5 Best Practices for Creating Superior Video Marketing Content
As we all know by now, video is running the show. Whether it be google, facebook or our general everyday TV viewing, we tend to gravitate towards the inevitable all knowing visual treats and snacks. Oddly enough this video marketing trend has positive implications for your business, brand or even personal blogs. Think of it this way, the more that people watch, the higher the view growth rate, the more chance you have “just starting” to get your video content viewed. Although right now the market is a little saturated with facebook live nonsense and some Instagram stories that make us cringe, the overall value of everything seems to be growing and getting better. Now is your chance to get in while the platforms are rolling strong. Producing quality video content isn't hard, but it's not easy. More so it's time consuming so if you don't plan on investing 15-20 hours minimum into this, call a local video production company and at least let them give you some direction on budget.
I'm going to give you some quality direction when you start your video content production journey below. Please note, that not all of my notes work with all companies and brands, but my recommendations and experience has held true to video producing over the past 15 years and are constants in all marketing video content. So instead of rambling on about where you should launch your video, I'm going to get to the basics on things that work.
1. Keep it Clean
“Less is more”! Despite all the direction most people get from social marketing companies, the majority of people want to see actual visual content. This means to keep the video clean of text or any unnecessary graphics unless it absolutely has a point in the video. A Lot of videos are just throwing text here and there and even in the commercial industry, video production still holds its glamour on keeping the view engaged via visual storytelling. If you need text or annotations, keep them at the bottom in a clean text like Verdana, Arial or Helvetica. Bebas Neau is an amazing font as well if you want to keep up with the ‘Joneses’.
2. Centre it Around the Story, Not The Sale
There is a heap of sales clutter online, facebook and the Internet that is actively annoying and repelling your customers. Don’t let your brand be “that guy” – instead, your video content should be centred around the story and not the sale. Remember: the same rules that apply for written content marketing apply for video marketing – concentrate on the value you’re providing for your customers.
Make the most of the power of video production by appealing to your consumers’ needs and hidden desires.
3. Make it the Best 10 Seconds Ever
One fifth of your viewers will click away from a video within 10 seconds or less. Again, the “less is more” comes into play. Short and to the point – that’s what the video production experts are recommending. My advice? Get right to it. Have an attractive well spoken person doing the content and be real and authentic. Sales Pitches are less likely to innovate and draw a high clickthrough. Try sparking your audience’s curiosity by asking questions and using teasers to hook their attention right away. Your video should immediately convey its superior value and answer that “why should I watch it?” If you can find a way to draw some comic relief or make them laugh right off that bat, chances are you atleast have a hot lead on your hands.
4. Add sizzle
Consider 4K video production quality, audio quality, music, effects and camera aesthetics. It is true that content trumps aesthetics, but sizzle is important as it creates additional ways to hold viewer attention. Don’t overdo it though. Carefully select your video editing effects. There may be a few hoops to jump through which take some time. This is something to keep in mind during your planning phase. Weigh the pros and cons of the effects while you are in your planning and development stages.
5. Incorporate branding
Once you have decided to invest in creating a branding style video, make sure you have clearly stated your brand’s message, mentioned your brand, or how new viewers can contact your brand. It is very important to include this with all of your videos, this way when someone does view your videos, they know who did them and can see a pattern of brand identity associated with your unique content.
Below is a sample of a content video production done by 712 Media showcasing key aspects of social media development, content creation and the daily use of the platforms.
That’s A Wrap!
The key takeaway from all of this is that video marketing production is an incredible way to create new and interesting visual branded content that will drive engagement online and social media. Now (Today) is the perfect time to begin experimenting with video and figuring out what your audience enjoys most.
Social video is continually evolving and so it is up to us as marketers to keep up.
What type of video content do you plan to produce for your social media and content marketing posts this year?
What video production tools have you tried? Have you tested any of the tools or resources listed above? If you have questions please feel free to contact me directly as well.