A Complete Guide to Corporate Video Production
Corporate videos mean many things to many people. For businesses, they are a mighty marketing tool. For their customers, they’re a chance to gain valuable insights into a brand, product or service.
There are many kinds of corporate videos, as we’ll explore over the course of this article. They all serve different purposes, depending on what the client requires.
A good-quality corporate video can:
- boost your company’s visibility
- expand knowledge of your brand story or company identity
- increase customer engagement
Bouche Media specialises in creative corporate video production. Over 10 years, we have built up a strong track record in the finance, tech, property and professional services sectors.
But what exactly does the corporate video production process involve? How much planning really goes into it, and how far does that investment really go?
Let’s take the time to examine what goes on before, during and after production in this, our complete guide. We’ll answer the following questions:
What preparations need to be made before filming your video even begins?
What happens in post production, from video editing to staying on the right side of the law with music?
How to ensure your live action or animation video is seen by the biggest audience possible by reusing the content?
What we do at Bouche Media, and how our friendly, collaborative, professional team can help you create top quality corporate videos?
What is corporate film production?
Companies, no matter how big or small, have capitalised on the meteoric rise of social media platforms to spread their brand or business message.
Corporate video ads have become increasingly innovative as companies strive to raise awareness among new, growing audiences and generate leads in fresh markets.
There are a wide range of global platforms, catering to a variety of viewers and users. They may have different interests, cultures, ages and ambitions, but they are all hungry to consume content about products, services and companies.
That almost endless appetite has led to a slew of firms offering high quality corporate video services. We are proud and thrilled to be part of the UK’s booming video production industry.
When you look at the numbers connected with video production, it’s not hard to understand why it’s doing so well. Some of the statistics surrounding video as a successful marketing tool are jaw-dropping.
A survey by animated video production firm Wyzowl revealed that:
- 86% of businesses used video as a marketing tool
- 87% of marketers said videos increased traffic
- 81% of marketers said video increased sales
- 96% of people watched explainer videos to learn more about a product or service
- 80% of people (on average) bought a product or a service after watching a video
- 92% of marketers believe videos are an essential part of a marketing strategy
It’s clear then why corporate video production has become such a key, foundational pillar of so many firm’s marketing strategies.
But if you’re a start-up looking to create live action or animation video content, would you know where to start?
Yes, there’s all kinds of software out there that will help create reasonable quality content. It may achieve decent engagement on social media, and could give you a leg-up as you scale.
But for a truly professional, high quality finished video that will deliver results in terms of performance and returns – come to us.
Why use a professional video production company?
There’s a place in every bootstrapping business for on-the-hoof video ads, made using a decent smartphone and posted to social media platforms.
That kind of guerilla film-making can give newcomers the edge over established businesses from time to time, as it can bring something original to the market.
However, unless you’ve got an endlessly creative team and an audience with a relentless thirst for that sort of video content, it can become very tired, very quickly.
Companies looking to really take their brand messaging up a notch turn to a professional video production agency such as ours.
They know that by working with us, they can tap into a deep pool of ideas and creativity. Their video will be created using top-of-the-range equipment, before being honed and polished by people at the top of their games.
The end result is a corporate video that reflects their vision, brand values and offers returns that go beyond their original investment.
So, what does a video production agency actually do? Well, it turns out there’s more to it than putting together a smart animation or interviewing a CEO.
Let’s take a look at the entire corporate video production process, from start to finish.
Planning your corporate video production
There are several fundamental things that must be established before even a frame of live action or animation video is brought to life.
All of the information we’re about to explore should be contained in a corporate video brief.
This document lays out several key elements of your video content, including goals and deadlines. It allows us, as a corporate video production company, to understand precisely what our team is being asked to create, why and how.
The video brief will also set out how much you’re prepared to pay for the corporate video production, and determine where the final video will be seen.
Essentially, it makes sure everyone’s on the same page before the production process begins, and provides a near cast-iron guarantee that the finished product is exactly what you want.
Different types of corporate video
One of the very earliest decisions that have to be made is pinning down exactly what form of corporate video your company wants to make.
That includes choosing whether you want a live-action promotional video or an animation.
