How to Produce a Successful Marketing Video
Did you know that over half of the world’s marketing professionals name video marketing as the type of content with the best ROI?
Consumers watch hundreds of millions of hours of branded video content every single day. But we don’t need to convince you that videos are a worthwhile addition to your marketing strategy; you already know all that.
You want to know how to produce the best possible marketing videos. So, our video team here at Design by Day have provided their top tips for doing just that:
Start by setting your scene
You’re super excited about creating your marketing video, and you’ve got loads of ideas.
Press pause a moment.
It’s great to have so many ideas, but you first need to ensure you have a crystal clear understanding of exactly who your audience is and what you want to achieve with your video. Sure, the ultimate goal of your video strategy is to increase sales, sign-ups or whatever your business centres around, but making this the sole focus of the video itself can turn your customers off.
The key is to really get to know your audience and what makes them tick. Then you need to agree on a non self-promotional purpose for your video strategy to match that audience and address their needs.
Understanding this goal is essential to creating a video that resonates and remains consistent with your business ethos. So make sure you pin this down before you dive into production, or you risk alienating your customers with the wrong message.
Understand what works
As we’ve just been saying, brand videos that are too promotional can come across as spammy and annoying to your customers, and can even have the exact opposite effect to what you intended.
So what does work?
Focus on the story, not the sale. That’s our advice. Create an engaging narrative around your product or message, and ask yourself ‘what value do we want this video to give to our customers, and why should they bother sharing it?’.
So long as it’s not directly sales-driven, that value could be almost anything. It could be a video that educates your audience and helps them learn something new. ‘How-to’ videos and recipe walkthroughs are wildly popular examples of such content. Or, perhaps you could go down the entertainment route. Funny or attention-grabbing videos are among the most shareable forms of content, and are also among the most memorable.
Or you could go down the emotive route. Is there something your business can talk about that would strike an emotional chord with your audience? Whether happy, sad or simply poignant, evoking emotions with video can lead to high levels of brand engagement. John Lewis’ series of Christmas adverts are enough to illustrate that point.
Keep it brief
If you’re a relatively new kid on the block as a business, you should aim for shorter marketing videos to start with to create an initial buzz and hold viewers’ attention.
The hard truth of the matter is that one fifth of your viewers will click away from your video within 10 seconds or less, giving you very little time to pique their interest.
Our advice? Get to the point, and quickly. Demonstrate your intent and manage expectations within the first 5 seconds, and try not to exceed the two minute mark as this is the optimum length for creating engaging videos.
Keeping your videos short and snappy also leaves the door wide open for follow-up videos and series production. Leaving your viewers wanting more is a sure-fire way to build brand awareness and a strong online following.
We bang on about SEO a great deal, but for good reason. If Google doesn’t understand what your content is there for, it can’t show it to the right people.
Fair enough, it’s easy to forget about SEO when it comes to videos, as it’s not immediately obvious how you should optimise them. But you can.
Firstly, you need to make sure you host your video on your own domain before uploading it elsewhere on the web. You should also ensure your video has embedding enabled. Both of these measures will make it easier for you to obtain those all-important inbound links from other websites sharing your video.
Next? Get descriptive. Tag your videos with relevant keywords, and really go to town on explaining your video content in the written description. Even if your viewers don’t read it, Google will, and this will help the search engine figure out exactly what your video is about. If it can do this, it can ensure it reaches the right people.
You have a finished video, and it’s a belter. But don’t put your feet up just yet.
Uploading a video to your website and YouTube isn’t enough, you need to promote it properly and with a real strategy.
There are many ways you can do this. Sharing on social media is a great place to start. You can do this organically for free if you have a large existing social following, or you can use social media advertising, which is incredibly cheap and highly effective in reaching very specific audiences, driving engagement and attracting followers.
You can also promote your videos by getting others on board. Reaching out to other businesses with shared interests or complementary products can work very well, and striking up partnerships with influential bloggers can help you reach a much wider audience and build authority. The more people you talk to the bette, so get networking.
And remember, if your video contains all that added value we mentioned earlier, you shouldn’t have any trouble at all in drumming up interest from third parties.
If you’re thinking of launching a new video marketing strategy but you’re not sure where to start, then you’re reading the right blog. We wouldn’t be dishing out all this advice if we hadn’t already been around the video marketing block.
Our incredible video production team produce compelling, engaging and persuasive animations that can tell your business’ story exactly how you want it told. Check out our showreel to see our skills in action, or give us a shout at the studio to put your project in motion.