Almost every company that embarks on production of a corporate video will use the word ‘viral’ at some point. “We want to make a viral video” or “We need our video to go viral”. What they’re really getting at is that they want to produce a piece of video content that will be deemed good enough or worthy enough to be shared by others. Only then is ‘viral’ a real possibility.

Those who insist on a ‘viral’ campaign miss the point of corporate video production. In fact, 90 per cent of online shoppers recently said that they find video content helpful in making buying decisions, while three-quarters of respondents to a survey by Forbes magazine earlier this year watch work-related video content on business-focused websites at least once a week. The key, therefore, to making video content that works for your business is understanding your audience and knowing the content that they are likely to watch. If too much emphasis is put on creating a video that executives think will appeal to almost anyone, the exercise, before it starts, has a very good chance of failing, and bringing any financial investment down with it.

Have a plan
Like any project, before producing a corporate video, best practice indicates that a thorough and well thought-through plan is in place. To start, it’s critically important to put in writing why a video is being produced and the likely benefits it will have for your business. Some companies find that once they begin the planning process, a video is not the best option – it may be that a white paper or podcast would be better aligned with user objectives, needs and demands, for example. Marketing executives should conduct a competitor analysis to understand what has been successful for rival organisations. For instance, if another company has produced a video for a new product launch or to explain the services that they offer, check how many times it was viewed and more importantly, shared. If the view and share counts are comparably high with video content produced by other competitors or companies that offer similar services but are not necessarily competing with you geographically, then video could work for you.

The next step is to articulate the message that you want to convey. Again, it’s important to do this in writing and to circulate copies to everyone involved in the process within the company. If the main communication points are difficult to express in writing, then it may be easier to get them across visually, in which case video is a relevant platform that deserves further exploration. However, information that is data-heavy may be better expressed in the form of an infographic or eBook, which can then be circulated to customers and potential new business opportunities. In fact, both are very useful tools for distributing valuable information as well as attracting and collecting strong, qualified leads.

For those contemplating new digital marketing practices, it makes little sense to pour investment and resources into a platform that may not be conducive to success in a particular market. Therefore, preparation and research well in advance of any production activity will help identify whether or not video is a plausible marketing solution for you.

Get real about resources
As part of your initial plan and research into whether or not video is a good marketing platform for your company, it’s a good idea to consider the resources that you’ll need to be successful.

The majority of companies won’t have the necessary production skills and equipment in-house so external providers, in most cases, will almost certainly need to be sourced. There is an argument that the technology already exists to create video content on devices like the iPhone or other smartphones, while software such as Final Cut Pro, for example, will suffice for the editing process for some. However, the final product, when released for viewing, will need to be of sufficient quality to reflect the high standards of your business practices. A poor quality video can undermine an organisation’s credibility and furthermore, users are likely to tune out if it is difficult to watch, the sound quality is sub-standard, or the message is unclear and confusing.

To ensure that your business reputation matches that of your marketing output in this case, canvas staff members and find out if anyone has a background in video production. After all, it’s a subject that many people find stimulating and entertaining enough to take up outside of work, and while it’s unlikely that you will uncover the next Spielberg in your company, you will still have a resource available to you that could offer ideas and inform on technical competencies required to produce video content that you can be proud of. What’s more, there is also the added benefit of improving morale amongst your staff if you display a willingness to allow their input and involvement into what should be viewed as a key marketing tool for the business as a whole.

Unfortunately, not every company is lucky enough to have such skills at hand internally. In the majority of cases, there will be a level of financial commitment required if video content is deemed important enough to be considered as an integral part of the firm’s marketing strategy. However, it’s important to note that the outlay required need not be a stumbling block – while investment is likely to be necessary at some point, it doesn’t have to be significant.

Again, the size of the budget allocated to the video production project will depend on how well the initial research stage is conducted and implemented. By understanding the key messages that you need to convey, and by clearly expressing these to a video production professional, the less time external resources will have to spend attempting to craft your message for you. This is not to say that third-party providers will agree with what it is you are trying to say and how you are trying to say it in your video – on the contrary, it’s highly likely that production teams will inform of best practice and updated, more modern techniques, while at the same time attempting to find a solution so your key points are entertaining and creative in as equal a measure as possible.

How to prepare
Without planning, it’s unlikely that you will achieve any of the meaningful business objectives with a corporate video. Indeed, the success or failure of your project will largely depend on how much time and effort goes into the steps before the actual production itself.

