Video content is one of the most effective forms of marketing. It’s used to increase awareness of your brand, connect with your audience and turn viewers into customers. To work to its fullest potential, your video content needs to be high quality – if it doesn’t look and sound good, then audiences won’t want to watch it!

While top-notch technical details such as visuals and sound is important, the actual content (what’s being said or shown, how and when) must be superb as well.

Here are the five golden rules of corporate video production that will help you turn your target audience into customers:

1. Identify your audience

Knowing your audience is essential to both marketing and video production. Don’t try to create video content that appeals to everybody. When you do this, you will most likely fail. Marketing is all about communicating your unique value to a specific audience.

Know who your audience, or various audiences are. Consider what they’re looking for, and address their specific needs in a separate video or campaign.

2. Tell a story

The best way to connect with an audience is by telling a story. If you just point the camera at somebody that recites a list of facts, your audience won’t be able to connect with your content on a personal level. By telling a story, your audience will be able to relate much better, which means that you’ll be able to hold their attention and possibly even interest them for the entire duration of your video.

For example, your company sells kitchen appliances and you want to market a new wall oven. Stating that wall ovens can be installed higher up than standard ovens is not very interesting, nor will audience members connect with this in an emotional way.

However, showing how a wall oven is safer and easier to use for a senior citizen that recently underwent back surgery is relatable. Telling this story will resonate with viewers who can benefit from these same features.

3. Show, don’t tell

While written text only allows you to tell people about your products and services, videos allow you to show them. Video gives them an inside look at what it’s really like to work with you or to use your products.

Video is more effective than text or still images, because online users typically don’t have long attention spans. It’s much easier for audiences to grasp what’s happening in a video, as sights are accompanied by spoken word, plus other visual and audio cues.

4. Focus on the customer

Your audience wants to find out about what their experience will be like when they work with you.  Corporate video production is a great way to develop content that will help show what makes your brand so great: your products or services, but also how they directly improved someone’s experience.

Also, it’s important to show things aside from what you are selling. Show your  culture, community involvement or charitable efforts. Share the stories that are meaningful to your customers.

5. Share your values and beliefs

Companies can at times be hesitant to share opinions, values and beliefs. They are afraid that they might alienate a part of their audience if they do this. But now more than ever, transparency is incredibly valuable, and video helps convey this sense of openness.

Sharing your values and beliefs can create a stronger connection with the audience that has these values and beliefs in common. Corporate video production can help you make this deep and powerful connection.

By hiring a good video production company, you’ll be more likely to implement these five golden rules into your corporate video production. Not only will an experienced and knowledgeable video company know these rules, they’ll have the ability and capability to apply them in your corporate video production in order to help your brand connect with a bigger audience.