Video is powerful – but ensure it is led by marketers, not technicians
Video content is an essential component of the modern corporate communications mix, says Mike Adams, but it is vital this process is led by marketers who understand the company’s brand, marketing strategy and core messages
We all know that video is a dynamic media platform. It has the ability to engage an audience quickly, and to communicate a lot of information succinctly. If a picture paints a thousand words, then moving, audible pictures can paint 10,000.
With the rise of personal internet devices following us everywhere (aka – the smart phone) it is no surprise that major consumer brands all use video. B2B companies must embrace this powerful tool, but it’s essential this process is led by marketers from concept development, through to editing to ensure the finished product not only looks good, but also sends the right message.
1. Video can create lasting credibility
The modern ‘fake news’ phenomenon and high-profile cases of data fraud, have fuelled a climate of general suspicion towards everyone from politicians to business leaders. Video can go a long way in establishing credibility, especially if you can get your customers to talk on camera. Interviewing your customers in person can lend lasting credibility to your company as if your clients are prepared to put their own brand on the line by endorsing you, they are clearly genuine. Videos also enable you to showcase your proposition in a unique way, and using drones – both indoor and outdoor – is a great way to show large-scale operations.
2. Video is a multi-use platform
The investment made in a corporate video can be leveraged across multiple platforms: your company’s website and social media channels may be the most obvious, but they can also be played at exhibitions and events, or in pitches and meetings with new clients. As there is always more footage shot than can be used in a marketing video, the raw material can be re-edited to create corporate training videos or internal videos to communicate with staff.
3. Video is a team effort, but let the marketers lead
Creating a high impact video with a message that is both clear and consistent with the brand requires a marketing lead at the helm. The process involves concept development which may involve live footage, animation or a mix of both, which is then worked up into a detailed storyboard. From here a plan for the video shoot is created and it is the role of an art director to manage this process. It includes casting so you have the right people on camera, ensuring they are properly briefed on what to say, and setting up the camera angles so the right images are captured both in the background and foreground. They will also want to think about the mix of still and action footage. Once the raw assets have been captured, a video editor will condense hours of footage into a short video ready for use on online.
Multiple skillsets are needed to bring a video project to fruition, but getting the concept, purpose and message right from the outset is imperative. And this is why the responsibility should ultimately fall to someone with marketing knowledge, who knows your corporate brand inside out. In this way you can ensure the end product engages your target audience, builds credibility and can be used effectively across multiple platforms.