Things to consider before filming your corporate video
Do you have an amazing idea for a video but you’re not sure what types of things you need to have in place before you start making a video? No need to worry, throughout this blog I talk about the things you should consider before you start to make your video.
Making a video can be a long and hard process, especially if you haven’t done enough pre-production before you start filming. Besides the standard script, storyboard (a sequence of drawings, typically with some directions and dialogue, representing the shots planned for a film or television production.) or shot list (A list of shots you intend to capture at the shoot) there are a few other things you need to put in place before the cameras come out...
What am I trying to achieve by make this video?
This may sound silly, but you need to have some sort of goal in mind regarding your message and desired response that you want to achieve from the video. For example, you may want more views on your website, you might need some more sales, you might want to raise awareness about an upcoming event, or you might just like to raise your business profile. It is important to set a goal so that you stay on track throughout the project.
A good way to do this is to set a SMART target: Specific, Measurable, Achievable, Realistic, Timely.
Specific: Instead of saying ‘I want to make a video’, say ‘I want to make a video about *Product* to increase its sales.
Measurable: Set a specific goal that you know you will be able to measure in the future, because if you can’t measure your goal how do you know if you have achieved it?
Achievable: This may sound harsh, but you should ensure that your goal is achievable so that you’re not setting yourself up for failure.
Realistic: Be realistic when setting your goals, for example, don’t set a goal if you know that the budget won’t be able to cover it, you don’t have the equipment or the necessary experience.
Timely: Set a goal with an end date in mind; make sure you give yourself enough time to complete the project. However, don’t give yourself too much time either as this could demotivate/ distract you from the project.
What are your USP’s?
What is your USP? Your Unique Selling Point. What are the things that make you, your company, your service or your product different from everyone else? Say you run a day nursery and you have an exceptional Ofsted rating, you have really big outdoor play area, and you offer reduced rates on full day sessions. These would be your USPs. By mentioning your USPs in your corporate video, you are setting yourself apart from other businesses, and highlighting your services.
Who’s my target audience?
It is important to identify your target audience before you make your corporate video; knowing your audience helps you understand the sort of things you should show or say. Your target audience is the people that you are aiming to sell your product or service to. So if you run a day nursery, your target audience will be parents with young children. There is no point aiming your advertising at people who don’t have children, or people who have older kids, as they are not so likely to be interested in your services.
How am I going to make it relevant to my target audience?
Now that you have established your target audience, you can now think about how you are going to make sure that your video appeals to them. Again, say your target audience is parents with young children, think about what sort of things they would be looking for in a nursery. They probably want to know that their children are safe and well looked after. You can demonstrate this by saying that you are all DBS checked, your staff is paediatric first aid trained, and that you have an excellent Ofsted report. All of these would appeal to people with young children, and show them that their child is safe at your nursery.
How am I going to make sure my target audience see my video?
Now that your video is done, what are you going to do with it? How are you going to make sure your target audience see it? Is it going on your website, and if so what aspect ratio does it need to be? Is it just for you to share on social media, or your YouTube channel, or even both? It is important to think about what you are going to do with your corporate video after it is made, so that you can market it effectively. If you are going to share your video on social media, you might want to think about what time of day would be best to share your video. If your target audience are people with young children, then it is probably best not to share your video during the pick up or drop off times, as they aren’t likely to be on social media at this time. But they will probably be on social media in the morning before nursery starts, or later in the evening after they have picked up their children or finished work.
No matter what your business is, all of these tips work. Whether you’re an accountancy firm, a retail store or a painting and decorating company, putting these five things in place puts you in a much better position to start your video filming, and will help your corporate video be the best it can be.