Is video the future of marketing? If you’re in the marketing sphere, you’ve probably heard this question thrown about. But is it true, and if so what makes video so special? Video is not some magic trick that will instantly make your audience press buy now. What makes marketing video production successful is quality content representing a quality product or service. However there are certainly advantages to using video in your marketing material and evidence to suggest it is more effective. Video is a quick, engaging, and easily digestible form of communication. It makes it easy for your audience to connect–and who doesn’t want that?
Steps to Effective Marketing Video Production
1. Choose your words wisely.
Know what you’re going to say before you shoot. The temptation is always to jump right in and fix the rest in post (especially if you already know what you want to say). Taking a few minutes to do a quick storyboard of what you want to say and how you want to be seen will only help you make your points stronger and succinct. To put it plainly, establishing a clear message will go a long way.
2. Hire a director with a good eye.
Have someone who really knows what they’re doing and can line up shots that fit the mood and bolster the story. Stay tuned for an article focused on creative shot types that tell a captivating story.
3. Your video is too long.
The golden length of time for videos seems to be 2 minutes, however I would argue marketing videos, in particular, ought to be even shorter. There are several benefits to this: first, many social platforms like Instagram have a one minute limit for video–with the exception of IGTV; second, there is so much content constantly being thrown at people that you have less time to capture their attention and keep it. There are exceptions to this rule–such as communicating more complex topics. In this instance, I would consider breaking the video up into different levels of information. Give them a short, 30 second teaser of the main points, then link and reference the full video for those who want to see more. There are times where the complete opposite is true. Since video is so engaging, you might be able to hold your audience’s attention longer than you could in, say, an article like this one. Video can work really well as a kind of junk drawer as Donald Miller calls it where you can throw all of your secondary information. But videos of this nature shouldn’t be the first thing your audience sees. To save yourself frustration, know the purpose of your video and tailor the production towards that.
4. Compliment the main message of your video.
You don’t want to bombard your audience with information–don’t have a million useless things popping up on screen, but use a clear, ordered hierarchy of information to assist with your message. Use text on screen throughout the video to call out key points, add music, and use other cool motion graphics to keep viewers engaged and interested. Video takes a lot more time than most platforms, so manage your time and don’t get too far in over your head. Most of the time less is more. Simple overlaid text using your brand’s font and colors can have a very sophisticated look and take your videos to the next level. This brings me to my next point.
5. Stay on brand.
Video, like all other collateral, plays a part in allowing your audience to get to know who you are. Present yourself in a consistent way. What style of music do you use? How do you communicate with your audience–are you more formal or casual and down to earth? This can help determine everything from the words you choose to what clothes you wear and the shooting location. You don’t even have to be an official brand to do this well. Even if you’re a blogger or social media influencer, present yourself in a consistent way.
6. Leave viewers with a strong call to action.
This simple and easy step is often overlooked when it comes to video. However, just as it’s standard procedure to use buttons on websites or a call to visit a website for print, don’t leave your viewers guessing what to do next. Give them a clear and easy actionable step to continue the relationship. The fact is that if they’ve made it to the end of your video, they’re probably interested and wondering what to do next.
So is the future of marketing video? You can’t rely solely on one form of media to reach your audience, but it’s certainly a powerful tool. By simply following a few quick and easy steps, you can take your marketing video production to the next level, be more engaging, and most importantly be effective in your marketing. If there’s one thing to take away, it’s to establish a key message and tailor your video to support it.
If you want to learn more tips and tricks for online marketing, check out this deep dive on writing a successful blog post.