Videos are playing an increasingly important role in modern corporate communications. They are a powerful tool for communicating messages emotionally and sustainably. Whether it is about explaining complex issues, strengthening a company's image or advertising a product - videos offer a wide range of opportunities to reach and inspire the target group.
Goals and Reasons for Videos
Companies use videos for different reasons to achieve specific goals. The main goals are:
- Branding: A video can help strengthen a company's image and identity and emotionally charge the brand.
- Customer acquisition: Targeted video campaigns can be used to reach and convince new customers.
- Employee recruitment: Recruiting videos help to address potential applicants and get them excited about the company.
- Knowledge transfer: Complex products or services can be presented in a simple and understandable way in explanatory videos.
- Customer satisfaction: Videos can efficiently answer customer queries and increase customer satisfaction.
Types of videos
There are different types of videos that can be used depending on the objective and occasion:
Corporate film: This shows the company in its entirety, including its history, values, visions and products. It is used to build the company's image and is often used on the company website or at events.
Explainer video: This video format explains complex topics or products in a simple way. It is particularly useful for clearly demonstrating the benefits of a product or service.
Event video: A video that documents events such as trade fairs, conferences or company events. It is used for follow-up, internal communication and PR.
Product video: Detailed presentation of a product that shows its functions, benefits and possible applications.
Testimonials: Customers or employees report on their positive experiences with the company or a product.
Image film: A short film that presents the values and identity of a company in order to strengthen the emotional bond with the brand.
Possible uses or channels
The videos produced can then be distributed via various channels. Some channels have specific requirements for the videos. In the area of social media, where content is often consumed on mobile devices, lengths of 15 or 30 seconds are sometimes considered optimal. However, significantly longer videos can also be made available on YouTube or Vimeo. The most common channels include
Website: Videos on the homepage or in specific sections such as “About us” or “Products”.
Social Media: Platforms such as YouTube, Instagram, Facebook and LinkedIn are ideal for distributing videos to reach a wide audience.
Newsletter: Integrate videos into email campaigns to increase open and click rates.
Trade fairs and events: Presentation of company or product videos on large screens or in presentations, e.g. at trade fairs.
Intranet: Use of videos for internal communication, e.g. for training or informing employees.
Live-action film vs. animated film
The choice between live-action and animated film depends on various factors. Live-action films are particularly suitable for depicting real people, companies or products. They convey authenticity and can directly convey emotions. However, live-action films require complex filming and often a more professional production. Animated films offer creative freedom and are ideal for visualizing abstract or complex topics that are difficult to depict with live-action films. They are flexible in design and can be more easily adapted into different languages. They are often more cost-effective.
Storytelling, Script and Storyboard
A good story is the core of a successful video. Storytelling means packaging a message in such a way that it is exciting, emotional and understandable. A story usually needs: - a hero or heroine (this can also be a product), - a conflict or a problem, a challenge or difficulties that must be overcome, - and last but not least, a resolution. The dramaturgy then leads the heroes from the initial situation through the complication to the solution or the happy ending.
The script is the screenplay that describes the plot, dialogue and visual elements. The storyboard is a visual representation of the planned scenes and serves as a guide for production. It helps to flesh out the idea and ensure that everyone involved has the same vision.
Multilingualism and the importance of audio and audio quality
In a globalized world, multilingualism is often an important factor for companies. Videos should be available in the relevant languages of the target markets in order to appeal to a broad audience. The audio quality plays a central role in the perceived quality of the video. Professional speakers, high-quality sound recordings and a good mix of audio elements contribute significantly to the impact of the video. Subtitles can also help to overcome language barriers and enable messages to be conveyed when, for example, the sound is not switched on when scrolling through the feed on social media.
Recording techniques in live-action film
The choice of recording techniques has a major influence on the quality of the video. Factors such as lighting, camera selection, perspectives and movement play a role here. For professional results, the company should either work with an experienced videographer or invest in high-quality equipment. For social media, portrait-format cell phone recordings are often sufficient, but good lighting, good sound and good editing (post-production) are essential. Gimmicks such as drone shots, slow motion or time lapse can create special visual effects, but are not a "must have".
Employees or actors in live-action films
The decision to use your own staff or actors in the video depends on the objective. Staff bring authenticity and a personal touch, while actors can be more professional and versatile in their portrayal. A combination of both is also possible, depending on the requirements of the project.
Before a video is published, all legal aspects must be clarified. This includes model release contracts for all people who appear in the video. These contracts regulate the usage rights and ensure that the company can use the video legally. The rights to music, images and other materials used must also be clarified.
Necessary budgets
The cost of a corporate video can vary greatly. Live action films are usually more expensive because they require locations, actors, camera equipment and post-production. For social media posts, cheaper videos shot on a cell phone are usually sufficient, but these should be well planned and produced with good sound, lighting and editing. Animated films can also be expensive depending on their length and complexity, but offer a high level of flexibility. Simple 60-second explanatory videos can be produced for as little as two thousand euros, while more complex projects require significantly higher budgets. It is important to plan the budget realistically and to coordinate it with the desired goals.
Conclusion and Outlook
Videos are an indispensable part of modern corporate communications. They make it possible to convey complex messages in an emotional and understandable way, strengthen the brand and reach a broad target group. Whether live-action or animation, whether employees or actors - the right planning and implementation are crucial for success. With a well-thought-out strategy and an appropriate budget, every company can benefit from the power of the moving image and stand out from the competition.
The importance of videos in corporate communications will continue to grow. With increasing digitalization and the increasing expectations of target groups for visual content, it is becoming increasingly important for companies to create high-quality and well-produced videos. Trends such as interactive videos, 360-degree recordings and the use of virtual reality offer exciting opportunities to take corporate communications to the next level. Companies that invest in these developments early on will benefit in the long term.
Author:
Dr. Frank Lampe, independent online marketing consultant, author, lecturer and long-time marketing executive for B2B technology companies and startups.
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