5 myths and misconceptions about making a corporate video

While you may be the expert in your field, there are probably things you don’t yet know about making a video. Or worse – things you think you do know. Here are the five most common myths and misconceptions we hear from clients who are looking to create a promotional and corporate video:

1. “We won’t need a script for this video.”

   Sometimes when we say the word ‘script’, clients think big-budget action movies. Consider it more like an outline or blueprint. Because without a roadmap to how your video will unfold, you risk getting very lost and losing money along the way back. Sometimes clients question why we need to bother scripting things out when there are “just 2 or 3 of their people speaking on camera.” That’s because there are still dozens of creative decisions to make.

   What key points do these speakers need to cover in the video? What should the background or foreground behind them tell the viewer? Will we need to see images of the person speaking, or the product or service in action, as they speak? Will there be a narrator or titles on screen to weave elements together? Or does the person speaking need to carry the entire video? And that’s just a few of the decisions to plan out in your ‘script’ before we start!

2. “We want this video to go viral.”

   That is somewhat akin to saying you’d like this ticket to win the lottery. Videos that go viral, aside from those with cute kittens and absurd stunts, are incredibly rare. Rather than hoping to attract millions of eyeballs, it makes more sense to figure out a realistic number of viewers for your target audience. Knowing who those viewers are should help map out the right strategy to get your video in front of the people you need to see it.

   But a note of caution: if you don’t already have a crowd or fan base in place – if you don’t already have a sizable number of social media followers and a substantial newsletter list, you’ll need to build that foundation before your video can gather a great number of views. A video – or several videos – can be part of that audience-building strategy. Just don’t expect it to happen in a viral overnight sensation.

3. “We think 10 minutes would be a good length.”

   It might seem that you need 10 or 15 minutes to fit all your messages and ideas into a video, but it’s rarely necessary or a good idea. Research shows that the optimal length for online videos is under 3 minutes- and under 2 is even better. The audience drops off dramatically after the 2-minute mark and you will have virtually no viewers left after 5 minutes.

   For most of our clients, distilling their video into a shorter length creates a more concise and powerful viewing experience. And for those who really do need more content, breaking it into 2 or 3 shorter videos is a great option.

4. “We won’t need to set anything up – you can just shoot things as they happen.” 

   When you watch a so-called ‘reality show’ on TV, it might seem like the crew just captured life as it happened. If you watch carefully you’ll notice that scenes are shot from several angles. And people don’t talk over each other like in real life. That’s because the same ‘real-life’ scene was often shot like a movie, from several angles over several takes. There were likely several camera people strategically placed in different spots around the action before it unfolded.

   And prior to that, the director spoke to the ‘real-life’ people on where to stand and how to move so the cameras would capture them in the right light and framing. So much for reality! So chances are, your crew will need to set up certain scenes at your offices or facility and ask people to do an action over again, several times. With the right preparation, when it’s edited together, it will look totally natural and beautifully done-with just the results you need.

5. “We can do it cheaper ourselves.”

   That’s probably not a myth, but it may not be the best idea. Video production is a very time-consuming process. If you had several weeks of full-time hours available to write, shoot and edit a video, you probably wouldn’t be contacting a professional production house.
   You or your team members may be able to produce a technically competent video. But is the team seasoned in crafting strong messages in the form of a short film? If not, how much will those lost client opportunities cost you?

Now that we’ve busted those myths, you should be better-informed and well-armed to tackle your next video project. If you’re ready to make it a reality, contact us!