You may be planning a corporate video for any one of several reasons. Perhaps it is for sales, training, recruitment or B2B marketing. In order to achieve the results that you seek, the tone of your finished piece must be on point. You will set the tone through both visual and audio aspects of the work. Get it wrong and you alienate your audience. Get it right and you impact your audience. This could be through entertainment, emotion or empowerment.
1. Your Audience
To identify the tone that is right for your business, first think about who’s watching. Aspects like age profile, professional status and the relationship that they hold to the business. Is the video aimed towards internal colleagues or external associates?
Depending on the profile that is built, you should choose a visual and vocal style to match. It’s important that the two styles complement each other too. So if you choose a whiteboard based graphic style, this should be maintained with an upbeat voiceover.
2. Your Intent
Next, consider what you wish to achieve by the corporate video. Corporate films should be short and dynamic with one or two clear messages. You can achieve an energetic tone with fast moving images or vibrant graphics. However, get the voice wrong and the content of your video is meaningless.
If your video is targeted with a training or informative purpose, it is vital that the correct information is conveyed. It is easy for an audience’s attention to drift so you need to be meticulously structured when scriptwriting for your voiceover.
3. Your Brand
As a corporation, it is likely that your brand will be present in your video. Visually, this may come with the inclusion of a logo. Brand awareness is more than a logo, though. You must be clear about your corporate identity and business mission prior to the creation of your video. In this way, your brand can be represented by the tone of your video.
You could visually link aspects of a video within a branded colour scheme. More often than not, though, a voiceover will be pivotal in establishing accurate branding within a tone. Using a familiar sounding voice is a great way to build brand confidence. This doesn’t necessarily mean a celebrity voice; simply one that is warm and open.
The attention of your audience must be grabbed within the first nine seconds of a video. It doesn’t matter if they are a captive audience stuck in a boardroom; if their brains aren’t engaged they may as well not be watching in the first place.
So make an impact. This could be through humorous or poignant content. Don’t include too much information in those opening seconds; it is simply attention that needs to be gained at this point. Choose a voice that your audience will want to listen to. Link your elements with a story that your audience will want to follow.
5. Mind your Language
It is often vital for corporate videos to include technical jargon. However, don’t assume that your audience will understand it all from the outset. Include explanatory passages within your voice script.
In some instances beware not to let your search for familiarity damage a tone of authority. This is especially true for training; attempt to be too familiar, and you again risk alienation.
It’s straightforward to look towards humour or emotion to establish a connection, but the implementation is so easily done wrong. This is where research is key.
Taking the time to identify potential stories that carry a link to your organisation will make them more relevant. Perhaps there initiatives within your Social Responsibility programme that will resonate. Humour is notoriously hard to get right, so if you choose this path keep it brief and punchy.