The institutional video is a type of presentation that seeks to show aspects of a company, such as brand values or business activities.
A fundamental element for an efficient business communication strategy, institutional videos, although well disseminated, are still not used to the best of their ability by companies.
We affirm this because, in most companies like Blogger Cage
, institutional videos are seen as pieces outside the context of the marketing and communication strategy.
However, this view is wrong. After all, institutional videos are an important part of a company's strategic communication.
Especially in a universe in which 43% of people use videos as the primary source of information about products, services and companies in which they are interested.
Aimed at promoting the image of those who do, institutional videos aim to recognize and / or present the activities of a company.
In this article you will know what an institutional video is. Learn how to correctly apply this type of material in your company's strategic communication and see examples of successful uses of institutional videos in large institutions. Good reading!
What is an institutional video?
Institutional videos, as the name suggests, are video pieces used to present information about a specific company, institution or brand.
They are materials that approach a company in a more structural way, showing aspects such as human resources, infrastructure, operation and production logistics and several other aspects.
In addition, institutional videos can also be used to help demarcate a company's position in the market, demonstrating its mission and values, objectives and history. Whether for the internal public or for the external public.
Thus, institutional video is an excellent tool to strengthen a company's visual identity and branding, and can add important values of a social, economic or environmental nature to the brand, for example.
Types of institutional videos
With the increasing use of videos as an alternative to content consumption, institutional videos have become a means of education, propagation and promotion of values, culture and business vision.
Thus, video content has become strong allies in sales strategies and brand strengthening, acting as a catalyst for the integration of teams and employees of a company.
Faced with so much versatility and applicability, the types of institutional videos are:
testimonial video: when real people - customers, employees or members of society - record testimonials reporting how the company presented changed their life trajectory. It is one of the best types of institutional video for creating personal connections;
institutional social video: the purpose of this type of institutional video is to reinforce the company's brand by showing how the actions are impacting the social environment in which it is inserted;
cultural institutional video: in this type of video, the company's habits and values are presented. Here, the idea is to demonstrate how the company views and places itself before society's values;
endomarketing video: it is a possibility to present the internal environment in order to motivate, inspire and develop your own employees. It is a very popular material for dissemination on social networks.
animated institutional video: many people tend to think that institutional videos cannot be animated. This is a mistake! After all, through an animation it is possible to present data, tables and graphs in a richer and more didactic way. Stay tuned, because in this article we will still explain how institutional videos in motion graphics work!
Objectives of institutional videos
In summary, the objectives of an institutional video vary according to a company's corporate and business communication strategy.
Some materials can be used to tell the story of a brand or a business, others can be used to convey a message, clarify concepts or present changes and news.
There are also those with a more commercial profile, who support the sales team of a company by presenting competitive advantages, cases and portfolios.
It is a tool that, when used correctly, allows the achievement of a positive ROI - Return on Investment - and makes a business different from its competitors.
In summary, we can highlight 5 benefits of institutional videos that are, generally, the reasons that lead companies to adopt such a strategy in their corporate communication:
1. Institutional videos help to modernize brands
Only in India, on average, each person consumes about 28 hours of video content per week. For this reason, companies can no longer be content to mark their institutional presence only in cold editorials and reports.
2. They also reinforce a brand's authority
85% of consumers say they want to see more videos produced by companies. This data is from Wyzowl and definitely shows how people pay attention and want to consume what companies produce in videos.
3. Institutional videos humanize companies and help build empathy with the public
Through this type of material, companies are able to show their vision, their values and the people behind their operation. This helps to bring the brand closer to its consumers.
4. The transmission of information through institutional videos is more concise
In a few minutes of video it is possible to transmit messages with 600 words or more. This is an aspect that makes it easier to retain public attention.
This is very useful, especially when institutional videos need to transmit a lot of statistical data or more specialized technical details.
5. Institutional videos are long-term investments
When creating an institutional video, a company will be able to use it for a long time, since the information treated in this type of material changes less frequently.
Thus, it is possible to apply them in events, lectures, training and presentations for a long time without losing the quality of information or being dated.
How to make an institutional video
A good institutional video requires a well-structured production process. When it comes to audiovisual production in general, it is common for companies and professionals to think about robust budgets, expensive equipment, cutting-edge technologies and mega investments.
However, the first and main concern should be to convey a message that represents your company and your business philosophy.
To facilitate this process, we have gathered some necessary tips to make an institutional video that can convey a company's message well. Check out!
Institutional video must have a purpose
This point may seem obvious, however, many companies fail to define what they want to achieve, who they want to achieve and what message they want to convey with an institutional video.
Whether strengthening the brand's perception or market presence, demarcating a new positioning or even engaging its customers more, the important thing is always to have a defined objective for the institutional video.
He also needs to tell a story
The institutional video is the moment when your company or organization will present something important to the public. Therefore, this information cannot be passed on in a scattered or uninteresting way.
When information is transmitted without context, it will be difficult for the public to assimilate it correctly, as it will certainly end up losing valuable aspects of the message.
Therefore, it is important, when thinking about an institutional video, to also think about building a storytelling for it.
Through storytelling will be defined the story to be told and the best way to present the information of a narrative - such as facts, data and numbers - to enhance a message.
This is an important aspect. So, our tip is that you continue to delve into it. Read this article that teaches you how to create good scripts using storytelling!
