Commission a Corporate Video for Your NI Business

Everyone knows that video content is a great tool to communicate your business’s message to audiences in Northern Ireland.

But so much has changed it can be confusing. Certainly, gone are the days when UTV or Downtown Radio ads were the main way for businesses to get publicity.

The same applies to boring text-and-photo press releases pumped out by expensive agencies in Belfast or wherever.

In today’s digital era, you need video. But video can be a bit confusing because it encompasses a lot of things – from free iPhone footage to proper corporate films, to sophisticated animated marketing videos.

However, the most fundamental piece of video that any small, medium-sized or growing NI business needs, is a corporate video.

A good corporate film will resonate with customers in Belfast, Derry/Londonderry or any of our counties and regions, from the Lagan Valley to the North West or the Fermanagh Lakelands.

Whereas a bad one, made by people without local knowledge, will flop – and you know why: bland, generic and devoid of any local relevance or humour.

Why Corporate Videos Are Important in NI

There are other reasons why you need a corporate-style video:

• It signals you are professional and serious about what you do (just like having a professional website
• It reinforces that you are a trusted brand/organization
• It puts clear blue water between you and less well-respected rivals
• It is a lead magnet attracting people to your website, landing pages or contact forms
• It’s brilliant for social media – God knows we love our Facebook, Insta and Linked here in NI.

Here’s a comprehensive guide tailored for Northern Ireland (NI) businesses on how to commission a compelling corporate video that resonates with your audience and meets your business objectives.

Understanding the Purpose and Audience

Before diving into the production process, it’s crucial to define the purpose of your corporate video. Are you looking to promote a specific product, tell your brand story, or provide a tutorial? Understanding your goal will guide the entire video creation process. Equally important is understanding your target audience – their preferences, pain points, and interests.

Also important is your geographical spread – are you NI only, or regional, say Mid Ulster, or the North Coast. Or you might be based here but selling to the Republic, GB, the EU or internationally. It doesn’t matter where but define it first and build from there.

Defining Your Message and Storyboard

Craft a clear and concise message that aligns with your brand values and resonates with your audience. Consider creating a storyboard that outlines the flow of your video, helping visualize scenes, script, and overall structure. This step ensures that every element of your video contributes cohesively to the narrative.

If selling locally, consider using NI or ROI-specific local language to get attention: “#craic”, “#Brexit”, “#SUFTUM”, “#GAWA”, “#diddly-dee” – whatever drills you down to your target market, brand or consumers.

Selecting the Right Video Style and Format

Choosing the appropriate video style is pivotal in conveying your message effectively. Whether it’s an animated explainer video, testimonial video, or product demonstration, selecting the right format enhances engagement. Consider factors like tone, aesthetics, and production quality based on your brand’s identity and the preferences of your audience.

The above is just a waffly way of saying: speak to your local audience in their own language. (We’ll address local accents in another post – but definitely do use them).

Hiring a Professional Video Production Team

Investing in a professional video production team is a crucial step in ensuring a high-quality outcome. Look for experienced videographers, scriptwriters, editors, and directors who understand your brand’s vision and can bring it to life in a way that local people connect with.

Which means in NI, explore local agencies or freelancers with a portfolio that aligns with your expectations, costs and vision. So, it does

Scriptwriting and Pre-production

The script is the backbone of your video. Collaborate with your team or hired professionals to craft a compelling script that conveys your message effectively. Pre-production involves organizing logistics, casting, scouting locations, and planning the shooting schedule. Thorough planning ensures a smooth production process.

At SmartVideo, sometimes we think it starts with the script – but sometimes it starts with a great local location. It depends, basically, but we do have some cracker locations on our doorstep (not that I’m biased ).

Filming and Production

On the day of filming, ensure that all necessary equipment is in place, and the team is prepared. Following the storyboard and script, capture high-quality footage while focusing on lighting, sound, and cinematography. Effective communication and coordination among the team members are vital during this phase – although this is pretty basic stuff that any video crew should know (unless they’re filming #GameOfThrones, that’s another level!).

Post-production and Editing

Post-production involves editing the raw footage, adding necessary effects, graphics, music, and fine-tuning the video to align with the intended message. Basically, after filming it’s the second most important process – but not everything can be ‘fixed’ in post.

And do you know the most vital thing that can’t be fixed in post – adding in that certain NI or ROI local magic that goes to the heart of your brand.  That must be planned in from the start!

Reviewing and Revisions

Once the initial edit is ready, review the video meticulously. Seek feedback from stakeholders and consider making revisions if needed. This step ensures that the final video meets the desired objectives and maintains brand consistency – and, importantly, you don’t get extra charges when you ask the video company to make unplanned edits!

If you have a big budget (most don’t!), consider showing your video to a sample audience in Belfast, or Derry/Londonderry or your local town before publishing. But that’s only if you have the budget. Alternatively, you could try the old A/B testing approach online. It’s pretty powerful, I’ve found.

Distribution and Marketing Strategy |Commission a Corporate Video

Having an exceptional video is just the beginning. Develop a robust distribution and marketing strategy to maximize its reach. Utilize social media, your website, email newsletters, and other relevant platforms to showcase your corporate video to your target audience. We’ll do another post on this at SmartVideo NI – watch this space!

Analyzing Performance and Feedback

After releasing your video, track its performance using analytics tools. Monitor metrics like views, engagement, and conversion rates. Additionally, gather feedback from your audience to understand their response. This data will help in refining future video strategies.

Make sure you know how to zoom into NI or whatever local level you need on Facebook, YouTube Vimeo or whatever. Know the difference between views and uniques!

Elevating Your Brand with a Compelling Corporate Video

So, hopefully we’ve set out how commissioning a corporate video for your NI business demands meticulous planning, creativity, strategic execution – but above all LOCAL CREATIVITY. By understanding your objectives, engaging professionals, and delivering a compelling narrative, you can create a video that captivates your audience and elevates your brand presence in the NI/ROI and GB market.

In layman’s language: video is your secret super-power – you just need to know how to:

• Make it local
• Make it relevant
• Hire someone who knows what they’re doing.

Good luck!