How to Measure Your Corporate Video Production’s Success

Remember the last time you sat through a corporate presentation? Eyes glazed over, phones scrolling, minds drifting to that long-awaited coffee break? Yeah, we’ve all been there. But what if your next presentation could do the opposite? What if it could spark curiosity and ignite a wave of excitement about your brand?

55% of people watch explainer videos before making a purchase decision. 84% say they trust a company more after watching a video. With 96% of businesses using video marketing, it’s no surprise that the early adopters are reaping the rewards: boosted engagement, skyrocketing conversions, and broad brand loyalty.

Let’s dive deep into the “what, why, and how” of corporate video production, from crafting captivating stories to measuring success. Unlock the emotional power of video to transform your brand, no matter your budget or skill level.

What is Corporate Video Production?

Corporate video production is the art of crafting high-quality videos specifically designed to meet the needs and goals of businesses, like showcasing your innovative product, building brand loyalty, or educating your employees. 

Why Do You Need Corporate Video Production? 

When it comes to businesses, corporate video production isn’t just a cool trend; it’s a strategic weapon that can revolutionise your marketing and communication efforts. Here’s why corporate video production is important. 

1. Branding and Storytelling with Impact

• Videos bring your brand story to life, showcasing your values, purpose, and personality in a vibrant, visual medium. This emotional connection resonates with viewers, forming a lasting impression that strengthens brand loyalty and differentiation.
• In a world oversaturated with information, visual storytelling cuts through the noise. Videos capture attention, engage viewers, and make your brand memorable. They make your message stick, leaving a lasting impact long after the screen fades.

2. Boosting Engagement, Conversion, and Action

• Compelling visuals and stories spark curiosity, motivate action, and drive viewers to engage with your brand. Calls to action seamlessly woven into the narrative can turn them into website visitors, social media followers, or even paying customers.
• Videos bridge the gap between awareness and conversion. They equip potential customers with valuable information, fostering their trust in your brand and guiding them through the sales funnel. 

3. Building Trust and Credibility

• Videos act as powerful testimonials, visually demonstrating your capabilities and accomplishments. Showcasing customer success stories, employee testimonials, or behind-the-scenes glimpses builds trust and establishes your brand as a reliable and trustworthy leader in your field.
• Audiences connect with stories and emotions. Videos give you the chance to showcase the faces behind your brand, share authentic stories, and demonstrate how your business positively impacts the community. This fosters a personal connection with viewers, increasing trust and loyalty.

4. Global Reach and Accessibility

• Online platforms like YouTube and Vimeo provide global reach, helping you connect with potential customers and partners anywhere in the world. Expand your target audience, explore new markets, and create an international brand presence.
• Videos cater to visual learners, engaging them with dynamic imagery and storytelling. This accessibility broadens your audience reach and ensures your message resonates with viewers, regardless of their preferred learning style.

5. Internal Communication and Boosting Employee Engagement

• Videos are powerful tools for employee onboarding, skill development, and company-wide communication. Engaging training videos and informative company updates keep employees informed, motivated, and aligned with the brand’s vision.
• Share inspiring employee stories, highlight team achievements, and showcase company events through videos. This builds a sense of community, pride, and belonging, boosting employee engagement and creating a thriving work environment.

Types of Corporate Videos

Corporate videos offer a vibrant array of formats, each tailored to specific goals and audiences. Here are some of the main types of corporate videos.

1. Explainer Videos

Got a complex product or service? Explainer videos come to the rescue! Through engaging animations, whiteboard sketches, or screen recordings, they demystify intricate concepts and make them easily understandable for even the most unfamiliar viewers.

Explainer videos are not just informative; they’re persuasive. By simplifying your offering and showcasing its benefits in a clear and engaging way, you can significantly increase audience understanding, boost lead generation, and ultimately drive conversions.

2. Product Demo Videos

Product demos are your virtual showroom. They showcase the features and functionalities of your product in action, allowing viewers to experience its value firsthand. These videos give viewers a tangible understanding of what your product can do.

By seeing your product in action, potential customers gain confidence and are more likely to make a purchase. Product demos address common concerns, highlight key features, and showcase how your product solves certain problems, ultimately fueling sales and boosting customer satisfaction.

3. Testimonial Videos

Trust comes from real people, not corporate scripts. Testimonial videos feature your satisfied clients sharing their positive experiences with your brand. These authentic voices build trust, establish credibility, and showcase the value you deliver to your audience.

