Meet our Corporate Video Producer

Our "Meet the team" is part of our monthly spotlight on some of the staff across VisitScotland. In this feature, hear from Greg McCraw, our in-house Videographer.

What’s your current role at VisitScotland?

My role is Corporate Video Producer, and I’ve been in the role for over seven years now. In a nutshell, the job is to create video content with information and messaging for industry and internal audiences, rather than the videos targeting visitors that our talented multimedia team create.

It’s a pretty varied role. I’m involved in every stage of the production pipeline from development through production and editing. I’m fortunate to be able to get hands on with a camera but also be able to spend time building a video in the edit too.

One of the best things about the job is that I’ve worked in some capacity with almost every department in the organisation, so I get a glimpse into everyone’s roles and find out about many of the interesting things going on across the organisation.

As Video Producer, you must be in high demand across the whole organisation! What are some of your favourite projects you’ve worked on?

Without a doubt the most fun I’ve had on any project was creating the video content for our Staff Conference in 2019. It was an amazing time working with members of staff from across the organisation across the country to create what I felt were really entertaining videos.

I also have to shout out the animation work I do with Craig Nicholson from the design team. Those are always really fun and creative projects and it's a pleasure to work with Craig who’s a really talented designer and animator. Take a look at some of this work in our videos below. 

What are your top tips for creating engaging video content?

I’d say the first thing is to make sure the content is relevant for your audience. Try to understand their needs, interests and pain points then tailor your video content accordingly. In corporate video, your target audience doesn’t generally have time to watch hours of video in their day so aim for brevity in your content. Keep it concise and focused, ensuring that the message is conveyed effectively within a limited timeframe.

Also, as much as you can, take a storytelling approach. Stories have the power to evoke emotions and create a strong human connection and are inherently more memorable than facts or figures alone.

By framing key messages within a narrative context, videos can leave a lasting impression on viewers and increase message retention and recall.