When it comes to corporate video production in Glasgow, there are significant differences between creating videos for internal use and those for external marketing purposes. Understanding these distinctions is crucial for businesses to achieve their communication goals effectively. Let's break down the key differences:
| Aspect |
Internal Use |
External Marketing |
| Audience |
Employees, stakeholders |
Potential customers, general public |
| Tone |
Often more casual and direct |
Professional, polished, brand-focused |
| Content |
Company-specific information, training |
Product/service features, benefits, USPs |
| Distribution |
Internal platforms, intranets |
Social media, websites, TV, events |
| Duration |
Can be longer, more detailed |
Usually shorter, more concise |
| Budget |
Often lower |
Typically higher for production quality |
1. Purpose and Message: Internal videos often focus on training, company updates, or employee engagement. In Glasgow's corporate landscape, these might include safety procedures for manufacturing firms or updates on local business initiatives. External marketing videos aim to attract customers, showcase products or services, and build brand awareness, potentially highlighting Glasgow's innovative business environment or connections to global markets.
2. Production Quality: While both types should be professional, external marketing videos generally require higher production values. Glasgow-based corporate video firms often invest in top-notch equipment and local talent to create visually stunning marketing content that competes on a global stage. Internal videos may have a more straightforward approach, focusing on clarity of message over cinematic quality.
3. Language and Terminology: Internal videos can use company-specific jargon and acronyms familiar to employees. External videos need to use language that's accessible to a broader audience, avoiding industry-specific terms that might confuse potential customers in Glasgow and beyond.
4. Compliance and Confidentiality: Internal videos may contain sensitive information and require strict access controls. External marketing videos must adhere to advertising standards and regulations, which is particularly important for Glasgow businesses operating in regulated industries like finance or healthcare.
5. Call-to-Action (CTA): Internal videos often have CTAs related to employee actions or behavior changes. External marketing videos in Glasgow might direct viewers to visit a local showroom, sign up for a service, or engage with the brand on social media platforms popular in Scotland.
6. Measurement of Success: Success for internal videos might be measured by employee engagement or knowledge retention. External marketing videos typically focus on metrics like view counts, lead generation, or conversion rates, which Glasgow-based corporate video companies can track using advanced analytics tools.
To illustrate the impact of these differences, consider this statistic: According to a report by Wyzowl, 84% of people say they've been convinced to buy a product or service by watching a brand's video. This underscores the importance of high-quality, strategically crafted external marketing videos for Glasgow businesses looking to expand their customer base.
In conclusion, while both internal and external corporate videos serve important purposes, their production approach in Glasgow must be tailored to their specific audiences and objectives. Corporate video companies in Glasgow should work closely with clients to understand these nuances and deliver videos that effectively meet the unique goals of each project, whether it's fostering internal culture or capturing the attention of potential customers in Scotland's largest city and beyond.
