September 1, 2014
In the past, video marketing campaigns weren’t within reach for a lot of brands due, in large part, to cost. Today, it’s becoming easier, and way more budget friendly to shoot video that can return incredible results.
The key is understanding what goes into creating video that’ll perform well.
Figuring out your story
Before you begin thinking about what’ll entertain your viewers and keep them watching, you need to know what exactly you’re trying to communicate. It’s important to keep viewers watching, but your video ultimately needs to have a message about your brand or product. The story is your means of communicating this message, and is pointless without a carefully selected overall theme, or statement you’re making.
Once you’ve figured out your message, get creative with how you tell story and convey what you need to say. Play into the strengths of video by showing and demonstrating what you mean rather than telling. For example, instead of boring viewers to tears with an endless list of statistics about your successful track record, show them a scenario from the perspective of a client who was helped by what you do. Video provides endless possibilities for creativity, so get your team together and start looking at the possibilities.
Understand your options
Now that video can easily be shot with a phone, you have more options than ever. Brands are flocking to Vine to put out video that speaks to the product or brand image. They aren’t overly-complicated. Another point in there favor is that they’re budget-friendly. Quick, easy, and allows people to keep up with what your brand is doing.
It’s also easy to accept user-generated video, and it’s great to show off video from the people who love what your brand does. They have a unique perspective, one that can’t be duplicated. It allows other consumers see what you have to offer through the eyes of people they relate to and trust, and it doesn’t require you to drain your budget to get it.
Once you have video, what do you do with it?
If you have video that’s just sitting, it’s a wasted opportunity. Once you start putting video out there, including what you receive from consumers, you have to figure out how you can share it. Smart sharing includes deciding what kind of video belongs on which pages of your website. If you have an introductory video, something that shows some insight into your brand or company culture, that can go on one of your first pages as a unique way to introduce yourself to first time visitors.
You should also be sharing video via email, on your blog, and social media accounts. Watch out for opportunities where including your video is relevant and will reach your audience in new ways. There should be some thought and strategy behind how you share what you’ve created, rather than sharing for the sake of sharing. You need to have a good understanding of where your audience will be and what they’ll respond to, otherwise you’re creating video that won’t stick in their minds, or accomplish what you need it to.