Trends are favouring video, and that’s not surprising! Humans are visual & audio species and it is natural that we get reeled in by video content more than text or image content. Corporate video production in Singapore is no longer an option – it’s essential. Over the years, we’ve seen the churn for corporate videos that are meant for marketing. Today, videos are used in the entire business flywheel, from internal to external corporate communications, investor pitches to product demos and more. In the corporate video guide, learn how you can leverage your business using a goal-oriented strategy.
Do you need a corporate video for your business? You most likely do.
“The play button is the most compelling call to action on the web.”
– Michael Litt, CEO of Vidyard.
The goal of your corporate video
In the long run, sending through large chunks of informative text content will no longer cut it. 59% of executives would rather watch a video than read texts (WordStream), and marketers should consider creating videos to drive conversion. Though, before we start thinking about what type of corporate videos you’ll need, we should find out WHY your target audience will be likely to watch your corporate videos.
The 2 main reasons why people are watching videos today are to solve a problem and to be entertained. I’m sure you watched a How-To video to fix a minor problem at home DIY-style, or have animal videos on replay just because it’s funny. The only way to have an effective video (that you’ve invested much time and money in) is to drive an advantage to these viewers.
In the conceptualisation process, you should figure out who your target viewers should be, and how you can bring them useful information in a concise (or entertaining) manner. By nailing down your target audience, you can understand their goals. If you use that to establish what’s important to them, you can effectively create a need for them to watch your corporate video.
Ultimately, every video should have a goal. Finding the perfect call-to-action at the end of the video is important. Be it in a YouTube end card or a talent asking the viewer to take an action, it is key to ensure that this call-to-action is something relatable yet attractive for your audience.
Different types of corporate video production in Singapore
Understand your options when it comes to the different types of videos you can produce for a good marketing strategy. There are many types of corporate video production in Singapore today, each delivering a different style for different purposes:
- Promote your business by visually embodying your brand’s vision and mission without overtly selling a specific product or service. Today, we understand that people do not buy products or services as much as they buy the company’s values. Having a video highlighting your ethos is a great way to stay ahead of the curve.
- Are you planning to launch a new product or feature? For details that are too minute and specific, it is best to showcase and explain features in a concise product video where texts and images can’t. An excellent product video will do more than explain, but evoke feelings & relatability that converts the viewers into your customers.
- Got a complex idea or product that you need to transform into easily digestible content? Use explainer videos to answer your prospects’ questions using short and easy corporate animated videos. Get creative with dynamic graphics, footages of your product and references to your audience’s words.
- Your happy customers are a great source of marketing opportunity! People are increasingly more skeptical and it is difficult to build trust with a new product. Testimonial videos, when done correctly, can pull in prospects and show them how your product has successfully solved problems. Let these happy customers be your advocates and turn your potential customers into new ones. The more testimonial videos you have, the more trust you’re building.
According to Insivia, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. That goes to show how effective a video can be for educational purposes. It’s no wonder why HubSpot Academy and LinkedIn Learning, world leaders in free online training for marketing, sales and customer service professionals, use video formats to conduct their courses.
Event coverage videos
- Going to host a conference, exhibition, roundtable soon? Every event is special, and you don’t want to miss out on capturing certain details without a corporate event videographer on site. Having an event video is a perfect way to establish and position your brand in the market. You can cover interviews of your clients, vendors & attendees and use this as social proof for your next event. Need marketing materials in the future? Easy, use the same content captured at this event for future campaigns.
- A whiteboard video is a type of explainer video, and they are very popular for an obvious reason – we are used to learning from whiteboards in the business boardrooms or classrooms. The white space provides a distraction-free background, and it is easy to follow ideas that unravel in this video style. If your message is about a really complex idea, a whiteboard explainer video might be your ideal vehicle as such setup can boost viewers’ retention rate by 15%.
and many others…
The world’s average attention span is getting shorter (at just 8 seconds), and information is too saturated in today’s world. Using the many forms of corporate videos in Singapore, you can break through the ad-clutter and inspire action.
Animated VS Live Action video?
You’ve established that you’ll need a video now, but do you need an animated or live action video?
