Admittedly, the term “corporate video” can be less than enticing when it comes to grabbing the attention of customers and prospects. But, with the right content and a few basic tools, any business can create engaging, high-quality corporate video that will help solidify your relationship with existing customers and bring in new prospects. To help you get started, we’ve put together a list of tips for creating great corporate video.

5 Tips for Creating Awesome Corporate Videos

1. Consider what information your business has to share. Great customer testimonials can be translated into video, giving your prospects an easy way to see the benefits of your product or service. For complex products, a quick video overview can be a simple, engaging way to help your prospects learn more about your offering. Got industry or other relevant knowledge your customers and prospects would be interested in? Share it by video. So a grocery store could offer instructional cooking videos, or a craft store could create videos with step-by-step directions for seasonal projects.

2. Create a plan for your video. A great plan for your video will produce a better end-result and will help streamline the actual filming process, in addition to making your actors (whether you choose to use paid actors or employees) more comfortable. Map out the flow of the video, being sure to include an introduction and closing. You’ll also need to determine if the video should be pre-scripted, or if you will allow the actor to ad-lib around your general guidelines. Keep in mind that the ideal video length is less than 5 minutes (and shorter is always better, if you can get your message across more quickly).

3. Get a second opinion. Here’s where a little brutal honesty comes in handy. Request a second opinion on your video concept and plan from coworkers, friends, or industry experts. Re-evaluate your plan with a critical eye, considering how your target audience may perceive it, and how the tone of the video will impact your brand. While humour can be a great tool for keeping viewers engaged, your video content also represents your brand – so over-the-top or inappropriate humour shouldn’t make the cut. If you’re going for the laugh, make sure you don’t fall flat – what’s funny to you might not amuse your target audience. And don’t be afraid to revisit your plan if the direction doesn’t feel right.

4. Don’t disregard production value. While Toyota’s Swagger Wagon video definitely meets the mark for being engaging, the cost of producing something similar isn’t in the budget for most small and medium businesses. That said, it’s easy to create a high-quality video using just a few basic tools, including a video camera, basic sound equipment – no Hollywood director or production crew required. Clean audio is an essential when it comes to production value, and your set can also be a great contributor to a quality video. A simple white backdrop is perfect for instructional or product videos, while showing off a customer’s site is ideal for showcasing testimonials. Using an office space to create your video? Film a quick sample of the space, and then review the video and edit the contents of the space with a critical eye, removing any elements that might be a distraction.

5. Broadcast your video. Post your video on sites like YouTube, Google Video and Vimeo. Then communicate about it to customers and prospects, through social media tools like Twitter, Facebook, and your corporate blog. Train your sales team to share the video link with customers, and include the link in email communications. Keeping a video library on your website makes it easy for interested prospects to view relevant content. Word-of-mouth can play an important role in sharing your video – when you have created the right engaging content, customers and prospects will be happy to share your video with others.