Posted on 10:58 am on April 2, 2013 by

5 Different Ways to Use Corporate Video

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For brands and businesses, video is becoming an increasingly common and important part of the communications mix. Channels are increasing and are easy to use.

Whether it’s for external use – advertising, branded content, corporate communications, sales presentations, customer service – or internal – training, internal communications, presentations – the use of video is on the rise. It’s social, interactive, mobile, profitable, trackable and brandable.

Of course, not all videos produced by corporates are great. Some are awful, some just plain boring (it’s debatable which is worse. At least an awful one has a chance of going viral).

The best corporate videos reflect and project the brand or communicate a message in such a way that the audience engages with it.

For recruitment, video is a great tool to tell people about company culture in a far more engaging way. On average, employer customers receive a 34% greater candidate application rate when they add video to their job postings. It also provides a way to put across a complicated message in an ‘easy to swallow’ and more captivating format – 5 pages of website content can be covered in a 3 minute video.

Here’s five types of corporate video that we think stand out in the world of corporate film.

1.The Brand Video

Ok, so this type of video is fairly common nowadays, however they’re not all successful. The best corporate videos reflect and project the brand in such a way that the audience engages with it. They have to be consistent with the brand, but try and offer a new perspective to surprise those members of the audience who think they know it already and most of all be interesting.

They should try and not be a brochure, although they often are. The company should be trying to put its best message forward, with the highest possible production values to enhance, dress up and show off that message.

London corporate communications agency Radley Yeldar benefit from having the creative skills in-house to be able to create something a cut above the rest, but it’s a great example of a video that’s engaging but still explains what they do and who they’ve done it for.

2.The Recruitment Video

Video is the perfect channel for recruitment. It’s a very simple way to get the personality and culture of a company across. The ‘talking head’ is the most common approach – an employee describes a day in their life, how their career has been progressed and what a great place Company X is to work. Rackspace have taken a slightly different approach with a series of video showing “A Day in the Life” at Rackspace. The one below is very simple – there’s no voiceover, the pictures do the talking. Of course, how typical this day was is open to question – there can’t be weddings in the office too often.

3.The Issues Video

For companies who need to get across complicated messages, a video can be an effective tool. Whatever your feelings about the products it makes, there’s no denying that the tobacco industry has some serious issues it needs to engage on. British American Tobacco made a feature film style video outlining their views on the issue of counterfeit and smuggled tobacco. You may not agree with their views and the style is pretty corny (dodgy accents alert!), but there’s no denying it stands out as a corporate video.

4.The Reputational Video

For BP, the Deepwater Horizon oil spill was a reputational disaster as well as an environmental one. After some awful PR errors in the first few days, social media (including video) played a huge part of their crisis management strategy. Video continues to play an enormous part in this ongoing reputation management campaign; it’s not simply a case of posting out a single video hoping everything will go away. Their YouTube channel features a playlist called “BP’s Commitment to the Gulf“ which has a total of 96 videos in it.

5.The Sustainability Video

Sustainability and environmental impact is a huge issue for major corporates. The issues can be complicated but it’s important for companies to make sure people understand what they are doing to minimise the impact their business has on the environment.

Unilever’s 5 Levers for Change initiative is part of their ongoing Sustainable Living Plan – their attempt towards sustainability. It’s a fun piece of animation that explains the concept succinctly.



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