Video marketing has soared in popularity in recent years, with 63% of B2B marketers planning to spend more on video in the coming year. But before you rush off with your camera for a piece of the action, you must take the time to plan and prepare your filming. In the same way that a great video can boost SEO and re-ignite your brand image, a poor quality or rushed video can do exactly the opposite.
Even a single video will speak volumes about your business, your brand image and your credibility to existing and potential customers. It’s crucial that your video looks professional and well-made, but also fits in with your ethos and brand. Potential clients will make snap judgements about your company based on the video, so any mistakes or editing errors will have a direct impact on your brand image. Poor quality video can be worse than having no video at all.
So how do you go about producing a video marketing campaign which hits all the right notes and steers clear of those production pitfalls? Here are some hints and tips to help you produce high quality videos:
Regardless of the clarity of your creative vision or the quality of your equipment, if the person in front of the camera isn’t up to it, then the video inevitably suffers. If your idea involves a member of your team presenting to camera or being interviewed, it’s a good idea for them to have some coaching before the filming takes place. Ember can provide this training, so if it’s something you’re interested in, get in touch.
Communicating information in a clear and concise manner is vital to a hard-hitting and instructive video - this involves high quality sound, visuals and narrative structure. At Ember, we think that of all the elements of production, sound is the most important. If you are using people to tell a story, whether they be interviewees, presenters or actors, the viewer needs to be able to hear them clearly. The only way to guarantee this is by using professional standard microphones. At Ember we pride ourselves on producing broadcast-quality content.
Any video you produce has to reflect your core values and be considered as one element of your marketing strategy. Unless you’re planning a complete revamp of your brand’s image, straying from an established theme can be jarring. It’s a good idea to keep consistency in colour schemes, fonts and even contributors to best build your brand identity. For example, you can see that for Sensible Investing TV video blogs we keep elements like graphics, music and the presenter consistent.
As well as being consistent the content needs to be relevant. It’s estimated that online attention spans last only 8 seconds, so you can’t afford to waffle before getting down to business. A good approach is to plan what the viewer should be able to take away from the video, and stick to it. If a sequence is too long or tangential, leave it out.
Where possible, you should produce content which can be re-used in the future. For example, you could use a section of interview as part of a Q&A blog, or an audio podcast. Great videos won’t just serve the one purpose, so keep in mind how the video might be used later on when deciding on script and content.
More than anything, video can bring a new spark of life to your brand image and reignite the relationship you have with your customers. Have fun with it and be creative, but keep in mind the power it has to influence your brand identity.