Corporate Video Production Is Dead

By Wednesday May 15th, 2013

The traditional corporate video, testimonial video and sales video are fading away, leading to more human web video content.

If you’re searching for corporate video production companies, you might just end up with one. Do you really want that? Corporate video production is dying, along with sales videos, testimonial videos and promo videos. Why? No one wants to watch a promotion, and no one wants to hear you sell.

But what about the 30 second commercial?
Before you challenge my theory, let me continue. Videos or commercials that sell a brand are fine, but only if you are simultaneously educating and entertaining your audience. On the web, it’s even more important to be direct and human with video content. Here’s an example of how McDonald’s cut out all the glitz to connect with a fan. All they did was present real information in a natural and simple way. Customers can smell a “corporate video” from miles away, and they’ll turn and head in the other direction if that’s what you give them. Corporate video production can be cool, and interesting, but only if the formula of the traditional talking head interview cut into the dry b-roll cinematography is shattered and reassembled.

Video is a great way to promote your business or sell your product
Here are some tips to keep in mind when you do. Video is the most engaging medium to tell a story and get people’s attention, especially with the growth of the mobile and tablet markets. With the advancement of mobile and camera technology, video is more accessible and built for easy consumption, but it comes with responsibility. Anyone can shoot video with their iPhone and upload it to Facebook in a matter of seconds. People are facing a barrage of forgettable videos everywhere they go on the web, so you have to stand out from the crowd.

Entertain and Educate, Don’t Sell
What I’m suggesting is that you use video to deliver your message but do it in a way that sells you indirectly. Forget that you are selling and let a different purpose drive you. Ask yourself, “What can I tell my customers that will help them?” or “What can I teach them?”

The answers to these questions can lead to powerful, successful content that finds an audience organically. The interaction with your content and brand will be natural. In turn, viewer perspectives on your company will improve and lead to both loyalty and sales in the long term. Some people call this branded content, which is completely different from sponsored content. You can’t just slap your logo on a video and get the results I’m talking about. Take part in the process of forming the vision and developing the content so it comes together as a true and honest product, made for your audience. Read more about the difference between branded and sponsored content.

Testimonials are Biased
Without thinking consciously about what they are watching, viewers know that a biased video testimonial on your website is exactly that; produced by you to prove you are good. For every positive testimonial, there’s one that is so-so or negative, but users are only seeing the positive side. Anyone can brag about themselves, but is it attractive? No, it’s usually rejected (even if subconsciously). If you are teaching people something with your video content, it’s acceptable if the underlying purpose is to sell your brand. You are helping or entertaining your audience first, and there’s value and respect that comes with that.

Before you invest in your next corporate video, sales video, or video testimonial, stop and rethink. Come up with something that shows your skill and experience without selling. People will watch and you’ll feel good about your investment.

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About the Author

Jason is co-founder and CEO of Brolik, a digital agency in Philadelphia. As an entrepreneur, Jason is passionate about helping other business owners navigate the complicated journey of owning a business and developing marketing strategies to grow their brand.
Follow @jaybrew on Twitter or connect with Jason on LinkedIn or Google+