The average human attention span is 8.25 seconds. That’s right. We can only focus on something for less than 10 seconds. This can be an intimidating statistic, especially when working to make your corporate video production a success. Not only do you want to make sure that you grab your viewers' attention from the very start, but that you hold onto it throughout the duration of the video as well. While you’re already spending time and money on a corporate video production, let’s make sure to do it right!
1. Work Closely With Your Client and Make it Fun!
When working with your client, listen intently to their desires for the film and take notes—whether they are mental or physical is up to you. This will ensure that you are fully aware of what they want to convey, so the video is more likely be a success in their eyes. After all, no one knows their own business more than the client. So, work with them closely.
Have a solid marketing strategy for the video you are going to produce, but also have fun!
At first, people will be awkward and nervous about being on camera. Most even have some very skewed expectations of what being recorded will be like. To ease the tension, begin by asking them familiar and easy questions. Maybe even tell a joke to lighten up the mood. The more comfortable you can make your client with you and the lights, camera, and action, the better they will be in front of the camera! However, while having fun also make sure you are having a good creative collaboration with your client to frame their desires on screen.
2. Prep Makes Perfect
Prep is key for shooting successful corporate videos. For these kinds of videos, the messaging is usually going to be tightly dictated by the client, so script your interviews. After talking to the client, you’ll know what needs to be said and how to create a script of it. You’ll especially want to script out what you want your subjects to say when shooting talking head interviews. This way you can go back and forth with the client evenly. Conversational interviews are an option as well.
In order to be prepared for the process of corporate video production, also bring extra clothes to the shoot. As a good rule of thumb, bring two extra shirts/outfits and two extra ties to the shoot. This way, you’ll be ready in the event a participant in the video shows up in clothing that won’t work on camera. So create your own mini wardrobe department, and check all clothing for confusing patterns and/or awkward colors.
3. Create a Professional Setup to Create a Professional Image
To create a professional corporate video production, use a two-camera setup. If you’re working with professional talent, you’re good to go. However, the majority of your corporate videos will be made with real people who are likely anxious for their screen debut. Help those nervous folks out as best you can by using a two-camera setup. Such a setup will give you much more leeway to make those being recorded look and sound their best. By using two cameras for corporate video production, you can piece together the best parts of your subject’s answers. You can also cut any awkward pausing, nervous muttering, or dreaded “ummms.”
After your two cameras are set up and ready to go, take necessary precautions to make those being taped look professional. Start by hiding lapel microphones to be out of sight. Although as a content-consuming society always staring at some sort of screen we may have become accustomed to seeing dark little microphones on people’s collars, it will make your corporate video more professional to have yours hidden. It isn’t tricky to hide the lapel mic altogether, and it instantly makes video content look better. To hide the mic, all you need is a little piece of gaff tape. Ask the mic-wearer to run it up their shirt to tape it completely from view.
4. Time is Ticking - Get to the Point
The average length watched of a single internet video is 2.7 minutes. That means you have less than 3 minutes to get your point across to your video viewers. While your clients may not understand that the attention span of end users in today’s video market is so short, it’s important that you do.
To satisfy your audience, make information quick and to the point. Once you have received all the information that the client has specified they would like to convey, condense it. Work their content into the shortest form possible. Overall, try to keep your video between a minute and a half to two minutes long to make sure your audience can get the big picture before they space out!
5. Jazz it Up and Add Some Music
Choosing music tracks for corporate video production can be a tricky task. Luckily, there are resources out there to help you get the job done. Check out the music available for your use.
Stock music (royalty-free)
There are different websites out there made to help people share their knowledge and creativity legally, and are great sources of music for your corporate videos. Check out music licenses on websites you find browsing the internet.
Tracks requiring copyright clearance
Although this would most likely be the most costly option for you, using commercial music without permission would leave you ending up paying even more in court.
Original music written and recorded for you
Commissioning original music for your corporate video production is one way to make sure you get exactly what you want for your end goal. While if you do pay for something to be written and recorded you will not have to worry about future legal ramifications, this option may be too costly, depending on your budget.
Have you worked on a corporate video production before? What did you find worked well, and what made the process even more challenging? Tell us about your do’s and don’ts in the comments!