Don’t expect your client to understand what you do—explain it to them with a video.
A corporate video embedded on your homepage will do much more for you than you think.
A well-designed corporate video will answer the most important questions:
- About Us,
- What do we do,
- What is our added value?
- what sets us apart from the competition and, above all,
- Why your customer wants what you sell.
A corporate video helps explain your value proposition
In their mind, your customer will come up with answers to all those questions. After leaving your website, they’ll have a pretty clear idea of who you are and what you do. The question is:
Is their perception correct or incorrect?
After doing some research by browsing your website, looking at some photos, and reading some text, they’ve likely reached some conclusions. But did they pay attention to the right photos and text? Or did they focus on other services or products that don’t interest them as much?
A video is a very useful tool for capturing a visitor’s attention, and it’s also a powerful resource for putting them in an emotional state that will help them better understand your product.
Video allows us to convey emotions
With the right strategy, this audiovisual piece becomes a highly persuasive tool. Elements such as rhythm, music, voice, controlled blurring, close-ups or detail shots, slow motion, and moments of silence convey sensations that are impossible to achieve with text or photographs alone.
If your product is related to peace of mind, relaxation, or rest, the video will be very different from one for a product related to excursions or sports.
The persuasive power of a video doesn’t directly turn visitors into customers, but it does help those visitors understand your offer much better.
A corporate video isn’t just a carousel of images
I’ve sometimes heard that a corporate video should be like a loop of still images, almost like a carousel.
Underestimating the power of a corporate video is the kind of mistake you don’t want to make in your company’s communication strategy.
Video has the potential to replace a significant portion of your website, ensuring that the most important information is conveyed in the video itself and, as a result, making your site look cleaner, more organized, more appealing, and more intuitive.
How long should a corporate video be?
There is also a misconception that a corporate video should be short: the shorter, the better. This isn’t Instagram.
Your potential customer has stopped scrolling and is now on your website. That means they want to learn more about you.
Taking the time to explain what you do to someone who is interested seems like the logical and appropriate thing to do. Remember: if they’ve stopped by, it’s because they’re interested. Be friendly with them, and explain things carefully and coherently.
Don’t rush him to understand it right away.
The video builds trust by showing who is behind the company
Video is the natural evolution of photography. Showing the people behind each project builds trust and can help the client in their decision-making process.
The video is the next step: visitors no longer have to guess who you are and what you do because you tell them directly in an entertaining way—and, what’s more, you tell them in your own way.
If what you’re offering interests them, it will be easier for them to ultimately trust your proposal.
An example: promoting inclusion through video
Once, a client wanted a video to show that his hotel was inclusive.
It was a hotel that had won numerous awards for its accessibility for people with disabilities.
However, most of their customers did not have any disabilities, so there was a fear of losing customers by highlighting all the benefits related to inclusion.
Our strategy was to ensure that people of all kinds—with and without disabilities—could enjoy the hotel’s facilities and services at the same time, just as they would under normal circumstances.
It was crucial not to distinguish between one group and another, but to involve everyone in the hotel’s daily routine. One person would hop down three steps in a single bound; another would use a ramp with their wheelchair. Everyone arrived at the same place and did exactly the same thing, without barriers or obstacles.
It is difficult for a text to describe the joy of children playing in the pool or the independence of a blind person finding a restaurant using a GPS locator.
A corporate video conveys what words cannot
A corporate video doesn’t just tell people who you are and what you do. It also conveys emotions that words alone cannot express.
If you think your customers make purchases with their heads, a video will help you sell.
But if you believe that purchasing decisions are also influenced by emotions, then video can become one of the most powerful tools for your brand.