Corporate reportage – A novel format that attracts consumers.

Corporate documentaries are a novel form of advertising that offers many great benefits for communication campaigns. This is because they not only provide information about products but also incorporate the brand story in a genuine and vivid way.

What is corporate reporting? Benefits and trends.

Corporate reportage is a new form of communication that combines journalistic reporting with advertising. The purpose of corporate reportage is to tell the story of a company while simultaneously showcasing its products and services.

Feature stories often offer deeper insights than traditional advertising. They focus on conveying messages about the culture, people, and stories associated with the business in an authentic, vivid, and engaging way, captivating viewers.

Currently, corporate reporting has become a new media trend and is being chosen by many companies. The benefits that this type of marketing brings include:

• Building brand awareness and increasing recognition: Similar to other forms of advertising, corporate documentaries provide information about the brand, its outstanding services and products. Through vivid images and stories, viewers are easily captivated, leaving a lasting impression and enhancing brand recognition.
• Building trust and credibility: Corporate documentaries are a form of professional and well-structured information dissemination, combining journalistic and advertising elements. These videos tell the story of a company's operations, production processes, and core values that help build credibility and trust with customers.
• Increase the effectiveness of emotional connection with customers: Dry, informational content is transformed into videos that tell a story and evoke emotions. This makes it easier for viewers to absorb the information, fostering empathy and understanding of the brand's culture and development journey.
• Creative and effective advertising tools: Businesses' products and services are showcased in documentary videos with a fresh and easily understandable "look." Therefore, documentary videos are increasingly becoming a popular choice for many brands.
• Diverse media channels, diverse audiences: The report was broadcast on multiple platforms such as websites, social media, and other video-focused platforms. The brand's reputation spread widely.
• Delivers long-term marketing results: Corporate documentaries leave a deep and lasting impression on customers. This is a key characteristic of this type of advertising compared to traditional media methods. Videos can be reused throughout a campaign, helping businesses optimize costs while enhancing marketing effectiveness.

Corporate journalism is not just a form of advertising, but also a powerful tool for building brand awareness, fostering trust, and engaging customers effectively.

What makes corporate news reports appealing?

To create a professional, engaging, and highly effective corporate documentary, the following key elements must be ensured:

• Story: The goal is to create a compelling and engaging story that stays true to the brand's core values. The content is carefully selected and created to align with the corporate culture, ensuring authenticity and incorporating emotional elements, as well as the company's achievements and challenges.
• Images and sound: Choose visually appealing, clear images of the product, production process, etc., combined with vivid sound to create a captivating experience for viewers, leaving a lasting impression on their minds.
• Message: A news report needs a clear and easily understandable main message so that viewers can grasp and remember it easily.
• Length: Avoid designing lengthy corporate documentaries that bore viewers. Instead, prioritize concise content that still delivers the right message while being engaging and creative.

Professional documentary production process for brands.

A professional corporate documentary production process follows steps from ideation to execution, post-production, and video distribution. Specifically:

Step 1: Brainstorm and develop a script:

Identify the main theme and message the business wants to convey and build a suitable story. Develop a detailed plan for the documentary to achieve high effectiveness and avoid unwanted mistakes.

Step 2: Film and record the documentary:

Filming and recording will be conducted at designated locations as outlined in the script, such as factories or company headquarters, to capture clear images and sounds for the most vivid and authentic video possible.

Step 3: Editing and Post-production:

After obtaining the raw video, proceed with cutting, splicing, and editing to create the complete content. Add sound and visual effects in appropriate places to make the video more creative and engaging.

Step 4: Content Distribution:

Content is distributed across multiple platforms to maximize reach to potential customers. These include the company's official website, social media platforms (Facebook, TikTok, Instagram), and video-focused apps like YouTube.

During the implementation of corporate video reporting, it's crucial to regularly monitor effectiveness and make timely adjustments to deliver the best possible experience for viewers. Simultaneously, businesses need to record feedback and reviews from customers and partners to make appropriate changes while maintaining professionalism.

Some examples of effective brand reporting.

Corporate documentaries have brought success to many brands, especially in the food, tourism, and technology industries. The product story is presented in a creative and unique way, incorporating emotions such as joy, sadness, and anger to spark the viewer's imagination.

A well-known restaurant chain can invest in a documentary to highlight its food preparation process, building trust among viewers that its restaurants meet food safety and hygiene standards. This strengthens the restaurant's image, enhances its reputation, and increases its competitiveness against other restaurants already in the market.

In addition, several well-known brands have also invested in corporate documentaries and achieved considerable success, including:

• A documentary about the production process of Starbucks
• Brand report Nike about the athlete's journey
• Brand report Vinamilk Vietnam with a clean milk production process
• Report by Apple regarding their product designs

Corporate documentaries not only promote products but also help brands build a story, spread values, and strengthen customer trust.

The future of corporate reporting in marketing.

Corporate documentary journalism is increasingly asserting its role in overall marketing campaigns. It's a useful tool for brands to connect with customers and partners. In today's increasingly competitive marketing market, this form of communication still holds its place and is becoming a growing trend thanks to several factors:

• With the advancement of technology, videos are becoming more engaging and captivating. Examples include VR, AR, and AI content creation technologies.
• Consumers still prefer content with clear, specific, and easily understandable messages. Corporate documentaries that tell compelling stories can replace traditional advertising, helping to attract customer attention and increase the likelihood of them choosing your products or services.
• Distributing news reports on digital platforms helps increase customer reach.
• Ensure transparency in content, avoiding messages that could confuse viewers, mislead, or provide inaccurate information. News reports require a high degree of transparency to build trust and loyalty among customers.
• Integrating corporate documentaries with overall marketing strategies helps build and promote brand image, enhancing long-term communication effectiveness.

Corporate documentary content is thriving and will continue to thrive in the modern marketing landscape. With the support of technology, the demand for content with clear and emotionally resonant stories promises to become a sustainable and effective marketing tool in the future. Businesses should leverage this format to build brand awareness, foster trust, and connect more closely with their customers.