Video Marketing Tips: 5 Steps to Make your Video Matter
Anyone who has the right tool can learn video editing which is why it has become an in-demand job. Having the right tool can lead you to hone your skills. However, if we are talking about video marketing, it is more than just the effects and the glamour of shooting content. Video marketing is a strategy that requires time and multiple creative ideas before having an output.
Now that vloggers and influencers are all around, we all think how easy and swift the path in producing content. However, what we do not know is how hard to make content that matters.
- Build a Story for your Market
In every advertising campaign, the narrative is important. This is why it is important to screen your writers and their pitches. Your writers should know the answer to these questions:
- How is this campaign relevant to the times?
- Why do consumers need this product/service?
- What benefits can this product/service provide?
Building a story first can help you decide on the next steps before publishing your videos. Once you have answered these questions, everything would seem like a domino effect. You can then write your script, shoot the video, cast the characters, partner with other brands, and so on. The story you’re going for will be the foundation of your campaign and also give you ideas as to what your next move should be.
- Prioritize your CTA
Now that you have your story, your writer, and team, the next step is to dialogue amongst yourselves about your campaign’s CALL TO ACTION. It is not merely between two things such as “to buy” or “not to buy.” You have to understand that your target market has evolved and they cease to just avail things for the reason of just acquiring. Therefore, to help you understand more, answer the following:
- What do I want my customers to get from this?
- As a business owner, where am I coming from?
- What do I want to change even in the simplest way?
Answering these questions can guide you to discover your CTA. Because frankly, every customer tends to be more critical not just with what they buy but with what the company their buying from stands for. It is imperative to have a firm principle. Isn’t it why companies have these mission and vision statements after all? Use your creative vision to connect deeply with your customers which can lead you to attain not just higher sales and engagements but your sole mission. So, why did you even start this campaign?
- Place a Customer Review
Now that you have eagerly and consciously thought about your CTA and your target market, you need to amplify your credibility. The best way to do that is to have testimonials and product reviews. And yes, I know you’ve seen scripted testimonials given by influencers or brand ambassadors or even random customers you ask for a review for. The reason why companies give these scripts or guides is that they want to remain on-brand. There is no wrong with that, however, people want to see genuine testimonials. To avoid this, a.) you can allow your customers to speak freely in their vernacular language and just insert subtitles for others to understand. b.) you can use an idiot card also known as teleprompters so that they can read the script without sounding rehearsed and scripted. These two options can help your campaign be more effective because of authenticity.
- Choose a Click-worthy Thumbnail
In step 4, focus on how to get more engagements. You’ve built your story, your cause, and your credibility. Now is the time to persuade your audience. Video marketing is easily recognizable when scrolling through social media especially Facebook, but scrolling is different from intentionally watching the clip. The question is, how do I get more clicks? The answer is obvious. You want to portray or choose a cover that is attention-grabbing. It’s like being an editor-in-chief in a magazine. What do you want to be seen on your cover page?
Upon reviewing your clips from the shoot, what best portrays the brand that is equally strong to be your video’s thumbnail. A lot of vloggers, use their thumbnail to trick their audiences to click on their video. What you need to know, doesn’t mean they click your video they would a.) buy your product/service and b.) finish the entire video content. This is why the thumbnail should be as good as your content. In short, you must build your audience’s expectations with the help of the thumbnail as well as not failing them once they begin to watch your video.
- Schedule Wisely
For the last step, you have to create momentum from your posts simultaneous to what is happening in the current times. Thus, you have to have a target release date. For example, you must not post a marketing video amidst a war. It is also advisable to release your video at the same time as an event relevant to your campaign launchers. For example, pride month takes place during June and your campaign is directly related to the queer community, then you blast your social media pages to gain traction before posting your main video campaign. The gist is to build momentum and post on an appropriate time.
These are the five steps you need to take into account when producing a video marketing content. As a business owner, you must take note that despite all the material things your target audience wants to acquire, another factor that affects their decision-making power is your company’s principles and authenticity. Without this, your marketing strategy will still work but it will lack intention which can lessen your sales and viewership.
Andrej Fedek is a digital marketer. He recently started his own blog about digital marketing called InterCool Studio. His passion is to help startups grow and thrive in a competitive environment.