A detailed recipe to leveraging the company's success stories into powerful video content – Part 2
Company’s success stories are the perfect opportunity for a fresh video content that will help convert your clients at any stage of the sales funnel.
If you haven't yet, check out the first part of this article that highlights the reasons why your company’s activities beyond product launches are one of the best ways to build credibility. You'll find some easy peasy ideas as well!
Here is a step by step recipe for a killer corporate video:
1. Figure out your trigger
It can be a happy client or a new business partnership, an addition to your brand’s mission or a case study – anything that you feel brings your company closer to its ultimate goal. What benefit does your success bring to your business? Write it down and keep it to a single sentence: this is your value proposition, the core of your video content.
2. Map out the story surrounding the event
Think of how the event came to be and how it developed, list out all of your talking points.
3. Come up with a format
The next step is thinking of ways how your story can be visualized. The simplest way to visualize a success story is to have multiple people speak about it, describe why it’s important to them, how it unfolded from their perspective, and what benefits they believe it brings. Curate supporting scenes so that they complement the narration – think company b-rolls, product shots, conference meetings, brainstorming sessions or team discussions.
4. Choose the right representative
Choosing the right representative for your video is of the essence. Think of the person who can convey the success the most, and get their testimonials: be it a client, your teammates, the CEO, or yourself.
5. Consult a professional video production team
When it comes to the video production, it’s best to consult a professional. Find out if you might use their help in producing the content and delivering a compelling post-production. Creating a series, rather than a single stand-alone video of this kind can be even more powerful – discuss how many parts you’re looking to get, and at what frequency, and get an average price per asset or an overall quote.
6. Nail down talking points
Finally, when you know who you're working with on the production and post-production mysteries, list out your talking points for the interview or the video narration. An effective video doesn’t only contain good questions: it complements them with excellent answers. It’s good to have all of your talking points written down as even the most seasoned spokesperson may forget an important fact. Plan what they will say in advance so you can remind them on set if needed.
An effective video interview doesn’t only contain good questions: it complements them with excellent answers.
7. Know what's your ideal content
Knowing what the narrated content is exactly going to be, will help the production team plan the b-roll scenes: ideally, your visuals should not only be relevant to but complement the story to drive your point across. Discuss your b-roll idea with the production team and find out if there are any scenes that may need preparation in advance. If you’re shooting product b-roll, for instance, how is it going to be presented? If you’re including your team in the video, who will be taking part and can they make the day? Figure out these details and clear them up with the production team as early as possible.
Your visuals should not only be relevant to but complement the story to drive your point across.
8. Work closely with the producers
Your video production team can also help you with the practical details – the day and the time of the filming, the setting and the lighting, as well as having someone to direct the interviews and the b-roll. Make sure you collaborate with the producers and agree on which scenes make the final cut of the video before they proceed with post-production.
9. Voilà! Showing time!
Once your video is ready, make sure to share it on your company’s social media channels, and include it on your website page and in your newsletter, as well as any other distribution channel that reaches your audience. If your budget allows for it, consider launching a paid campaign with the video asset.
Here are a few examples from my work of what these videos could look like:
A compelling video featuring Uber's new implementation of a veteran hiring program in partnership with a new startup Shift.org. The video resulted in 10x candidate's sign ups and was showcased during Uber's global hands on meeting to all of their 20K employees around the world to bring awareness about the program.
Ava's CEO Lea von Bidder interviews Jade Roper – the Bachelor in Paradise Star – about the value of tracking women's health symptoms to accurately detect a fertile window. The video is a part of Ava's ambassador marketing campaign.
Sumo Logic is a data analytics and security platform used by DevOps teams at companies like Airbnb, Pokemon, Samsung, Adobe, Yelp, Toyota and hundreds of others. Once Sumo Logic's marketing department learned that their product is used not only by engineers, but also by customer service teams, they decided to make a video highlighting the importance of great customer service. Easy, huh?
Video campaigns are one of the highest converts on social media so make sure you keep the buzz alive. Once the views and engagements start coming in, get on with the next one!