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Since we started making corporate videos at Lush back in 2008, there’s been one major shift that seems to outweigh everything else: Length is really important. We began with three-and-a-half minutes, but tolerated four. We lopped that down to three, then to two and now, with the rise and rise of social platforms, the ideal snackable video is probably no more than 30 seconds.
Very often we’re approached by clients who have a really complex business or idea that they want to translate into video. They approach us almost apologetically. They’ve tried and failed for weeks or sometimes months to sum up their product in less than five minutes. They can’t do that, let alone get to grips with an elevator pitch.
Companies spend whole marketing budgets on the way their company looks, but how many pay attention to how their company sounds? In my twenty-something years of recording and producing voiceovers for local, regional, national and international corporate clients, I’ve often been asked “does it matter who the voiceover is?” or told “we don’t really care — you choose”.
It frequently amazes me that, when trying to communicate, very often the power of the voice is forgotten. I sit listening to a speech from a CEO about a hugely exciting development in his industry, yet the audience in front of him isn’t pumped. I hear the delivery of the latest strategy from an executive to her team and see her team members surreptitiously checking their iPhones.
Many marketers will know that when it comes to deciding who’s going to speak on camera in an organisation, it’s not always the ones you’d hope for that are put forward. By “hope for” I mean the ones that aren’t necessarily the chief executive or managing director, but the team member who (might be slightly lower down the rankings but) oozes personality, passion and pizzazz.
How often have you watched a corporate video only to find yourself bored by the 30-second mark? You’re not alone. Corporate videos are a big investment — it’s insane how many of them completely fail to engage their intended audience. Surely it’s not that hard to tell an engaging, winning story. So where are the brands and production companies producing these videos going so co ...