If you have engaged the services of a professional production company, the team there will help you to prepare a pre-production plan. However, to save on expenses that such an undertaking would entail, there are some simple steps that you can take before any meetings take place or decisions are made on the best service provider for you.

First, you need to determine what it is you want your video to achieve for the company. Is it to drive traffic to your homepage? Do you want to stand out as a leader in your industry? Are you attempting to motivate consumers to buy your products or services? Or are you simply trying to raise more awareness of your brand? It is critical to identify your objectives so that you can match them with desired outcomes – not knowing why you are producing a video in the first place is a mistake most businesses make when undertaking an initiative like this. Also, while conducting a competitor analysis is an essential step in planning, producing a video just because that’s what your competitors are doing will never be enough. In fact, keeping up with the industry is not a valid business objective at all – it’s vital therefore that you have a clear idea of exactly what it is you want and need to achieve.

The next step is to develop your message. There’s more to this than simply agreeing on the content of your script or description of the product that you intend to showcase. To develop your message you need to understand your audience – if you have an appreciation of what your customers care about, their preferences and biases, it will help to shape the content of what you should be saying to them.

Ideally, you should try to single out one message – the more you try to cram into a short video, the more likely it is that your main message will get lost. Like most aims in business, you should be offering a solution to a customer problem. In doing so, it’s much more beneficial to all parties if you are specific instead of trying to oversell your entire proposition.

Once you are happy with the central message that you are trying to portray, you can turn your attention to the concept of the video. Your outsourced production team can assist here but it’s also a good move to engage your staff and get their input. It also helps to curb expectations – even the best, most outrageous, or even most controversial idea, never matches the expectations that you had for it at conception stage. The best advice is to keep it simple where possible – the concept of having the managing director talking to camera in a 30 second slot explaining a new product may not seem overly attractive from the outset, but if it matches what your customers expect and it allows you to deliver a clear and concise message, then it can be more effective than a video full of unnecessary graphics and frills.

When you have decided and agreed on the concept and have developed a solid sense of who it is you want to talk to, you then need to identify your distribution and promotion channels. Ask where and how consumers are going to watch your video – simply allocating some space on the homepage of your website might not be the answer so look at other platforms that could be helpful. If your business doesn’t have its own YouTube channel, set one up. Make sure to let followers and fans on your social media accounts know when the video is coming and how they can view it. Better yet, share the link once you have a finished product.

While this might seem an exercise that should be after the fact, it’s important that you know well in advance how you are going to make the most of your production. If, for example, the company’s social media accounts have been neglected for a period of time, knowing that these will be the main distribution points beforehand will afford you the opportunity to reengage with followers, and possibly attract new ones. The production company that you choose should ask how you plan on reaching as wide an audience as possible. If they don’t, make sure to bring it up or even extend your search for a provider that understands how critical the distribution cog is to the entire process.

Also ensure that there are provisions in place for distribution on mobile devices. According to Gartner Inc, the consumption of video on mobile devices, for work-related purposes specifically, is on the rise worldwide. This, the research company claims, is putting more pressure on businesses “to support and manage it.”

Additionally, researchers at Gartner predicted that by 2015, at least 60 per cent of information workers will engage with content applications on a mobile device. The evidence therefore suggests that mobile-enabled corporate videos will gain a much further reach than content that is prepared without mobile in mind.

Technical skills are required to ensure that the resolution and file size of your video is compatible with all devices connected to the Internet so again, seek advice and support from your third-party provider to ensure your output is capable of functioning on all platforms.

PREPARING YOUR BUDGET
Creating video content is a waste of time if the necessary resources are not allocated from the outset, which includes finance. However, where many companies struggle is knowing what to budget for.

By following the pre-production steps in this article, you can make savings by having a clear idea of your audience, the objectives you want to achieve, your proposed concept and even attempting to storyboard each shot. This should cut out a lot of the time requiredwith a production company and should help to speed up the entire process.

Depending on the length of your video, whether or not you require actors or voiceover artists, and the locations you choose to film at, the cost of your production can quickly build up. Therefore, when seeking quotes for a third-party provider, make sure you are aware of all the services that are provided. Editing (in formats suitable for all devices connected to the Internet), employing a crew, and equipment such as appropriate lighting should be taken into consideration.

HOW LONG SHOULD A VIDEO BE?
One of the most important questions that should be asked before starting a video production project is how long the final cut should be.

The answer depends on the type of video content that you are planning on producing. If, for example, your company decides that it requires a promotional video, then the answer to how long it should be is as short as possible. It’s important to make your point quickly and concisely before your audience clicks away.