There are several genres to select from, depending on your content strategy, and how you plan to engage audiences. Here are the most popular:
Company origin story
One of the best ways to engage existing and potential customers is to elicit an emotional response among them. Videos that connect with an audience are among the most powerful marketing tools.
A good video that recounts a firm’s beginning is ideal for this, whether your company is just starting out or has 150 years of history under its belt.
If you have an unusual origin story that can be told in an authentic or creative way, or a quirky angle to your firm, make it public. It’s an ideal method of building trust, especially on social media platforms.
A perfect example is our live-action video of Alex Sibille, founder of The Future Factory, who told her story as part of our Reimaginers series.
She talks mostly directly to the camera, as you would in a conversation, while clips provide the audience with an insight into the company, its office and staff.
Gone are the days of TV commercials hogging all the prime time advertising space.
Although there are juicy slots offered during major sporting events (think of half time at the US Super Bowl), the audience’s attention is up for grabs 24/7, thanks to the rise and rise of social media.
Now, a 15-second video advert, published on a prominent platform, can be of enormous value to a corporate’s global content strategy. Obviously, that can have a huge impact on company performance.
Just as in television, a promotional video for social media, whether it’s an animation or live-action, must hook the audience’s attention within a few seconds and hold it.
Never was the phrase ‘all killer, no filler’ more true.
Take this video ad for Tellworth, which offers an insight into their fund’s management and approach.
It’s straightforward and to-the-point, but also eye-catching and packed with interesting information for the viewer.
Lots of companies use video content to advertise new products or services, but a short film or animation can also be used to generate buzz before the big day.
Remember, 80% of people made a purchase after watching a video. If you can whip up excitement ahead of a launch, the chances of you reaching that figure are increased.
Our animated video for BNP Paribas Real Estate set the scene for an online event, whetting audience appetite, while this corporate video for commercial law firm HFW shed light on a new service launch.
Whether you’re demonstrating a new product or exploring a concept behind your business, explainer videos are among the most successful video marketing tools.
Quality content will always engage customers, and a great explainer – particularly animation – can pull audiences further into your brand. That connection makes it easier for them to absorb the message you’re trying to get across.
It doesn’t have to be a hard sell, either. This animation for the Institute for Scientific Information on Coffee explains a few surprising facts about caffeine.
Not quite the same as explainers, but certainly in the same video production ballpark, how-to content tends to be more informative and instructional.
They are often aimed at very specific audiences. Our animation projects for HSBC UK customers saw us demonstrating how to use online banking accounts and mobile banking.
Employee onboarding and thought leadership videos
Did you know a high quality employee onboarding video can increase your firm’s retention rate by 82% and boost productivity by up to 70%
They’re an ideal way to introduce new staff to your company’s culture, values and aims, and can help newcomers settle quickly and feel like a welcome addition.
Thought leadership videos are another excellent way to get across your company’s aims and ambitions. Of course, you can use a range of voices from both inside and outside the firm.
Best-selling author Mark Billingham sat down to offer his pearls of wisdom in this video for HW Fisher, which specialises in tax advice for writers.
Another form of corporate video that falls into the talking head category is the testimonial.
There are two forms of testimonials. The first is an employee, either an old hand or a new starter, who talks about the benefits of working for your company.
They could highlight the inclusive culture, the employment perks, or the chance they’re offered to show off their skills and creativity.
These testimonials are brilliant for internal morale-boosting and external recruitment drives.
The other form of testimonial comes from customers. Capturing footage of them singing the praises of your endlessly supportive customer service team, or talking up your latest product, will bolster trust among your audience.
It could also persuade more visitors to move further down the sales funnel. Needless to say, customer testimonial video content can be like rocket fuel for any firm’s marketing strategy.
Take our video chat with Cabell de Marcellus, co-founder of financial services’ native content marketing platform dianomi. He devotes almost two-thirds of a 1.25-minute video ad to praising the virtues of partner Neustar.
Imagine if that was you.
What’s next for planning your corporate video content?
Once you’ve selected the type of live action or animation video you want to create, it’s time to factor in several other important considerations.
The topics we’re about to cover are all important, but the first is probably the one you absolutely have to nail, every time.
First and foremost, you must identify who your corporate videos are for. Every business plan worth its salt has identified its ideal customer, and this has to be your starting point.
