Video marketing: 5 questions to answer (Part 3)
What’s inside video marketing and How to produce?
Planning and producing a corporate video is absolutely not an easy task. Little did you know that a 15-second TVC aired on the media platforms can take the company, agency, and media team up to 3 months to finish. Therefore, in order to ensure that all your work runs smoothly, Video marketing needs to be carefully planned and drafted.
Read more about Corporate Video:
Before the filming process, your team should go through once again the checklists of content for your video:
Include the Call-to-action button
Corporate videos should direct the viewers to the desired places of the brand, such as the website, or special event landing page. Adding a Call-to-action button in the video will notoriously have a greater impact if the customers watch till the end of the video.
With a clear and easy-to-action button, a brand can convert the leads. For example, the video from … has the website address on the final screen and also includes the “Learn more” button when posting on social media.
A good video length
There is no definite amount of time for your video as different types of video will not have the same length. As a rule of thumb,1-3 minutes is the ideal guideline for a corporate introduction video.
Customers these days have a short span of attention. Therefore, it is advised that the video should be crafted with engaging content to keep them stay at the end of the video.
Emotional appeal
People don’t remember the action but they never forget the feelings. As a matter of fact, almost all purchase decisions are emotionally driven, so make sure that tapping into customers’ emotions is the crucial criteria no matter what kinds of videos they produce.
Emotional appeals are not necessarily heart wrenching sob stories. Bring your customers happiness, surprise, satisfaction, and so on. Once your audience reacts to the videos, the content is likely to be shared and became viral.
In practice, the emotional appeal has been utilized regularly in Marketing videos, especially for Special Holidays such as Christmas and New Year. Here are some noted videos from brands that can evoke feelings from the viewers and leave a strong impression in their minds.
This advertisement from John Lewis for Christmas has successfully created warm and positive feelings for Christmas in winter, aligning with the Christmas spirit as the season of love.
Combine Powerful Audio and Visual Elements
Havard Business Review has found that our brains process visual data 60,000 times faster than text, people only remember 20% of what they hear and 30% of what they see. However, incredibly 80% remember what they can both hear and see. This theory is pointed out based on the 4-page-research from Hewlett-Packard entitled “The Power of Visual Communication“. Including animations, color schemes, background music, and voice-over, your corporate video will be taken to the next level and keep the audiences stay longer to the end.
Professionalism
Viewers don’t want to waste their time on low-quality & invaluable content. People may not expect your corporate video to looks like a blockbuster movie, but at least it should stay professional.
Stay away from those mistakes which can demolish the professionalism in your corporate marketing video:
- Grammar and spelling mistakes
- Potentially offensive language
- Low production value
Strong message
Every corporate video serves its own purpose. In the video. Therefore, the message in the video should be impressive, easy-to-remember, and clear so that customers can understand what exactly your brand wants to talk about.
Produce a high-quality, value-worth video is not an easy task. There’s a lot that goes into creating a video. Let’s walk through the detailed process to publish a corporate video for your business.
Step 1: Define your target audience.
Don’t start the corporate video without knowing who is the main viewers your brand wants to reach. Knowing the target audience through their demographic, behaviors, interests, economic situation, and desire, the brand can tailor the messages, video formats to meet the needs and preferences of them.
Step 2: Set the goal
The ultimate goal for the video will guide the next actions in producing an effective marketing video. Do you want to increase brand awareness, sales, or educate the customers about your products or services? Whatever it is, every decision you make should be goal-oriented.
Step 3: Plan the budget
Budget can be one of the crucial elements affecting the process of video production. Get clear on your available resources to allocate the money properly. Some questions you can ask include:
- Can you afford a professional production team? Usually, this option is used by big companies with an abundant amount of money for marketing. Otherwise, if you are a small to medium business, what can you do to reduce the cost?
- Are you planning the costs of advertising and promoting the video?
Distribute your budget wisely can increase the efficiency of your corporate video.
Step 4: Choose your video type and publishing platform.
After understanding the target audience and the goal, it’s time to choose the type of video that suits those elements.
There are many platforms that the brand can publish the video, such as Social media (Facebook, Instagram, Instagram story), Website, Billboards, etc.
