A UK news channel provides inspiration for spicing up corporate videos.
Channel 4 News in the UK recently published a video on Twitter, ‘If America were 100 people’. A minute and a half long, it presents demographic statistics as if one percentage point represented a single person – eg, '13 are black, six are Asian, one is Native American, five are millionaires, 37 are obese, 12 are setting up or running a new business’, etc.
At the same time as video is proliferating online, many corporate videos have got a little stale – too much of the same clichéd opening music, fast-moving images of cityscapes/traffic, uninspiring scripts and boring talking heads.
The Channel 4 video was created for a general audience, not a business one, but some of the ideas employed could be borrowed by digital communicators who are also trying to be informative and hold people’s interest.
A clear editorial voice, creative use of music, finding ways to humanise dull statistics – these techniques could all be applied in corporate contexts (explaining what the business does, sector challenges, CSR issues, etc) to move past the clichés and engage the audience.