企業(yè)視頻拍攝有哪些方向可以入手？

在注意力稀缺的互聯(lián)網(wǎng)時(shí)代，視頻以其直觀生動(dòng)、感染力強(qiáng)的特性，成為企業(yè)傳遞信息、塑造形象的重要媒介。企業(yè)視頻拍攝并非千篇一律的模板化創(chuàng)作，而是需要根據(jù)不同的傳播目標(biāo)與受眾需求，選擇合適的方向進(jìn)行深度挖掘。從品牌形象塑造到產(chǎn)品功能展示，從企業(yè)文化傳遞到客戶見(jiàn)證呈現(xiàn)，每個(gè)方向都蘊(yùn)含著獨(dú)特的傳播價(jià)值。本文將深入探討企業(yè)視頻拍攝的六大核心方向，為企業(yè)打造有影響力的視頻內(nèi)容提供思路。?

In the Internet era, where attention is scarce, video has become an important medium for enterprises to convey information and shape their image because of its intuitive, vivid and powerful characteristics. Corporate video shooting is not a standardized template creation, but requires selecting appropriate directions for in-depth exploration based on different communication goals and audience needs. From brand image shaping to product function display, from corporate culture transmission to customer witness presentation, each direction contains unique communication value. This article will delve into the six core directions of corporate video shooting, providing ideas for companies to create influential video content. ?

一、品牌形象塑造：傳遞企業(yè)價(jià)值與理念?

1、 Brand image shaping: conveying corporate values and concepts

品牌形象類視頻旨在向受眾傳遞企業(yè)的價(jià)值觀、使命與愿景，塑造獨(dú)特的品牌個(gè)性。此類視頻通常以宏觀視角展現(xiàn)企業(yè)的發(fā)展歷程、核心優(yōu)勢(shì)與社會(huì)責(zé)任。例如，華為的品牌宣傳片以 “構(gòu)建萬(wàn)物互聯(lián)的智能世界” 為主題，通過(guò)展現(xiàn)其在通信技術(shù)領(lǐng)域的創(chuàng)新突破、全球布局以及對(duì)科技發(fā)展的貢獻(xiàn)，傳遞出華為 “把數(shù)字世界帶入每個(gè)人、每個(gè)家庭、每個(gè)組織，構(gòu)建萬(wàn)物互聯(lián)的智能世界” 的品牌理念。?

Brand image videos aim to convey the company's values, mission, and vision to the audience, and shape a unique brand personality. This type of video usually presents the development process, core advantages, and social responsibility of the enterprise from a macro perspective. For example, Huawei's brand promotional video is themed "Building an Intelligent World of Everything Connected", showcasing its innovative breakthroughs in communication technology, global layout, and contributions to technological development, conveying Huawei's brand philosophy of "bringing the digital world into every person, every household, and every organization, and building an intelligent world of everything connected". ?

在拍攝此類視頻時(shí)，企業(yè)可采用宏大的敘事風(fēng)格，運(yùn)用航拍鏡頭展現(xiàn)企業(yè)規(guī)模，穿插歷史影像回顧發(fā)展歷程，邀請(qǐng)企業(yè)高層或員工出鏡講述品牌故事。同時(shí)，注重畫面質(zhì)感與音樂(lè)氛圍的營(yíng)造，將品牌元素如 LOGO、品牌色等巧妙融入視頻中，強(qiáng)化品牌識(shí)別度，讓受眾在情感共鳴中加深對(duì)品牌的認(rèn)知與認(rèn)同。?

When shooting such videos, companies can adopt a grand narrative style, using aerial cameras to showcase the scale of the company, interspersing historical images to review the development process, and inviting senior executives or employees to appear on camera to tell the brand story. At the same time, attention is paid to the creation of visual texture and musical atmosphere, cleverly integrating brand elements such as logos, brand colors, etc. into the video, strengthening brand recognition, and allowing the audience to deepen their understanding and identification with the brand through emotional resonance. ?

二、產(chǎn)品推廣展示：突出產(chǎn)品優(yōu)勢(shì)與功能?

