Video and visual content are powerful tools to communicate your brand identity, values, and personality. They can help you stand out from the crowd, engage your audience, and showcase your expertise. But how do you use them effectively and strategically to enhance your corporate identity? Here are some best practices to follow.
Before you create any video or visual content, you need to have a clear idea of what you want to achieve. Do you want to increase awareness, generate leads, educate customers, or build trust? Depending on your goals, you will need to choose the right format, style, tone, and message for your content. For example, if you want to educate customers, you might use a video tutorial or an infographic. If you want to build trust, you might use a testimonial or a case study.
Selon ce que j'ai pu observer, un des axes les plus importants est dans un premier temps la compréhension de sa cible, définir un storytelling adapté qui raisonne avec nos personas en construire autour de ce point. Il est également important de se concentrer sur les metrics qui font sens et ne pas se laisser séduire par les "vanity metrics". Utiliser les tendances à son avantage et ne pas les suivre sans un objectif stratégique. Le choix du format ne doit pas se faire sur la base de préférences personnelles mais sur celles de son audience. Ecouter son audience, observer son comportement, analyser les résultats sont les seuls moyens de créer du contenu pertinent qui permettent d'atteindre les objectifs que vous vous êtes fixés.
To enhance your corporate identity through video and visual content, it is crucial to first define clear goals. Begin by identifying the message you want to convey and the image you aim to project. Whether it's showcasing company culture, highlighting achievements, or presenting product/service information, a well-defined goal will guide your content creation. Consistency is key—maintain a cohesive visual style that aligns with your brand's values and resonates with your target audience. Utilize high-quality visuals to enhance professionalism and credibility. Incorporating your brand elements such as logo, colors, and typography consistently across videos reinforces brand recognition. Engage your audience with compelling storytelling.
Objectives are usually more important than key messages. Remember to prioritise creating effective content over cramming as many messages into your film as you can.
Here are some other best practices for using video and visual content to enhance your corporate identity: Ensure high-quality content Tell a story that resonates with your audience Evoke emotions Show authenticity Incorporate visual branding elements like logos and colors
What is still missing in this context is the quantification of results. What do you truly aim to achieve? Which metrics will we examine, and what should be the intended impact? Establish specific, measurable, achievable, relevant, and time-bound goals (SMART goals), and assess the results against the predetermined objectives after the campaign.
Another key factor to consider is your target audience. Who are they, what are their needs, pain points, preferences, and motivations? How do they consume content, and what types of content do they prefer? By knowing your audience, you can tailor your video and visual content to their interests, expectations, and behavior. For example, if your audience is young and tech-savvy, you might use a short and catchy video on social media. If your audience is more professional and analytical, you might use a longer and more detailed video on your website.
Having a strong sense of a customer journey and their experience on each social platform or communication channel is key. By not only relying on demographics data, marketers should think critically about psychographic and behavioral tendencies of their audience and strive to deliver content in the most organic way to add value to the audience’s experience. While tech-savvy young adults may prefer short-form videos on some platforms, they may also consume longer videos while researching. Understanding their pain points and decision-making journey will help elevate impact of your marketing activities.
La connaissance de votre cible est un point indispensable pour produire du contenu qui captera son attention. Je pense qu'il faut aborder le contenu gratuit de la même manière qu'un produit ou service payant. Les internautes paient avec leur attention au lieu de payer en devise, mais c'est bien une transaction qui se fait. Ainsi, la meilleure fa?on de vendre un produit ou service, est d'échanger régulièrement avec sa cible pour comprendre ses besoins et y répondre du mieux possible. La même chose s'applique au contenu : échangez avec votre cible.
Understand your target audience's preferences, behaviors, and needs. Research their demographics, interests, and online habits to create content that resonates with them. Personalize and tailor your visuals to appeal to your audience, using relatable themes, language, and imagery. This approach fosters a deeper connection and makes your content more engaging and relevant to your viewers.
In leveraging video and visual content to bolster your corporate identity, a fundamental best practice is a deep understanding of your audience. Tailoring visuals to resonate with your target demographic ensures that your content is not only visually appealing but also relevant and engaging. By conducting thorough audience research, you can identify the preferences, values, and communication styles that resonate with your audience, allowing you to create content that connects on a meaningful level. This alignment strengthens your corporate identity by fostering a sense of relatability and authenticity, ultimately enhancing the overall impact of your visual storytelling.
Having a real understanding of your customers daily challenges is key to find the right words and images to be really meaningful.