The video needs to convey a clear audiovisual message
By this, we mean that the soundtrack, voiceover and storyboard of the institutional video need to talk to each other.
The voiceover cannot have a more serious and formal tone if the colors of the video and the soundtrack suggest something else, for example.
This will generate a conflicting message that is unlikely to achieve its objective. Therefore, all these aspects need to be thought and built together.
How to speak well in an institutional video
In general, when we are filmed, we can already speak that we have experience of public speaking. However, there are many differences between speaking live and speaking on video.
So, here are some tips on aspects and care that you should keep in mind to speak well in institutional videos of your company.
The voice is a vital instrument for presentations, as it absorbs a great deal of attention from verbal communication. Therefore, the voice must be natural, prepared and put in the right way.
The correct tone varies with the situation: you can introduce feelings like surprise, suspense, irony, among others, into the content. The speed of speech can also make the transmission of the message more interesting.
It is also important to take care of the resonance and voice quality (if hoarse, harsh, smooth, etc.) of the speaker, as they can create a more affective or more impactful content.
Once the target audience is known, it is important to adapt their language. After all, errors in the adequacy of the audience can seriously damage the institution's image.
Therefore, choose a vocabulary that you can communicate and avoid grammatical mistakes. That way you will pass authority and your message will be understood by the public.
Don't forget to take care of language addictions: they can distract the user from institutional content.
Clear and focused communication
Even if there is great care in preparing the content, there are still ways to make it clearer.
An important tip is to always announce the content contained in the video, actually communicate and then synthesize (so that it is possible to save the main message more easily).
Advertising content in advance helps the user to follow his reasoning more easily. But it is no use knowing just how to plan the content: you need to be comfortable communicating it.
Security and trust will pass a very positive value to those who assist you. You can improve your comfort by reading more, taking courses, speaking more in public, training for other people ... This can help you communicate more naturally.
Be careful not to be too still in the video (hands in pockets, arms crossed), but be aware of excessive gesticulation (such as rubbing your hands).
After all, gestures can divert the viewer's attention by demonstrating the presenter's insecurity.
By evaluating specialists in impact presentations, you will also be able to see how they care for their spine position to prevent the camera from emphasizing poor posture.
In front of the camera
Once everything is planned, it is now time to go to the front of the camera.
Start with a proper image: wear clothes that value you (reflecting your personality), maintain an upright posture (to convey interest in the company) and pay attention to your body language.
Finally, don't be afraid of the camera: look at it as if it were a friend and be aware that you will get used to it.
Motion institutional video? Is it possible to apply?
Resourcefulness in front of cameras and in front of microphones are not common skills for most people.
Therefore, when thinking about producing an institutional video, many companies adopt the strategy of creating a video in motion - in short, they are videos with animated movements.
This modern institutional video format is especially valuable for companies whose product is one of the main protagonists or when a lot of information needs to be passed on.
5 steps to a good institutional video
1. Choose a good team
There is no point in having creative ideas if there is no professional producer responsible for the project.
You can even make a home video, but this is certainly not the impromptu image that your company wants to put on the market.
With a specialized team you will have the peace of mind for the briefing, a screenwriter and a professional production to take care of the technical details of the filming.
2. Start with a good briefing
Think of the following analogy: the first steps in a kitchen are usually more comfortable for an aspiring chef when there is a clear recipe with instruction on what needs to be done.
This is how a good briefing works: it is the beginning for creating the script. It is necessary that there is clarity in expectations, in the organization of ideas, in the definition of a realistic budget and in the positioning of the company.
So, when it comes to producing a good institutional video, your company needs to specify what it is possible to do and get to know its target audience well.
3. Have the script in hand
A good briefing allows the screenwriter to transform the company's needs into content.
It is the script that will structure the history of the corporation and merge the images, phrases and animations to tell the story of the company in order to hold the public's attention.
You can't stay out of the script: infrastructure, employees, company differentials in the market and values.
On the technical side, the script also guides the work of production, cameras, directors and editors.
4. Invest in suitable equipment
Forget those soap opera images in which the girl rides a horse with the sun hitting her face and beautiful scenery in the background under the natural light of the day.
That light is not just the result of nature! There is equipment with heavy technology behind the scenes ensuring that there are no shadows or dark spots on the screen.
In addition, these large productions have equipment such as cameras with varied lenses, microphones (handheld, lapel or external) and a computer with a great processor and video editing software. You will need some of these items to make a good video!
If you are planning to make explainer videos or whiteboard animated videos, invest in a suitable video creating software like Doodly, Explaindio
and Doodle Maker
5. Keep an eye on the details
Employees with flashy clothes, trendy music playing as a soundtrack (which leaves the video dated), dark or low-definition images: these are just a few details that can end the prestige of your video.
The place must also be thought to draw the viewer's attention in the right measure. Get smart with all the details!
There is no magic formula for creating a good institutional video. The important thing is to always keep these 3 aspects in mind:
institutional video needs to tell a clear and concise story;
it must have a well-defined goal before it can even be created, and;
it must fit into the context of the company, conveying the same values that the brand preserves.
This content format is very useful for adding value to a company and involving customers, employees and investors.
Through an institutional video, your company can transmit rich information to the public, on several occasions and for a long time.
Therefore, this content format is one of the best investments for your company's strategic communication.