2、 Product Promotion Display: Highlighting Product Advantages and Features

產(chǎn)品推廣視頻是企業(yè)向市場(chǎng)展示產(chǎn)品特性、功能與使用場(chǎng)景的重要手段。這類視頻需圍繞產(chǎn)品核心賣點(diǎn)展開(kāi)，通過(guò)直觀的演示與生動(dòng)的講解，讓受眾快速了解產(chǎn)品能為其帶來(lái)的價(jià)值。戴森的產(chǎn)品推廣視頻堪稱典范，在吸塵器推廣視頻中，通過(guò)慢動(dòng)作展示吸塵器強(qiáng)大的吸力如何輕松吸除各種灰塵雜物，對(duì)比使用前后的清潔效果，同時(shí)搭配簡(jiǎn)潔明了的解說(shuō)，清晰傳達(dá)產(chǎn)品的技術(shù)優(yōu)勢(shì)。?

Product promotion videos are an important means for companies to showcase product features, functions, and usage scenarios to the market. This type of video should revolve around the core selling points of the product, and through intuitive demonstrations and vivid explanations, allow the audience to quickly understand the value that the product can bring to them. Dyson's product promotion videos are exemplary. In the vacuum cleaner promotion videos, the powerful suction of the vacuum cleaner is demonstrated through slow motion to easily remove various dust and debris. The cleaning effect before and after use is compared, and the product's technical advantages are clearly conveyed with concise and clear explanations. ?

拍攝產(chǎn)品推廣視頻時(shí)，可采用多角度特寫鏡頭突出產(chǎn)品細(xì)節(jié)，運(yùn)用對(duì)比實(shí)驗(yàn)、場(chǎng)景還原等方式增強(qiáng)說(shuō)服力。針對(duì)不同產(chǎn)品類型，選擇合適的表現(xiàn)形式：對(duì)于科技產(chǎn)品，強(qiáng)調(diào)技術(shù)創(chuàng)新與性能參數(shù)；對(duì)于消費(fèi)產(chǎn)品，突出使用體驗(yàn)與情感價(jià)值；對(duì)于工業(yè)產(chǎn)品，展示生產(chǎn)工藝與質(zhì)量保障。此外，加入用戶評(píng)價(jià)或產(chǎn)品獲獎(jiǎng)信息，能進(jìn)一步提升產(chǎn)品可信度與吸引力。?

When shooting product promotion videos, multi angle close-up shots can be used to highlight product details, and methods such as comparative experiments and scene restoration can be used to enhance persuasiveness. Choose appropriate forms of expression for different product types: for technology products, emphasize technological innovation and performance parameters; For consumer products, highlight the user experience and emotional value; For industrial products, showcase production processes and quality assurance. In addition, adding user reviews or product award information can further enhance the credibility and attractiveness of the product. ?

三、企業(yè)文化傳播：凝聚團(tuán)隊(duì)與展現(xiàn)風(fēng)貌?

3、 Corporate Culture Communication: Consolidating Teams and Showcasing Style

企業(yè)文化類視頻聚焦企業(yè)內(nèi)部，展現(xiàn)企業(yè)的價(jià)值觀、團(tuán)隊(duì)氛圍與員工風(fēng)采，對(duì)內(nèi)增強(qiáng)員工歸屬感與凝聚力，對(duì)外樹(shù)立良好的企業(yè)形象。阿里巴巴的企業(yè)文化宣傳片通過(guò)記錄員工的日常工作、團(tuán)隊(duì)協(xié)作場(chǎng)景以及豐富多彩的文化活動(dòng)，展現(xiàn)出 “新六脈神劍” 價(jià)值觀在企業(yè)中的落地實(shí)踐，讓外界感受到阿里巴巴獨(dú)特的企業(yè)文化魅力。?

Corporate culture videos focus on the internal aspects of the company, showcasing its values, team atmosphere, and employee style, enhancing employees' sense of belonging and cohesion internally, and establishing a good corporate image externally. Alibaba's corporate culture promotional video showcases the implementation of the "New Six Meridian Divine Sword" values in the company by recording employees' daily work, team collaboration scenes, and diverse cultural activities, allowing the outside world to feel the unique charm of Alibaba's corporate culture. ?

在拍攝過(guò)程中，可捕捉員工工作中的專注瞬間、團(tuán)隊(duì)合作的精彩時(shí)刻，以及企業(yè)舉辦的文化活動(dòng)、培訓(xùn)學(xué)習(xí)場(chǎng)景等。通過(guò)員工的真實(shí)故事與情感表達(dá)，傳遞企業(yè)對(duì)員工的關(guān)懷與重視。同時(shí)，展現(xiàn)企業(yè)的辦公環(huán)境、福利設(shè)施等，讓受眾更全面地了解企業(yè)的文化氛圍，吸引潛在人才加入，也讓合作伙伴對(duì)企業(yè)的軟實(shí)力有更深入的認(rèn)識(shí)。?

