Video marketing goes way beyond just making one-off videos. Brands must integrate video across all of their channels, all of the time.
All of us know that crafting an effective video can be very daunting. Some reasons for not starting to take on video campaigns that I have heard from business owners include:
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- they are not certain if the return is going to be worth their investment
- fear of being on camera
- lack of experience
- lack of resources
- they do not know where they should start
- time constraints
However, putting together a video does not need to be challenging. Below is a list of steps to make sure your video is memorable, engaging, and accomplishes your goals:
- Determine who’s filming the video: Are you doing the video in-house, or are you employing a video production company?
- Decide on the goal: Before you create the video, it is vital that you know what you’re looking to accomplish. Do you want to educate your audience, improve brand awareness, or increase sales? It’ll help to craft a video that’s focused on accomplishing your goal.
- Know your target audience: Knowing your audience is critical to making a video that will resonate with them. Consider their “pain points,” interests, gender, and age. Pain points involve the questions they’re asking, the products needed, as well as the problems they’re looking to solve. Taking some time to figure out those details is going to help to make content that directly speaks to them.
- Craft the message: When you know your audience and goal, it is time to create your message. The message must be concise, clear, and emphasize the benefits your consumers will get if they invest in your service or product.
- Plan visuals: Your video’s visuals are just as critical as its message. Plan out what you need to get across to your audience to check how you wish to present it. It might include live-action footage, animations, or graphics.
- Write script: The script must be short, memorable, and engaging. Well, short enough to hold and capture interest — and long enough to discuss your main idea. The majority of sources recommend keeping your word count at about 60 to 75 for a 30-sec video. You do not want to speed read, or else you’ll lose emphasis and key inflections, and the audience will not remember or understand most of what was said. According to experts, 3 words per second is a good pace for video scripts. Consider the use of storytelling methods to make the video more memorable. Everyone enjoys a well-told story, whether it is sentimental, nostalgic, or funny. And it is always good to end with some type of call-to-action, even if it is just to contact you.
- Select your sound effects and music: Sound effects and music will make or break your video. Pick music that complements the message and adds to the video’s emotional impact. If your script covers a serious topic, a happy, upbeat song will undermine the message.
- Refine and test: When you have made the video, test the video with a brief sample of your audience or focus group. Use these peoples’ feedback to refine the video and make it more effective before publishing it on your channels.
By now you should understand how powerful of a tool video marketing is to help brands accomplish their goals. With memorable, engaging videos, brands are able to improve customer engagement, generate more leads, and increase brand awareness. With the proper tactics and strategy, any brand may use marketing videos to their advantage.
Interested in knowing more about how you can sell your products or services through video? Check out Kristen’s eBook, “How Any Business Can Use Videos to Sell a Product or Service
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