How To Make A Great Corporate Video – Step ONE: Messaging

How To Make A Great Corporate Video – Step ONE: Messaging

October 25,2019 Animation Production 4 MIN READ

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Making A Successful Video

   

Advert In FIVE Steps

 

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Step ONE: Messaging


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Making a film doesn’t need to be complicated. In this 5-part blog series, I’m going to break down the 5 key stages of production so when you commission your film, it’ll be a breeze. Even if you’ve never made one before, this 101 guide will make it look like you and video marketing go ‘waaaaaaaay back'.

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The 5 stages are:

  1. Messaging
  2. Creative Development
  3. Planning
  4. Shooting
  5. Editing

So today we’ll start with the all-important messaging. More of a marketing term than a video one, but a very vital part that mustn’t be underestimated. The success of your film, its ROI and SEO impact, will hinge on this stage. It’s the backbone of any film, because without clarity and purpose it’s a bum deal before you even start. Think of it as the filling to your sandwich, it has to be something people actually want or need to digest.

     

Within messaging we’ll be looking at:

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    • TOPLINE PURPOSE
    • KEY MESSAGES
    • THE SCRIPT
    • TONE OF VOICE
     

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TOPLINE PURPOSE

One of the most common mistakes that are made at this stage, is ‘overstuffing’. Trying to get everything you’ve ever wanted to say about your company or product in one film can leave your audience confused about the 'take-home'. Don’t do that, have a tight agenda. Stay relevant to what your audience came to see; their time and attention span is short. To use our sandwich metaphor, don’t put cheese, and pickles, and sardines, and peanut butter and...because it’s a real niche market that’ll swallow all of that one!

 

Another thing to consider is audience intent. Video doesn’t change the sales funnel, it’s not a shortcut. By creating films that are fit for purpose at each stage of the purchasing process, you can qualify your viewers and increase conversions.  If you just post one, big, epic movie and they bounce, you won’t know why or how to fix it.

 

So, as an example – let’s say we are making a recruitment film for a Fintech company. Our very specific purpose and desired outcome from the film is:

 

Increase Candidate Applications for IT Developers

 

This helps us focus on the areas that are important for the targeted demographic, rather than our own opinions when producing the key messages. Back to the sandwich analogy, if we’re making sandwiches for veggies, we won’t mention our ‘Pastrami Special’ as it’s not relevant.

 

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KEY MESSAGES

Pull out 3 – 5 USP’s that state your case. You don’t need to list everything, the likelihood is, you have a website that contains all additional information. So, your messages might be along the lines of:

 

    • Our company culture is friendly and relaxed, with a community feel
    • We facilitate a variety of flexible working patterns
    • We offer a growth program for all skill levels
    • Our salaries are competitive
    • We have great reviews on Glass Door

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THE SCRIPT

Even if you’re planning to use talking heads/interviews, a script is important because it controls the arc of the narrative and guarantees your topline purpose is achieved.  At this stage, you can either have a crack at the first draft or hand it straight to your production company to write. It’s normal for a script to have several drafts – this is the first ‘meeting of the minds’ and revisions are an important part of the process; it helps everybody sit on the same page. Both parties have something to contribute and should not be ignored.  Whether it’s two or twenty drafts – GET THIS BIT RIGHT!

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If you’re producing a voice-over script, this is where the running time is initially decided. To give you an idea of how long your script should be, I’ve provided a few word-count-to-running-time guidelines below.

 

Video Running Time                      Word Count

30 Seconds                         :            60 words

60 Seconds                         :            135 words

90 Seconds                         :            210 words

120 Seconds                       :            285 words

180 Seconds                       :            430 words

 

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TONE OF VOICE

And lastly for this section on messaging, it’s the tone of voice. A vital part of brand, company culture and audience appeal, it’s important to remember that words spoken aloud have a much more informal format. This doesn’t mean you’re slinging colloquialisms around left, right and centre, calling people ‘fam’ and saying your product is ‘sick’, but it means it’ll sound more natural to say ‘We’re’ instead of ‘We are’.

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Less is more when it comes to a script, so tone down the jargon and don’t over-explain stuff. Your voice-over artist will also give words power, warmth, authority and so on, so make sure you cast well (ie: let a professional do it, not your colleague, even if they are your boss). Let some of the other elements of your film take the strain, you don’t have to say everything out loud. The voice-over should structure the narrative but the more sensory aspects such as music, sound effects and visuals may be able to express something quicker than words can.

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For example; one of your USP’s might be ‘a happy office environment’. Saying this in a script can sound contrived and unconvincing but showing this visually or hearing colleagues’ laughter and enthusiasm will definitely communicate that message. Contrastingly, competitive salaries will be best mentioned as a quick aside in the script because showing a staff member counting their money like Scrooge McDuck could seem crass. The point is, think of your film in 3D format not just what’s written on the page.

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So, that’s the short and tall. Messaging is the cornerstone and really all you need to get started is…

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    • TOPLINE PURPOSE
    • 3 – 5 KEY MESSAGES
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…..your video agency should be able to do the rest easily. Check back in to read about The Next Step – ‘Creative Development’ or click HERE if you can wait!!

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If you’re ready to get started, then get in touch! Call us on 01604 422911 or email production@gnufilms.co.uk . We’re a full-service video and animation company serving the whole of the UK and more!

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    Eve Myhill Byline Gnu Films

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