There is more to corporate videos than sales and marketing. If you want to engage your audience, you need to tell a story.

People respond better to stories than any other form of communication. It’s how people connect and forge loyalties to brands. Don’t miss out on a unique opportunity to tell your corporate stories.

Company stories allow you to connect emotionally with your client base. And, even better, they are a flexible form of communication that can be used across platforms and mediums.

Company stories can take many forms, such as:

• Origin stories
• Key moments in your company’s history
• A peek into your corporate culture
• A chance to stand out as an industry leader
• A place to share your company philosophy
• A forum for your executives to share key information
• A place for stories about your company and its staff
• Backstory on why your company exists
• The origin of key products or services

While many large corporations use stories to connect with their customers, it is even more important for small businesses to share what makes them different. Often small businesses rely on the personal touch as a key differentiator from competitors. Video stories can help amplify those differences and help a small business stand out.

Corporate story videos are best used:

• On your company’s About Us web page
• On social media platforms
• On public media platforms, such as YouTube and Vimeo
• In your marketing funnel (in the consideration phase)
• In newsletters
• In video emails

While corporate videos are a critical component of any marketing/communications campaign, they will succeed only if done correctly. The key to making corporate videos work for you is to:

• Keep them professional
• Match your corporate style and brand
• Keep them under five minutes in length
• Keep them personal
• Use a conversational tone
• Match the style to your corporate culture and brand
• Integrate them into an overall strategic marketing campaign
• Use story form to engage more deeply
• Tap into your audience’s emotions
• Create something your entire team embraces
• Rely on story, not sales speak or marketing copy

Corporate histories and videos work because they engage audiences emotionally and tap into everyone’s inherent love of story. But even then, you need to speak directly to your audience and orient the story to engage your customers. Talk about why hiring your company or buying your products and services will benefit them. Keep the focus of your stories on your audience, not on your business. The point is to connect, not sell. The selling will happen after you forge a connection.

The most effective corporate videos, histories and origin stories increase customer loyalty, create a relationship between your customers and your brand, and personalize your company. The best way to do this is to tell your story from a customer’s perspective or in a way that taps into the emotional center of your audience. If you don’t engage the heart, you won’t engage the person.

Video Solutions specializes in crafting stories that work. We are happy to work with you to produce a series of videos that will tell your stories and work across multiple platforms. Call (703) 683-5305 today for a free consultation or contact us.