As a company, you want customers to know you share their values and work really hard to have a positive impact on their world. It is vital to ensure a healthy customer experience in today's marketing landscape. But how do you convey that in a way that feels genuine? What’s the best way to show the world who your company is and what it stands for?
The short answer: company culture videos.
These videos are kind of corporate commercials with a twist. They’re about selling what makes you different and engaging your customers with how much your company cares about things beyond just your products and services to improve your overall brand image.
But making awesome culture videos isn't easy! That’s why, in this article, we’ll take you through key areas you can focus on to make an effective culture video that wins your customers over!
What Exactly is a Company Culture Video (and How Can it Benefit You)?
Unlike more traditional marketing videos like whiteboard animations and video ads, which focus on your products and services, company culture videos are all about your brand and the people that embody it.
Your “company’s culture” essentially refers to your company’s personality. It's built upon the core values and vision that everyone in your company believes in. Company culture videos, then, are all about expressing these things to everyone outside your organization in the best possible way.
Customers today love to feel like they’re getting an inside look at the people behind the brands they do business with; it helps them connect with them on a level that goes beyond the product or service you offer. And since we buy from brands we trust and believe in, a great culture video gives you a great way to win your customers over.
So, if you want to encourage brand loyalty, reach new audiences, and build a positive image for your brand, company culture videos are often the way to go… assuming, of course, you make one that stands out ;)
6 Ways to Make Your Company Culture Video Stand Out
So, you’ve decided that a company culture video is just what your strategy needs right now. Great choice! But now comes the hard part: actually making a really good one.
While there’s A LOT that goes into making effective culture videos, here are a few vital elements you’ll want to work on to make one that promotes your values in a way that humanizes your brand and captures your customers' attention:
1. Define What Makes you Different
Before you start brainstorming shots or writing a script, take some time to reflect on what makes your business unique: your mission, your vision, your values… These ideas should be the heart of your video; without them, your audience won’t be able to connect with your brand on an emotional level.
A few questions that can help you explore these elements:
- What features and values of your company do you feel are worth highlighting?
- What qualities would your audience find most appealing about your brand?
- What sets your company apart from its competitors?
2. Focus on One Value
Once you clearly define how what makes your company unique, it's time to pick and choose which element you want to put front and center in your video. Whichever you opt for, try to limit your message to one value (maximum two), as you don’t want too much going on in a single video.
Whatever sets your company apart from others should be in the spotlight! Perhaps it’s your friendly work atmosphere, the fact that your company is diverse and inclusive, that you only make use of sustainable methods to produce your products, or maybe something else entirely.
Whichever it is in your case, just don’t try to cram everything into a single video, but rather pick something that gets your message across and roll with it.
3. Impactful Execution
After those core choices have been made, then it’s time to develop content for your video! Think about what kind of story you want to tell with this video. Is it a narrative story, or should it just be a montage that shows what it's like to work at your company? There are plenty of different styles you can choose from to showcase your company’s personality, and the most important thing is to stay true to who your organization is and how it wants to portray itself to the outside.
Once you settle for what you think is the best way to accomplish that goal, make sure there's a clear message at the core of it all — an easy way to understand or relate to the content — as well as a memorable takeaway. You need to give people something they can attach to; something that makes an impact.
4. Plan out your Script
Scripting for a company culture video is different from writing one for things like animated whiteboards or product videos — which follow a clear structure — and has more in common with testimonials or event coverage. You want to eliminate corporate jargon, so you don't take away from what's important here–your company's values, the people that make it possible, and your audience.
To start, put yourself in your audience's shoes–think about what they know and don't know about your brand. Brainstorm with your coworkers on which elements you should include, then begin creating your outline by weaving a story that showcases those elements (and thinking about how you will support that story through visuals).
Also, try to keep your script conversational to deliver a more personal feel to the people watching.
5. Establish your Tone
A well-crafted company culture video can help you develop the kind of personality that makes people want to connect with your brand, as long as you establish the right tone.
After all, it's not just about what you say; it's about how you say it.
Your video’s tone should reflect the values and culture that your company already embodies. Is your brand fun and playful? Then the tone of your video should be as well! Are you serious and professional? Then make sure that comes across in your video’s tone and personality.
Trying to force a feel that doesn’t really reflect your company’s culture is one of the best ways to ensure your video falls to the wayside. Stay honest to your brand, and you’ll have an easier time making it shine in your piece!
6. Plan the Logistics
Are you using video content you already have or filming new footage? If so, who will film it? When? Where? Do they need any equipment or help from outside talent, or can you handle the production in-house?
These are vital questions that will arise during your video production process, which is why you need to develop a clear plan. No matter how small your project is, making sure everything gets done on time and as it should is critical for success.
If you don’t want to go through the hassle of producing your own video, you can also leave it to the experts by hiring a video production team. They will be able to put together a high-quality company culture video that showcases your business in the best possible light–in a way that you might not be able to.
Pro Tips to Ace Your Company Culture Video
By now, you have a much better understanding of the core elements that go into making an awesome culture video. But if you want to make one that truly wows your audience, you need to go the extra mile!
Let’s go over some pro tips that will help you do just that.
1. Show off the People Behind the Brand
Your company is only as good as its employees, right? So, show them off! Think about creating a video that focuses on showcasing your employees' experience or workplace culture, perhaps through employee interviews. Have them speak about what it's like to be a part of your company and why they enjoy working there. Highlighting the people behind your brand will help your customers understand your employees’ motivations and emotions, and they'll be more likely to feel connected to your brand.
2. Include Fun Facts
Adding a few fun facts about the company is a great way to make your video more engaging. Things like trivia questions or interesting statistics. It's important not to go overboard with it, though, because too many could overwhelm viewers and cause them to lose interest before getting through all of them! But peppering some candid facts here and there will make your video more approachable and interesting.
3. Keep it Short
In today’s digital marketing landscape, you have only seconds to convince someone that your video is worth watching and that your company deserves their attention. Your company culture video must be direct and concise so that the viewer gets a clear message about who you are and why they should care about what you do.
4. Be Authentic
We already mentioned this briefly, but it's so important that it bears reinforcing: keep your video honest and authentic. Remember: your culture video shouldn't be about putting on a show but letting your audience get to know your company, or they won’t trust what they see on-screen.
5. Show Some Behind-the-Scenes Footage
Customers want to see what you do and how you do it. Including a tour of your office, a quick introduction to some of your team members, and maybe a little bit of background on what inspires you to do what you do in the first place are often great additions to most culture videos.
6. Go beyond the ordinary:
You can't feed your customers the same bland corporate spiel that everyone else is using and expect it to have the same impact. You need to differentiate yourself from every other company out there. Make use of music, animation, and brainstorm ideas that stand out. It isn't easy, but once you crack the code, your customers will love it!
Let’s Get Cultural!
Customers don’t just buy products anymore; they also buy into the companies that create these products. This is why in the modern era of business, it’s more important than ever to make company culture videos that foster that customer-brand investment.
They’re a great way to share your story with the world in a special way. And this handy guide is enough to get you started. Get ready to increase your audience and brand loyalty!