Business Video Production: The Ultimate Guide
Intro
In the digital age, video content is king. For sure.
In 2023, a staggering 92% of video marketers reported that video gives them a good ROI, marking an all-time high, up from 87% in 2022 (HubSpot Blog).
And in the marketing world, 86% of marketers have incorporated video as a marketing tool, acknowledging its direct impact on sales and traffic (Oberlo). So, for marketing teams looking to step up their game, diving into business video production is a no-brainer. Whether you’re crafting a strategy from scratch for a start-up or fine-tuning the approach for a well-established brand, understanding the ins and outs of business videography is crucial.
Lambda Films is an experienced video production company and we’ve been producing corporate content for over 15 years. We have put together this guide to walk you through everything from the basics of corporate video to the specifics of different video formats that can support your marketing strategy.
In this guide, we’ll explore the different formats, the objectives and KPIs they best support and some of the best examples of these videos from our own portfolio and beyond.
1. Corporate Video Production
Corporate video might sound a bit stuffy, but think of it as your all-access pass to the world of video marketing. It’s a broad term that covers any video produced for business purposes, from internal training to viral ad campaigns. But it’s not one-size-fits-all. Within this category, there’s a whole variety of formats, each tailored for different marketing goals. Whether you’re aiming to tug at heartstrings, explain a complex product, or showcase customer satisfaction, there’s a corporate video type that fits the bill.
To help fulfil a well-rounded video marketing strategy, find a partner that can support your with the full range of video production services.
2. Promotional Video
Double down on promotional videos to put your brand’s best foot forward. The promotional video is one of the most common business video production projects. Think of these as your elevator pitch, but way more fun to watch. They’re short, to the point, and designed to get viewers excited about what you do. Use them to give an overview of a new product, an upcoming event, or just to remind people why your brand rocks. They don’t need to go in to detail, they just need to slap. The key? Make them memorable and shareable.
Best For: Brand Awareness
Measurable KPIs: Social Shares, View Count, Engagement Rate
3. Brand Video
Brand videos are all about storytelling. They go beyond what you sell to share why you sell it. This is your chance to celebrate your brand’s mission, vision, and the values that set you apart from the rest. It’s not just about selling a product; it’s about connecting with your audience on a deeper level, building a relationship based on shared values.
Best For: Building Brand Identity
Measurable KPIs: Engagement Rate, Time Spent on Page, Brand Search Volume
4. TVCs / Commercials
TVCs or commercials are the veterans of video marketing but don’t write them off as old-fashioned. These are your high-impact, broad-reach weapons, perfect for capturing a wide audience. Whether aired on TV or adapted for social media, a well-crafted commercial can do wonders for brand awareness and drive sales. The challenge? Packing a punch in 30 to 60 seconds.
Best For: Broad Audience Reach
Measurable KPIs: Reach, Impressions, Direct Sales
5. Social Video
In the ever-evolving landscape of digital marketing, social videos stand out as the go-to medium for brands looking to make their mark on social media platforms. These compact, engaging snippets are tailor-made for the fast-paced environment of feeds and stories, designed to catch the eye and spark engagement in a matter of seconds.
Social videos don’t necessarily need high-production values, and in most cases work better when they feel raw, authentic and irreverent. These formats work best when created in a native aspect ratio for each platform. 1:1 for Instagram and 9:16 for Tik Tok, for example. However, the best social video is considered as standalone content in its own right, and not just cut downs of longer content.
Best For: Engagement and Community Building
Measurable KPIs: Comments, Shares, Engagement Rate, Follows/Subscriptions
6. Explainer Video
Explainer videos are your your best tool for demystifying your product or service. In a world where attention spans are short, these videos deliver your message clearly and concisely. Use them to introduce new products, explain how something works, or answer common customer questions. The best part? They work for just about any industry.
Best For: Educating Customers
Measurable KPIs: Video Completion Rate, Click-Through Rate, Conversion Rate
7. Product Video
Product videos put your goods in the spotlight, showcasing the ins and outs of what you’re selling. These are especially crucial for online retailers, where customers can’t physically touch the product. A good product video highlights features, benefits, and why it’s a must-have, helping customers make an informed decision.
Best For: Showcasing Product Features
Measurable KPIs: Conversion Rate, Product Page Views, Add-to-Cart Rate
8. Testimonial Video
There’s no better advertisement than a happy customer. Testimonial videos are genuine, relatable, and powerful in building trust. They show real people sharing real experiences with your brand, adding credibility and encouraging potential customers to take the plunge. The beauty of these films is that they can be created quickly and cheaply, or with added production values for a premium look. Whatever works for you.
Best For: Building Trust and Credibility
Measurable KPIs: Conversion Rate, Testimonial Page Views, Customer Satisfaction Scores
9. Case Study Video
Case study videos are where you get to show off a bit. They’re detailed testimonials that dive into how your product or service solved a problem or improved a customer’s life or business. It’s storytelling with evidence, and more often than not, a peek behind the scenes on how you approached the problem. Ultimately, it’s persuasive because it shows your solution in action.
Best For: Demonstrating Value and Results
Measurable KPIs: Lead Generation, Engagement Rate on Case Study Page, Number of Inquiries
APEX | dCS (Lambda Films)
10. Branded Content
Not to be confused with Brand Videos, Branded Video Content is entertainment-style content such as short documentaries, mini-series and narrative films that are sponsored by a brand but are not overtly promotional. This format uses storytelling to subtly incorporate brand values, ethos, or thematic messages into engaging content that resonates with the audience on an emotional or intellectual level. By aligning with content that entertains or informs, brands can create deeper connections with their audience, positioning themselves as more than just providers of goods or services but as a part of the customer’s lifestyle and value system.
Best For:Building Long-Term Brand Loyalty
Measurable KPIs: Viewer Retention Rates, Brand Sentiment Before and After Viewing, Social Media Mentions and Sentiment Analysis
11. Business Animations
Business animations add a bit of fun and creativity to your message. They’re great for simplifying complex ideas, adding visual interest to your content, or just making your brand feel more approachable. Animation can turn a dry topic into something engaging and easy to understand.
Animation is an added bonus to this guide. We will be adding a whole additional guide to corporate animation too – just keep your eyes peeled!
Best For: Simplifying Complex Concepts
Measurable KPIs: Engagement Rate, Click-Through Rate to Relevant Pages, Information Retention Rate
Final Thoughts on Business Video Production
Every video format we’ve explored offers a unique way to engage your audience and meet your marketing goals. The trick is to mix and match them based on what you’re trying to achieve. Want to boost brand awareness? Try a punchy commercial or an emotive brand video. Looking to educate? Explainer videos and e-learning content are your best bet. The possibilities are endless. What matters is aligning your video content strategy with your overall marketing objectives, using the right formats to tell your brand’s story in a way that resonates with your audience. Dive in, get creative, and watch your brand’s video presence grow.
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