The days of debating the merits of video marketing are over. With 100 million viewers watching at least one online video per day, it’s no wonder that 87% of content marketers are now integrating some form of video content into their campaigns.
However, while the majority of content marketers are actively employing video marketing, there are still a lot of unanswered questions about optimizing video content for the best results. These five tips will help you create video marketing content that’s worth your investment.
1. Establish a Goal Up Front
Video is a tool for a achieving a goal, not the goal itself. Before you begin, make a solid decision on what you’d like your video marketing content to achieve. Is it spreading the word about a promotion? Driving traffic to your website? Providing answers to viewer questions?
Once you’ve established a clear objective, it will be easier to make use of my next tip...
2. Trim Off the Fat
Because video marketing is viewed as a large expense, it’s common for marketers to try to use one video to send out multiple messages. Resist this urge.
Video audiences are impatient. They hit the play button with expectations and will not hesitate to click away if those expectations aren’t met. If you don’t get to the point, and get to it fast, you’ll be putting on a show for an empty house.
Ask yourself, “what’s the one central message we want viewers to come away with?” and cut everything else. No exceptions.
But wait! What if you have different audience segments, and you need a different message for each one? That brings me to my next tip...
3. One Size Doesn’t Have to Fit All
Contrary to popular belief, video is not an inflexible medium. It can easily be adjusted to meet the needs of different audiences.
The best way to tailor video marketing content is to produce multiple versions. People are often reluctant to do this because they think making more than one video won’t be cost effective. That assumption simply isn’t true. If you plan carefully, you can economize many aspects of production to turn your single video into a video series without draining the bank.
For instance, you may be able to record two voiceover tracks within the same session fee, or recycle footage from one video to the next.
Publish each video in the right place with the right keywords, and your video marketing content will yield much better results.
4. Embrace the Brand
If you want to build brand recognition, your logo can’t do all the work! Many marketers only brand their video content through graphics, but there are many opportunities to solidify your brand within your video marketing content.
- Start with the script. Don’t just proof for message. Take the time to put all dialogue or voiceover in the right voice and tone for your company.
- Think through your casting. The talent featured in your video should be a reflection of your brand personality.
- Consider location. Even if you can’t afford a set stylist, make sure to pull in your brand colors wherever possible. A red mug on the desk or orange curtains in the background can go a long way toward building brand recognition within your video content. Wardrobe offers further opportunities to solidify the brand identity in your audience’s mind.
- Make direction a priority. A good director will take your brand into account in everything from the style of camerawork to the lighting setup. A good editor will consider your brand in the pace and tone of the video, as well as soundtrack selection.
In short, if you want to increase brand recognition, the brand must be present throughout your video marketing content.
5. Don’t Settle
Video audiences have extremely high expectations. They’re used to Hollywood scale productions and are unforgiving of content that falls short of this bar.
No one expects you to have action movie special effects, but they do want to see a clear picture and hear crisp sound without interference (in video terms, this would be referred to as having “high production values”).
More importantly, they want to see content that lands. If your video is supposed to be funny, don’t accept a joke that doesn’t make you laugh. If it’s supposed to tug the heartstrings, don’t settle for a story you don’t care about.
At the end of the day, the extra effort will pay off in higher audience retention and better results.
Putting it All Together
While some of these points may seem intuitive, a vast majority of video marketing ignores these rules. Apply them to your next video and your content will be ahead of the game. With a stronger video component to your content marketing strategy, you are opening your brand to more user engagements and ultimately a higher return on your investment.