Moving images bring corporate communications to life

Target audience, channel and storytelling

First and foremost is the concept. Who is the content intended for? The target audience, for example, determines the precise tone of the video. Where will the content be shown? Each channel has different requirements in terms of resolution, image size and format. What should the video show? A concept is essential for the production. This covers what the film is intended to achieve, what content it covers and which protagonists feature. The purpose and content also provide insight into how the video will be produced – hands-on or high-end, static or dynamic, big-budget or low-budget.

Here are 7 tips and tricks for using moving images effectively in corporate communications:

1. Clear message: When it comes to the message, it is essential that it is easy to understand. The message should be as short as possible and as long as necessary. This means avoiding anything superfluous and focusing on the essentials.  
2. Emotional appeal: Moving images are ideal for conveying emotions. Colours, music and visuals resonate with the target audience.
3. Setting: What should the frame show? The background, spokespersons and location are important for conveying the right message.
4. Short and sweet: The length of the video depends on the requirements of the target platform. As a general rule, however, it should be as short and concise as possible.
5. Use of visual effects: Zoom-ins, cross-fades and text animations can convey the message even more effectively. Framing elements: Depending on the channel and format of the video, intros and outros provide an opportunity to introduce and conclude the video, whilst transitional slides can convey additional content or separate different situations.
6. Optimising for social media: A wide range of channels offer different options. It is important to bear in mind the various requirements and formats of the platforms.

7. Using calls to action: With a call to action, communicators can direct their target audience to further interesting information.  

    

Moving images are a powerful tool in corporate communications – communicators can harness these strengths to convey the message in a unique and emotive way.