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Often people tell us that they’re nervous about commissioning a corporate video because “what we do really isn’t that interesting”.
To start with, working in a business day in and day out means people often lose sight of the fact their business IS interesting to other people. But almost more importantly, it’s HOW you present your business to potential clients that can make it interesting.
Obviously we think video is a great way to talk to people, but not just any video will do the trick. Here are 10 tips from us on how to make a corporate video more interesting and engaging.
1. Tell a Story
Every business has a story. Every. Single. One.
You provide a product or service which solves a problem or a need that someone – or another company – has. There’s a story in that alone. And that’s before you start talking about where the company came from, why you do what you do etc.
Telling a story not only engages the viewer, but adds authenticity to what you do and consequently builds trust.
2. Use a Script
This might not be a script in the traditional sense, as you could be building your video around an interview. but know what your key messages you want to convey are. These should then feed into aspects of what you produce.
If you are basing the video around an interview, make sure the questions give space for the answers to cover off the key messages you need to convey.
3. Interview Style
Think about what yours is going to be. We usually prefer having a producer sat off-camera asking the questions, and the subject looking at the Producer when answering the questions (not down the lens). We also work with the interview subject to ensure they include the question in their answer, meaning we don’t need to include on-screen graphics or sound-bites from the Producer asking the questions*.
This also means that these responses can act as a voiceover for sections of the video if needed, meaning you can break up the ‘talking heads’ structure. More on that later (see B-roll).
4. Keep Rolling
If you can, leave cameras rolling during an interview. And even considering covering the dreaded red recording light on the front of the camera if there is one.
Often some of the clearest explanations or best soundbites you’ll get will be when people think they’re practicing or not being recorded. Yes, it means your Editor has more to wade through, but that little bit of extra time will be worth it.
5. Use at Least 2 Cameras
We tend to have one camera which is ‘manned’ and is a more traditional angle and framing, and then a second one which is ‘locked-off’ (unmanned) and perhaps tighter, wider, or moving on a motorised slider. Not only does this make your end product more engaging and varied, but it also makes it easier to edit around the bits you don’t want to include!
6. Depth of Field & Background
Corporate interviews don’t have to be boring. Try and add a bit of depth of field to the background of your interviews as again, this makes them stand out from your average corporate video.
Do NOT interview people right up against a wall – if you’re limited for space, bring the subject forwards a bit and use a different lens.
7. Good B-Roll
“What’s B-Roll?” we hear you ask…. It’s additional footage you use to go with an interview. It is used to help reinforce the points being made in the interview or voiceover – and it breaks up the monotony of a single-shot interview. But play around with this B-roll; shoot it at 50fps+ so it can be used in slow-mo, catch people off-guard if filming in an office, use different angles. Just because you shoot it, it doesn’t mean you have to use it…. but if you don’t shoot it, you can’t use it!
8. Music
Nothing dictates the tone of a video more than the music used. If you want your video to be engaging, choose music that’s engaging. There’s so much choice out there from the likes of Audio Network and Epidemic Sound that there’s no excuse for any drab music to be used in corporate videos any more.
It shouldn’t be so ‘out there’ that it distracts the viewer, but it can add to your video, rather than just being an accompaniment.
9. Graphics
(We’re mainly referring to on-screen text here. Any kind of animation is a different ballgame)
Much like the music – these don’t’ have to be dull and boring. Use a font that’s legible and clean. And less is always best – use as few words as you can while not diluting the message.
A pet-hate of ours is not leaving text on-screen long enough for it to be read through. If you can’t read it in time, why’s it there? And if this means the same shot needs to remain on screen for 15+ seconds, you’ve DEFINITELY got too much text! This isn’t a PDF….
10. Have Fun!
Yes, this really is a tip to make your video better.
We unashamedly tell everyone we work with that we will always try to make filming environments as relaxed and fun as possible. Not only does this make it a more enjoyable experience for everyone, but it will also make interviewees more relaxed – and that means you get better content from them. If they think people are going to be annoyed if they make a mistake, they will be nervous. If they can laugh and joke, they’re more likely to give a relaxed, smiling and engaging delivery of what they need to say.
Now what are you waiting for – get going on your video!