Understanding who your corporate video project is trying to engage will determine so many other factors, from tone and style to where it’s posted.
Every decision about your promotional video should be made with that target audience in mind. Will they identify with the story you’re telling? Does it clearly get across your brand message? Does it compel the audience to take any actions?
What will your corporate video do?
We explored some of the different types of corporate videos earlier. The genre you choose will more than likely be influenced by what you want the content to do.
That will be directly affected by the audience you’re playing to reach/attract/engage with.
If you’re making a series of in house training videos or onboarding videos, they will have a different viewership to an event video or product demo video.
Likewise, if you’re aiming to improve lead generation and engage new customers with an animation, it will have a different tone to an expert interview.
The function of your corporate video should vary from project to project.
Why are you using video?
It might sound like an odd question for a firm that provides corporate video production services, but are you 100% sure you need to use video?
There are a vast range of reasons firms use corporate videos, including (but not limited to)
- telling their brand story
- boosting online visibility
- enhancing search engine optimisation/ranking
- boosting recruitment
One question you need to ask is: “will live action or animated videos help achieve our goals?”. Make sure your video has a purpose.
Video as part of an overall content strategy
A solid content marketing strategy will include several measures to reach the widest possible audience, from ebooks and webinars, to landing or product pages.
Before you commit to any firm plans, you need to consider where your corporate video sits within that content strategy.
Is it the jewel in the crown of a broader, omnichannel campaign, and will therefore have a bigger budget and perhaps more creative freedom?
Or, is it a standalone, single basket into which you’re putting all your marketing eggs?
That understanding will determine a lot about how hard your corporate video production will have to work for your company.
Core messages to include
Another very important consideration is what message you want to convey with your corporate video. Is it a one-shot deal, or do you have time to play with?
If it’s part of a series of in house training videos or event videos, then you have the flexibility to be more expansive about which messages are included in the final film and edit.
However, it is crucial that any promotional content focusing on a single, potentially time-sensitive issue or trend must include the key message in the final live action video or animation.
Budgeting for corporate video production services
Arguably the hardest part of the corporate video production process is planning the budget.
Companies can be bursting with vision, ambition and creativity – but if the money’s not there, then the chances are your video project won’t make it beyond the storyboard.
The compromise many businesses have to make is quality over cost. That’s not to say some lower-budget videos, especially in animation, aren’t effective or good fun, but they won’t be able to compete with the slick output from a professional video production company.
The trick is in finding an agency that is innovative and experimental enough to create great quality videos, and willing to stretch their problem solving skills to get the most out of every client’s budget.
As a small, independent, video production company, we understand the challenges many businesses face and we always deliver.
The stages of making a corporate video
Decisions have been made. You know the type of corporate video you want to produce, the target audience and key messages have been identified, and the budget allocated.
The corporate video project now moves to the pre-production stage. It’s at this point that the foundations for a good quality corporate video are laid.
It goes without saying that, the more preparation that is done here, the less likely things will go wrong further down the line.
Every video, whether it’s a 30-second explainer video about the dangers of online gambling, or a three-hour Hollywood blockbuster needs a storyboard. Quite simply, it is a roadmap for the entire production.
Like all the best video production agencies, our professional team creates informative and entertaining corporate videos that engage audiences in the long term. And every single one has begun with a relevant storyboard.
They help work out where to put the camera (if it’s a live-action video), how many scenes are needed to tell the story, and how many shots each scene needs.
They will also detail any lighting, or sound effects that need to be added in post-production.
A storyboard streamlines the entire creative development workload so the production crew doesn’t waste time or money wondering what they have to do next.
It also enables creative development and flexibility. Any alterations made at this video production stage will cost a lot less than when filming has begun.
That’s invaluable if you’re on a small budget, and also increases the likelihood of producing high quality content.
Writing the script
Any successful video production, whether it’s live-action or animation, requires a script, even if it’s for internal purposes only.
If you’re writing a script for a sales video or seeking to build awareness about a product or service, it should include a clear and unambiguous call to action.
On the other hand, a company profile must include relevant details about its values and culture. Keep it tight and to the point if your budget only allows for a video that’s very short.
Unless you’re happy to include ad-libbing, winging it or improvisation, it’s important to make sure that every single word of dialogue or voice over required is written down.
