You know how wrong corporate communications can go, and what it can mean for the brand caught up in that storm. Still, large companies often underestimate the risks that come with video marketing.
Corporate video production involves not only higher stakes associated with bigger budgets but also some unique challenges that don’t apply to smaller businesses.
In this article, we review the greatest risks you have to account for when working on enterprise video projects.
Long before starting video production, corporations usually perform extensive research to ensure that the strategy behind it is solid. However, PR scandals still break out even with the world’s leading brands.
The problem is – the knowledge required to run a successful enterprise marketing campaign is often siloed across an organization, which makes it hard for anyone to see the full picture before it becomes a disaster.
Start by setting up a more effective internal communication and cooperation process. Refine your marketing strategy and carefully examine how the video you want to produce fits your objectives. Ensure that you have the full support of your executive sponsor and other stakeholders.
For a large company, losing face is often much more expensive than losing money. That’s why PR risks underpin all other risks stated below and should always be a top priority.
Video production equipment needed for enterprise-quality recording is expensive and often massive in size. It requires safe storage and proper maintenance.
Cameras, lights, cables, and all of the additional electrical equipment has to be regularly checked and repaired (or replaced) if necessary. Otherwise, there is a high chance of breakage that can affect the project timeline and even cause electrical injuries.
Production equipment for video editing, animation, and special effects also requires special care. This includes expensive computers, professional software, servers that power resource-heavy rendering, and secure digital storage for production assets.
No one wants to deal with lawsuits and setbacks, especially when you are running a corporate project. This group of risks can be minimized by renting equipment or relying on an external video production partner.
We have met many budget-minded corporate clients that tried producing videos on their own before coming to us. Most of them didn’t have problems with equipment, as they worked on small internal projects or hired equipped freelancers to do the job. The main issues they encountered were production-related.
Your company may hire experienced professionals, but when you assume the responsibility for bringing them together and managing the project, the risks below can still apply to you.
Production risks you want to watch out for include:
Of course, these risks don’t apply to animated video production, which is one of the clear benefits of this style over live-action. On the other hand, a quality animated video also requires a special talent and hardware to produce, which is why companies usually hire external studios (such as ours) for it.
It is also possible to create a decent video from stock footage, in case you don’t want to spend time on shooting your own live-action material or use animation. With artistic, professional editing that uses stock materials, you can get an enterprise-quality video for a lesser time and money investment.
If your video ever gets exposed, intentionally or not, you want to be sure this won’t cause any IP-related legal issues. There is always a high risk of court action when it comes to enterprise video marketing due to the wide exposure and vigilant press attention.
Check carefully with your marketing department if they have all the necessary licenses for music, stock footage, or images used. Keep in mind that licenses for different types of media may vary drastically.
If you are recording strangers, ensure they give permission, or that such permission is not required by law. Be aware that consent requirements are often complicated, depending on your state and specific situation while filming.
When an IP-related issue arises, a timely response can be critical. Minimize risk by storing all the IP paperwork in one system, or hire a reliable video production partner to prevent such problems in the first place.
The risks of a PR meltdown are real, and there’s much to lose when an enterprise video project goes wrong. That’s why every large company should look for an experienced production partner that understands its business, brand, and strategy, as well as the art and craft of filmmaking.
Here at Verstiuk Production, we have created animated videos for a whole spectrum of enterprise clients – from AB InBev to Qatar Airways. We understand the ins and outs of corporate video production and can cover all your animation production needs, risk-free.
Contact us to learn how we can help your video project succeed.
All you need to know about B2B video marketing, on one page. Tips, strategy, and best practices – everything in one comprehensive guide.
Starting with video marketing in a big company? Learn about the greatest risks that can ruin a corporate video production project.
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