One successful tip when coming up with the video type is writing down all of the requests to make sure that kind of video will cover all bullet points. In addition, you can choose the main platform to publish the video and repurpose it on other places for future use.
Read more to understand which place to put on your corporate video to serve its best.
Step 5: Creative challenges
Story to deliver the message plays a key role in the success of a corporate video. The brand should decide how they can deliver the content, for example, they can use a music video, or animations, or funny gif.
Brainstorm the idea, draft the scripts, create the storyboards, and communicate with the production team, all those steps have risks and challenges that required the solutions from the brand.
Step 6: Choose KPI to measure your video’s success.
Without having a KPI, there’s no way you can objectively understand how successful/ unprofitable your video is, and find ways to improve the quality of video in the future. Moreover, if you are working as a Marketing Officer or Production team, the KPI is the best report the Manager wants to see.
The KPI will align with your initial goal of producing a video. For example, if you want to increase brand awareness, then the Likes, Shares, Average viewers are the possible metrics.
Here are some popular metrics you may need to track the efficiency of video.
- View Count: this is the number of times your video has been viewed. If you want to track brand awareness and reach, this is a possible number. However, bear in mind that depending on the platform you publish the video, the view count is different.
- View Rate: refers to the percentage of people who watched your video divided by the number of impressions it received. This metric demonstrates how attractive or relevant your content is. You may need to optimize the content if thousands of people see the video appears on their screen, but only some of them clicked to watch it.
- Social Sharing and Comments: Sharing and commenting- those engagement actions are desirable on social media platforms. If the viewers are willing to share your video, it proves that your video has tapped into their insights. If your ultimate goal is to increase brand awareness, then Social Sharing is the ideal criterion to watch.
- Click-through-rate (CTR): refers to the number of times your call-to-action button is clicked divided by the number of times it is viewed. This metric indicates the effectiveness of the message your content delivered in the video.
- Conversion rate: this is the desired action completed divided by the number of clicks in the CTA.
- Cost per view: if you run an ad for the video on YouTube, this metric definitely needs to be watched. It shows the amount of money you have to spend once someone engages with your ad for at least 30 seconds.
- Bounce rate and time-on-page: These metrics are used if you add the corporate in the web page. Bounce rate refers to how long the audience stays at your website. You can compare the number before and after the video was added so that you can see whether the video makes any changes.
Step 7: On-set filming
Going through all the necessary steps to prepare for the video, it’s time to actually make it happen. Setting up the filming studio or adjusting the angle of cameras to get the best lighting, those features help you get the best shots for editing later. If it is an important corporate video, ensure that you get the proper help from professional teams.
Depending on the scale of the production, filming sessions can last from hours to days. In this video below, we use a phone to record the process of setting up the studio. A 3-hour-organizing was condensed into a 30-second-timelapse video. No need to say, the final product requires the hard work of the whole collaborated team.
Step 8: Edit
Editing is not as simple as putting all scenes together. It is not true that video editors just need to cut, merge and export the file? Our Video Editors- Nghi, will tell you some of the useful tips before editing a video.
- First and foremost, remember your goal. Each video has its own story and intended message. It is not just the outlook but the stories that count.
- Secondly, flow, scene transitions, effects, and other editing elements are used for the ultimate goal of improving the story. Overused effects alone will not help the video stand out compare to ones that can express a good story.
- And finally, think about your audience. Who are they, and what they want to see from your videos.
Step 9: Publish your video at peak times using SEO best practices.
Optimize your video with hashtags, commonly- searched keywords, snippets, eye-catching titles, attractive thumbnails, and descriptions can increase the Click-through-rate and view counts of your video on any platform.
Step 10: Promote your video and boost engagement
To make your video go viral, then you first need to promote it on relevant platforms. The most common places these days are social media such as Facebook, Tiktok, YouTube or Instagram. You can even pay for ads to boost your video visibility on the wall of targeted audiences.
You don’t need to know steps-by-steps how to do everything, you may just need to know the most important things to emphasize while editing. And if you are not confident enough to handle the editing part yourself, you always have the option to hire a professional. Let’s ask our Media Production team for the best Corporate Video.
