content marketing and video production

tips / TAG ARCHIVES

STRATEGIC VIDEO MARKETING TIPS

 

Strategy for Video Content

People are “85% more likely to buy a product after viewing a product video”, says Inc.com.  Nielsen marketing research also shared that, “The moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration”.  

Any business can commission a video or make on their own with a smartphone and some basic editing software, such as iMovie – but it is very important to get it right.  To be sure you put your company in the best light, here are 10 professional tips that incorporate marketing and production best practices for video you share on your website, social media channels or digital advertising.


  • 1. Think Big and Small

    If you invest in a company video that tells the story of who, what, and how – you have a valuable video asset that can be shortened and used for social outlets over and over again.  Take this example of how a cookie company might use only three shots from their longer video, to tease users into going to the website for answers: 

    CLIP OF BOWL WITH DOUGH

    CLIP OF WORKERS RUSHING TO TAKE COOKIES OUT OF THE OVEN

    CLIP OF CUSTOMER BITING INTO YUMMY COOKIE

    END CARD:  “FIND OUT WHAT GOES INTO OUR FAMOUS COOKIES” 

    You don’t have to give them the recipe, they can go to your website and find out you only use the best ingredients.


  • 2. Video as Link Bait

    There are two ways a video can drive a social media user to your website, where you can convert them into customers.  Either you host the video on your website landing page and a click on the video takes them directly to your website landing page…or you share the actual link in the post. Every time you share a video, make it easy for your clients to learn more about you and increase your SEO by leading them to your website.


  • 3. Iconic Footage

    If you are in a service industry you might need handshakes, smiles, people entering your office, or signing a document.  If you make a range of products or just one, then showing that product being made or being used in front of simple backgrounds will be a staple shot for your videos going forward.   Be sure to shoot your iconic images in a bunch of different ways.


  • 4. Script

    Come up with a script idea that takes :60-:90 seconds and then get your money’s worth and make shorter versions of the same video content at :30, :15 and :10 seconds for social media. It’s much harder to come up with derivative videos after a documentary video has been recorded so even scripting documentary style videos will make the most of your video production efforts.  Write out what you will need for the different versions and shoot everything all at once.


  • 5. Right Length on the Right Platform

    Thanks to Hubspot, we know the current best performing length on some of the most popular social media outlets.

    YouTube videos – 2 min

    Facebook – 15 sec – 1 min

    Twitter – 45 sec

    Instagram – 30 sec


  • 6. Re-use

    A video you have in your library right now, could be used to create two or more short messages for social media.  Remember, if you invest in good quality production of establishing shots, products shots and branded images unique to your product and service, you can use those images over and over in future video content.  One little trick to make old new again is to slow down a shot or make it black and white and tint with a color.

7. Brand

When working with a production company, such as Leen Productions, make sure they capture the essence of what makes your business unique.  Your identity is distinct, so show it off.  No one wants to watch something that looks like marketing or advertising.  Deliver the goods: viewers want entertainment, information or just a way to get to know you better.

8. Type

Short messages in big bold fonts can be mixed in with stills and music to create the simple, impactful short videos. A simple script would go something like this:

TYPE CARD 1:   READY TO ROCK SPRING?

TYPE CARD 2:   OR DOES YOUR CLOSET LOOK LIKE THIS?

IMAGE:   MESSY CLOSET

TYPE CARD 3:  WE CAN HELP

IMAGE :   TIDY CLOSET

TYPE CARD 4:  LOGO FOR CALIFORNIA CLOSETS, ANNUAL SPRING SALE

9. Different Sized Frames

A rookie mistake is to shoot everything in a wide angle. Before you turn on the camera, think about what would be compelling to look at close up, in a medium shot or in a wide shot. Some formal video principles are to establish where in a wide shot, use a medium framing for talking heads and a tight shot for product details but bend the rules and interesting things can happen. Starting out with an extreme close up of a flower in a field can also be the entire story of how fresh the stems are at your local florist.  Plan the work, work the plan, then use the remaining time to experiment.

10. Don’t Rely On Sound

Don’t rely on voice over to get your message across.. most people don’t bother with sound unless you pique their interest.  This simple fact should motivate you to make your first image so intriguing that viewers will want to pause to put the sound up and watch it from the start again.