Corporate Videos – What Are They and How Can They Help Your Business?

The digital and social media environment has entered an important time in history – the time where video has taken precedence over other forms of content in building a brand, a business, and engaging with customers.

Why is video content so important?

Videos are not only more engaging, viewers also recall information in videos much more often than any other medium.

The average viewer now spends 84 minutes per day watching video content on social media, watching content and stories which resonate with their interests and beliefs.  Studies have shown that the average viewer recalls 95% of a video message compared to only 10% who only read content.

Videos are a great way to tell a story.  They allow your audience to engage, build greater trust and loyalty with your brand, and emotionally connect on a deeper level.  

Some surprising statistics on video…

According to HubSpot Research, over 50% of consumers want to see videos from brands over any other type of content.

In YouTube’s Survey, 50% of viewers in Gen Y and Gen Z said they “couldn’t live” without video in their daily lives. They also use video to research and gather information.  

Video is shared 20 times more often than any other content format in LinkedIn feeds.

The mere mention of “video” in your email subject line increases open rates by 19%.

What are Corporate Videos?

There are many reasons for a company to create video content for its various audiences.  Corporate videos can be used for several purposes such as:

  • Presenting information to investors or vendors
  • Launching or demonstrating new products or services
  • Training employees
  • Thought leadership of company leaders
  • Collecting client testimonials or reviews

High-quality corporate videos communicate a company’s story and purpose.  Corporate videos are created to build brand awareness, grow an audience, enhance productivity and cultivate company culture. They serve the tastes and interests of a brand’s customers, which makes viewers pay attention and stay on the site, or platform, for a longer period of time and therefore generate more traffic and revenue.  

Corporate video content, which communicates a brand’s essence, product, or service, creates an emotional connection with their target audience. Video content itself builds trust with the audience at a much faster rate than other content formats.  

It is more important than ever for companies to find messaging which resonates and engages their audience, as clients and consumers further shift their decision and purchasing patterns online.  

Producing corporate videos with clear, defined messaging serves as a very effective marketing tool which can be utilized across multiple platforms: a company website, social media, video reels, podcasts and on business platforms, such as LinkedIn. The greater the reach, the higher the engagement and interactions with your brand and business, which in turn increases customer conversion and traffic, and creates a more productive work environment inside the organization.   

How does video marketing work and how can it help your business? 

  1. Cultivate Corporate Culture

Creating corporate culture video content for an organization is an effective way to communicate the overall company vision to its organization. It allows senior leadership to clearly convey company goals, and inspire employees and stakeholders to create a positive and productive work culture, build powerful organizations and work together to achieve goals.  

  1. Train Employees

A business is as strong as its employees, so training team members to successfully accomplish work and achieve their goals is key to a successful business. Clear, corporate messaging to employees can communicate an organization’s support and skills training for their workforce…their most valuable asset. 

  1. Inform Investors

Video is an effective medium to use, to inform or educate investors on company performance, announce new products or services, or communicate new company initiatives. A stable, continuous positive performance of a company with a clear objective creates confidence within its investor community and maximizes shareholder value.  

  1. Promotional Marketing

Visual content is one of the best marketing tools of this decade and beyond.  It allows a business to express its mission, promote and launch new products or services, visually demonstrate products or services, interview employees, showcase customer testimonials, or leverage video to engage donors and reach fundraising goals. 

Video is one of the best ways to build awareness and customer loyalty by emotionally connecting with its viewers through compelling stories and testimonials.  The more viewers engage with a brand’s content, the more the brand wins customer confidence and trust.  

By creating high-quality videos that are relevant to your target audience, you can capture the attention of potential customers and keep them engaged with your brand and offering.

  1. Build A Following

Similar to television commercials, the best corporate videos entertain viewers and create buzz, which helps content go viral and reach millions of new, potential customers.  Using corporate video production properly allows for your products or services to be advertised in a way that is fun and memorable. 

Key Elements of Effective Corporate Videos

  1. Purpose

Every video produced should have a specific purpose.  Whether it is used to train employees, build corporate culture, demonstrate products, or tell a story, its purpose should be identified along with the audience it serves.  Purpose helps create a clear vision and message for the video’s content or script.  

  1. Entertainment Factor

To capture the interest of today’s customers, telling a cohesive, compelling story is key to capturing the hearts and minds of customers.  Creating video content which not only showcases brands, but also entertains and captivates an audience, is content that is shared across social platforms by viewers.

  1. Emotions

Building stories which emotionally connect with viewers is how brands begin, building a following and cultivating customer loyalty through a unified experience and a mutually valued purpose.  Some examples of this type of content include a founder’s emotional story, philanthropic/giving back video content or support for employees, customers and business partners.  That’s what we do – Unlock stories that matter.  Share stories that move people.  

  1. Show and Tell

Video is a visual method of storytelling. Creating visual content that demonstrates how a product or service works is a much more effective method of telling your story than just using words. When viewers see things playing out in front of them, it makes a bigger impact and captures customers’ minds. When you recall a memorable movie scene, you don’t just recite the movie lines, you describe the scene in detail.  That is the power of an image. When you pair that image (or video) with words, that’s when magic happens.

  1. Professional Quality

Producing high-quality, professional content that captures the audience and gets attention is worth the financial return.  Investing in professional video is important in building a successful brand, creating effective storytelling and engaging followers.  Professionally-produced content can be repurposed for multiple types of communication including content for websites, social media, podcasts, TV media coverage and public relations.  Properly planning and producing video can be used for a multitude of different purposes.

By creating high-quality videos that are relevant to your target audience, you can capture the attention of potential customers and keep them engaged with your brand and offering.  

So as your organization begins to grow and build an audience, remember to carefully plan your video content marketing, to share your most captivating stories and engage your audience. 

Unlock stories that matter. Share stories that move people.

Learn more about how we can help here.