A great marketing video does not sell a product or service - it tells a story! You need to tap into the same emotive power while producing the video, to target the audience's needs and desires.
And that's exactly what you'll learn in this blog.
Over the years, we've created a lot of useful marketing videos and have majorly categorized the process in three stages - prepare, produce, and promote!
You need to prepare before you begin anything. You need to prepare and plan your video strategies, goals, and resources before you jump to creating a video. This is the most critical stage as it sets your video in motion.
When planning the video, clearly define its content, get feedback from all associated team members, and start evaluating resources for filming the video.
We follow these steps when planning our marketing video -
I. Exhaustive Brainstorming
A creative brainstorm session with your entire team is an excellent idea for finalizing your strategy. This will help you paint a clearer picture of the video's story, message, style, and script.
If you're hiring an agency to produce the video, you should hold a separate brainstorming session with them and put forth the ideas from your team.
Remember that no idea is too crazy! List down every input that you receive and then narrow it down to 2-3 ideas based on your objectives, deadlines and the available resources.
II. Draft a Framework
A framework is the outline of your marketing video. This might look like an unnecessary step since you already finalized the gist of the video. But documenting it is crucial for producing effective videos. Moreover, an overview of the entire video can help you identify gaps and bridge them.
Your video framework depends on the format of the video you are producing. For instance, if it is a voiceover video, it will have a defined script. Ideally, you should document the script, music, visuals, and other details when drafting a framework for the video.Pro tip - The average reading pace is 2 words per second. This means a 60 min video should not have more than 120 words.
III. Set Deadlines
Planning marketing videos can be a full-time job, but make sure to balance what you want to do with what you can do.
Set deadlines for every step involved in order to keep a track. If you have to shoot the video from scratch, gather your resources and rent studios and book videographers beforehand.
Documents are a blessing when you prepare. Create and share calendar invites, contacts, script sheets, and more, and ensure all the appropriate people can access it.
Producing a video, especially if you're filming it, can be hectic and chaotic, which is why you need to stay organized and utilize every second that you invest in social media video production.
I. Visual Quality
Visuals can make or break your video. You need to ensure that you have engaging and HD visuals.
Test your equipment beforehand and plan out everything that you'd need. If you have the budget, work with an experienced producer for best results.
When filming, ensure that the clips are aligned with your video strategy and brand guidelines.
II. Audio Quality
Audio is the essence of the video and enhances the user experience. Keep a check on all the sound equipment before you begin filming the video. Ensure that sound quality meets your strategy standards.
If you are adding background score, align it with the message of the video. Do not use audio effects that would distract the user from the visuals.
You need to find the right audio-visual balance as they are both key components of the video.
III. Video Style
Your video tells a story, and you need to ensure that its a good one!
For instance, lighting is an essential element to create an appealing video. Use professional lights if you are shooting indoors or look for the best time of the day to shoot outdoors. If you're using stock videos or images, make sure their tone and theme match the rest of your shots.
Similarly, if you're shooting the video, ensure you have everything in place - such as props, extras, and more.
Post-production is the third and final stage of the video production process. By now, you've completed all pre-production preparations and have likely wrapped up filming your video or curating the resources.
This stage includes video editing and polishing. Keep an eye on the deadlines and start the work!
I. Visual Effects
The editing of your video footage is a crucial aspect of the post-production process. Of course, that involves cutting and splicing together your b-roll, interviews, and lifestyle footage to create your story. But it also involves adjusting other visual elements, like white balance, colour, and clarity, to accurately represent the story you want to relate.
These edits will create the entire look and feel of your video, and will highly affect its branding. After all, when you think of an Apple store, you don’t think of dim, romantic lighting, so make sure your colour edits reflect your creative vision.
II. Sound Effects
Just as important as your visual effects are your audio effects. Sound mixing, dialogue, narration, and music all come together to create the audio that’s heard when your video is watched. Even just adding a layer of ambient sound over a quiet scene can make the difference between what feels like a high-quality video and a low-quality one. Make sure a professional handles your audio mixing, so you have the perfect sound levels, foley effects, dialogue volume, and more.
III. Graphic Effects
In addition to visual editing, you can (and should) add graphic effects to your branded video. These graphic elements can include animation, text graphics, fade ins or outs, lower-third graphic overlays, interview names and titles, logos, product modelling, and more. These elements act as a catalyst to make your branding efforts worthwhile. So use them smartly and you’ll have a professional video you can be proud of.
IV. Bonus: Call to Action
Make sure you know what you want the CTA to be. You can include your web URL, a “Click Now” button, a thumbnail of a different video, social buttons, or whatever you prefer! These are visual elements, but require a little more thought since you’ll want to consider what your video objectives are and how you want the viewer to accomplish them.
Marketers have enjoyed many benefits of video marketing in the past years. From increased engagement to generating more leads, video marketing covers a wide spectrum.
And one of them includes search engine optimization. I know you don’t often hear video marketing and SEO in the same conversation. But Video Marketing can Help Improve SEO and there’s no reason why you shouldn’t take advantage of it now!