Choosing Video Content That’s Right For You
Hours upon hours of video content are uploaded to the Internet every single minute. It’s a widely repeated statistic, but any blog post on the subject would be remiss not to give it a mention – it reinforces just how important video is to the content mix.
The problem is, the word ‘video’ is saddled with a very wide definition. It can refer to anything from a disposable, social media gimmick to a highly polished, in-depth review. And with so many options available, it can be difficult to know what to choose.
Video: Always The ‘Next Big Thing’
As with every piece of marketing content, to have any impact your video needs to be accessible, interesting and relevant. Watching a video is a passive activity – but you’re still asking viewers to invest their time, if not their energy. And because they don’t have to actively engage with video content, it’s more likely they’ll skip ahead to watch something else. That’s why video is often dubbed as “up and coming” in marketing circles – successful online video exists, but not everyone has tasted that success.
With the huge shift away from broadcast media, online video is beginning to feel a valid, viable alternative to television commercials. As audiences switch to Netflix and Youtube, the way they consume audio-visual media has moved to the digital realm. The main problem marketers face with online video content is this: you’re vying not only for attention in the traditional sense, you’re also in direct competition with content creators who generate video content purely for entertainment or educational purposes.
You’re also at the risk of creating something which is seen as an advert in it’s purest form – something that people want to block. But video can still work wonders for brands, if it’s given thought and executed in the right way, operating in tandem with a wider campaign. In other words, if it has a real purpose for existing. It’s pointless investing energy in video if you’re unsure of your platform, your audience or the type of video you need.
Types of Marketing Video Explained
The Launch Video
Any video used to launch your business, announce an opening or get a new product noticed. Perhaps the most important type of video to invest in a professional cast and crew. Consider music choice, sound design and shooting style carefully. As with every piece of digital content, it must always adhere to your brand guidelines, including correct use of colours, typeface and language. But beyond that, the key is to make it interesting and amusing. No matter what their purpose is, videos should always be fun to watch.
The Explainer
Complex ideas require breaking down. Often, the best way to do this is with an animation. Pre-production is incredibly important – research, scriptwriting and style development need prioritising. If the animation requires a narrator, it’s worth hiring a professional – there’s nothing worse than stunning visuals accompanied by an uncomfortable CEO mumbling about his own company. When done correctly, animations can have a high shareability rate. Just make sure you signpost your company website at the end to help direct traffic after viewing.
The Vlog
Video blogs – or vlogs – are usually direct-to-camera talking heads with quick paced editing, often taking the form of testimonials or reviews. A lot of success depends on the charisma and confidence of your vlogger. Picture quality should always be as good as possible, but this is secondary to sound quality. If people can’t hear what your presenter is saying, they’re much more likely to switch off than if the video is standard definition. Vloggers grow an audience by cultivating a channel and a distinct brand of their own, creating serialised content on a regular basis.
The Social Video
Most videos will inevitably be released on social media. But there’s a key difference between a video going social, and a video MADE FOR social. Vine videos, for example, are limited to six seconds and work best as a loop. Instagram videos – again limited by a short running time – are a great way of delivering extra information to an audience you’ve already nurtured. Short, simple animations or video clips work really well, such as the ones we created for Pure’s #bakedairyfree campaign. Facebook video has come a long way in recent years, but Youtube – currently investing heavily in making their platform the new TV – is still the most natural home for online video.
The Livestream
For the likes of events, lectures and talks, a video livestream is a great way of promoting your business online. Coupled with a relevant hashtag, you can really capture attention for your brand in the simplest form possible – no editing required. You don’t even need expensive equipment – try experimenting with live mobile video services such as Periscope.
Takeaway Tips
Match the video to your objectives. As with all digital content, set your goals at the beginning, figure out what you’re trying to achieve, who you’re aiming to reach, how many views you need, and so on. Then select the type, length and budget accordingly.
There’s no magic formula for making a successful video. But to be in with a fighting chance of having success, keep it short and keep it entertaining. These days, people balk at a video that’s 2 minutes long, never mind one that has a duration of 5 or 10 minutes. And people are only going to sit through it (and go on to share it) if it holds their interest in some way, offering them something profound, beautiful or funny. Something that makes them feel.
Tell a story. It doesn’t matter if you’re creating a 10 second video for Instagram or a 20 minute documentary – a video needs to make logical sense. People intuitively understand and respond to stories. The slickest editing and the most dazzling animation in the world won’t connect with people unless you give them a narrative hook.
Look at the world around you. Seek out opportunities to reinvent trends. Use bloggers and your network of influencers to re-post and embed your video on their website. Get people who are passionate about your brand to talk enthusiastically about it. If the content is any good, fans of your bloggers will be all too eager to share once they see it.
Give videos a title people want to click on. Don’t be obscure – make it something that intrigues, but also accurately describes what the viewer will get. There’s a delicate line between a “clickbait” title and one that’s genuinely enticing.
Don’t rely on video alone. A multi-channel approach is still required for best results – consider how you can adapt your content to other media. If, for example, your video has a lead presenter or character, you could augment the video with behind the scenes images and put them out on your social feeds.
Re-edit, reuse and repurpose your content. Video isn’t always expensive (audiences are used to seeing low budget efforts), but high production values can quickly elevate costs. Get your money’s worth and recycle your content wherever possible.