follow through with your desired call to action.
Myth #2: Doing Most of the Work Yourself Saves Money
Video production is a daunting task. Outside of “coming up with an idea,” producing a video A to Z includes a long list of pre-production tasks such as brainstorming, writing, auditioning, gear rental, location scouting, storyboarding and shot planning. Additionally, with the actual production on set and post production, the tasks multiply tremendously, adding shoot details, crew finagling, editing and the final export of your video.
So, when presented with a budget, including line items for each position and task, a common seemingly money saving myth is to attempt to keep some of the jobs in-house. After all, you can just have Suzi in HR write the script right? She knows every aspect of the company, right? Or maybe you’ll have your nephew who works in the warehouse edit the video. He went to Full Sail for a semester. That should be good for something, yeah? Or maybe you’re thinking you can handle some of the “simple” jobs, like hiring actors or finding a location to shoot. While those ideas do seem good in theory, what you don’t know is just that: there is professional information you don’t know. The idea that you’ll be able perform a task with equal outcome as a professional in the industry who works on their craft everyday will not only cause a poor outcome for your video, but steal time away from what you SHOULD be working on.
Let’s take location scouting for instance. While you may see the job as, “Let’s find a cool looking place to shoot,” a true location scouter will be looking for what you don’t see: the audio. Is there noise around? WILL there be noise around, such as planes or rush hour traffic. “Well, if I can’t do that, surely I can find the actors.” You could find people to be in your video, but do they offer an authentic take on your writing? Just because you CAN have Dustin in accounting be in the video, doesn’t mean he has what it takes; and you may not know what to look for, but a director would.
Skimping in the short run will cost you in the long run. Leave ALL the tasks to those who spend their energy every day making and producing videos like yours. You’ll think us when you watch the final video.
Myth #3: Setting Out to Make a “Viral Video” is Your Number One Goal
We’ve all spent the better part of an afternoon perusing YouTube’s trending videos. You’ve watched “Cat Dances to Pharrell” or “Awesome Dude On the News” about 100 times, because you found it in the mix of videos gone viral.
It seems simple enough. Someone had the idea to make a funny video, shot it on their phone and wah-la! It was a hit, right? Wrong? While there are some basic ideas behind what CAN make a video hit 1,000,000 views overnight, the truth is, it’s anyone’s bet as to why a specific video caught on. Typically it has to do with hitting the market culturally just right. Here’s one thing we know, though. Set out to make a video SO it can go viral is a surefire way to fail.
Every video needs a “why,” and if your “why” is to be get noticed, your audience will see right through it. Instead, set out to make a GREAT VIDEO. Make it unique. Make it interesting. Make it clear. Do that, and while it probably won’t go viral, it will stand out in the market and grab potential clients’ attention.
Avoid these corporate video myths and you’ll find the money and time you thought you could save, ended up being saved in the end, when you didn’t have to go back and make a second version.
Happy video producing.