During the filming process, it is possible to capture the focused moments of employees at work, the exciting moments of teamwork, as well as cultural events, training and learning scenes held by the company. Convey the company's care and emphasis on employees through their real stories and emotional expressions. At the same time, showcasing the company's office environment, welfare facilities, etc., allows the audience to have a more comprehensive understanding of the company's cultural atmosphere, attracts potential talents to join, and also enables partners to have a deeper understanding of the company's soft power. ?

四、客戶見(jiàn)證分享：增強(qiáng)信任與促進(jìn)轉(zhuǎn)化?

4、 Customer Witness Sharing: Enhancing Trust and Promoting Conversion

客戶見(jiàn)證視頻通過(guò)真實(shí)客戶的使用體驗(yàn)與評(píng)價(jià)，為企業(yè)產(chǎn)品或服務(wù)提供有力的背書，有效消除潛在客戶的疑慮，提升購(gòu)買轉(zhuǎn)化率。某在線教育平臺(tái)邀請(qǐng)學(xué)員分享學(xué)習(xí)成果與成長(zhǎng)經(jīng)歷，學(xué)員在視頻中講述通過(guò)該平臺(tái)的課程學(xué)習(xí)，如何提升職業(yè)技能、實(shí)現(xiàn)職業(yè)目標(biāo)，這種真實(shí)的見(jiàn)證比企業(yè)自說(shuō)自話更具說(shuō)服力。?

Customer witness videos provide strong endorsement for enterprise products or services through real customer experiences and evaluations, effectively eliminating potential customer doubts and improving purchase conversion rates. A certain online education platform invites students to share their learning achievements and growth experiences. In the video, students talk about how they have improved their professional skills and achieved their career goals through the platform's courses. This kind of real testimony is more convincing than the company's own words. ?

拍攝客戶見(jiàn)證視頻時(shí)，要確保內(nèi)容的真實(shí)性與客觀性，選擇不同類型、不同背景的客戶進(jìn)行采訪，涵蓋客戶使用產(chǎn)品的過(guò)程、遇到的問(wèn)題及解決方案、最終獲得的收益等方面。采用面對(duì)面訪談的形式，配合客戶使用產(chǎn)品的實(shí)拍畫面，增強(qiáng)視頻的可信度與感染力，讓潛在客戶產(chǎn)生代入感，從而推動(dòng)購(gòu)買決策。?

When filming customer witness videos, it is important to ensure the authenticity and objectivity of the content. Interviews should be conducted with customers of different types and backgrounds, covering aspects such as the process of using the product, the problems and solutions encountered, and the final benefits obtained. Adopting a face-to-face interview format, combined with real-life footage of customers using the product, enhances the credibility and infectiousness of the video, and creates a sense of immersion for potential customers, thereby driving purchasing decisions. ?

五、行業(yè)科普教育：樹(shù)立專業(yè)形象與權(quán)威地位?

5、 Industry Science Popularization Education: Establishing Professional Image and Authoritative Status

行業(yè)科普類視頻旨在向受眾普及行業(yè)知識(shí)、技術(shù)原理或產(chǎn)品使用方法，幫助受眾解決實(shí)際問(wèn)題，同時(shí)樹(shù)立企業(yè)在行業(yè)內(nèi)的專業(yè)形象與權(quán)威地位。小米公司在推出智能家居產(chǎn)品時(shí)，制作了一系列科普視頻，講解智能家居的工作原理、如何實(shí)現(xiàn)設(shè)備互聯(lián)以及能為用戶帶來(lái)的便捷生活體驗(yàn)，不僅讓消費(fèi)者更好地了解產(chǎn)品，也展現(xiàn)了小米在智能家居領(lǐng)域的專業(yè)能力。?

Industry science popularization videos aim to popularize industry knowledge, technical principles, or product usage methods to the audience, help them solve practical problems, and establish the professional image and authoritative position of the enterprise in the industry. When Xiaomi launched its smart home products, it produced a series of popular science videos that explained the working principles of smart homes, how to achieve device interconnection, and the convenient life experience it can bring to users. This not only allowed consumers to better understand the products, but also demonstrated Xiaomi's professional capabilities in the field of smart homes. ?

