What is a corporate video?

Posted by Dan Pauley on Thursday, October 13, 2011

If your involved in the business world, it’s safe to say you’ve probably heard the term “corporate video” used before.  And based on the title, most of us would assume “it’s a video about a corporation”.  Good so far, right?

But what do you do with a video about a corporation? And why do you need a corporate video?

Corporate videos have multiple uses: business-to-business, business sales, shareholder meetings, award ceremonies, documentaries, training, etc.  The ever-shrinking attention span of the average internet-age person has forced everyone to think outside the box to get noticed.  Video is the user-friendly approach to accomplishing that goal.

Great corporate videos tell stories about real businesses and real people:

• The old-school corporate video is dead.  You know the one with the stiff script read by the even stiffer narrator.  The old-school corporate video contains visual images that lacked artistic composition.  They came off as fake and unprofessional.
• New-school corporate videos are thick in their texture.  They contain art-directed visual images, motion graphics, engaging music tracks, and real people speaking from their heart and not reciting the words from a scriptwriter.
• Today’s corporate videos use today’s technology to explain what was once mundane material.  Graphs and financial statements can be animated and flow with colors and sound that leave a lasting impression on viewers.
• Technological advancements also allow corporate videos a limitless number of viewing options.  Sure you can show the finished product in the ole corporate boardroom, but that’s only the beginning.  If you can digitize it, then you can watch it anywhere.  From the big boardroom to the phone in your hand.

Corporate videos of yesterday have become image videos.  They are becoming the universal language of business.  It’s not a matter of if your company needs a video, but rather how badly you’ll hurt your business without one.

Additionally, many companies are able to repurpose elements of their video production to create vignettes and commercials.  Vignettes can be used to further explain a product or service in more detail.  The vignette can be placed on the specific website page for that product or service offering.

What’s the most interesting and creative use of a corporate video that you’ve seen?

We’d love to hear about it and take a look.