Done the right way, there are few trust-building, explanatory tools as powerful as a business video, especially for businesses with particularly complex products. But, of course, a poorly produced video will have the opposite effect, making a product and business appear unprofessional or behind the times. Here are our top five tips for designing a compelling business video that describes it all.
1. Plan Your Storytelling
First, clarify your purpose. Will this be a cut and dry video explaining what your product is and how it can be best be used, or are you looking to communicate a little bit more about your company’s background and mission? Next, think carefully about the kind of storytelling approach you’d like to take. Do you prefer a traditional storytelling structure with the description of a problem at the beginning and the discovery of a solution by the video’s end, or do you want to experiment with something more structurally wacky and creative? Will you rely on case studies and anecdotes, or do a few well-chosen facts and figures say it all? Oftentimes, it’s best to make an abstract product or process concrete through the first-person story of fictional customer X, or through the use of a metaphor that relates directly to your audience’s experiences.
If you’re really having trouble discerning your story’s arc, choose from a range of storyboarding or scriptwriting products to help you plan it out. In the end, it may even be worth consulting with a professional writer or editor to get it just right. The last thing you want is to discover you need a change of direction midway through a shoot.