We all know how important video has become over the last few years. Online demand shows no sign of slowing, as people increasingly search for video content to entertain; to answer their questions; to show them how to do something; to verify an organisation’s claims; for eLearning; or to engage with a brand.
As the demand for video increases search engines and social media are addressing this too. Google strives to deliver blended results that include video. Facebook gives native video content more prominence than other content. Twitter even allows you to reply to a Tweet with a video message!
So it follows that marketers and organisations are using video to drive traffic to their websites, build brand awareness, communicate with customers and employees, and generate inbound links (which can help with SEO) and grow social media reach.
Is Video Part Of Your Communications Strategy?
Here at Sightline, as well as servicing our regular clients, we are helping large and small organisations to take their first steps with video content, often spurred on by seeing what their competitors are doing! Whether you are trying to keep up, or steal a march on the competition, there are compelling reasons to invest in video.
But some businesses are cautious about taking the plunge. For them, perhaps video seems complex. To get it right requires some investment. If you haven’t got any previous experience how do you know what type of content will be most effective? And what will deliver the best ROI?
Here is my list of do’s and don’ts to help you get started with video communications. If you have any questions, leave a comment at the end of this post.
Do’s and Don’ts For Getting Video Production Right – and why involving a professional producer is key.
Do write a customer avatar. If you don’t know who you’re speaking to how will you, or your video production company, be able to communicate clearly with your target audience?
Don’t try to appeal to everyone. Video communications deliver the best ROI when targeted at a defined group of prospects. A one-size-fits strategy creates bland and ineffectual content.
Do define your objectives for your video content. Are you looking to direct more traffic to your website? Attract and retain employees? Communicate ideas or training in-house? Increase brand awareness? Be clear on what you want to achieve.
Don’t ignore suggestions from your team; they may have some great ideas about creating effective video communications. However, don’t allow your video to be designed by committee. Get input and use the best to inform your video strategy.
Do get expert help. An experienced video producer will be able to advise you on your video production. They will know what works, and what doesn’t, and help you avoid the pitfalls. They will do all the work and deliver exactly what’s required.
Don’t forget to check out the competition. Look at what your competitors are doing and what other organisations you admire are creating, and use this to inform your own video content. Don’t just copy it! See what is successful and find an innovative way to use these ideas to create your own personalised content.
Do make it personal! Use video to engage with your audience by creating relevant, personal and targeted content that speaks to them as people.
Don’t hide behind the brand. People engage with other people so consider ways to introduce a human dimension; be it your team talking about their motivations, customers sharing their stories, or actors demonstrating your products.
Do include a Call To Action. What do you want your audience to do once they’ve watched your video? It may form part of your sales funnel and the next step could be to visit your website. Or you may be looking to increase brand awareness and therefore encouraging your viewers to share the video would help you reach this goal. Whatever it is, don’t miss out on this opportunity!
All the above factors will help you prepare a video brief and clarify exactly what you want from your video production. We’ll be exploring in more detail the key elements that make up a video brief in future blog posts.