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Practical guide for corporate video

The options offered by video to entertain are endless. Use motion graphics, chroma key, music, and even virtual reality. Plan your planimetry and work on a simple script in your corporate videos.

By Juan Pablo Morales

Some organizations make the decision to use video as a communication tool, without first asking themselves why they want and why it is convenient for them to do so. If your main motivation is because the competition is doing it or because the shift manager would like it, I recommend that you stop and think about it objectively.

The use of video is not bad, on the contrary, it is one of the best known communication methods. What is bad is not planning it objectively.

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Just a few weeks ago I had the opportunity to be at the forefront of the live online video strategies of two of the most important events in Colombia, of which I ratified a hypothesis: If content is offered, differentiated, entertaining, that exceeds the line of simple information and that delivers a true value to the user, the impact on the audience will be greater and its monetization and return potential will be increased.

Making valuable content
With the following rules, your content is sure to have a greater impact:

Entertain. You have ever wondered why there are presenters in the news? Are they the ones who produce the news? Wouldn't it be better to pass one after another, each of the reports, chronicles or notes made by journalists, special envoys or correspondents?

Presenters are those characters who must entertain, engage, must find the argument for which a user wants to consume the content. They are the link that makes the medium effective. In corporate video it is no different, the features of their faces, the look, their eyes, make their audience have greater attention and manage to be retained more effectively. I recommend that preferably for your corporate videos you look for someone who performs this activity.

One of the reasons why an event like the visit of Pope Francis was one of the most digitally consumed in the history of the country, is because it offered variety, dynamism and permanent change. In the variety is pleasure, and in this, entertainment. The dynamics and rhythm of the narrative in his video is fundamental. Reduce the lines, make things simple, so they work better.

For a construction company, the impact that a corporate video that shows the finishes, materials, colors and areas of a property can offer, with another that tells the story of that community of the elderly or that old person in it, who finds company, safety, comfort and quality of life, living in a complex designed for it. Storytelling is a great way to entertain and also sell.

The options offered by video to entertain are endless. Use motion graphics, chroma key, music, and even virtual reality. Plan your planimetry and work on a simple script.

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Educate. Deliver content that has utility in your audience's lives. No one installs an app on their mobile if they don't have a tangible benefit. The art of educating is as simple as transferring new knowledge or skill to someone, and always remember that the human being likes to learn.

Always focus on delivering useful, new, relevant and practical information. Like that YouTuber who does tutorials or who has an unboxing channel.

Communication strategy. Against viruses, the vaccine. If you think your video is going to go viral, I recommend that you don't waste time producing it. Social networks have algorithms that force the paid guideline to viralize the content. No matter how liquid your message is and no matter how organic you want your growth to be, if you don't execute a communication strategy, you're not going to achieve an optimal result. A vaccine, unlike the virus, is planned, organized, distributed and applied; and if we want it to have the same coverage as the virus, it must work on it.

For this, invest in advertising on social networks where your audience is, look for the influencers with the greatest impact in your community, summon your users through mailing services and repeat everything over and over again with the same frequency. If you're going to do it once, don't do it.

For a channel, gaining ratings in a slot takes time, it is a task that requires communication strategy, consistency in programming, patience and focus. For your digital videos there is nothing different. Persists.

Take care of the technique. Nothing more frustrating than a video with audio problems. If it were not so, silent cinema would have prevailed in the world even to this day. To not talk about intensity and decibels in a technical way, simply make sure to listen to your video well with the volume of your player at 50%.

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On the other hand, light. Everyone knows that the secret of photography lies in the handling of lighting, but we still make simple mistakes such as recording with the sun in the background and seeing only black silhouettes.

Take care of all the technical aspects.

Live streaming
Sometimes I wonder if those who hire corporate live streaming services really understand what it is for. If you do it by following the example of your competition, check how many are looking at it.

There are three basic elements that make live streaming relevant: Interactivity, Imperativity and Urgency.

Interactivity is one of the bonds that a live broadcast can provide, allowing there to be an exchange of messages between the audience and the sender. The use of chat channels and social networks to generate this type of conversation makes the engagement of the public greater and participation is democratic.

The imperative corresponds to those arguments that make the message should be delivered to an audience immediately. This is the case of shareholders' meetings, government reports, news, concerts or conferences that have a certain massive impact and that it is pertinent to deliver live.

Urgency, on the other hand, is the reason why a deferred football match, of which the result is previously known, will never be as successful as the one that has been broadcast live. If the audience misses out on this live content, a moment that changes a story is lost.

If you're not sure if you meet any of these three basic elements, consider having a good audio-visual record, proper editing, and then posting your On Demand event.

If your competition is making bad videos, my only suggestion is that you don't do the same. Don't worry. Surely only you are seeing them. Remember that making a bad video surely costs much more than making a good one.

Juan Pablo Morales Sarmiento is the CEO of NuevosMedios, you can contact him through his Twitter account @JuanPMoralesS

Richard Santa, RAVT
Author: Richard Santa, RAVT
Periodista de la Universidad de Antioquia (2010), con experiencia en temas sobre tecnología y economía. Editor de las revistas TVyVideo+Radio y AVI Latinoamérica. Coordinador académico de TecnoTelevisión&Radio.

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