5 ways to level up your corporate comms video
By now, we all know the value of video in the corporate communications mix.
As one of the most effective tools in the back pocket of any communications professional, nothing beats video when it comes to audience engagement and connection…if it’s done well.
With attention spans on the decline and time pressures on the incline, developing succinct and captivating video content has never been more important.
1. Use dynamic camerawork
There’s no reason to leave your camera on a tripod!
If you’re shooting on location, why not ask your talent to walk down a hall, perhaps towards the relevant part of the location you want to shoot, and speak to the camera?
Or, to demonstrate processes, consider following a product from construction to shipping in one moving shot, or a series of moving shots as an introduction to your video. From there, you can break out the various parts of the process, as needed. Take this example from Dollar Shave Club.
If your video mainly features a talking-head, try framing the interviewee from new angles, rather than just having them talk down the barrel or slightly off camera.
Wide shots can help build an understanding of your talent’s location or environment, ‘behind the scenes’ shots give authenticity to your video, and close-ups allow you to capture emotion and convey greater personality.
One of the tried-and-true rules of any video production, from a short instructional video to a full-length movie, is that you should give your talent something to do.
Colourful and interesting props not only draw the viewer’s attention, but the way your talking-head interacts with and uses them also encourages greater audience engagement. We love this example from Supermaker.
2. Overlay footage is your friend
Overlay footage, sometimes called ‘B-roll’, is a crucial component of any corporate comms video. Not only does it give you more flexibility in the editing process, it plays an important role in setting the tone for your video, establishing characters or location, and breaking up monotony.
Types of B-roll footage can include:
- Atmospheric shots of location or inanimate objects
- Undirected footage of subject/people
- Establishing shots
- Dramatic reenactments
- Pick-up shots
- Stock footage; and
- Archival imagery
When planning overlay footage for your corporate communications video, think about:
- Varying your shot frames (wide/medium/close-up)
- Adding infographics/supers
- Using stock footage wisely
- Thinking abstract; and
- Involving others.
NIBC Bank, based out of the Netherlands, used overlay to reinforce the theme of its corporate brand video: ‘Reflections’.
The Smithsonian National Museum of Natural History used overlay footage to show the scale of objects in their various collections — 144 million different objects to be precise!
3. Engage the senses
It’s widely known that sound, particularly music, can affect the way we feel.
So when it comes to corporate communications videos, sound — including your backing track, voice overs, sound FX or even strategic silences — shouldn’t be overlooked. Sound adds emotion and connects people to the on-screen visuals; and defines the overall mood and tone.
For example, where H&M could have created a very straightforward ‘talking-head’ style video about their values, they chose to use emotive music, an interesting voice over and visual metaphors to communicate their key messages.
4. Get animated
Instead of a traditional point and shoot-style corporate videos, have you ever considered using animation? Animation is an incredibly effective tool for explaining complex concepts or abstract ideas.
Animation, whether it’s of text, characters or other graphics, can be used on their own or in addition to live-action footage. Branded graphics, like titles used in lower thirds or to display general supporting information, can also make the video more cohesive and on-brand.
Our Future Los Angeles — a coalition focused on ensuring everyone has access to safe housing in L.A. County — creatively used animation to succinctly explain a complex social issue, and communicate who they are, the problem they solve, and why the work they do is important.
Not-for-profit, the CureGRIN Foundation, shared one family’s story with GRIN Disorder (a rare genetic condition) in an emotive way using custom illustration animation, and authentic voice overs.
5. Be unique, and authentically you
As with all types of communication, it’s vital that you reflect your brand’s values and identity in your videos. While remaining authentic to your brand, get creative and try to develop something unique. Comedy, timelapses, bold editing choices and exploring metaphors are all great ways to help your video gain cut-through.
We love this internal communications video from Lendlease, one of the world’s biggest construction and property companies. As part of their ‘Mums for Safety’ campaign, the video brings humanity and universal humour to an issue that’s incredibly important to those in the construction industry: workplace safety.
If you’re ready to level up your next corporate comms video, planning is key.
Before you begin, we recommend:
- Finding examples of videos you like to give your production team an idea of the product and style you’re aiming for.
- Involving a shooter and/or editor in the planning process. They’ll be able to advise if certain styles, or set ups, are possible within your timeframe and budget.
- Allowing plenty of time to plan, produce and polish a piece of video content — think about the key messages you’re trying to communicate and the best video format to achieve this, undertake recces, properly brief your talent, and allow plenty of time on shoot day to capture content, as well as change locations, and set-up and pack-down.
- Engaging a professional copywriter and/or creative as part of the process. They can help you to develop a script or key messaging, as well as an accompanying shot list or more detailed storyboard.
Better yet, consider engaging a creative agency like Fuller.
Our content team can guide you through the whole process, helping you plan and deliver a creative, professional and effective corporate communications video — saving you valuable time in the process.
We’d love to help you produce your next video. Contact our team today to see how we can help!