A corporate video is a double-edged sword. Do it right, and your company reaps the rewards. Do it wrong, and the company suffers. There are lots of things that can be done to expect a solid ROI from video marketing, but the focus should only be on one thing: show, not tell.
Show And Tell, Big People Style
Even if a video is miles ahead of text in terms of keeping audiences engaged, there’s still room for error. If a clip just shows a man talking about the product, it’s boring. What people need are visual testaments to how good the product is.
Outfits including KirkDouglasVideoProductions.com and their video production team in Minnesota strongly believe in the above statement. Videos are supposed to deliver two things: visual and oral stimulation. It’s also particularly effective when a product’s most intangible benefits are presented in the clip in all their glory.
The Power of Client Testimonials
Customers nowadays are not as ‘mindless’ as how popular media portray them. Before stepping foot into a store to purchase a product, they need to be reassured that they’re getting their money’s worth. They seek to know if the offering’s actual merits match up with the company’s ads, and if it will fulfil their needs in the long run. When other people recommend the product, they’re bound to be curious.
It’s a simple psychological concept, really. Social proof and encouragement is what customers need. One simple, albeit hilarious, experiment done in the 60s proves this. If there’s a big crowd in one place all looking up, there’s a great chance that other people will join in. Another concept called ‘implicit egotism’ comes into play. This states that people tend to unconsciously gravitate toward people and things that resemble themselves. In terms of client testimonials, it’s basically a hive mind: i.e., people with iPhones will likely flock together and consider themselves fans because they’re alike.
Whatever comes, a corporate video should not focus on the company, but rather, the audience. They’re what drives the business forward, and it’s critical that the content appeals to them in a genuine way. By incorporating client testimonials and actual demonstrations of a product’s merits in a video, companies endear themselves to customers in a more ‘human’ way.