Archive for February 25th, 2012

The expert’s guide to making a company video

We’ve all learnt how important it is to make sure our company is visible online. Websites, social media, online newspapers and magazines, blogs, articles; you name it, you’re probably doing it.

Yet the most impactful and easiest way of getting your message across is video, yet many company’s shy away from making one. Cost, technique, technology are just some of the reasons many firms say puts them off.

The truth is, you’re missing out. Video allows you to communicate your message in your own words. You can get right in-front of target customers and potential clients, showing them exactly how you could benefit them.

1) Content is King – Don’t make a video just for the sake of it. You need a clear purpose and narrative in mind before the cameras start rolling. The more time you spend in pre- production (planning and scripting), the better the result. Video is a more powerful medium than static text/photos but only if you have something to say!

2) Always think about your audience – Who will want to watch your video and why? Gear the content towards the interests of your target audience.

3) Length – You’re not making Ben Hur. The average attention span for online videos is around 60 seconds, so make sure your video is concise and grabs the viewer’s attention straight away. Think about episodic content that encourages the viewer to return to your site each week/month.

4) Let your customers sell you – If you are promoting your company or product, the viewer is more likely to trust the opinion of another customer rather than your CEO. Think about interviewing a customer giving an honest testimonial. People trust people rather than corporations.

5) Check your shot & check again – It sounds obvious but it is a very common mistake. Make sure that everything in your shot looks perfect, staff look presentable and there isn’t something in shot that shouldn’t be, like sensitive documents, untidiness or somebody misbehaving in the background!

6) Quality – Much like your website, the quality of your video reflects the quality of your brand or product. If you are shooting it yourself, use the best camera you can get your hands on, use a tripod, and make sure the sound quality is good. If you are contracting a production company, make sure they are reputable and always ask to see examples of previous work.

7) Soundtrack – If you are going to use music in your video, bear in mind you usually have to pay thousands in royalties for copyrighted tracks. Try stock music sites such as where you can buy a track with a full license for around £40.

8) Provide the backup – Don’t just expect to make a video, put it on YouTube and watch the video go viral. Make sure you publicise the video through press releases, social media, relevant websites and through your staff.


Curly Productions are online video production specialists based in Liverpool, UK.