Corporate Videos Not As Easy As They Look

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Producing corporate videos isn’t so easy.

Alright, this needs to be said… or written in this case. If you’re going to make the commitment to produce corporate videos, please do it right.

I just read a blog post in which a marketing person for a major hospital group was giving video storytelling tips. I’m not going to link to the post. I’m not here to embarrass anyone, but it does provide an opportunity for a teachable moment.

Honestly, the tips that were given were all solid. Think about interesting ways to tell your stories, pick the right equipment and remember that videos don’t need to go viral for them to be a success.

Sounding good

Solid, right?

I was kind of digging this, so I decided to check-out the company’s YouTube channel. OMG. What a disaster.

Don’t get me wrong, I saw a lot there of what was being talked about… it’s just… none of it was good. In most cases, the stories were boring and came off amateur-ish.

Producing good corporate videos typically takes a pro

So here’s the teachable moment… just because you know what to do, doesn’t mean you know how to do it.

Video is a tricky thing. It looks so easy. Set-up a camera, hit the record button, maybe do a little basic editing… and there you have it… an awesome marketing video!

Ummm… no. It’s not that easy. As a matter of fact, it takes a lot of experience to produce a quality video that’s going to connect with an audience. Maybe the biggest problem with inexperienced producers is that they sometimes produce videos that have a negative impact on audiences.

Video is about emotion. In nearly every video we produce, I’m hoping viewers leave with a good feeling about the business. I want them to feel confident in that company. A bad video has the complete opposite affect.

Picking a seasoned video pro will go a long way to making sure your video doesn’t make your business look bad.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

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