Videos that don’t have a defined, pre-written script can very quickly lose their core message.
As well as making it tougher for the video editor, it can also be harder for the final video to build engagement among your audience and target market.
Exit, pursued by a bear…
There’s more to a script than simple lines of dialogue or questions for the CEO. It should also include details about set or stage action details.
In case you’re wondering, this section’s title is Shakespeare’s infamous stage direction from A Winter’s Tale. Odd it may be, but it’s crucial.
If anyone in your video production moves, do they know where they are moving from and to? When do any other people featured in the video production make their entrance?
Finally, the script should also detail any costume changes.
Deciding on length
What do you define as a short video? Depending on your content strategy, your promotional video may need to be anything from 10 seconds to up to two minutes long.
Without solid pre-production planning, including storyboarding, that can be a vast amount of time to fill.
On the other hand, if you’re conducting an interview but only need five minutes of content, the majority of a half-hour chat is going to end up on the cutting-room floor.
If your production only has a small budget, that’s a lot of waste. That is, unless you’re planning a series, in which case you need a smart editor, but we’ll get to that later.
Once all of that preparation is in place, it’s time for the exciting part: production.
Shooting your corporate video
Depending on the story behind your corporate video production, the style, length and budget, this could be the quickest part of the entire production process.
Live-action corporate videos need several key components to be put in place before filming can begin. The right equipment must be brought to the correct location, for example.
Any actors or participants need to be booked well in advance and be ready on the big day. If they have lines, they should know them, as well as understand what they are required to do for each scene (assuming there’s more than one).
Depending on your schedule, deadline or budget, any aerial filming can be done at this stage or a little later.
For a corporate video using animation, the team will get to work putting together the graphics and visuals to tell your story as part of your brand’s content strategy.
For both forms of corporate video, the production process should have a tight focus on getting the message laid out in your storyboard across to the viewer.
When it’s deemed to be in the can, the production process then moves on to the next stage: post-production.
After the rush of live-action filming, the real magic happens afterward, when the raw footage is transformed into a complete corporate video.
This is where our expertise as a video production company really comes into its own, both for live action and animated content.
However, there are several important steps to negotiate in the meantime, so let’s break them down.
Video editing is the wizardry that turns a storyboard into a successful video production, and smooth, seamless viewing experience for the target audience.
In our video editing team’s hands, suddenly a series of disjointed scenes scribbled onto a 2D storyboard come alive, and there’s a story unfolding.
With smart and insightful cutting, our experienced editors turn an interesting interview into something truly compelling, all the while sticking to the customer’s specific video brief.
They will edit out coughs or wobbles and edit in aerial footage where required. They will insert cross-cuts to pick up the pace, or slow down the tempo with longer scenes.
The average corporate video production won’t have the budget, much less the need for special effects, but we’re not talking latex and lasers.
Video special effects can also include using mixes, fades and swipes to move from scene to scene. Digital backdrops may also be deployed in some corporate videos to save money on location shooting.
Using stock footage
If your particular corporate video production has a very tight schedule or budget, it may not be possible to capture everything that’s needed for the final film.
Luckily, any video production company can buy stock footage – also known as stock footage – and images that can be freely used in a corporate video.
More often than not it’s taken by professional videographers and for firms whose promotional video has a shoestring or very small budget, it can be a lifesaver.
B-roll can help a video editor create a smoother transition between scenes, or pump up a running time that may otherwise fall short.
No matter how complex or simple your corporate video, everything should be done to ensure the brand message in all your promotional videos is clearly visible to your target audience.
But the post production process hasn’t finished yet.
Seeing may be believing, but every good video has to be heard too.
Sound editing is a crucial part of the video production process, whether your brief calls for a live action or animation.
We all know how off-putting it is to watch a clip where the dubbing kicks in just a second too late. In the worst cases, it can prompt viewers to turn off or scroll past.
Ensuring sure the sound on your live-action video is synchronised is crucial to the success of your video production.
If you’re looking to create animated corporate videos, voice-overs should be recorded and then edited into the content so it’s heard at precisely the right moments.
It is imperative that the quality of your sound recording is top notch. Audio accounts for half your video, and if it’s not up to scratch, the entire project could be ruined.
