We’re all in the video business today. Videos increasingly make up the fabric of all our communications. Every brand and marketing manager needs a set of principles that can guide them through the realm of infinite possibilities. If you want your brand to create change in the market, your video assets need to make the cut.
What Is the Purpose and Shelf Life of Your Marketing Video?
There’s a big difference between recording a thought leader at an industry event for the website and creating a marketing video that launches a new brand or launches a new market. The first may have a 30-day shelf life, and the other may be the cornerstone of a yearlong communication strategy. We see endless confusion when people don’t make this distinction. Invest accordingly.
What Is Your Marketing Video Production Value?
The floor is you and your mobile camera; the ceiling is a Hollywood extravaganza. And there’s a slippery slope between the two. Amateur or union talent? Exotic locale or a local city block? Stock music or rights to a Rolling Stones song? The answer is whatever it takes to do the job: no less, no more. Your first enemy is boredom. Your second enemy is wasting time and money on production values that no one cares about. YouTube proves every day that a simple idea, well executed, can steal the thunder from the biggest commercial production.
Also Learn : Why Video Testimonials are important for Businesses?
While we’re in a flood of video content and it’s an essential ingredient in every marketing mix, why do so many organizations struggle to scope and execute video projects appropriate for their goals? Maybe because the right answer can range anywhere from a three-minute video shot by an intern with a handheld camera to a 45 second masterpiece with a large crew that runs into the six figures. That’s a spread wide enough to challenge the best video marketers.
What Are Your Viewers Watching?
Who will you be competing against for your audience’s attention? We don’t mean the obvious competitors in your marketplace, although they matter, too. Sure, every brand is a storyteller, but do you really think you can steal eyeballs away from Netflix during primetime, or any other major event? Plan and strategically launch your marketing video when the time is right to grab more attention. Even if you can’t match the competition’s production values, you can still zig when they zag and do something completely original.
Learn More : 7 Must-Attend Events for Video Content Creators
What Is Your Plan for The Video Production?
If you want to change minds, influence buying behaviors, or create an emotional connection with your brand, you need a conceptual idea, which means you need a script, which means you need a scriptwriter. A well-crafted script that works within your budget and schedule also defines the locations where you will shoot, the talent you need, and even the music. If you can’t see the idea in your head and know why it will work, you’re not ready to go into production.
What’s Your Distribution Strategy for Marketing the Video?
Once your video is shot, will it be seen on Facebook, at a trade show, on a mobile device, or on all of the above? Regardless of your strategy, make sure it looks good on a phone and a tablet. Are you interested in having it queued up as pre-roll on a news network? If it becomes viral at any level, have you thought about how to promote it, or to extend the idea, through social channels? We have seen several cases where clients have asked for a corporate video, then liked it so much they asked us to re-cut it for local TV markets where they had a large employee presence.
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