Undertaking a business video production project can be hard work, especially if you’re not approaching it from a technical background. Sometimes, experimenting can be the best way to learn, but there are a few common mistakes that everyone should be aware of before getting started.

Not knowing your audience

It is essential that you think carefully about the audience for your video, as this will affect everything you do and all decisions you make. Not determining who the video is aimed at will mean the end result is confusing and doesn’t do what you wanted it to.

Dragging on

While you may well have a lot to say and show, it’s usually best to keep a promotional video down to a minute or two. Viewers will switch off if it is too long.

Replicating your website

The aim of a video may be the same as your website: to showcase your products. However, you need to make sure there are some differences, otherwise people won’t see the point of watching.

Being aloof

It is important to put some personality into your video project. Let the viewer get to know the business and its workers rather than simply bombarding them with facts. Otherwise your video is likely to be dull, and have people reaching for the off button.

Being too ambitious

When making a video, it’s important to know your limits. Something simple but well executed is often far more effective than a fancy video full of mistakes.

If you don’t have the expertise in-house, think about finding a production company to help out.

Thinking it’s ‘just a corporate video’

People are bombarded with high quality video constantly, whether it’s on TV or on the web, meaning they expect the same from corporate videos.

Not using the right equipment

Investing in the right equipment is essential – good lighting and a steady camera are what make a video look professional.

Being too scripted / Abandoning the script

Being too scripted can make a video seem stilted and amateurish – let the cast speak naturally and use words and phrases they are comfortable with.

However, on the flip side it is important that there is a script in place and that ad-libbing is only done when suitable. Otherwise you’ll end up with something that doesn’t make that much sense!

Just winging it

Organisation is the key to a successful video project, and a bit of forward planning will go a long way to making sure that you end up with a video you can be proud of.

Not thinking about the long-term use of the video

Many business owners just use a video for a trade-show, often failing to make the most of what they’ve produced. There are numerous platforms, both online and offline, for showcasing your video, and getting your head round SEO and video marketing will help you get real long-term value from a corporate video.