The Top Ten Best Practices for Corporate Video Production
If your company has taken the step to invest in corporate video production, it is crucial that your video includes your brand and its core message, and instructs new viewers on how to interact with your brand. Without integrating this information into your video, your efforts will not be fully effective, and your ROI will be diminished.
There was a time when businesses, whether large or small, used plain text and images to advertise and market their product/service. That’s it. Just text and images.
But recently, video has become a critical element for online marketing. Simply put, corporate video marketing is a way of marketing your products or services with the help of videos- moving content that is in harmony with your written content.
If there is anything we have learned in 2014, it is that video marketing is proven to boost ROI, and increase traffic and engagement.
Lets reflect on the top ten online video takeaways we’ve learned over the year:
- Determine your distribution channels
Is your content proprietary, does it require a log in? Do you intend to have your content be easily sharable from your site? Have you considered other video players besides YouTube?
- Repurpose video content
Recreate your best works in other areas of your online video marketing. It is important to maximize the investment you have made in your videos. Therefore, consider repurposing your content across platforms. Incorporate short clips on social networks, within emails, how-to videos or as premium content.
- Optimize new video production cost
A number of entrepreneurs avoid using videos for marketing their products or services because they fear that the cost of creating a video would burn a large hole in their pockets, which is nothing but a misconception.
No doubt, the cost of a marketing video is high as compared to other methods, but video return on investment is much higher than the average ROI from traditional methods involving text and image marketing.
- Create engaging content
Capture attention, convey meaning, and add value. Is your content meaningful? Does it bring value to the people watching it? Highly engaging content is capable of capturing the viewer’s attention for a long duration of time. Thus, making it a part of inbound marketing strategy is a great way of more efficiently spreading the word about your products or services.
- Add sizzle
Consider video quality, audio quality, music, effects and camera aesthetics. It is true that content trumps aesthetics, but sizzle is important as it creates additional ways to hold viewer attention. Don’t overdo it though. Carefully select your video editing effects. There may be a few hoops to jump through which take some time. This is something to keep in mind during your planning phase. Weigh the pros and cons of the effects while you are in your planning and development stages.
- Incorporate branding
Once you have decided to invest in creating a video, make sure you have clearly stated your brand’s message, mentioned your brand, or how new viewers can contact your brand. It is very important to include this with all of your videos, this way when someone does view your videos, they know who did them and can see a pattern of brand identity associated with your unique content.
- Make an emotional connection
Emotional connections trump expense. Emotional connection is more important than anything else when you are thinking about ROI and video success. This connection allows you to reach out to your audience and connect with them in a manner that text simply doesn’t allow. People remember how they feel more than what was said.
- Be concise
Don’t say more than is needed. Since we’ve been hearing how the attention span of a person is now down to 8 seconds, 1 second less than a goldfish, its best to keep the edits under 8 seconds and the overall length of your video as short as possible. A good ceiling to stay under is 3 minutes with an optimal length of between 90 seconds to 2 1/2 minutes.
- Be clear
Clarity takes the cake. Being clear is uber important when you are storyboarding your video. Be sure to address all of the aspects and points you have outlined in your content strategy and goals. This should be done in the initial phase of pre-production.
- Determine the goal of your video
What is the purpose of the video? Is it designed to build brand awareness, draw traffic to your web site, create conversions or something else?
All in all, we can say that we have learned investing in corporate video production for your inbound marketing would prove to be a win-win situation for your company. It can not only increase the popularity of your products or services, but also enhance your return on investment.