In brief: This is the first of three blog entries about marketing videos.
In this post, we show you what it takes to create a successful video.
Careful preparation is the first and biggest step.
Keep reading to see a full post and how you can implement these tips for your next video.
Almost five billion videos are watched every single day on YouTube alone.
Another interesting fact about video marketing ROI (return on investment) is that 92 percent of mobile video consumers share content with others.
We are convinced that good preparation is half the job. Conversely, a lot of time and money will be lost if we realise during production or – even worse during post-production – that our project was not thought through properly…
That is why we made this series of twelve questions with tips, tricks and examples you should know before you dive head-first into shooting.
Below are four questions that need to be answered carefully during the preparation phase. Please address these issues before you do the video shoot (click to get straight to the answer):
- 1. Why a video?
- 2. Who is our target audience?
- 3. What is our goal?
- 4. What will the content be?
- 5. What is your opinion?
For more information, read the following articles:
Read this blog entry in German here.
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Making a movie or simple video is easier said than done. Why not a white paper, blog post or press release, instead?
First and foremost, we need to clarify our intentions. Otherwise we will get lost during the process of shooting the video. This helps bring everything into focus.
For example, why should we make a video instead of, or in combination with, a blog entry?
Of course, a video will be more easily remembered, and over all, people love to watch videos on the internet, even more so than reading a blog entry. A video might be easier to understand as well, because it generally demands a lower level of concentration than text.
In particular, we have to think about what we want to show. If we provide our costumers with audio-visual material, we need to give them something particular to see.
For instance, if we are going to talk about a lot of information, our audience be better off with text. An interested user is able to read through important sections of a text again and again. He or she doesn’t have to search for the very second where the important part begins. In a text, there are headlines that structure the information so that one can easily find a sentence or word again.
Then again, there might be a very complex issue that requires a more precise explanation. Why not make a video about this very matter to accompany the text? In the video, we explain the issue and visualise it with an exemplary demonstration.
Who are we trying to reach with this content? Existing customers, key accounts, or employees? Or are we trying to get new audiences on board, and reach even more people?
Does our target audience consist of pupils and those looking for a job or training, or of companies that could become affiliates? Or do we want to get closer to the end-user?
Children? Artists? Sportsmen? Dog lovers? You know what I mean…
Most adolescents love to watch vines (7-sec-videos) by their favorite YouTube star, but if you want to air those, the situation gets more complex. If we want to produce a video that will go viral, we had best also include an influencer (note the irony).
This inauthentic video might deter the student. She wants to be taken seriously by her future employer, who has to show they understand her situation, probably characterised by her uncertain future.
In this case, we had best focus on our qualities as trainer and an employer that provides our trainees with security, learning support, and other important qualities.
We made a video (in German, see below) about Hadya Khalil from Syria.
This DrKPI production shows what it takes to make an authentic video. Hadya herself is not an influencer, but she is authentic in speaking about her personal situation. As a refugee, she was looking for an apprenticeship in Switzerland. After a lot of hard work, which she talks about in the video, she secured a position.
For Hadya, Alpiq InTec in Zurich is the best employer / trainer she can imagine. That comes across as authentic and truthful, based on her experience.
Obviously the video’s tone (factual, emotional, etc.) arises from the objective, which was to reach a younger target audience.
Understanding your target audience’s preferences, needs and wishes is a first important step. As we show below, defining what you intend to accomplish comes next.
The next step is to ask:
Do we want to produce an image video, to illustrate our corporate culture or philosophy?
Do we need to increase awareness for our newly launched product?
Do we want to increase the number of qualified and motivated job applicants for certain positions?
In some cases, the company may just want to document the annual shareholder meeting to communicate with an important group of stakeholders.
We must write down and discuss our objective or what we want to accomplish. Without this, it is difficult to stay focused when shooting the video. Moreover, this makes assessing whether you accomplished the goals you set feasible, such as with the help of Key Performance Indicators (KPIs).
Of course, if you have the budget, getting advice and support from professionals is always helpful, but remember that, while creativity can be wonderful, keeping your goal at the forefront is key to getting your message across.
Obviously, a marketing video about a toy train cannot be compared to one about an innovative accessory to an endoscope.
That is what determines the video’s tone. If a CEO of a medical company is talking about the technological advancement of a new product, the video has to be neutral and fact-based. This goes beyond just the product, the firm’s strategy or an event. It is about communicating what needs to be communicated well. This can easily go wrong, whether you keep your target audience in or not.
We often want to tell a story (see Hadya Khalil above), but sometimes we only want to give important information. Either way, we need to specify what is to be communicated.
A script has to be prepared beforehand, which must be structured properly. Without structure, you risk your audience losing the thread of what you are trying to communicate, in which case they will not watch your video to the end.
Do you want to share your views? Have these tips helped you so far? Leave a comment below or read the second part (coming soon) to get more important information on how to make a professional marketing video.
- How much time do you think you spend each day watching video content on your smartphone, tablet, or laptop?
- Do you have an example of a great video for a product, event, or explaining algebra?
- What would you advise someone wanting to make a great video? Please share in the comments.