This can be where bootstrapping start-ups fall down. They discover their smartphone-filmed video might look good but the sound quality just isn’t there.
Here are three different types of microphone that can solve that problem:
These easy-to-attach mikes are often used in TV, news, and video interviews. They are not connected to a camera and produce high-quality audio, even in remote locations.
This mike sits on top of the camera. They perform best in enclosed spaces with very little echo, but can be unpredictable.
This mike is most commonly used for on-the-street interviews. Under the sponge that usually carries the network logo is a powerful, long condenser mike. They are good at capturing audio directly in front of them and ignoring any background noise.
However, there are some sounds beyond dialogue that have to be included in the video.
Even the most basic video production or animation will require some sound effects, even for companies looking to create a small budget production.
That could be as simple as the sound of a door closing to ‘action’ shots, in which someone moves around or interacts in some way with the environment around them.
As with the dialogue, the sound on your animation or live action video should be in complete sync with what is seen on the screen.
Above all, make sure to use professional sound recording equipment to guarantee the best quality in your video.
Imagine seeing Jaws without that dread-inducing “dum-dum, dum-dum”, or Star Wars without its jump-in-your-seat theme?
Music has provided the backbone of many blockbusters since the earliest days of cinema. In a corporate video, it can be a crucial component in conveying your brand message.
We’re not suggesting your corporate video production should be on the same scale as a Hollywood flick, but the music you choose can be instrumental to its success.
The soundtrack to your corporate video production will depend on all the factors we’ve already discussed: story, audience, duration and budget.
A 15-second employee testimonial video obviously doesn’t need a full-blown orchestral score, yet a wisely chosen sample could help engage new audiences and boost lead generation.
However, when it comes to music, it’s not a free-for-all.
If you want to showcase a particular band or artist’s songs or music in your corporate video production, find out whether it is copyrighted before you do anything else.
If it is, then you must secure their permission before using it.
If they’re very famous, the process could be slow and costly. If your company has the resources to take this on, you’ll need to negotiate buying the rights for your video.
Once all the paperwork is signed and sealed, the song will be yours to use as you see fit.
If you want to use music from less well-known musicians and composers in your video, the process will likely be a lot simpler and less expensive.
There will also be many small businesses that can’t afford to licence any copyrighted music for their video, but there are other forms they can use.
Just as with stock footage, they can access sites offering stock music for their soundtracks at a fraction of the licencing cost, with no legal issues hampering your corporate video production.
Bringing it all together
This animated explainer our team put together for Virgin demonstrates beautifully how voice-over, sound effects and music seamlessly blended to bring the 2D images to life in a single video.
Meanwhile, the funky soundtrack and sharp editing combine to hook the viewer from the opening second of this video showreel for BNP Paribas Real Estate.
There’s more snappy editing, as well as quick cutting and some sweeping shots, in this eye-catching video for RX Events.
They are all different. They all look and sound amazing. They all get their core business message across, quickly and effectively. They were all created by our video production company.
Distributing your corporate video
All the edits are done, the final video is in the can. Now we turn to the process of distribution. Where does your content strategy suggest your corporate video should be published?
Not all video-sharing platforms are created equal – what works on an in-house website won’t necessarily translate to Instagram or YouTube. That’s where we, as a video production company, come in.
We will not only help create your corporate video, our video production agency also offers strategic reviews and planning to maximise its returns.
We can ensure that, before a frame has been filmed, you understand exactly where to publish your video so it achieves the best returns and reaches the widest audience.
For example, if you’ve previously only ever posted your corporate videos to Linkedin, we can help identify other platforms where it would perform well.
Our video strategy support and planning service is one of four that we offer, and provides:
- Campaign planning: including channel and timeline priorities, and suggested messaging
- insights into where your video can support your activities most effectively
- ROI for your assets: creating versatile social products from existing content
- success measurement: objective and benchmark-setting and progress reports
Reusing your corporate videos
Sustainability is the watchword of our times and it extends far beyond recycling plastic or buying second-hand furniture. Your corporate videos can also be repurposed and reused.
That cracking customer testimonial video that was posted on your intranet to put a smile on your employees’ faces? Publish it on social media. Give other customers a chance to add their voices to the chorus of praise and watch your engagement soar.
