Video is a medium increasingly used by firms to communicate to their customers and workforce. Nick Terry, managing director of business communication specialist Top Banana gives his advice on how to make films that are more Oscar-winning and less video nasty
If you are anything like me you’ll be looking forward to a Christmas filled with both new and classic films. In my home we’ll probably be watching all sorts – from Pirates of the Caribbean: Dead Man’s Chest to March of the Penguins by way of the Sound of Music. Films have the power to make me laugh, cry, hide behind the sofa or think about something in a completely new way.
But how often has a corporate video generated anything like the same passion or emotions? One of my colleagues recently watched a film that was being used as part of the induction process for new employees. The whole thing was incredibly cheesy with the chief executive smiling to the camera and essentially saying: "This is a great place to work". The video did not inspire, it did not excite. It just left the viewers faintly embarrassed!
In contrast, I attended a presentation recently which was peppered with short clips, each one chosen to bring a particular point to life. The result was I stayed engaged and left retaining salient information.
Video, with good content and used in the right way can be incredibly powerful and has multiple uses. But get it wrong and it is worse than useless.
At Top Banana we, along with most other companies in the marketing sector, frequently have to pitch for new clients and projects. It is hard to excite with Powerpoint, particularly since most people put far too much on slides and then just read them out. But I have seen video used in a pitch to really engage the viewers.
Let’s go back to that cheesy induction film. Whether it was designed for internal or external audiences, wouldn’t it have been great if that video had inspired and excited instead of causing a slightly queasy feeling? And it could so easily have been the case.
The video should be about the soul and values of the company. It should inspire passion and not be some sort of bland catch all.
The biggest and most common trap is that people try to get far too much into a video, hoping this means it will do many jobs and they’ll get value for money. Unfortunately the reverse is true.
Another common howler is – I’m sad to say – often made by the marketing department. With a determination to get across key messages the marketeers can get detached from the reality of the company.
For example, they may want people to think the business is inclusive with a flat structure. But if this does not match the viewers’ experiences then the video does more harm than good.
Whether doing a training or induction video, a piece for a pitch or a corporate film, the core lessons are the same.
To really benefit from the potential power of a video start by focusing on the enduring legacy you want to create. What do you want them to be saying in the pub that evening to their friends?
Root the content and messages in the true brand. Then you can evolve perceptions and lead people where you want them to go.
Be flexible in its structure and format. If you need the chief executive at the heart but he or she is hopeless in front of the camera think laterally. Perhaps they could be interviewed or you could use a fly on the wall style.
A great film could make all the difference between winning the pitch, inspiring your team or coaching employees, but only if you understand both the potential and the limitations of the medium.
