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How to Make Marketing Videos Work

How to Make Marketing Videos WorkIt’s not a guarantee to figure out how to make marketing videos work, so if you came here expecting the magic bullet, you may be disappointed. As we’ve referred to them in the past, videos are tools that must be used in the right place, at the right time, and in the right manner just like a hammer or chainsaw. However, the good news is that there are plenty of easy things you can do that are 100% within your control to make sure a marketing video you put out has a good chance of generating a ROI. Part of these things are on you, and some of them are on us as the video production company. Let’s discuss what these controls are by breaking it down into the pre-production or planning phase, production or filming and editing phase, and post-delivery phase where the video(s) are turned over to you.

Pre-Production Phase

This is the planning phase of your video where the scope of your project is fleshed out including the number of videos produced, how long they are, creative elements chosen, general direction, script-writing, third-party talent selection (if any), and other decisions. Here are some of the things you can do to maximize your video campaign:

No, this isn’t an attempt at a sales pitch, because producing more videos in one production run will actually lower the per-video cost compared to doing them individually. It’s bulk pricing and you’re probably use to that if you’ve ever worked as a reseller in any capacity. Aside from the cost-savings, multiple videos can provide you with the opportunity to hit on different aspects of your organization instead of trying to cram everything into one. Studies show that the viewer retention rate of marketing videos drops off significantly after about 10-30 seconds, depending on who you ask, so having multiple, perhaps shorter, videos that target specific audiences or demographics are more likely to be watched than a longer one.

Making videos for Facebook or Instagram? Those platforms are primarily for leisure, so if you don’t entertain your audience in some capacity, they may not care what you have to say. Your website or perhaps LinkedIn however, those are where you’re more likely to find people ready to do business on a moment’s notice. Whatever the case may be, understanding the mindset your customer is in when they’re on a specific platform is key to the video’s effectiveness.

Think long-term with your marketing, because let’s face it, videos can be expensive investments. You won’t want to date your content with specific references to aspects of your business that may change. Concurrently, while pop culture references or memes may seem like a good idea, understand they can and do go out of style. You may also consider using third-party talent instead of someone internal that may leave your company. We discuss the benefits of using third-party talent as the face or voice of your organization here. Also, avoid mentions of pricing or if you do mention, make sure to specify it’s a limited-time offer. Considering writing into your script an alternative version that is more evergreen in its approach. Often times, it’s not at all expensive or time-consuming to produce a slightly modified version of your primary video that removes potentially dated references, if we plan for them ahead of time.

Production Phase

This is the actual filming and graphics production phase of your production which puts into motion what we flesh out during pre-production. This process also includes editing where final decisions and content revisions are made.

If you’re appearing on camera in some form or fashion for your video or recording voiceover, the day of production should not be the first time you go over a script. Rehearsing it ahead of time will not only allow you to refine your delivery but also hear potential mistakes or help you rewrite content in better form. Even if teleprompter is in use, which is recommended for any pre-written script, that doesn’t negate the need to practice. Keep in mind that if you don’t have the capacity to do this, consider hiring a third-party spokesperson as they will come prepared for you.

Design by consensus is a bit of a double-edged sword, because while different people can have varying perspectives on video that you don’t necessarily see yourself, there are downsides. It can be a good thing in that a pool of ideas can be brought to the table to help refine content to maximize its appeal. It can also be horribly inefficient and costly due to both the delay caused by competing ideas and also revision fees that can add up. While we typically offer one or two revisions as part of our normal editing process, anything beyond that can incur additional fees. This is particularly the case in animation, where even simple changes can take several hours between the change itself and render times. You’ll want to take stock of your team and determine how a consensus process works with other aspects of your business. If you find it to be an inherently good thing there, chances are you’re probably in good shape with a video design process. Whatever the case may be, designating a single point of contact with a video production company is strongly recommended to avoid conflicts of interest.

The less you need to say in order to get your point across, the better the point generally is. Video is an opportunity for you to show, not just tell. Depending on your product or service, we should be capturing multiple different ways to display content in its best light with only minimal dialogue backing it. Marketing videos are typically teasers, so where customers really get into the meat is after they watch the video and visit your website or call/email you. Especially if we’re trying to keep a video at a specific run-time, developing ways to make your points with less words is part of what we’ll work with you on during filming and editing as well.

Post-Delivery Phase

This is the actual filming and graphics production phase of your production which puts into motion what we flesh out during pre-production. This process also includes editing where final decisions and content revisions are made.

While this only applies to those who elect to produce several videos instead of just one, it’s generally a better strategy to stagger the release of content over a period of time instead of all at once. Especially when using social media, being able to create multiple unique posts as opposed to one by default increases the chances of content being seen. It also gives a reason for people to come back to your page where they hopefully get exposed to other aspects of your business.

We’ve talked about this way of producing content extensively throughout our website and employed this strategy with numerous clients of ours. To see an example, click here. This is all about creating content with several key things in mind:

  1. Audio is disabled by default on videos until a user manually enables it.
  2. People are scrolling through their news feed so if something on your video doesn’t immediately catch their attention, such as a phrase on a text label, they may scroll past it.
  3. Most people watch videos on their phones held in an upright position.
  4. Captions not only cater to the hearing impaired but to those who watch video without audio.

We often produce these versions of videos for little to no extra charge, as a bonus for working with us.

Ready to Get Started with Video?

We're looking forward to bringing our comprehensive approach on video to your project to maximize your ROI. Start by contacting us with details of your project and what your goals are.
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