Whether you name it an “about us” video, a “culture” video, and even an “intro” video, the objective is identical — inform your story. In reality, an “about us” video is basically the Swiss Army knife of the digital world. If you do it nicely, gross sales, advertising, and HR can all use the identical video (or slight variations of it). After all, every of their audiences must be desirous about studying all about your organization — so long as you make it attention-grabbing.
So, how do you make your “about us” video work? Fortunately, we have now plenty of expertise in that space — and there are undoubtedly some do’s and don’ts to comply with.
DO: Tell your personal story
I’m undecided why, however there’s such a temptation to have a look at different movies and copy them. If you’re impressed by a cool video, that’s nice, however be sure to’re nonetheless telling your personal story.
There are causes your workers prefer to work with you and prospects wish to purchase from you — and I doubt they’ve something to do with what number of workers you could have or the yr you had been based.
On the opposite hand, if there’s a novel purpose you had been based, otherwise you wish to deal with a gaggle of passionate, attention-grabbing individuals who have labored at your organization for years, go proper forward. Those are attention-grabbing tales as a result of they are surely your tales.
DON’T: Show every little thing you do
The video is “about us,” not “everything about us.” It isn’t supposed to indicate each product you promote or every little thing you do. It’s an introduction. It’s the most effective stuff to get them .
What do you inform your pals about when telling them how nice your organization is? What stuff do you spotlight when promoting your prime merchandise? Think about it as an elevator pitch that makes you and your merchandise attention-grabbing with the added bonus of really seeing and listening to a few of these issues.
And in the event you’re tempted to go too deep on particular person merchandise, keep in mind there are different locations in your web site for actual product movies.
DO: Use actual video
There’s a temptation to make use of an explainer video as an about us video — however don’t. Explainer movies are nice, however that is imagined to be about you, not what you do. How a lot can we actually see and meet you and your organization when all we’re truly seeing is fancy graphics?
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The wonderful thing about actual video footage is that it will probably take you someplace, introduce you to someone, and educate you one thing. Take benefit of these qualities to inform your actual tales and make your video a extra immersive expertise.
DON’T: Start along with your brand
The first 5 seconds of any video is crucial, so why waste them with a graphic? If you don’t have any folks, merchandise or tales which might be extra attention-grabbing than your brand, you shouldn’t be doing this video within the first place. And don’t neglect, the video is both being seen on an online web page with the emblem or at an organization occasion that already has the emblem posted.
DO: Use your most attention-grabbing workforce members, and so forth.
In different phrases, deal with the CEO similar to the emblem. Focus on probably the most attention-grabbing tales and probably the most attention-grabbing folks, as an alternative. When I labored in TV information, we tried religiously to keep away from utilizing “guys in ties” — boring sound bites from elected officers. The similar holds true for many firm executives. They’re normally not all that attention-grabbing.
Ask your self, would you quite hear the CEO or President brag about how your workforce looks like household, or hear about it from a long-time worker? Same query about how a lot pleasure the workforce takes of their craftsmanship. And if you will get a buyer testimonial, that’s true gold. Who higher to consider than an neutral viewers?
DON’T: Focus on the foosball desk
Here’s one other widespread lure. It looks as if each firm that has one needs to indicate the foosball desk. If it’s busy on a regular basis, you would possibly wish to present it as a illustration of your “fun” tradition. But even then, how distinctive is a enjoyable tradition with a foosball desk? There are most likely different enjoyable belongings you do — and enjoyable folks — that can inform that story higher.
Remember, if it looks as if one thing you’ve seen or heard earlier than, suppose twice about utilizing it. Like the outdated saying, you solely get one likelihood to make a primary impression, so make certain it’s your personal story, not someone else’s.
An “about us” video generally is a actually worthwhile gross sales and advertising asset, however it’s extra about telling the story of your organization and what makes you distinctive. It’s NOT about checking the identical packing containers as different firms and even opponents. Your firm has a novel tradition and strengths, make certain to lean into every little thing that makes you the badass firm that you’re.