Testimonial videos go beyond facts and statistics; they tap into emotions. By sharing personal stories and genuine testimonials, you connect with viewers on a deeper level, making your brand relatable and trustworthy.

4. Company Culture Videos

Company culture videos are your window to the soul of your organisation. They showcase your work environment, team spirit, company values, and what it’s like to be a part of your family. This not only attracts top talent but also builds a strong brand identity.

Company culture videos aren’t just for external audiences. They can also be used internally to motivate employees, celebrate achievements, and build a sense of community and belonging.

5. Training Videos

Training videos provide clear and concise instructions, demonstrate best practices, and offer engaging content that keeps employees informed and motivated. They can be powerful tools for employee onboarding, skill development, and knowledge sharing.

Training videos offer a cost-effective way to train employees, eliminating the need for in-person sessions and travel expenses. They can be accessed on demand and replayed as needed, and they ensure consistent training for all team members.

There are many other types of corporate videos, including live-streaming events, case study videos, recruitment testimonials, and internal communications. The possibilities are endless.

The Corporate Video Production Process

The corporate video production process is a well-defined journey, and with the right roadmap, you can navigate it with confidence. Let’s break down the key stages of the corporate video production process. 

1. The Pre-Production Stage

• Defining your goals and target audience: Before rolling cameras, it’s crucial to have a clear vision. What do you want to achieve with your video? Who are you trying to reach? Pinpointing your goals and target audience helps you tailor the content, tone, and style for maximum impact.
• Crafting a compelling script and storyboard: Your script is your video’s backbone, weaving your message into a captivating narrative. Invest time in crafting a clear, concise script that resonates with your audience. Storyboards translate that script into visual cues, guiding the filming process and ensuring your video flows seamlessly.

2. The Production Stage

• Filming magic: This is where your vision takes tangible form. Ensure good lighting, sound quality, and appropriate camera angles to capture engaging visuals. Remember, even on a budget, creativity and planning can go a long way.
• Casting and talent: Depending on your video type, you might need actors, voiceover artists, or even animated characters. Choose talent that embodies your brand voice and connects with your target audience. 

3. The Post-Production Stage

• Editing magic: Expert editing skills can transform raw footage into a polished masterpiece, adding music, sound effects, transitions, and visual effects to create a cohesive and impactful narrative. 
• Adding the finishing touches: Titles, captions, and graphics can enhance your video’s clarity and accessibility. Choose visuals and fonts that complement your brand and ensure clear and concise communication.

The production process is a collaborative journey. Whether you work with a professional team or tackle it yourself, communication and feedback are key. Be open to suggestions, refine your vision along the way, and trust your creative instincts to create videos that resonate with your audience.

Corporate Video Production Costs & Budget Strategies

The phrase “corporate video production” might conjure images of exorbitant budgets and Hollywood-style sets. Crafting impactful video content doesn’t have to drain your bank account. With strategic planning and resourcefulness, you can craft captivating content that fits your budget, no matter how big or small. 

Factors Influencing Cost

• Video type: Explainer animations with complex visuals might require more resources than live-action testimonials. Understanding your chosen type helps you estimate costs and prioritise spending.
• Production length: Longer videos naturally require more filming time and editing effort, translating to higher costs. Consider if a shorter, impactful video can achieve your goals.
• Location and talent: Shooting on-location or hiring professional actors can add to the budget. Explore alternative options like DIY filming, remote talent, or even stock footage to save costs.
• Post-production complexity: Advanced editing techniques, animation, or motion graphics can be expensive. Prioritise essential editing features and explore free or affordable editing software to keep costs down. 

Budget-Friendly Strategies

• DIY approach: Embrace the “do-it-yourself” spirit! Utilise smartphones or affordable cameras for filming, gather colleagues or friends for on-screen roles and experiment with free or open-source editing software. 
• Resourcefulness is key: Leverage free or low-cost resources like stock footage websites, royalty-free music libraries, and online tutorials for editing and animation. 
• Local talent and collaboration: Consider partnering with local videographers, photographers, or voiceover artists for specific aspects of production. This can be a cost-effective way to access professional expertise while supporting your community.
• Stage your set: Don’t underestimate the power of creative set design! Utilising props, backdrops, and even DIY lighting can transform a simple space into a visually engaging set, reducing the need for expensive location shoots.
• Prioritise and focus: Identify the core elements that make your video impactful and focus your budget on those. Can you achieve the same message with simpler animation or a shorter runtime? Prioritising key elements ensures your budget is used effectively.

