For our clients, the most satisfying part of producing a video is being able to tell their company's story. It's a neat thing to be able to encapsulate not only what you do, but the philosophy behind it in a short video. Our video for Warwick-based software company Apteco does just that.
Telling a company's story and sharing their values is a common aim, but some videos don't come close to achieving it. It's not as easy as it might appear, in fact there are a few ingredients which you'll need if you want to give your audience an engaging insight into your organisation's reason for being. Based on our experiences with Apteco, here are some suggestions.
The view from the Apteco offices in Warwick
1) Talk, plan, then talk and plan some more
Preparation is everything, as is an effective client-producer relationship. Make sure you have a conversation with whoever is producing your video, whether they be internal or outsourced.
By the end of your meeting the producer should know the company and the aims of the video so well that they should be able to write at least a few paragraphs on it.
In a pre-production meeting, you should identify:
Pre-production meetings can be done on a conference call, video call or face to face depending on the time and budget available.
2) Know your messages and focus on identity
Whether you're using interview questions, prompts or a script, getting this right, written and agreed in advance is vital.
There's an art to messaging. Depending on the requirements and the interviewee, questions can be too open or too closed, and responses need to be relevant but not salesy. Participants in the video should be prepared but relaxed, so give them questions in advance and talk them through. Even confident interviewees need to prepare.
You need to share information with those who are going to be on camera well in advance of filming if possible. In this case, James Alty, the Managing Director, was in the briefing calls too. By the time we filmed his interview, he was fully prepared - and it shows in his answers.
A company's identity is driven by its staff, so it's sensible idea to get them on camera. Don't be afraid to include some of their interests and quirks. Concentrate on what makes you different or memorable; not only as a company but as individuals.
You can see this demonstrated in the Apteco video. We noticed they had a very active staff including ultra-marathon runners, so we started the video with people running and cycling to the office. Also, Apteco started from humble beginnings in founder James's bedroom, which is why we included photos to show how far the business has come.
3) Use graphics for stats and facts
Most businesses are keen to include facts and stats in their videos, and with good reason - It's an effective way to reassure the viewer about the company's size and quality, and can be used to demonstrate the return on investment from buying a product or service.
It's also a handy stylistic tool. By using full screen motion graphics you can break up a video, making it easier to watch. In addition, each graphic is an opportunity to use your colours and logo, which makes the viewer more familiar with your brand.
For more tips on how to produce effective video, try: