What makes a good corporate video – 1

Q: We have a client, an international industrial group, who need their corporate video replacing. I’ve looked at a few samples here and there and would like your opinion as to what you think makes a good corporate video. Can you oblige?

Creative Director
Surrey

A: This is a great question. To answer it I’d like to go right back to basics, and establish a few definitions as to what corporate video is intended to do.

I’m assuming a typical “scope and capability” type of corporate message

Corporate Video Definition
Any corporate video must engage and compel the audience from start to finish.

It must engage and compel seamlessly, without breaking the flow of the viewer’s attention.

Anything distracting or that splits the mind in two directions, or is difficult to grasp, will rapidly diminish the effectiveness of the video as it breaks the attention.

In business the message focus should generally be on what is delivered. This is what people are most interested in. This is Noughties.

People are not very interested in proclamations, boasting, or morality statements. This is very 90s.

Video should also be stylish and to the point, achieving the maximum possible message in the shortest possible time.

So keep your scope and capability message short.

If you must have a longer story, then split it into a series of modular short stories, each within an overall “style umbrella”.

This fits perfectly on an interactive dvd, and gives audiences the choice to interact as they see fit. This is Noughties.

Next time you view a corporate video, ask yourself, “Does this video fit the above definitions?” If it doesn’t, then no matter how good it may be in parts, or no matter how slick some of the effects may be, it probably won’t work as audiences will quietly turn off during parts of it, or be distracted by an effect and lose their sense of total absorption in the message.

Tomorrow in part 2, we’ll look at some practical do’s and don’ts.
© Studio Rossiter 2006

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