have begun to prove themselves to be one of the top forms of content marketing for today’s consumers. According to Forbes, 59 percent of executives would choose a video over text when given the choice. Unfortunately, many people seem to be making some classic mistakes that hurt their ability to take advantage of this fantastic tool. Here are the top three corporate video production mistakes that you need to avoid.
Corporate Video Production Mistakes
It sounds tempting for many companies, particularly start-ups– why not use the video technology already built into computers and just make videos personally? Although hiring a professional video production company in Baltimore might cost more, finding room in the budget can make an enormous difference in the finished video product.
Creating an engaging and visually stunning video is about more than creating an outstanding script. It also requires having the technology needed to make the video a success. Videos that are produced with poor sound quality will be difficult for people to follow and can greatly detract from the video’s message. Similarly, using improper lighting can also hinder engagement. High quality cameras, microphones, and the irreplaceable experience that comes from professional production companies will ensure that the finished video product maximizes the value of the investment.
Forgetting the audience
Whenever industry professionals produce content, remembering the intended audience can be one of the biggest challenges. Using technical industry jargon will confuse people trying to watch the video and will result in significantly lower engagement.
Knowing who the audience is will also help you understand what types of content will connect with the audience and what they come to your website to learn. Find ways to interest your audience. Whether it is inspirational stories about corporate responsibility, informational videos about the latest industry news, or humorous videos explaining why this company should be chosen, connecting with the audience is critical to video success.
Not taking the time to prepare the subject
Preparing for a video requires paying attention to details such as:
- what the subject will be wearing
- practicing clear dictation for the camera
- learning how to script answers for the camera
- how to use body language
When developing a video, it is best to avoid memorizing answers to encourage natural speech patterns. Instead, rely on your expertise on the subject matter and try to pretend that the cameras are not there. Learn how to develop answers by rephrasing the original question. For example, if the question is, “Why do you enjoy working with XYZ Consulting Company,” the answer should begin with, “I enjoy working with XYZ Consulting Company because…” Teaching subjects how to follow this pattern will help make the video a success.
Creating corporate videos are an important component of marketing for the digital age– but that does not mean every video is created equally. There are a few key corporate video production mistakes that seem to appear regularly that hinder the success of the video. If you are preparing to shoot a corporate video, focus on eliminating the above problems from production and you will be on your way to creating an engaging video.