Corporate Video Production Guide

First, determine your target market by asking yourself the following questions:

• What is the problem that my product or service will solve, and does my video highlight that solution in a clear and concise manner?
• Is it apparent from my video that my product or service leaves a positive impact on a consumer?
• What is the goal of my video? What action do I want viewers to take? Are the steps needed to take this desired action clear and convenient?

Perform market research if you feel you have inadequate answers during this stage. By measuring your target market’s reaction to your product or service, as well as how effective your video is in conveying your desired message, you can identify the changes that need to be made.

One of the most effective ways of evaluating the success of your corporate video is to think like a consumer. Here are several best practices to keep in mind:

• How long will the product last? How effective will it be in solving a problem you face? Brainstorm a list of possible questions that customers may ask when they are learning about your product or service.
• There is a world of difference between a 30-second and 90-second video. Depending on the answer you are looking for, perhaps a 90-second video will be more effective, but a shorter video is likely to get more views.. Be straightforward with your evaluations and stick to the facts.
• Name your video according to what your target market might search on Google. Even the most well-produced video can only go so far if no one sees it. Ensure it ranks highly by doing SEO research into popular keywords associated with your industry.