There are a lot of company videos out there. Yes, there are some good ones, but most suck.
Now, I don’t mean a company’s product and services video, I mean those company videos designed to show off the people, culture and working environment.
It’s those videos, in particular, that most companies struggle to get right.
Why Do They Fail?
One of the main reasons these types of company videos fail, is due to authenticity.
Every business wants to represent itself in the best light, that’s only natural, so they hire a professional production company to enhance reality and polish the rough edges.
While there’s nothing wrong with this, often an invisible line is crossed and the video loses it’s authenticity… it becomes less believable.
Did We Succeed?
We were certainly very keen to ensure our own Black Swan company video didn’t cross this line.
But, we’ll let you decide:
If you are still reading, I’ll assume you liked it!
While it’s not going to win an Oscar, it is authentic… and reflects accurately the company I work for, and am passionate about.
So, keep reading, as I’d like to share the 6 things we learned that might help you make a success of your own company video.
1) Don’t Overthink It
This doesn’t mean it has to be boring or without creativity and ideas. But if every step of the process is torturous and drawn out… I’d suggest you are probably overthinking it, and in danger of delivering something that doesn’t accurately reflect your company.
2) Don’t Over Script It
We only scripted our video very loosely. We knew filming within the office would be difficult to control, so we wanted to give ourselves as much wiggle room as possible. In fact, it was only after the first edit that we started to write the script for the voiceover.
3) Don’t Over Style It
Your video should be an authentic reflection of the business and people. If you are excluding people from the video because they are wearing the wrong shirt, or you are totally re-arranging the furniture in your office, I’d suggest you are going to far.
4) Don’t Over Stage It
Our business is office based and that means a lots of people sitting at their desks. That’s a bit boring… so we considered staging shots, you know, people working in contrived huddles. In the end we simply walked around the office and pointed the camera at teams and asked them to say hello… not subtle… but the reactions were honest.
5) Don’t Over Stretch It
Over the years I’ve always tried to extract the maximum from video budgets. Looking back, it’s often meant ambitious ideas ended up being poorly executed. This time we kept things simple! Instead of spending half a day shooting one complicated set-up, we filmed a greater variety of shots, which gave us far more flexibility during the edit.
6) Don’t Over Stress It
Finally, if you and your team are not having fun, that’s a pity… and it may effect the final product… so try loosening the reins and enjoy the ride.
Hopefully, these 6 tips will help steer you in a more authentic direction, good luck!