There has been an explosion in corporate video communications. A recent survey by US marketing agency VisibleGains asked marketing professionals where they were focusing their digital campaigns. Just under a third answered webcasts and podcasts, a third said search, 41% said social media, and an overwhelming 67% said online video.

However, while there is clearly potential, anyone unfortunate enough to sit through some of the less well crafted examples of the genre knows that the medium is only a small part of the puzzle. So how do you go about creating compelling video communications?

Rigorous process

It takes discipline on behalf of marketers, agencies and production companies, and a rigorous process to get to grips with what your clients need to know and deliver it to them in an interesting and relevant way. There is a five stage process, and it is vital to follow the golden rules of the silver screen throughout each.

1. Scoping and planning

This will define both the business objectives and how the video will achieve them. Kent Height, Grist video producer explains: “The planning itself is one of the most vital stages, so that before the first camera begins rolling everyone concerned understands what the video is trying to achieve, and how.”

2. Storyboarding and script development

This embodies how key messages are put across, and the broader story told. The production team needs to understand the strengths and limitations of corporate spokespeople, and how to get the most from them. “Not every key spokesperson is naturally telegenic. It doesn’t matter if you have a great idea and a brilliant script. If the spokesperson can’t deliver it effectively you need an alternative solution,” says Height.

3. Film production

You need the basics in place to ensure an efficient and effective filming schedule. This includes planning well in advance and identifying participants and locations. Height says: “You need the right team in place, and to have scheduled the day so that what you want is achievable in the time allowed with the team involved. There’s no point trying to cram too much in and ending up filming exhausted spokespeople in the dark.”

4. Editing, mastering, duplication and delivery

By the point of delivery the video must engage the audience in a dialogue which provides real value. Height reveals: “It’s often as much about what you leave out as what you put in. You may feel you are getting value for money with a longer film, but shorter punchier videos can be much more engaging. As a rough rule of thumb, when it comes to video, shorter is invariably better.”

5. Integration into the marketing communications strategy

A professional communications consultancy can exploit video through the most appropriate channels, whether that is social media, video webcasting, video for mobile, or website/microsite builds.

The broader picture

These golden rules will ensure a technically proficient video, but marketing departments can set the bar far higher. Creatives-for-hire who may do village fetes one day and your work the next are not necessarily the best people to get to grips with your marketing objectives and your audience, and deliver the solution that suits you best.

Choosing the right partner means finding someone with the professional experience and specialism so you can trust them to deliver. But while every marketing professional would wish that the quality and expertise were the only considerations, in reality, price is key too.

“As a basic rule the more cameras on a shoot, the more time and the more money you have to spend, the better the video. But commercial realities mean the right partner will be pragmatic, finding the solution that suits you and your budget, and delivering the quality you expect for the price you need,” says Height.

The right corporate video can achieve a great deal. It can be compelling and engaging, meet your objectives and hold the attention of your audience. However the medium alone is not enough to ensure success. You need the right people and processes to ensure your video helps you stand out from the crowd.

20 great uses of video communications

• Chief executive statements
• Corporate updates
• Divisional overviews
• Results
• Service launches
• Corporate social responsibility 
• Research presentations
• Conferences
• Roundtable debates
• Seminars
• Testimonials
• Pitch support
• Employee communications 
• Corporate TV sites
• Digital magazines
• Video webcasting
• Video for mobile
• Video magazine programmes
• Video podcasts
• Website/microsite builds