Why You Need a Company Overview Video
Video marketing is here to stay and that includes company branding. Companies need to stand out from the crowd while appealing to consumers. With all the content online, corporate videos can get lost in the noise. Company videos can take several different forms depending on the overall purpose of the video. A good company overview video should have a tone and voice that fits with your brand and audience and provide viewers with relevant information in an engaging way.
The Benefits of Overview Videos
First, and most importantly, a company overview video showcases who your company is and what they do. Corporate videos are a quick way to tell a company’s story. They should be no longer than five minutes long and highlight the information that is most useful to viewers. Feature your company video prominently on your company website so that visitors don’t have to scroll. The average user spends 88% more time on websites with video.
A corporate video also helps expand your reach and engage a larger audience. Video is easy to share and promote on social media and should be used across various platforms in keeping with your company’s audience. Don’t forget emails – the click-through rate for emails increases by 96% for emails that include video. A good video encourages engagement and drives traffic back to your corporate website. Videos also help improve your SEO – boosting company rankings in search and increasing website visits and conversions.
Types of Company Videos
Depending on the business and goals, company videos can take several different forms. The great thing about video is that they can also cover a large amount of high-level information in an easily digestible way. A company video can take the form of any (or a combination) of the following types:
Brand Documentary: A brand documentary features your company’s story, philosophy, and personality front and center. They can include things like employee and client testimonials to provide the personal angle. With brand documentaries, it’s all about providing an intimate view of your company and sharing your mission and values. Brand documentaries are often short – less than 1-2 minutes and have a more informal style.
Company Profile: A profile video provides a brief synopsis of who a company is, what they do, and the features or benefits they offer. Profiles provide a company’s overall value proposition in a streamlined format to address customer needs and wants and how they provide a solution. The profile video is a good choice for a more formal video that provides insight into a company’s goods and/or services.
Culture Video: A company culture video is usually geared towards potential employees and is like a brand documentary in some ways. Successful culture videos tell good, honest stories and showcase the personal experiences of company insiders.
Creating a Successful Video
As with any video, it takes planning and strategizing to achieve success. Determining your budget, goals, and desired outcomes will ensure that your video meets your company’s needs.
First, identify and set your goals. If your company wants to increase brand awareness and drive traffic, a traditional company profile video or brand documentary are good options. If the video is going to be used for internal hires, a culture video is the way to go. You may have several goals, but keep it simple – or consider creating multiple videos. The more information you try to fit into a short video, the less effective the video will be.
Then, select the overall direction of the video. Is this going to be an introductory video or more explanatory? Company overviews can be a profile of the company or they can feature how your company addresses a need or problem – especially if you are trying to stand out in your industry.
Set the tone of your video. Be sure this tone fits the style of the video and the information you want to convey. It should also be aligned with your company’s voice and personality. The tone can range from conversational and quirky to sleek and corporate.
Video is projected to make up 80% of all web traffic by 2019 and companies should take advantage of that trend. Videos increase overall web traffic and engagement and increase company or brand awareness. Creating a company overview video is a great way to introduce a company to potential customers. Overview videos can take different forms and styles depending on your company’s video goals. A company overview video should be engaging and informative. Good corporate videos provide insight into a company – whether that’s through a video focusing on the company personality and culture, or one that highlights how the company answers a need. If you don’t already have a corporate video, you should include one in your video strategy for 2018.
Comment below and let us know what type of video you find most interesting?