Corporate video production is a precise art. While all the normal rules of creating an engaging video apply, there are special considerations companies need to take into account. Individuals and artists can often ignore these (or figure them out as they go along).
In this two-part series, I’ll examine corporate video production, with a special focus on identifying and targeting key demographics.
Identifying a Demographic
Every savvy advertiser knows demographics are key. All content creators need to determine whom they’re selling to or whom they’re trying to inform.
This process can be as simple or as complicated as the company likes. It can be as simple as saying the company wants to target young men between the ages of 18-35, for instance, or the result of years of careful market research.
The good news is that the company isn’t tied down to one particular mode of presentation (I’ll go over that in part 2). But for each individual video the company puts together, they need to figure out the video’s audience. Attempting to appeal to everyone will only result in an audience that feels confused and alienated — and a video that doesn’t take off.
Figuring Out How to Reach Them
There are a few good ways to reach demographics. Obviously, a company’s marketing team already has several tricks up their sleeve to accomplish this.
But video is a versatile medium, and it allows artistic methods other media lack. One of the most important ways to target a demographic is by fine-tuning a video’s look and feel. Look and feel are as important as the actual content of the video, if not more so.
For example, if a company is making a video for people who aren’t familiar with its brand, the video will probably take a calm, explanatory, friendly tone, with unobtrusive music and a clear story. (It’s possible to take another tack, but only if the company’s aiming for a highly specialized sub-demographic.)
What about a company selling a product to young people? If the audience skews very young, the video’s likely to feel bright, colorful and cartoony, with jaunty music and approachable characters. Videos aimed at teenagers, by contrast, would still be upbeat and high-energy, but they might use pop music and older characters. If a company’s unclear on their demo, they might use one style where the other’s more appropriate and fail to reach either demo.
This concludes part 1. In part 2, we’ll be looking at the second half of the corporate video production process, including how to use different messages for different demographics.
Remember, your story starts here!