Corporate videos are great marketing tools, but in order to get the best of them, there are some basic mistakes you should avoid. Producing and promoting a corporate video is a time and money investment: you want to get the highest possible revenue. 

1. Focusing on your product or service instead of the customer

While planning a corporate video, it may be a huge temptation to focus on how great your product is and how different it is from your competitors’. Doing this is not such a good idea because you are not your target audience. You already know your brand; you are looking for the people who don’t. 

A corporate video that makes that mistake is the equivalent of meeting someone for the first time and noticing he/she only talks about him/herself. You may have found the most knowledgeable person on Earth, but you are very unlikely to call back. Right? 

To produce an engaging video, you need to focus on your audience’s needs and interests.

• What would they like to watch?
• Why should they care about the problem you are solving?
• What benefits will your product or service give your audience? 

This way, you will plant the seed of an emotional connection that may not only increase the possibilities that they come back to you, but that you may form a long-lasting relationship with this customer. 

2. Not having a clear objective for your video campaign

Your video must be planed from your customers’ perspective, but to do that, you need to identify your target audience, and that means you need your video to have a clear objective before you begin scriptwriting.

Are you promoting a new product, recapturing old customers, or you promoting a new brand image? Do you want them to subscribe to a newsletter? 

The way you answer the question “what is your video campaign’s objective?” will determine the target audience and the next steps to follow. 

3. Not having a clear central idea

This point is closely related to the previous one. If you don’t have a clear objective for your video, it is impossible to state a central idea that lets your audience know how your work relates to your customers and what you expect them to do. 

The second part of this problem is stating it clearly: use the exact amount of words. No more, no less.

4. Not including a call to action 

If your corporate video’s objective is not adequately defined or not clearly stated, it would be just natural that it doesn’t include a call to action either. Do you notice the way these problems cascade? 

Your call to action may invite the viewer to visit a website, make a phone call, or fill a form –in the case of interactive videos–, but it is non-negotiable.  Missing this point is going to make you lose the leads you are generating with the video campaign.

5. Poor video production

High video quality is crucial to make sure your audience stays engaged all the time, understands the central message, and starts developing an emotional bond with your brand. If the audio quality is not ideal, the image is too dark, or the scenes are not well-edited, your video’s overall value will be affected. General poor video production might also send a negative message about your company and its effort to deliver to the public. 

To ensure your video is flawless, get in touch with our Video2Market experts. They will guide you in every step of creating a compelling, interactive video you can use to generate leads and gather data.  

Business Trends – 5 MISTAKES YOU SHOULD AVOID IN A CORPORATE VIDEO
By: Ana Maria Enciso- October 2020