Your video and visual content should reflect your brand identity, values, and personality. They should be consistent with your brand voice, tone, style, and colors. They should also match your brand promise, mission, and vision. By aligning your video and visual content with your brand, you can create a coherent and memorable impression on your audience. For example, if your brand is fun and playful, you might use a humorous and animated video. If your brand is serious and authoritative, you might use a factual and informative video.
Corporate doesn't mean your videos and visuals have to be stiff. Show the people behind the business, what are you working on? Introduce the team so people get a sense of the people they could be working with. Depending on the tone of your brand, you can opt for fun banter between the team, or if you want it to be a bit more formal- show what the team are working on or a Q&A about the business, why you do want you do, the services you offer, what you enjoy about the work. Or share your knowledge. Videos are a great way to get personal whilst still being professional. Deliver your brand message whilst adding the human touch
To enhance your corporate identity through video and visual content, it's crucial to align these elements seamlessly with your brand. Begin by establishing a consistent visual language that reflects your brand's personality, values, and messaging. This includes using a harmonious color palette, typography, and imagery that resonate with your brand identity. Maintain a cohesive style across all video and visual assets to create a recognizable and memorable brand presence.
- Hire a Pro for Quality They have the expertise to ensure high-quality visuals, sound, and editing that reflect your brand's standards. Professional content stands out, communicates your message effectively, and can have a greater impact on your audience. - Align with Platform Standards Each social media platform has its own content guidelines and technical specifications. Tailor your content to meet these requirements. Adhering to these standards ensures your content is optimized for viewing on each platform, which can help increase reach and engagement.
Ensure that your video and visual content consistently reflects your brand's values, personality, and aesthetic. Use a coherent visual style, color scheme, and tone that align with your brand identity across all content. This consistency helps in building brand recognition and trust, as audiences will associate the distinct style with your brand, reinforcing its identity and message.
Um conteúdo visual tem grande poder de impactar seu público-alvo. Imagine que imagens também falam sem terem escritas e elas tocam na alma. Um bom vídeo é aquele que expressa os sentimentos que uma marca deseja transmitir para seu público. Primeiro fa?a esse exercício: definir os atributos, tom de voz e identidade visual da marca, depois alinhe esses objetivos as sensa??es que deseja transmitir.
Your video and visual content should also be optimized for the platforms where you distribute them. Different platforms have different requirements, features, and audiences. You need to adapt your content to fit the platform's specifications, such as size, length, format, quality, and captions. You also need to consider the platform's purpose, such as awareness, engagement, or conversion. For example, if you use YouTube, you might use a longer and more in-depth video. If you use Instagram, you might use a shorter and more eye-catching video.
Tailor your content format and design for the specific platforms where it will be shared. Consider the unique features and audience behaviors on each platform, like aspect ratios, video lengths, and interactive elements. Optimize for mobile viewing, as many users access content on their smartphones. Test and analyze performance metrics to continually refine your approach for maximum engagement and effectiveness on each platform.
In leveraging video and visual content to strengthen corporate identity, optimizing for platforms is a crucial best practice. Tailoring your visuals to suit the specific requirements and nuances of each platform ensures maximum impact. For instance, on social media platforms like Instagram, focus on visually appealing and concise content, while on LinkedIn, prioritize professional and informative visuals. Consistency in branding elements, such as logos and color schemes, across different video and visual content reinforces brand recognition. Additionally, maintaining a cohesive visual storytelling approach helps convey a unified brand message. By aligning content with platform dynamics and preserving brand consistency
La règle d’or, c’est de déterminer la / les plateforme(s) en fonction des objectif et de la cible. De là, on suit les ??règles du jeu?? et les tendances de ces plateformes pour s’assurer que le contenu plaira à l’audience visée. Cependant, pour maximiser le ROI d’un contenu, on peut le décliner pour différentes plateformes. Par exemple, une vidéo de 5 minutes peut être découpée en plusieurs extraits de 45 secondes pour Instagram (et reformatée en reel). Une infographie sur une page web pourra être découpée en carrousel pour LinkedIn. S’il s’agit de contenu plus long (comme un livre blanc), on s’amuser à le dérouler en mini-campagne sur plusieurs supports !
