Getting More Bang for Your Buck Out of Corporate Advertising Videos

A corporate advertising video is aimed at your customers.

Also known as promotional videos, corporate advertising videos promote your:

• Product
• Service
• Event; or 
• Attraction 

They’re usually created to appeal to a wider target audience than traditional forms of media, such as television commercials and print ads. 

Corporate advertising videos can be … 

• Fun
• Informative; or 
• Simply designed to capture the consumer’s attention

… and may look like:

1. A video showing a process that would be confusing to understand with only words.
2. A talking head video. 
3. A testimonial featuring someone who has experience with your product or service.
4. A fictional piece that uses a story to sell your product or service.

And while the use of corporate ad videos used to be considered an advertising luxury — they’ve quickly become a modern requirement of today’s marketing campaigns.

Some companies choose to make their videos in-house. But if you don’t have the resources for quality video production, a company like Houston Video is a great place to go.

If you aim at nothing, you’ll hit it every time.

If you hope to have a successful corporate advertising video, it’s critical to define your goals first.

The top goal for a corporate advertising video should be a certain number of leads or conversions. But aside from that, you may want to aim for:

• Boosting your brand awareness
• Expanding your target audience; or
• Luring in your competitor’s customers

You want to get the most bang for your buck.

A great strategy for your corporate advertising video is to create one video that you can repurpose across a variety of different platforms, such as:

• T.V.
• OTT: “Over the Top” refers to any streaming service that delivers localized ads “over the top” of another platform
• YouTube snippets
• Your website; and
• Social media 

To help figure out where you’re going with your corporate advertising video, you’ll need to formulate a plan that targets the message you want to convey to your audience. 

Here are a few questions to consider: 

• Do you want to give a general introduction to your services? 
• Are you unveiling or promoting a new product or service?
• How can you emphasize your reputation and experience?
• Do you want to push a “special offer?” 
• How does your company, product, or service enhance your customer’s life? 
• Do you have any great customer testimonials about your services or products you can share?

First impressions really are everything. 

The last thing you want is for your potential customers to scroll past or click away. 

That’s why it’s critical that you make the first few seconds of your corporate advertising video count. 

So, how can you capture the attention of your target market right out of the gate?

Try to hook your audience in the first few seconds by: 

• Highlighting a common problem.
• Asking a relevant question. 
• Letting them know exactly what makes your brand stand out from the competition.

Since many consumers put ads on mute, it’s vital that you start your ad with captivating visuals that encourage viewers to keep watching — and maybe even unmute.

Why should viewers care about your product or what you have to say?

Answer this question in your ad by showcasing what sets you apart from the competition. 

Tell your audience why your brand is unique and different from all the rest. 

Brag on your achievements and highlight your track record for success. 

And don’t forget to include customer testimonials and positive feedback. The more you draw out the benefits of your company, the more effective your corporate advertising video will be.

Your audience isn’t here to watch a documentary. Keep it short and sweet.

Most corporate advertising videos are around 30 seconds or less, so, while you create your script, keep this in mind.

Eliminate any unnecessary content and spread your message as quickly as possible to keep your audience engaged.

The goal of your corporate advertising video is to entice your target audience to take action. 

Ideally, you’ll include your call to action at the end of your video by showing your viewers how to:

• Find your website for more info.
• Sign up for a discount.
• Purchase your services or products.

Your call to action can either be filmed or added through text and graphics.

Customer acquisition cost (also known as CAC, cost per click, or cost per visitor), measures how much your company spends to acquire new customers. 

This vital business metric is the total cost of sales and marketing efforts, including property and equipment, required to convince your customers to invest in your product or service.

Why does customer acquisition cost matter?

Simply stated, it’s a way to discover whether your company’s ad spend is being used efficiently.

CAC helps your company calculate the overall value of a customer to your business. It also helps you calculate the resulting ROI of an acquisition.

To calculate CAC, divide your total cost to acquire customers (the cost of sales and marketing) by the total number of customers you acquired over a given period. 

Coinbase’s 2022 Super Bowl ad is a fantastic example of a company that dominated CAC.

Their unbelievably successful corporate ad video featured nothing but a black screen and their QR code. 

Oh, and it cost them 14 million dollars. Sounds crazy, right?

Their 60-second advertising spot got 20 million hits to their landing page in 1 minute. It temporarily broke the Coinbase app before boosting it from 186th place to 2nd in the App Store.

If we figure Coinbase’s CAC by dividing 14 million by 20 million, we find it cost them a mere $0.16 per visitor.

Of course, most videos probably won’t be able to get to 16 cents per visit, but the goal is to get your CAC as low as possible.

At Houston Video, we know how intimidating the thought of creating a corporate advertising video on your own can be. 

That’s why we’re here. 

Our award-winning video production company specializes in creating … 

• Affordable
• Effective; and
• Creative

… videos for all types of corporate and business marketing campaigns.

And we can create the perfect corporate advertising video for your business.

Well-made videos play an essential role in an effective marketing campaign. 

Houston Video’s experts have the equipment and experience you need to take your brand to the next level.

If you want a corporate ad video that …

• Performs better
• Gives you the top CAC; and
• Generates leads

… we’d love to chat about your project.