Video is the Holy Grail of digital marketing. According to a Cisco study, by 2022, 82% of online content will be video. The bottom line is videos are the future of content, regardless of length.
If you’re considering embracing video marketing to highlight your business, here are a few tips to consider — and a few mistakes to avoid.
DO’S: BEST PRACTICES FOR VIDEO MARKETING
- Know who you’re talking to. Ensure the video you create speaks to a very specific person or group of people or you’ll wind up speaking to no one.
- Have a purpose. Be clear about what you’re trying to do. It helps you create video content that resonates with your audience: i.e., always begin with a “why” before a “how.”
- Tell a story. A picture says a thousand words, but a video says more. Storytelling is one of the most effective ways to communicate a message in any medium; video lends itself to the storytelling format.
- Keep it moving. Quick cuts, upbeat or motivational background music, and graphics (or even motion graphics cards) help your video catch people’s attention — and keep it.
- Keep it simple. Don’t bombard your audience with too much information at one time or you’ll lose them at the click of a button. Literally.
DONT’S: WORST PRACTICES FOR VIDEO MARKETING
- Never underestimate the value of pre-production planning. This is arguably the most important step of your process. The tighter the plan, the better your shoot, footage and end product.
- Don’t make budget assumptions. Some of the best videos don’t require enormous production budgets. Consider aggregating shoots into a few hours or one day, and squeeze the most out of that footage. You’d be pleasantly surprised to see how many 0:06-0:10 videos you can get out of a two-hour shoot.
- If it feels too long, it probably is.
- A boring talking head. Avoid a static shot of a talking head.
- Not enough B-Roll. Get plenty of footage to showcase who you are and what you’re offering. Seeing (not just taking someone’s word for it) is believing in video.
- Poor sound quality. Get a microphone for a DSLR that mounts on top of the camera, which provides optimal sound quality. (An ideal mic would include gain reduction, a high pass filter, and a windscreen.)
Want to see perfection in action? Watch the Nike “Dream Crazier”ad, which turns a stereotype on its head, and showcases authentic moments that highlight gender inequality in sports.
If it seems a little daunting, fear not. Rebel’s video production team is made up of content experts who help your company produce effective video marketing strategies that deliver results. Contact us today. (And… cut. That’s a wrap.)
