27 July 2022 Types of video

Corporate Videos: Their Purpose and Key Techniques

Explore corporate video's power from branding to training. Discover techniques with impactful examples.

Ever been in the middle of a company-wide meeting, hoping for a reprieve from endless PowerPoint slides, only to be treated to a sleek, engaging video instead?

If so, you've witnessed the power of a corporate video. But what's the real purpose behind them, and how do corporate video production companies make them so darn compelling? Buckle up, dear reader, because we're about to deep dive into the fascinating world of corporate videos.

What's the Purpose of a Corporate Video?

In short, corporate videos are visual storytellers for businesses. Let’s delve into why they’ve become the darling of the corporate world:

  1. Branding: Want to let the world know who you are and what you stand for? Corporate videos can effectively communicate a company's values, mission, and culture. It’s not just about a logo; it’s about creating a feel and a connection. Ever seen Apple’s product launches? Those aren’t mere product videos; they’re brand statements.

  2. Training and Instruction: Instead of handing a 50-page manual to a new employee, many companies use corporate videos for training. It's interactive, memorable, and, let’s be honest, much less of a yawn-fest.

  3. Product Launches and Demos: Picture this: Tesla unveiling a new electric car. Instead of just talking about it, they show it, speeding down a highway, its features coming to life in action-packed sequences. That's the magic of a well-crafted product demo video.

  4. Testimonials and Reviews: Real people, real feedback. There’s nothing more authentic than genuine clients or customers singing your praises. Video adds a layer of trust that text simply can't.

  5. Internal Communication: Want to announce a new merger, celebrate a milestone, or just boost morale? Corporate videos can be internal affairs, fostering a sense of community and unity.

Key Techniques Used by Video Production Companies:

Now, onto the magic behind the curtain. How do video production companies ensure these corporate videos hit the mark every single time?

  1. Storytelling: The heart of every great video is a captivating story. Whether it’s the journey of a product or the evolution of a company, there’s always a narrative waiting to be told. Crafting this story in a relatable and engaging manner is paramount.

  2. High-Quality Visuals: Gone are the days of grainy, out-of-focus videos. With advancements in technology, even the smallest video production company has access to top-notch equipment, ensuring every frame is crisp and vibrant.

  3. Tailored Content: The best corporate videos speak directly to their intended audience. A video meant for stakeholders might be more data-driven, while one for the general public would focus more on aesthetics and emotions.

  4. Engaging Audio: From the perfect background score that subtly uplifts the mood, to clear and engaging voiceovers, audio plays a crucial role. It’s not just about what you see, but also what you hear.

  5. Animation and Graphics: Sometimes, the best way to explain complex topics or showcase abstract concepts is through animated graphics. They can simplify, amplify, and beautify.

  6. Brevity: While there’s no fixed formula, often, shorter is sweeter. Keeping content concise ensures the message is clear and retains the viewer's attention.

In Action: An Example

Remember Dropbox? When they were new on the block, they created a simple 2-minute explainer video, showcasing how their service works. No flashy visuals or over-the-top animations. Just a straightforward, animated demonstration.

This video was front and centre on their homepage, which increased their conversion rate by over 10%, translating to an additional 10 million sign-ups! That’s the power of a well-executed corporate video.

Wrapping Up

Corporate videos, when done right, are more than just visual content; they’re tools of engagement, education, and empowerment. Behind every compelling video is a video production company pulling the strings, merging art with commerce, emotion with strategy.

Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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