That explainer animation video that was a hit on Facebook could also engage a new audience on YouTube and create openings in potential new markets.
Your 10-minute video interview with a senior company executive for Linkedin can be re-edited and served up as quality, short-form videos on Twitter, Instagram or TikTok.
Depending on who companies want to reach with their video, the options for repurposing and reusing your corporate videos are almost limitless.
Ideally, reusing and repurposing your finished corporate video should be included in the video brief, and be part of your business content strategy.
That way, it can be re-edited, repackaged and ready to go right when your business needs it.
Who are Bouche Media?
As we said at the start of this blog, the team at our video production agency are specialists in creative corporate videos, and have a decade of experience under its belt.
At Bouche Media, everyone works to bring fresh ideas to the table. We always try to inject the traditionally predictable and generic corporate video world with a dose of ambitious thinking.
We thrive on what we see as the perfect opportunity to reimagine a corporate video with our blend of creativity and expertise.
Flexible and creative
Although we always try to push the video brief as far as possible, to maximise the potential for engagement for a company and its corporate videos, we’re also good listeners.
If a client has a very clear idea of what they want, or prefers to keep it simple, we can deliver that too.
In addition, we are a small, independent video production agency. That means we can scale our resources up and down as each company or client requires.
Why should companies work with us?
That’s a very good question. Our answer comes in three parts:
Quality, quality, quality
As a small, independent video production company, we ensure all the work we do is of the highest quality – always.
This philosophy extends to every area of our business: from proposals to equipment and video editing techniques. We go the extra mile to make sure the process is a quality experience, as well as the finished video project.
Because of this approach, our clients consistently rate us for the quality of our video production work, coming back to us again and again.
Solene Genton, marketing and communication director MIPIM, Reed Midem, said:
“The video is a great success. Your team genuinely grasped the spirit of what we had in mind! It’s so different to normal exhibition videos.”
A friendly, knowledgeable and professional company
We’re a friendly, honest company, staffed by people who truly enjoy what they do. We also have just the right amount of film-geek about us.
We’re passionate about all kinds of camera kit and – of course – everyone adores independent cinema. However, we’re not so far gone that companies glaze over when we start to talk about the nitty gritty of video production.
Our London-based team regularly collaborates with some of the corporate sector’s top companies. We always aim to be smart and helpful, as well as discreet when required.
The reputation and brand of any company is in safe, sure hands with our video production agency.
Heather Trevenna, director of marketing operations, Quadrotech said:
A creative corporate video company
One of the greatest things about video production is it often leads to enticing business opportunities to create more than what was perhaps initially expected.
Every member of our video production agency relishes helping corporate clients recognise this potential, as well as collaborating to create something really special.
We love bringing fresh ideas to every video project, whether it’s an explainer animation or a product demo video.
Our team always looks to produce video content for companies that are a little bit different, helping them stand out from the crowd for all the right reasons.
The skill that goes into every video we work ensures your message is engaging, your people sound great and your event looks amazing.
Charles Stewart-Smith, director of Teneo Blue Rubicon said:
“It’s been a real joy to work with Nick Coombes. With his quiet and unflappable professionalism, he provides sound advice and delivers high quality video. We are very pleased with the results.”
Let’s collaborate on your next corporate video production
Whether you’re thinking about a series of videos offering an insight into your company, or want an explainer animation about a new product or service, we can help.
We guarantee to bring all our enthusiasm, experience and creativity to bear on your live action or animation project.
We’ll help create a clear and detailed storyboard. We will ensure the best quality equipment and video production crew are assembled, and that the video is created on time and on budget.
We’ll edit the video to make it sing and look amazing, while also ensuring it resonates with your target audience. But we can go even further than that.
Our video strategy services comprise a full audit of your content, a review of your competitors’ content and positioning, alongside video strategy support and planning.
We also offer a 60-minute video strategy workshop, so you get the most out of your visual content, including extending its life beyond initial publication.
It features guidance on topics including the importance of video’s role in your marketing strategy, and how to efficiently and effectively budget for your video project.
If you’re interested in working with us, the next step is to get in touch.
To chat about how our team can help you, or to set up a meeting to discuss your video production needs, you can call us on 0203 6373597.
Let us take your corporate video to the next level.