How to make an institutional video for Facebook?

Knowing how to make an institutional video is extremely important for digital marketing professionals.

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First, because this is one of the most basic ways to strengthen branding , disseminate brand identity and create truly impactful presentations. But that’s not all.

Videos are such a popular format that it is speculated that in the coming years they will represent up to 80% of traffic generated across the internet. Despite being conceptually simple, many questions about how to make institutional videos still haunt the minds of marketing professionals. 

Now, have you stopped to think about the potential of institutional videos within the biggest social network of the moment? 

To help you get your plan off the ground, we’ve compiled some of the best tips on how to make an institutional video for Facebook.

But what is an institutional video for?

As we said, an institutional video is ideal for presenting a brand, product or service. It works like a demonstration, but in an informative, visual and attractive way. 

You can tell a story about what you’re presenting or just make a concept video. We’ll talk more about formats below!

However, don’t confuse an institutional video with an advertisement! They are different things. They are not intended to advertise anything. It is simply a way to convey a message and gain more traction in the market. 

The video may or may not have a Call To Action (CTA) . For example, a website address asking you to access it or sign up for a newsletter. 

How to make an institutional video for Facebook?

To understand how to make an institutional video, you first need to know some of the most common format options. 

• Traditional: in this, it is possible to describe the brand in a classic way, telling the story of its emergence, how the areas work, who the customers are, values, differences, etc.;
• Emotional or conceptual: here you don’t talk directly about the brand or the product itself. You create a story that conveys a value, that moves people and that has to do with the company. It is very common to use storytelling to convey a strong message;
• Educational: in this format, the aim is to explain concepts and pass on information. It is like a news program or documentary, with interviews, a presenter, etc. 

Understanding the types, let’s move on to tips on how to make an institutional video for Facebook. 

Create an action plan

The first step in how to make an institutional video is to draw up an action plan. 

All necessary brand information is listed here, such as name, objective and market segment.

Also, write down the details, such as budget and necessary equipment. Don’t forget to also define who will be responsible for each stage of the process.

Videos are not easy to make, so appoint and direct people to create the script, act or present, edit the video, handle the equipment, capture the sound, disseminate the content and whatever else is necessary to ensure everything goes according to plan.

Evaluate other materials

Before you get started, it’s important to evaluate other content available on the web. Go to YouTube and watch videos similar to what you want to do.

Trust me, this can yield some interesting insights. Checking similar topics also helps, as you can find out who your competitors will be for the video’s audience.

Remember not to copy, but to absorb the necessary information, improve your own content and position yourself ahead of those who have already produced it.

Choose the theme of the institutional video

Based on your audience and the message you want to convey, decide what the theme and format of the institutional video will be. 

You can have a brainstorming meeting to come up with good ideas. 

Think about your goal: do you want to talk about the benefits of a new product? Convey and reinforce your brand’s values ​​and vision? Make an emotional appeal for a special occasion or raise a flag? 

The topic must be relevant to your objectives, and the tone of the communication must be attractive to your persona . Keep this in mind before thinking about dissemination channels, creative concepts, etc.

Vary the types of videos

We’ve listed some institutional video formats here. But that doesn’t mean you always have to use the same one. 

Quite the opposite! For those who want to know how to make a quality institutional video, know that it’s cool to vary!

This way you don’t tire the audience and you don’t run the risk of creating similar materials. 

Institutional videos on Facebook can take many different formats: interviews, webinars, unboxings, event broadcasts, among many others. You need to explore these resources to find out which one best fits the ideal format for your audience.

Remember to use the data collected about views and engagement to analyze the results and create increasingly better materials!

An institutional video has everything it needs to be a valuable asset for your company. Apply the tips revealed here and discover everything they can do for your audience!

Since we are talking about Facebook , the format of the video itself should preferably be vertical or square. The images and texts should be understandable on a smaller screen (for mobile). 

Develop a script

All good content starts with the planning stage – in the case of institutional videos, the script. 

This document is the basis for creating the material. It must contain all the information related to the video creation processes.

Actors’ and presenters’ speeches, scenes, cuts, transitions, images, sound resources, editing effects, narration (if any) and others.

This is an exercise in imagination and visualization of the final product. The material will not be finished, but observing how everything will occur in a linear manner will greatly help in developing ideas and anticipating possible problems.

Adapt the content to your persona

There’s no point in creating a video based on your personal tastes. The material must meet the desires and solve the problems of your persona.

Therefore, don’t forget to study in depth who you defined as your ideal client. 

Try to put yourself in his shoes and think: how would I like to be helped with this doubt?

If your video can answer this question, it will certainly achieve its intended objective.

Set the duration of the institutional video

The length of the video is very important. 

Internet users are very demanding and can easily give up on consuming material if it is too long or consider it irrelevant if it is too short.

There is no general rule here for the ideal video length. 

Facebook allows you to create videos of up to four hours long – which can be interesting in some cases. However, it is recommended that the institutional video be about one minute long. This way, the chances of people watching the material until the end increase significantly.

Take care with your editing – be professional

A good video should also be  well edited . If your team doesn’t have a specific professional, it’s worth outsourcing the service.Buy Facebook likes Singapore is a site to buy facebook likes if you want to buy facebook likes thesn go this site

Remember to adapt to your audience. A funny video will need one type of editing, while educational content will need another.

Take this into account when editing to avoid making any mistakes, as it takes a lot of work to make adjustments in this format.

And remember to be professional! The quality of the video is very important. Since the appeal is very visual.

Think about your marketing goals

Videos on their own can be a good idea, but it is important to include them within a digital marketing strategy .

Additionally, you can embed a CTA at the end of your content. 

The call to action should invite the user to like the company’s Facebook page, share the video with others or leave a comment on the post, for example. It all depends on the objective outlined in the action plan.

There you go! Now you have all the essential tips on how to make an institutional video! 

Just put them into practice, post the content on Facebook with an attractive headline and wait for the results!

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