How people are watching video content changed in profound ways with the rapid expansion of mobile phones and other connected devices, like TV sets, PCs, smartphones, or media tablets. Fact is that videos are an integral part of company communications and need to be produced the right way for a successful deployment. To do so, technology is a marketer’s sheet anchor to cope with the increasing complexity and fragmentation of the emerging modern media landscape - just as crucial as know-how and the expertise of professionals.
Here are some tips to consider:
1. Professionals are needed
Corporate videos, in which a company presents itself to the outside word, must be produced professionally. Companies are often playing with the idea of recording such videos themselves, because they seem supposedly more authentic, ease and authenticity must be actively produced which can usually only be achieved by professionals. Therefore, production should be outsourced to specialized service providers.
2. Do not save at the wrong end
When selecting a service provider, many individuals who accept everything at reasonable prices, so-called ‘VJs’, seem to be tempting. However, for professional videos, a variety of special know-how is required: For instance, a good cameraman is seldom at the same time a good cutter or presenter. That’s why you should pay attention to an adequate specialization and not just look at the costs. Otherwise you risk getting mediocre videos that always follow the same procedure.
3. Less is more
If a corporate video about the own company is produced, the temptation to cramp everything about the company into it is high. - the history, all the locations, management' s statements, awards, diversity, etc. Be aware that the crucial messages are getting watered down that way and fall flat, which is why rather several short videos on different topics are recommended.
4. Support ‘Employee Generated Content’
When it comes to videos for the internal communication, companies should absolutely allow their employees to record them with their smartphones themselves. Short video clips, used by employees to exchange ideas on the intranet or via social internal networks, do not have to be perfectly lighted and do not need any editorial structure. What’s more important is that when the employees record themselves on their own, their commitment is considerably enhanced.
5. It's not what you say, but how you say it.
There is one thing, however, companies should pay close attention to: The devices of these employees generally provide good picture quality, but their microphones are often not reliable. But if not everything is clearly understood, the flow of information stops. For this reason, it is advisable to provide the employees with high-quality microphones, which can be connected to their equipment to guarantee top sound.
For external video clips, there are totally different rules than for Employee Generated Videos. The former demand the highest level of professionalism, and thus also a corresponding preparation, while the latter can achieve the desired effect only if employees can spontaneously, uncomplicatedly and compulsorily absorb them at any time.
By Daniela La Marca