Video is a growing platform and is fast becoming more of a priority for marketing activity plans. Online videos now account for the majority of internet traffic, especially with research showing that it delivers strong sales results, increasing both customer engagement and reach.
The main reason for this is that consumers – whether in the B2B or B2C sector – love video. Audiences are time poor, with shorter attention periods. As a result many organisations are conscious of the need to provide easily accessible, quick to digest information in the form of short teasers or video rather than more traditional print or copy led marketing which can be less engaging.
So if you’re planning your first venture into video what do you need to consider? Video is big business, but you’ve got to make yours count. There’s a lot out there, and many audiences have the attention span of a gnat – so you have to get to the point immediately. Think about your hook, and make sure you show it fast – within the first 5 or 10 seconds. You may want to build in some animation, or use text over a quick scene set to get your point across to your audience.
Less is more
Think about the videos you watch – it’s likely the ones you like are short, punchy and don’t take up too much of your time. The golden rule is to tie up your video work with the story you’re telling – whether it’s a few frames as a teaser or a few minutes if you’re offering more detail with voiceovers and compelling content.
Know your audience
You must focus on who your video is for. Are you looking to share a new product with customers, boost customer retention, develop new supply chains or support your recruitment efforts? This isn’t about your business – it’s about what your audience needs to know. Good videos are shared organically, because they resonate with the audience and have hit the right mark. Most of us now watch video on our mobiles too, so think about the use of loud music in intros (how often have you quickly cancelled a video which blares out unexpectedly) as well as ratios and captions to ensure you don’t lose out if people are in public places or travelling whilst watching.
Set clear intentions
Get back to your brief. Why are you using video? What is it you want to achieve? Any marketing professional knows that investing in an activity is not about just doing something for the sake of it, or because everyone else is. Know your audience, and what your key objective is. This will help you define the key messages you want to share, and choose the right partner to work with. Opting for the latest, greatest agency with the best camera work still won’t be effective unless your brief is spot on.
Don’t forget your call to action
Video offer great opportunities for engagement – you can measure click throughs, views and shares – but don’t forget the basics. Build in calls to action throughout your video, not just as part of the end frame, or ask questions of the audience to ensure there’s an opportunity to engage.
Need help with digital and video content?
We’ve supported a number of clients with video content – from setting out objectives, to supporting on the shoot, and through the edit process. If you’re keen to explore using video in your business please give Ben or Emma a call.