A smart budget doesn’t have to equal a mediocre video. Understand cost factors, embrace creative solutions, and utilise available resources so you can craft impactful video content on any scale.

Platforms & Tools for Corporate Video Production

The digital landscape offers diverse platforms and tools, each with its own strengths and audience reach. Choosing the best platform and tools depends on your specific needs and goals. Consider your audience, budget, and desired level of professionalism when making your decision.

1. Video Hosting Platforms

• YouTube offers global reach, built-in analytics, and a vast community of viewers. It’s perfect for promoting your brand, showcasing explainer videos, and engaging with your audience.
• Vimeo boasts a more professional and curated community, ideal for showcasing high-quality corporate videos and reaching industry-specific audiences. Its emphasis on privacy and customisation makes it a great choice for confidential content or videos with specific branding needs.
• Wistia offers advanced analytics, lead generation tools, and integrations with CRM platforms. It’s perfect for tracking video performance, measuring ROI, and turning viewers into customers.

2. Video Editing Software

• Adobe Premiere Pro: Premiere Pro offers powerful tools, advanced features, and smooth integration with other Adobe products. However, its steep learning curve and subscription cost might be daunting for beginners.
• Final Cut Pro: A popular choice for Mac users, Final Cut Pro offers a user-friendly interface, intuitive editing tools, and powerful performance. Its streamlined workflow and built-in sound libraries make it ideal for creating engaging video content.
• Filmora: A perfect option for beginners and budget-conscious creators, Filmora offers a user-friendly interface, affordable pricing, and access to many video effects and templates. It’s a great way to create polished videos without needing extensive editing expertise.

3. Stock Video & Music Resources

• Shutterstock: A vast library of royalty-free stock footage, images, and music, Shutterstock offers high-quality content for any video project. Its subscription plans cater to different needs and budgets, making it a versatile resource for creators of all levels.
• Pexels: This platform offers a curated selection of royalty-free videos and images, perfect for creators who want to add professional visuals to their videos without breaking the bank.
• Artlist: Artlist boasts a diverse collection of tracks, from upbeat and energetic to calming and introspective, ensuring you find the perfect sound to complement your video’s mood and message.

Measuring Success 

Creating a captivating video is just the first step. The key is understanding how it engages your audience and drives real results for your business. Measuring success goes beyond counting views and likes; it’s about diving deeper into data, analysing engagement, and understanding your video’s true impact on your brand goals. 

Here’s a breakdown of how to measure your video’s success for maximum impact.

1. Website Traffic and Engagement

• Views and click-throughs: While view count is a good starting point, it’s how those views translate into action that matters. Track how many viewers click through to your website or engage with calls to action. 
• Time spent watching and bounce rate: Did viewers stick around until the end? Did they abandon your video halfway through? Analysing watch time and bounce rate provides valuable insights into the video’s pacing, content relevance, and audience interest.

2. Social Media Engagement and Reach

• Shares and comments: A video that sparks conversation is a video that resonates. Track your video’s social media shares, comments, and reactions to gauge audience engagement and understand what aspects of your message capture their attention.
• Reach and impressions: How many people are seeing your video? Track your video’s reach and impressions on different platforms to assess its visibility and effectiveness in spreading your brand message.

3. Lead Generation and Customer Acquisition

• Lead form submissions and sign-ups: If your video includes calls to action for lead generation, track how many viewers submit forms or sign up for your newsletter. 
• Customer testimonials and sales mentions: Did your video inspire viewers to become customers? Monitor customer testimonials and sales conversations to see if your video is mentioned as a reference point. This demonstrates its direct impact on your sales funnel.

4. Brand Perception and Sentiment

• Surveys and feedback forms: Go beyond clicks and numbers and understand how your video is impacting your brand image. Use surveys and feedback forms to gather qualitative insights about viewer reactions, brand perception, and overall video effectiveness.
• Social media mentions and brand sentiment analysis: Track how your brand is being mentioned online after the video launch to analyse sentiment and understand how your video is influencing the audience’s perception of your brand.

Final Thoughts

The key to video success lies not just in creating a beautiful piece but in understanding your audience, measuring your impact, and continuously refining your strategy. Use the insights you gain from analytics and feedback to optimise your videos for maximum engagement and conversion. 

The corporate video production landscape is constantly evolving, offering new formats, tools, and storytelling techniques. So, stay curious, explore the possibilities, and never stop learning.