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[pullquote]One of the keys to improving business and brand appeal is to give the user an insight into the belief system, culture and purpose of the company…[/pullquote]
One of the keys to improving business and brand appeal is to give the user an insight into the belief system, culture and purpose of the company, and there is no better way to achieve this than corporate videos.
In the modern age where the attention span of most users has decreased, making a concise video that showcases the capabilities and functions of a company whilst displaying good ethics and values is crucial to winning new customers and retaining loyal ones.
What is a corporate video?
As mentioned, a corporate video serves to illustrate competence in the field in which the company sells its products or services, while displaying values or ideas which relate to the company’s identity and ethos.
Corporate videos can come in many different forms, depending on the company’s trade and style.
Some of the common types of corporate videos include:
- Staff Training Videos
- New Product Presentation
- Event Videos
- Explanation of Products
- Customer Testimonials
- Product Demonstration Videos (often seen in technology or design companies)
- Investor relations and financial results (banks, accountancy and traders)
The list is endless, just as there are no limits to the creativity of videographers and directors.
Essentially, a corporate video is a pseudo-advertisement that aims to engage and leave a lasting impact on the user.
Benefits of corporate videos
Incorporating corporate videos on your company website brings about:
[pullquote]… videos make up about 60% of downstream traffic on the internet.[/pullquote]
Videos are easy to digest, eye-catching pieces of information. That’s why videos make up about 60% of downstream traffic on the internet.
With the rise of hosting sites such as Youtube, Twitter, Facebook, Instagram and TikTok for videos, not to mention onsite video playing software, uploading videos for all to see is a surefire way to increase traffic.
People are also more likely to share videos online, and 64% of consumers are likely to make purchases after watching branded social videos.
Why do behemoths like Apple, Coca Cola and Nike spend millions in advertising making videos and ads which are displayed on billboards, on streaming sites like Youtube and on news aggregators? Simply because they wish to retain their loyal customers and obtain new ones through smart brand awareness generation.
For smaller fish in the sea of businesses out there, making your brand unique and identifiable begins with a good marketing campaign. As humans tend to defer to emotions, stirring up strong feelings is a sign of a convincing and memorable corporate video.
Creating a host of instantly identifiable, memorable and useful videos can be a massive bonus in this aspect.
[pullquote]Videos also increase user dwell time on a domain, which can boost the reliability index of a website. [/pullquote]
Quality videos increase the linkability of the content, which in turn generates upturns in SEO rankings. Naturally, this is due to the fact that more videos equals more potential backlinks, especially if the videos are produced well and add value to viewers’ lives.
Videos also increase user dwell time on a domain, which can boost the reliability index of a website.
Hosting videos on a Youtube channel also promotes outreach and engagement, which leads to potential customers visiting the main site.
Trust and Reputation
Using videos as a medium can earn the trust of potential customers as they get to see the internal workings of the company, or how the product was made or designed.
Artistically directed videos or emotional ads in the vein of Apple commercials allow viewers to experience feelings which may prompt them to trust the brand. The eyes don’t lie – seeing is believing, so getting viewers acquainted with processes and values in the company can be a real eye-opener.
Additionally, with hosting sites such as Facebook and Youtube which track the views and likes of videos, having higher numbers can be a sign of trust and reliability to some.
Good Examples of corporate videos
Various companies in the world have demonstrated a good command of the art of advertising and brand image. Here we have compiled several examples which highlight different approaches to corporate videos.
Product Based Videos
Dollar Shave Club
[pullquote]Dollar Shave Club’s viral ad campaign in 2012 garnered lots of attention for the hilarious action that took place in the video. [/pullquote]
Dollar Shave Club‘s viral ad campaign in 2012 garnered lots of attention for the hilarious action that took place in the video.
- Brand personality
- In the video, we have a confident, brash man who acts in a nonchalant manner. This evokes laughter and joy in the audience, catching their attention.
- The use of jokes and gags, which seemingly appear out of place, convey Dollar Shave Club’s commitment to being direct – the over the top antics and use of profanities in the video show that at its core the company is honest and authentic. This increases brand trust.
- Content Delivery
- In the first 30 seconds, the product and its functions are covered in a straightforward manner.
- The remaining time is dedicated to showing why other options are inferior and why the viewer should choose the Dollar Shave Club.
- The ad is 1:33 long, which is easily digestible.
- It is funny and hilarious, so viewers are compelled to share it around with friends or family to spread joy.
- The ad is memorable and evokes strong emotions when brought up in conversation.
[pullquote]The slightly longer video details the production process of a Fender guitar, highlighting some of the company’s values, and commitment to precision. [/pullquote]
This corporate video by guitar makers Fender is a textbook example of the “behind-the-scenes” style of corporate video. The slightly longer video details the production process of a Fender guitar, highlighting some of the company’s values, and commitment to precision.
- Production Quality
- Having good quality footage and a highly technical documentation process is key to these types of corporate videos. Aesthetic beauty and quality can be appreciated by all viewers, so strive to make it look pretty.
- For a company that is known for its attention to detail, having top-notch videography of the manufacturing process is essential.