An animated video in the form of 2D or 3D animation, takes the art of drawing sketches and placing them in a series of frames to make the images look like they’re moving. A live action video, on the other hand, refer to cinematography or videography that records real-life objects or people. Here are our two cents on when you should use each type of video.
Choose animated videos to simplify complex messaging
A corporate animated video has the ability to simplify multifaceted concepts in a way that textual explanations can’t. If you need to demonstrate how your proprietary technology works, a corporate animated video is the perfect choice. Software services or data analytics tend to be dry, and a story-based structure will allow viewers to fully grasp the benefit of the operations.
Choose animated videos to create brand recall
The beauty of an animated video is that you are able to present your brand’s visual identity to the customers – with total control over the look & feel of your video. Details such as the character design, colours, timings, transitions and soundtrack can be building blocks of your branding. Let’s say you know your target audience include pregnant mothers and the elderly, your animation video could have these characters created with the colours in your colour palette. This builds an opportunity for brand recall, and the resonation to the persona will make your audience feel inclined to finish watching your video.
Choose animated videos if you do not want to be limited by scripts (or reality)
With corporate animated videos, every tweaks or changes can be done in the studio, and there is hardly any limit to what you can animate. You can create objects that grow, people that fly and a background that changes from day to night in seconds. There is no worrying about the hiring of talents, weather contingency plans or location recce, where every change could result in a re-shoot.
Choose live action videos if you have a tangible product
When you have a real product, you should create this video in live action. Take a watch, for example. Most of your customers would probably choose to film it in action rather than as an illustration, to look at the exact product they’re buying. A product video like this will have a headstart, compared to animation, as you don’t have to build the digital assets from the ground up.
Choose live action videos if you sell on being personal
Let’s say you need a recruitment video for your company. To attract candidates, it’s better to show live action footage of the company’s people and their interactions on a day-to-day basis. It’s proven – people like seeing other people and definitely helps build an emotional connection, which could be extremely helpful if relationship building is a key part of your business strategy.
Statistics for corporate video production in Singapore
- Video is becoming the preferred format to learn about a new product.
- 7 out of 10 marketers are optimising their videos for SEO.
- In 2019, 87% of businesses use videos as a marketing tool. That’s a large increase from 63% in 2017 and 81% in 2018.
- 65% of people use YouTube to help them solve a problem. If you want to build a house or remove weird parasites from your eye, YouTube might have the answer. – Google
- Video campaigns on LinkedIn have 50% view rates.
- Mobile video consumption rises by 100% every year. – Invisia
- 92% of users watching video on mobile will share it with others. – WordStream
- Video increases organic search traffic on a website by 157%. – CXL Institute
Best scriptwriting practices for your corporate video
Some corporate video production agencies may ask if you’ll have a script handy before production begins, and you wonder if you should be creating one yourself, or leaving it to the pros. If you’re a creative who is always churning content, whether as a marketer, journalist or even a personal blogger, then you should no qualms writing a script. It should be no different than what you’re usually doing – you tell a story, with the aim of captivating your audience. Here’s how to write a production-ready script for your video agency.
- Write a brief for your corporate video
Building a strategic overall brief will help you further down in the steps of writing a good script. Use this brief to iron out the direction of your corporate video, such as determining your purpose, call-to-action and the audience of the video.
- Translate the brief to a simple story
Here’s where you get creative! Use your imagination to create a simple story. Take on the audience’s persona and find out the different buzzwords that they use. With a story, you can gather a logical progression of an outline and be on your way to a well-scripted video.
- Draft your script using a 2-column template, using more than just words
Once you’ve written a brief, use that as your guide to piece together audio & visual components section by section. It serves as a corporate video guide so that you’ll not be losing any important scenes and voiceovers before you end production.
- Read your script aloud
Do a verbal run-off with the 1st draft of your script. Some words look good when written, but they may not necessarily roll off the tongue.
- Edit, edit and re-edit and proofread your script against your brief
Fine-tune your script to remove words that are too informal, too formal, too robotic, etc. Remember to refer to your initial brief to make sure you’re on board with your vision!
A corporate video can only be good corporate video production in Singapore lies in the scriptwriting. You’re going to need a script. A script helps you build the backbone of your video, develop the step-by-step process to get your imagination transformed into visual & audio deliverables.