Videos werden h?ufig in Umgebungen konsumiert, wo der Ton nicht abgespielt werden kann oder soll – beispielsweise in einem Grossraumbüro oder in ?ffentlichen Verkehrsmitteln. Deshalb sind Untertitel für alle Videos Pflicht. Dabei gilt es zu unterscheiden: Regul?re Untertitel werden separat gespeichert, und die Betrachter:innen haben unter Umst?nden die M?glichkeit, zwischen verschiedenen Sprachen auszuw?hlen. Für kurze Videos, die vor allem auf den sozialen Medien geteilt werden, empfiehlt es sich hingegen, die Untertitel direkt ins Bild zu montieren, damit sie auch ohne Zutun der Betrachter:innen angezeigt werden.
às vezes pode até funcionar, mas o maior erro é achar que um vídeo vai performar bem em todas as plataformas. Um dos passos iniciais é definir a plataforma m?e que o vídeo será veiculado, você pode até usar o mesmo roteiro, ou cortes do vídeo, mas precisará adaptá-lo para cada plataforma que deseje distribuir.
Finally, you need to measure and improve your video and visual content performance. You need to track and analyze the metrics that matter for your goals, such as views, likes, shares, comments, clicks, leads, or sales. You also need to collect and act on the feedback from your audience, such as reviews, ratings, suggestions, or complaints. By measuring and improving your video and visual content, you can learn what works and what doesn't, and optimize your strategy accordingly.
Incorporating video and visual content strategically is essential for enhancing corporate identity. Firstly, align visual elements with your brand's core values and messaging to create a cohesive identity. Consistency in visual style, color schemes, and imagery across all platforms reinforces brand recognition. Utilize high-quality, professional visuals to convey professionalism and credibility. Engage your audience through storytelling; videos that narrate your brand's journey or showcase behind-the-scenes moments can establish a more personal connection. Additionally, leverage analytics to measure the performance of your visual content. Track engagement metrics, analyze viewer demographics.
Mesurer les résultats est essentiel : ce qui ne se mesure pas ne s'améliore pas. Mais attention à ne pas tout mesurer : il faut identifier et bien suivre les indicateurs en lien avec l'objectif souhaité. Est-ce le nombre de vues ? Le taux de conversion suite au visionnage ? Dans tous les cas, certains indicateurs (taux de visionnage complet) permettent de s'assurer de l'intérêt de la vidéo.
Sem acompanhar os resultados, você n?o saberá se realmente aquela a??o lhe trouxe retorno sobre o investimento. Me?a periodicamente, ajuste se necessário e teste novamente. Muitas vezes o conteúdo n?o perfoma bem em vídeo porque ele seria mais bem aproveitado em outro formato, logo teste também os conteúdos em formatos diferentes.
Empapate de todas las herramientas de estadisticas que tiene cada plataforma, y ve anotando todos esos datos en un documento especial, así sabrás el mejor horario para publicar, tipo de contenido que funciona, datos de las personas como su ubicación o edad, etc.
After creating video and visual content to enhance your corporate identity, it's a great idea to track its performance so that you can take steps to improve it. This is especially important for brands that are undergoing transformations or dealing with a situation that may negatively impact their brand. For example, if there was a PR situation or a news story that impacted a brand, it would be important to measure metrics before, during, and after that situation. These numbers tell a story of impact and help a brand determine if its efforts are working.
When you don't apply any brand identity elements to your videos, you are essentially dragging your videos down to the level of some amateur uploading personal stuff. You're making your brand seem authentic, just unprofessional. So don't leave this stuff out.
Make sure you have the right to whatever materials you use. Reposting a tutorial from a customer without their permission is not acceptable, even though they’re talking about your product. Creators deserve to be paid for their work, or at least be given the opportunity to give permission for it to be used. if you’re using stock images, make sure that you have the right to use them. Premium accounts on some design platforms like Canva give you automatic right to use the images on the platform for commercial use not following these rules can sometimes result in fines as well as bigger legal issues that you want to avoid.
For video always focus should be on the Improving Video Retention Rate. In the beginning if you create long from reels or short the chances are your retention rate will be lower getting you less reach. If your videos are between 7 sec to 15 secs the chance to improve video retention rate will be higher.
Based on my experience, it is important to regularly use the social media channels for which (video) content is produced. This way, any discrepancies in format and design etc., are quickly noticed. One mistake I often see and should be avoided is in the video's first image, which should already "capture" your audience's attention. In my eyes, there is hardly anything more boring and pointless than starting every video contribution, for example, with the company logo.
Do we approve of using generative AI for creating corporate videos? Honestly, while acknowledging that generative AI is a valuable tool for content creation, I find it challenging to completely replace real people with AI-generated video content, as authenticity no longer seems to be the primary focus. So, what choice do we make? Opt for quick content creation or aim for high-quality content that remains authentic?