此類視頻需注重內(nèi)容的專業(yè)性與通俗性，將復(fù)雜的專業(yè)知識(shí)轉(zhuǎn)化為通俗易懂的語(yǔ)言與畫面?？刹捎脛?dòng)畫演示、專家講解、案例分析等多種形式，增強(qiáng)視頻的趣味性與可讀性。通過(guò)持續(xù)輸出有價(jià)值的科普內(nèi)容，企業(yè)能夠吸引目標(biāo)受眾關(guān)注，建立良好的品牌口碑，成為行業(yè)知識(shí)的傳播者與引領(lǐng)者。?

This type of video should focus on the professionalism and accessibility of the content, transforming complex professional knowledge into easy to understand language and visuals. Various forms such as animated demonstrations, expert explanations, and case studies can be used to enhance the fun and readability of the video. By continuously producing valuable popular science content, enterprises can attract the attention of their target audience, establish a good brand reputation, and become disseminators and leaders of industry knowledge. ?




六、活動(dòng)記錄留存：記錄精彩與擴(kuò)大影響?

6、 Activity record retention: record excitement and expand influence

企業(yè)舉辦的各類活動(dòng)，如新品發(fā)布會(huì)、周年慶典、行業(yè)峰會(huì)等，都值得通過(guò)視頻記錄下來(lái)?；顒?dòng)視頻不僅能留存珍貴的回憶，還可用于后續(xù)的宣傳推廣，擴(kuò)大活動(dòng)影響力。蘋果公司的新品發(fā)布會(huì)視頻通過(guò)全球直播與后續(xù)傳播，吸引了無(wú)數(shù)消費(fèi)者與媒體的關(guān)注，成為科技界的年度盛事。?

All kinds of activities organized by enterprises, such as new product launches, anniversary celebrations, industry summits, etc., are worth recording through videos. Event videos can not only retain precious memories, but also be used for subsequent promotion and expansion of the event's influence. The video of Apple's new product launch event has attracted the attention of countless consumers and media through global live streaming and subsequent dissemination, becoming an annual event in the technology industry. ?

拍攝活動(dòng)視頻時(shí)，要提前規(guī)劃拍攝方案，確定重點(diǎn)拍攝環(huán)節(jié)與精彩瞬間。運(yùn)用多機(jī)位拍攝，捕捉活動(dòng)現(xiàn)場(chǎng)的全景、特寫以及嘉賓、觀眾的反應(yīng)。后期剪輯時(shí)，突出活動(dòng)亮點(diǎn)，如重要演講內(nèi)容、新品發(fā)布時(shí)刻、精彩表演等，搭配合適的音樂(lè)與字幕，增強(qiáng)視頻的節(jié)奏感與觀賞性。將活動(dòng)視頻發(fā)布在企業(yè)官網(wǎng)、社交媒體等平臺(tái)，能吸引更多潛在客戶與合作伙伴關(guān)注，提升企業(yè)的知名度與影響力。?

When shooting activity videos, it is necessary to plan the shooting plan in advance, determine the key shooting segments and exciting moments. Using multiple camera positions to capture panoramic and close-up shots of the event site, as well as the reactions of guests and audience. During post production editing, highlight the highlights of the event, such as important speech content, new product release moments, exciting performances, etc., and pair them with appropriate music and subtitles to enhance the rhythm and viewing experience of the video. Posting activity videos on the company's official website, social media, and other platforms can attract more potential customers and partners to pay attention, enhance the company's visibility and influence. ?

企業(yè)視頻拍攝的各個(gè)方向都有其獨(dú)特的價(jià)值與創(chuàng)作要點(diǎn)。企業(yè)應(yīng)根據(jù)自身需求、目標(biāo)受眾與傳播目的，選擇合適的方向或組合多個(gè)方向進(jìn)行視頻創(chuàng)作。通過(guò)精心策劃、專業(yè)拍攝與制作，打造出有深度、有溫度、有影響力的視頻內(nèi)容，讓企業(yè)在影像傳播的賽道上脫穎而出，實(shí)現(xiàn)品牌價(jià)值與商業(yè)目標(biāo)的雙提升。

Each direction of corporate video shooting has its unique value and creative points. Enterprises should choose appropriate directions or combine multiple directions for video creation based on their own needs, target audience, and communication objectives. By carefully planning, professional filming, and production, we create video content that is deep, warm, and influential, allowing companies to stand out in the field of image dissemination and achieve dual enhancement of brand value and commercial goals.

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