Were you aware of the fact that, given today’s ever-changing business, professional and media climates, articulately-speaking spokespersons are in demand? It’s true. From specific descriptions of services, products or policies to garden variety opinions on government regulations, socio-economic forces and business, spokespersons are often sought out for answers in their area of expertise. The same applies to the video spokesperson, though creating a successful corporate video can often be quite the daunting task; not only do you need to convey your message, you must also engage and retain your audience.
This is an area Green Screen Talent Now is quite familiar with. In creating countless corporate videos that feature spokespersons for our multitude of clients, we have a firm grasp on the qualities every corporate video needs to have – to begin with, there should be no confusion surrounding the purpose or message with regard to a video. The script should be written so that the point is made immediately, while also taking into consideration time and the “economic” way information is presented without jumping through any unnecessary hoops.
What’s more, the message you are attempting to convey or articulate in your video will be better received if the audience has someone to relate to. This “approachable identity,” as we like to call it – whether that’s a leading figure in the company or merely ideal casting – will give your audience a more powerful sense of association to your brand.
Below, we’ll take a closer look at some other elements for success when creating a corporate spokesperson video.
1. The Best Corporate Videos Connect Emotionally with the Audience
In case you haven’t noticed, there’s been a dramatic shift in advertising. Gone are the days when brands cry “Buy More!” or “We’re the Best!” and in that wake has come methods that make an emotional connection with the customer.
This same methodology can be used for spokesperson videos; for example: An auto shop can create a storyline and, subsequently, a script that allows the spokesperson for the business’ website to demonstrate how servicing a car at “ABC Auto” will help parents feel more comfortable handing the keys to their teenager. Or, a local restaurant can employ the help of a spokesperson to demonstrate that it understands every occasion is special, and that the establishment is dedicated to helping make that happen.
One brand that has always done an admirable job at striking an emotional chord with its customers is Subaru; consider that the automaker’s most recent advertising campaign includes father-daughter relationships that are tearjerkers, as well as heartwarming sequences involving grandmothers and grandchildren, and it’s easy to see why Subaru helps keep these relationships extraordinary.
This can be the basis of your spokesperson video by making sure there is some kind of emotion triggering/connection element in it.
2. The Video’s Focus Should be on the Customers
(What They Get… or the Problem You Can Solve for Them)
Did you ever wonder why YouTube has been such a raging success…or why it’s the second-most popular search engine behind Google? Did you even know YouTube is being used as a search engine? That’s right – it’s the number-one resource for people asking a question that starts with the phrase “how to…” or “how do I…”
Similarly, your customers are looking for answers online, and you can answer those questions with video… the plan here is to convert a percentage of these “help seeking” people into customers who purchase your product or service. Now, of course, these questions can be answered on a blog or podcast, but by going down this road not only are you missing out on the personal connection, you’re being shut out (big time) of the search engine wherein your customers are looking for answers – YouTube.
Believe us when we tell you that trust is quite the odd thing when it comes to the Internet…it’s easy to gain and very easy to lose. Large brands are being outcompeted every day when it comes to answering their potential customers’ questions.
Here’s an example of what we’re talking about as it relates to a spokesperson video focusing on solving a “problem”: Suppose someone wants information about hanging a mirror, and that person searches YouTube for “How to find a wall stud.” Now let’s say a channel named “MrDIY” was the top result after the search with over 130,000 views, while Lowe’s channel came in as number 42 with 15,000 views. This scenario suggests 41 small businesses or individuals outperformed the Lowe’s video – indeed, though Lowe’s has the name recognition and demonstrated expertise, more people are turning to “MrDIY” to learn about finding studs.
What this also means is that “MrDIY” happens to be helping DIY-types solve their “problems” through effective, direct-to-the-point, customer-centric videos.
Which brings us to…
3. Corporate Videos Should Get to the Point and be Easy to Understand
In developing a script for your video spokesperson to communicate, it should be appropriate to your audience and your goals. Furthermore, the script should be written in clear and accessible language and be succinct (i.e. to the point). Believe us when we tell you, from vast experience in this area, that a video spokesperson can present a call-to-action to a visitor in a far more convincing way than a button can. If you’re still not convinced about this, you can A/B test it to your full satisfaction.
You always want a corporate video to convey information about your company in a clear, straightforward yet interesting manner. Using a spokesperson talent can also be advantageous when looking to convey a significant amount of complex information in the simplest way possible – if you’re making a step-by-step video guide, for example, an experienced spokesperson can present the information in a clear and unambiguous manner.
4. Corporate Videos Should Build Trust in the Company and Position it as an Authority
By incorporating a virtual spokesperson into your website, your brand can be given a face while your company and services instantaneously become “real” – resulting in additional conversions, leads and prospects.
And here’s the real kicker: Few elements on a webpage can connect with prospects on an emotional level build trust or entice prospects to learn more about products and services better than a virtual spokesperson.
How does a video spokesperson convert visitors into sales leads by way of building trust and making prospects think of the company as an authority? A spokesperson can gently guide prospects into a positive mindset by prompting them to perform specific lead-generating actions such as filling out a form or signing up for a newsletter.
You see, simply leaving prospects on their own and praying that they take some kind of action is simply not good enough – a gentle nudge by a friendly video spokesperson can make all the difference.
5. The Video Should Show a High Production Value
Investing in a higher production value for your video helps it be more persuasive, and a more polished production will make the best use of all the tools – high-quality camera work, professional lighting, narration, professionally-recorded audio, engaging and supportive music, and solid call-to-action ending. If you are unsure how to approach the process, you can always consult a professional at Green Screen Talent Now.
Here’s the most important thing to remember: Most corporate video productions today are mere regurgitations of facts, features and benefits, and most viewers never even get to the end of these videos. If you want your viewer to watch and remember your message, you have to connect with them on an emotional level.