A quick guide to producing great video content for your Brand or Business.
There are screens everywhere!
From your pocket to your car dashboard, to your bed, your day is filled with digital screens.
What does this mean from a marketing perspective? Video is quickly becoming the number one way to connect with consumers, viewers, and followers.Between the automatic video-playback on most social media mobile feeds, and the 2.08 billion global smartphone users in 2016, an effective video marketing strategy can provide one of the highest ROIs for any brand’s digital marketing strategy.
But establishing a video marketing strategy can sound intimidating – especially for a startup. Sure video can make an impact when you invest $33 million into a commercial starring Nicole Kidman, like Chanel, but how do you develop a video strategy when your entire budget is about 0.01% theirs?
Fortunately, video advertising doesn’t have to break the bank. Although today’s viewers expect an exceptional level of quality, a small investment of time and money can result in the next viral video.
Step 1: Understand the purpose of your video marketing strategy
A video marketing strategy is going to struggle if its sole objective is to “sell more widgets”. Though that may be the ultimate goal, but if you incorporate too much self-promotional content in your marketing strategy, it will be perceived as spammy and go unnoticed.
The goal of your video marketing strategy should be to educate, entertain, and inspire your viewers – this is the content that gets shared and remembered.
Although you still want to drive the viewer to the next step, your goal shouldn’t be for them to walk away feeling like you’ve just assaulted them with a sales pitch.
When a video is this memorable and sentimental, who doesn’t want to share it?
Because your content will be shared on your social media accounts and website, it won’t be difficult for people to find your brand if they enjoyed the video. So don’t worry so much about trying to make the commercial a promotional platform for your company. Instead, make it an experience the rest of us will want to be a part of.
In short, to determine the purpose of your video marketing strategy be sure to:
Know who your target audience is.
Understand what makes them share, like, and buy.
Create content that you know they want, need or will appreciate.
Step 2: Determine what topics and formats to include in your video content
Once you understand who your target audience is, it’s time to determine which format and topic will connect with them best.
Should your videos be instructional “how-to’s”, brand stories, narratives, etc.? The goal is to provide something that your viewers will appreciate and want to share.
Meanwhile, what topics will be discussed? The more related they are to your brand, the better.
Research and experiment to determine the most effective style and topics for your niche – and don’t be afraid to borrow ideas from those that have already been successful. Some of the greatest marketing campaigns have been those that took a strategy from an unrelated industry and integrated it into their market.
Step 3: Decide who will develop your video content
When it comes to creating videos, you have several options!
You or your team can develop the videos themselves. If you plan to develop videos on a regular basis with a low budget, this may be the best option for you. However, if you do this you still want to ensure that the videos maintain a level of quality – even if they’re amateur productions. Spend some time researching how to create great video and consider taking a course that can provide you with additional insights.
You can work with an agency to develop the videos. This option is more expensive, and you will often end up spending thousands of dollars for a single video. However, you get what you pay for. If you’re looking to create a single, impactful video (or if you have a healthy marketing budget), working with professionals is certainly a beneficial option.
You can work with bloggers or influencers to create and promote videos. Rather than dealing with making the videos yourself, or paying someone else and then having to find a way to promote them, why not work with someone who can make and promote your videos? Vloggers with a large and relevant audience will be happy to work with you on a partnership. By integrating your product or service into their current video format, there should be little extra work for them to complete.
When deciding the best way to develop your videos, keep in mind your target audience, your budget, your time availability, and your creativity. By reviewing these elements you should be able to decide which option will be best for your brand.
Step 4: Leave your viewers wanting more
When watching television it’s rare to want a commercial to keep going; they’re largely an unwanted interruption to what we’re actually watching!
However, if you can create videos that actually leave the viewer wanting more, they will share, like, and subscribe to see what video content is coming next. And this is when you know that your video marketing strategy has become a success!
Step 5: Know where and how to promote your videos
Recording a video and publishing it to YouTube isn’t enough – you have to strategically promote it.
Provided your videos are valuable and worth watching in the first place, it shouldn’t be difficult to find people willing to share and promote them for free.
Are you ready to launch your first video marketing campaign?
If you’re serious about getting started with video marketing, the best thing to do is start recording! Yes, you need to understand the basics of video marketing, but there’s no better way to learn than from actually commissioning the work!