Read Sookio's step-by-step tips below, and download and share its infographic for an easy checklist!
1. What’s the goal of the video?
Like all marketing activities, having a goal in mind will help focus your time and energy in the right places. The goal of your video will shape your audience, tone, style and a host of other factors. The right goal will also help you measure the success of your video so you can be sure you’re hitting the right areas of your marketing plan and budget.
For example, you may be launching a new product, so the goal of the video will be to generate awareness and sales leads for the new product. You can measure this by the amount of online views you receive, web traffic from the video to your site and sales enquiries you receive in a given period.
2. Who’s going to be watching?
Knowing what your audience likes, wants and importantly what turns them off can turn your video from a ‘want to skip’ distraction to a ‘want to share’ memorable, entertaining piece of branding, like this interesting greeting video from Publicis Groupe CEO to his employees.
Who knows your customers better than you? Research, gather, collate all you know about your audience’s viewing habits and behaviour from your customer data. If your business is new to video, what videos are your competitors creating in this space and what are audiences saying about it?
3. What kind of video is this?
The type of video you create is going to flow from your goal and the context of your business. A slick, product promo video is going to look and feel different from a ‘how-to’ video delivered by one of your staff.
Apple’s iPhone 7 video about the power of Siri is very clear about what it is and how they want you to feel without directly telling you.
Knowing the types of content, the approach to take and the audience’s expectations about well-trodden video ground will pay dividends when planning and designing the look of your video.4. What’s the topic?
You are the expert, you have the knowledge and you know what your audience needs - so give it to them (in chunks). The temptation with video is to pack some dense material in there in the belief that people will miss it if you don’t give it all to them.
If you’re making a ‘how-to’ video, break it down like chapters in a book. A two-minute video about how to perform a specific task is going to be viewed a lot more than several tasks all packed together in the same video, plus you get to sprinkle in more discreet brand messaging over several videos rather than just one.
Head over to the Sookio blog to read the full post, download and share the infographic.
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