Nick BuchheitCorporate video has the power to be one of the most powerful tools in your marketing toolkit.
By combining eye-catching visuals with crystal-clear audio and enthralling storytelling, corporate video can help you build authentic connections with your target audience, leading to sustained business growth.
But creating impactful corporate video doesn’t happen by accident.
A video campaign with a meaningful ROI starts with a deep understanding of the benefits of corporate video and incorporating the correct elements to build authentic connections.
Read our blog to learn more. Keep reading, or use the table of contents to navigate to the section most relevant to you.
Table of Contents
What Are the Benefits of Building Connections Through Corporate Video?
How to Build Authentic Connections Through Corporate Video
Find An Experienced Corporate Video Partner
What Are the Benefits of Building Connections Through Corporate Video?
Corporate videos offer a wide variety of benefits that help you build long-term connections with your audience. Some of the biggest benefits:
1. Videos Are An Opportunity To Build Trust
Trust is the foundation of any lasting relationship, and video offers a unique way to establish that trust with your audience. Unlike text or static images, videos bring your company to life, allowing viewers to see and hear your passion, expertise, and authenticity.
This personal touch bridges the gap between your brand and customers, making it easier for them to connect with your story and values.
2. Videos Are An Opportunity To Elevate Your Brand
A high-quality video is a reflection of your high-quality brand. Just as videos can help to build trust, they can also raise the perceived value of your products and services, making your customer base more confident in your brand.
Related Reading: Brand Video Vs. Corporate Video—Which One Is For You?
3. Corporate Videos Are Versatile
Your corporate videos can perform well anywhere, including:
- Your website
- Your social media channels
- Your advertising campaign
- Your landing pages
- Any other company-owned property that supports video
If your company has brick-and-mortar locations that customers visit, you can even show your custom videos inside the lobbies where they’re bound to be seen by your target audience.
4. Videos Increase Engagement Rate
Videos grab and hold attention across all platforms, leading to higher engagement rates. As a result, videos can result in:
- More time spent on a page
- Increased time spent on your website
- Better education for your target audience
- Better conversion rates—which we’ll talk about in a moment
If your goal is to build meaningful connections with your audience, a high engagement rate is a great indicator of success!
Related Reading: How Long Should My Corporate Video Be?
5. Increased Conversion Rate
While videos increase engagement rates, they also increase conversion rates. So, whether you’re working to increase sales, boost traffic to a specific webpage, or heighten awareness for a specific product or service, video is a powerful educational tool.
6. Corporate Video Offers Better Storytelling
Video is the perfect medium for storytelling, as it allows you to combine writing, visuals, and sound to entertain, delight, and surprise your audience.
With the right blend of videography, script, and music, you can create compelling and memorable stories that resonate with your audience—keeping you top-of-mind well after the video concludes.
Related Reading: Corporate Branding Video Production—A Complete Guide
How to Build Authentic Connections Through Corporate Video
Building authentic connections happens by creating videos with intention. Here are some of the most important strategies to follow to truly resonate with your audience:
1. Show Real People
To really build authentic connections, show real people, including members of your leadership team, staffers, customers, and individuals from your community.
You don’t need to hire recognizable Hollywood talent for impactful videos; showing real, genuine people can help your target audience forge authentic connections with your brand.
2. Tell Real Stories
You don’t need to tell Hollywood-level stories. Instead, tell the real stories that drive your brand forward. This could include:
- Your company’s founder story.
- The reasons for your company’s brand values.
- The process of developing new products or services for your company.
- Case studies from your customers.
By telling real, authentic stories, you’ll create a powerful emotional resonance that will stick with your audience long after the video ends.
Related Reading: What Makes The Best Corporate Videos—Key Traits, Benefits And Examples
3. Align Content With Brand Values
Your videos are the perfect opportunity to emphasize your brand values. Because videos boast such high engagement and conversion rates, embedding your brand values increases the chances of your target audience learning what drives your company forward.
4. Incorporate User-Generated Content
User-generated content (UGC) includes any sort of video, graphic design, or music created by fans of your brand.
And including UGC can really help your videos build deeper connections. UGC is often creative, and it highlights the features of your brand that are already most important to your target audience.
So, instead of starting completely from scratch, consider sifting through UGC for ideas and resources.
5. Focus On Educational and Value-Driven Content
Educational and value-driven content allows you to position your brand as a thought leader in your industry while providing tangible benefits to your audience.
This type of content can include:
- Tutorials
- How-To Guides
- Behind-the-Scenes Insights
- Tips Related to Your Products and Services
Remember, the key to educational content is to be helpful and genuine—without focusing on a sales pitch. By providing your audience with knowledge that improves their lives or solves their problems, you’ll build trust and establish your brand as a reliable resource.
6. Highlight Social Responsibility and Community Involvement
A perfect way to build trust and connection? Show exactly how you give back to the world around you. This may include:
- The results of your company’s volunteer time off (VTO)
- Your company’s donations and nonprofit sponsorships over the years
- Your company’s green initiatives
- Company-led volunteerism
By highlighting these endeavors and the impact you create over time, your audience will better appreciate your brand and its place within the community.
Find An Experienced Corporate Video Partner
Covalent is a Pittsburgh-based creative video production company catering to B2B, B2C, and D2C companies of all sizes and in a wide range of industries.
At Covalent, we’re known for creating the best corporate videos on the market by combining experience and creativity with a strong marketing mindset. We can help you film and produce everything from brand videos and TV commercials to explainer videos and documentary-style shoots.
We produce videos at different price points, always with a focus on creating the content you need to reach your business goals. Combining years of experience with cutting-edge creativity, our productions have received numerous awards and accolades over the years.
Get in touch to explore how we can help you get started with corporate video production and more exciting and engaging corporate communication!
Related Reading: 5 Steps to Choosing the Right Corporate Video Production Company