- Sometimes, the background music used in corporate videos is glossed over. This video uses an energetic rock song to convey concepts such as inspiration, enjoyment and grit which the company embodies.
- It also makes sense to use a song which heavily features guitars as guitars are the key product that Fender makes.
- The odd camera angle makes it seem as if the viewer is a part of the process or even a part of the Fender guitar itself.
- The immersive nature of the camera angle and the journey of a Fender guitar from its birth to the big stage may resonate with viewers.
- Viewers may be drawn in by the intriguing methods used to make a product. In this case, it is guitars, but for other products that are more niche, documenting the creation process can itself be a useful hook.
[pullquote]Amassing 83 Million views on YouTube, this video of Vat19’s classic oversized Gummy Worm is a fan favourite for good reason. [/pullquote]
Crazy, unadulterated fun is what unusual gift company Vat19 has been described as in the past, and it goes to show you how important corporate videos are. Amassing 83 Million views on YouTube, this video of Vat19’s classic oversized Gummy Worm is a fan favourite for good reason.
- Skit format
- The use of humour in a skit that would seem otherwise completely unrelated to the product is key, as it subverts expectations.
- Vat19 doesn’t immediately display their product and start talking about it but illustrates the absurd nature of the gift through a funny skit about fishing.
- The over the top style fits Vat19’s unusual niche of being a gift shop with a twist. Repeated use of extreme humour makes this video an enjoyable one for the viewers.
- The sheer size of the product is massive and is the gist of the whole video.
- The gummy worm only has one simple function – to be eaten – but Vat19 plays on that in various ways by using it as a jump rope, snake etc.
Vat19’s video honestly shows everyone how to stand out from the rest in a funny way. Even if your product is not as inherently unique as a supersized gummy worm, you can adopt some of the methods used to evoke sensations in the viewers which will entice them to find out more about the product.
[pullquote]This emotionally driven video from Purple Feather in 2006 subverts the expectations for a service such as copywriting, and aims to leave a strong imprint in the hearts of viewers.[/pullquote]
This emotionally driven video from Purple Feather in 2006 subverts the expectations for a service such as copywriting, and aims to leave a strong imprint in the hearts of viewers.
- Establishing a unique personality
- The copywriters from this company are honest and trustworthy individuals. While the woman in the video had the option to take advantage of the blind man, she did not. Instead, she provided him with something more powerful.
- Unlike other copywriting firms, this one stands out by helping the downtrodden and using their skills to help instead of manipulating the less fortunate.
- The copywriter was unlike the other people who only gave donations, she saw the potential to use words to aid the blind man in the long run and assisted him in a creative way.
- Understanding Audience Emotion
- The audience saw the twist: the woman wrote some words on the cardboard and walked away, and after that coins started to flow in from passers-by.
- The satisfaction of curiosity of viewers was withheld until the final few moments of the video, leading to tension and excitement.
- The audience feels pity and sympathy for the blind man, and after he is helped by the copywriter, a sense of ease and hope for humanity.
- The ad is 1:47 long, so it is quick and simple.
- The emotional response prompts people to share this with others as the ad is interesting, inspiring and impactful.
[pullquote]In 2015, the messaging app Slack created an interesting corporate video featuring 3D animated animals in an office, demonstrating the use of their messaging app.[/pullquote]
In 2015, the messaging app Slack created an interesting corporate video featuring 3D animated animals in an office, demonstrating the use of their messaging app. The creative element in this video stems from the lack of dialogue in the video.
- Again, allowing viewers to have a deep impression of the ad or corporate video is crucial. With the use of animals in an office, Slack managed to evoke a sense of curiosity.
- The silent characters’ actions spoke louder than words. By using the various functions of the Slack app, the team managed to design an innovative product.
- Attention to Detail
- Every step of the process was documented, allowing viewers to see how versatile the Slack app was.
- The quality of the animation was top notch. Visually, it drew audiences in with its Pixar-like style and quirky, vibrant atmosphere.
[pullquote]Presented in a cute and simple animated style, the short video highlights all the benefits of using the PadMapper service to find apartments. [/pullquote]
This corporate video for apartment rental company PadMapper ticks all the right boxes. Presented in a cute and simple animated style, the short video highlights all the benefits of using the PadMapper service to find apartments.
- Right at the beginning, the video states very succinctly its target audience – married or engaged couples looking for a new apartment, who find it a total hassle with current solutions on the market.
- This immediately clicks with those who agree and the video right away offers PadMapper as the optimal solution, leading the viewer into more explanation about the details of the service offered.
- As mentioned in various other examples, using some form of humour works well in audience engagement and causes them to associate the service with happiness and joy.
- It also lends the company a unique personality.
- The video is only 1:40 long, and is relatively simple and straightforward.
Common characteristics of a good corporate video
Based on the aforementioned video examples, we can summarise some of the core tenets of a successful corporate video:
- Short and sweet – most of the videos did not exceed 2 minutes in length.
- Humorous – Laughter is the best form of engagement.
- Unique and Interesting – No one wants to hear a person blabbering monotonously about a service or product, they want to see it in action or find a reason to be interested.
- Displays the company’s values – How you portray the events in a corporate video is how the world will perceive your company.
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