By Thamyris Barbosa

An institutional video can serve many purposes. It is an important ally in presenting your company to new employees or even to new clients (B2B or B2C). It can also be an excellent tool when promoting a new brand positioning or new products.

Even if you hire a company to produce this material, there are a series of basic directions which your company should give the producers in order to get a good end result. For this reason, it is important to have a clear vision of whom your company wishes to reach. To help you on this mission, we selected three important tips for directing your next video.

Define your target audience

Every institutional video is essentially a marketing tool made to give visibility to your company or announce news to a specific audience. However, your message can become less effective in case your target audience is not clearly defined.  This will define the rest of the process and guide matters such as language, messages, tone of voice and even length of the video. Hence, before thinking about the content of the material, carefully choose the people whom you wish to reach with your message.

Be sentimental

Professionals who are specialised in marketing understand what an important role emotions play when selling a product. Even though most people consider themselves completely rational when making purchasing decisions, several studies prove the opposite. The truth is that the vast majority of decisions – if not all – are guided by emotions. Take advantage of this. Tell a story in a moving and motivating manner, without exaggerating. This way, your message will establish a emotional connection with the person who is watching.

Don’t speak – show

A video is the perfect tool for showing how your products or services can help improve people’s quality of life. Do not only stick to citing a bunch of facts and statistics. Avoid detailed explanations about how processes work. Simply show it instead. Use the resource to demonstrate the intangible benefits that are difficult to explain with words.

These tips will certainly facilitate the production of your institutional video and will contribute to making it as assertive as possible. Good communication depends on strategy. The better planned the actions are, the more assertive they will be and the better results they will bring to your company.