Video stands out. 80% of people surveyed can recall at least one corporate video they’d watched online in the last 30 days. So how are you going to use it for your brand? From teaser videos and product demonstrations to viral marketing videos and testimonials the options are seemingly endless. Don’t stress out trying to work out what to do, our Melbourne corporate video studio has got you covered. Despite their differences there is a lot in common with every corporate video, particularly in creating a script.
Here’s our Melbourne studio’s corporate video script checklist.
Do you have a goal?
Like any piece of marketing communication there needs to be a goal. Are you trying to inform your audience? Or show case your brand personality? Or demonstrate your fancy new product.
Do you know your key message?
From your goal you need to know exactly what the key message of your video is. What do you want people to take away from your video. If it’s a brand personality video, maybe you want them to walk away thinking you are reliable, or funny. If it’s a promotion maybe you want them to remember the value you are offering. The key message is used to shape every element of the scripting process.
Who is your audience?
It’s important to know your audience so that you can address the key message in a way that is understandable and appealing to them. Your audience and key message will greatly impact the style and tone of your corporate video. It will also greatly affect the length that the video should be. A training video or video to key business stakeholder can be longer as you have a captive audience, where as a video to customers’ needs to be a lot shorter.
What is the style or tone of the video?
The right style and tone is based upon the message you are delivering, the goal and the audience. You can be informative and fun or conversational and serious or any mix in between. The most important thing is that your tone is right for your audience and authentic to your brand. There is no point forcing, or faking tone or style.
Once you’ve done the ground work it’s easy to start to create a script that showcases your brand in a way that shows off your brand personality. When creating a script here are some things to keep in mind.
Treat the viewer like an old friend
That doesn’t mean you have to be light in tone, it just means drop the formality. Especially on the internet, a rigid video is not great viewing. By being invitational and familiar you are much more likely to get an audience on side.
Have a story
Creating a story for your video is a great way to capture your audience’s attention and get your key messages across without hitting the audience over the head with them.
Show don’t tell
The beauty of video is that you allow audiences to see the things you are talking about. If you want to show off your work place culture actually show footage of your team collaborating. Don’t say that your fancy new blender could blend a DVD player, show it, in action. Don’t say you have happy customers get video testimonials. The more you show your audience instead of telling them the more interesting your video is likely to be.