As more and more information competes for attention online, users’ attention spans are shrinking and the tolerance of audiences for long videos, which can often require a significant investment of time, is on the decline too. Furthermore, promotional content usually entails people in an organisation talking about the organisation – if you’re not solving problems or adding value through your video content, then less is better.

On the other hand, if your video is part of a content marketing strategy and answers questions that consumers need answers too, then the length of time it takes to view your video can be largely immaterial. Users are happy to offer their time if they feel it is being valued and used in the right way.

After your research and pre-production planning is carried out, you should understand which format is best for you. However, it’s a good idea to constantly monitor how your video is being viewed so you can make amendments if necessary. For example, if users are clicking off your three minute video after 30 seconds, it’s time for an edit.

Also, like most online material, you should front-load your content to ensure that the important messages or pieces of information are delivered first. This way, regardless of how long users spend watching your production, you’ll know that they have at least viewed the most pertinent points.

Crucial steps
Storyboarding your concept comes next. This is where you will need the most input from your production team, especially if you’re not familiar with the process or haven’t ever undertaken a storyboard before.

In its most basic form, the storyboard is a physical manifestation of your entire plan – it details the content of each shot and what it should contain. For instance, will there be a voiceover on the video or will dialogue take place between the main protagonists? If the latter is chosen, will you need actors or will the chief executive addressing the audience be the main emphasis? The storyboard should also outline details that are often overlooked such as where characters will stand, what will or should be in the background of each shot? It will also highlight how one shot leads into the next – the relationship each frame has with the one before and after will set the tone and flow for your completed product. In essence, the storyboard drills down to the very minutiae of video production and the more detailed it is, the better the outcome will be.

Furthermore, ensuring that a comprehensive storyboard is in place before filming will lessen the likelihood of errors, which can be extremely costly to fix afterwards. If your company logo and branding material should be clearly on view throughout the video for example, it’s best that all parties are privy to that specific intention to make sure that it happens in the production process. Moreover, developing a complete storyboard holds everyone accountable and offers comeback if the production doesn’t go according to plan.

When the storyboard has been approved by all parties, pre-production meetings, scheduling and production can begin. Pre-production meetings will be invaluable to ensure that everyone is aware of the audience you are trying to reach, the message you are attempting to convey, the concept that has been agreed, and how the storyboard has been constructed. At this point, adding in new ideas or making any suggested changes to the script or background music for example, should be put forward and decided upon – going into production without a signed-off plan will only serve to prolong the process and possibly upset the rhythm that you need to maintain to keep your audience’s interest.

Filming can now begin. For those unfamiliar with the process, the considerations here are uniquely important given that often they cannot be undone without starting from scratch. Consideration needs to be given to location, which can be extremely challenging from a logistics point of view, while lighting, equipment, crew and any authorisations that you may need if you plan on shooting in a public place will need to be taken into account. The weather can also cause havoc with a filming schedule so it’s best to film indoors (unless absolutely necessary) to avoid issues that are outside of your control.

Video, given the statistics that have emerged in recent years should be an important, if not central component in any company’s online content marketing plan. One of the main concerns for companies, however, is the perceived cost and expertise required to produce video content to a standard that is visually appealing and rich in relevancy to an increasingly demanding market. But by following some simple steps and taking the time to understand the process, the results can be immense and can add significant value to your business.

TEN FACTS YOU NEED TO KNOW ABOUT VIDEO
1 The University of Massachusetts found that consumers will not watch an online video if it doesn’t load in two seconds.

2 According to Cisco, online video traffic will constitute 55 per cent of all consumer Internet traffic in 2016.

3 ComScore says that 89 million people in the United States are going to watch 1.2 billion online videos today!

4 YouTube attracts more than one billion unique users every month, who, in turn, spend more than four billion hours watching videos on the site.

5 Kantar Media claims that roughly 24 per cent of national brands in the United States are using online video to market to customers and potential customers.

6 Borrell Associates reports that online video production will account for more than 33 per cent of all online marketing spend within the next five years.

7 Company websites that contain video on their home page are 53 times more likely to be found in organic search on Google, according to Forrester Research.

8 Spend on online video in the UK has grown 13.5 per cent year on year and now exceeds spend on TV advertising, says PwC.

9 Forrester Research claims that customers will retain 95 per cent of the message portrayed in a video, compared with just 10 per cent of a message presented in
text.

10 More than 75 per cent of marketers plan to add video to their websites, says the Social Media Examiner. This makes video a higher priority than Facebook, Twitter and blog integration.