What are the most common corporate video mistakes in different genres?

Poor scripting, lack of clear message, amateur production, inadequate planning, and neglecting audience engagement hinder corporate video success.

Explainer videos should simplify complex ideas. A poorly written script can make the training material confusing and ineffective. Authenticity is key in showcasing company culture. Failing to represent a diverse workforce can send the wrong message about a company's commitment to inclusivity. Highlighting too many product features can overwhelm the audience. A compelling narrative can make a product launch memorable. A recruitment video should align with the company's values. Low-quality production can reflect poorly on the company's commitment to excellence. Just stringing together event footage without a narrative can lead to a disjointed and uninteresting video.

De mon point de vue, une vidéo de témoignage doit être vraie. Il faut accepter de dire le bon comme le mauvais. éviter d'avoir un message lisse, sans émotion, sans contenu. Si l'on est derrière la caméra, ne pas hésiter à poser des questions pour aller plus loin dans le message à transmettre, cela peut permettre de mettre à l'aise l'intervenant(e) et libérer sa parole.

Interviewees should be prepared but not over-prepared. Give them guidelines about what to wear and what to expect of the process but don't give them the questions in advance. Tell them what you're going to be talking about but don't let them prepare their exact answers in advance. You can always tell and it doesn't sound natural on camera. If it doesn't sound natural to your audience they can interpret that as being dishonest. Shoot the response to the same question no more than twice. If you don't get what you want the first or second time rephrase the question to guide the interviewee where you want them to go. Resist the urge to put words in their mouths if they ask you what you want them to say: it has to be their own words.

Keep it as short as possible. The explainer video should get the basics across in an entertaining way but it shouldn't dig into all the minutia of the subject. Everything is dependent on a well-crafted script. Don't start shooting or animating anything until the script is honed to perfection and locked. Record the script even if it is just as a scratch track you'll replace later. It will give you and your stakeholders clarity about content, length and pace before you spend too much money. While you develop the script you should get rid of anything superfluous or distracting. Hone it down to just the essentials. The most precious thing is your audience's attention. Get rid of anything that will tempt them to click away.

Il y a deux types de vidéos de formation, celle que l'on regarde par envie et celle que l'on regarde par devoir. Les deux doivent être claires, dynamiques, instructives et créatives. La voix ne doit pas être monocorde, il ne doit pas y avoir trop de textes, trop d'effets de transition. Il ne faut pas vouloir trop en dire, se perdre dans des détails qui n'en finissent pas mais qui perdent l'apprenants. Et pour les vidéos que l'on regarde par devoir, avoir de l'imagination pour que ces formations soient attrayantes et ludiques. Les montrer à une personne qui n'y connait rien et si à la fin, elle a compris, c'est gagné.

Don't make a promo video just for the sake of it. Have a clear call to action and purpose. What do you want your potential audience to know or do as a result of watching your promo? Make sure the stakeholders know exactly who the audience is, what the message is, how long the piece is, and where and how the finished video will be hosted and used. There are usually a lot of stakeholders in this kind of video production and some of their notes can be contradictory so make sure you know who are the actual people you need to satisfy. Prioritize notes with care and over-communicate. In my experience promo videos can be costly in time and budget but can be some of the most used and useful videos you produce.

Clients sometimes request brand awareness videos that also showcase their products and how they work. Brand awareness videos are right at the top of the marketing funnel. They’re all about raising awareness of your customer’s problem. Whereas product showcases are in the consideration phase. At this point in their customer journey, people are weighing up their available options on the market. Both audiences have very different needs, wants, and expectations because they’re in different places. By amalgamating the two videos, you’ll create one that serves neither, which will negatively impact its performance/ROI. You’re often better off having several smaller pieces of relevant content, than one hero video that tries to do everything.