How to Make an Effective Video
Video marketing is one of the boldest ways to announce your presence to a wide audience. It has the opportunity to reach millions and effect your business greatly. Here are a few tips to make your video reach its greatest potential.
Before anything else, write down a personal questionnaire so you can focus on exactly your needs and the aspects that make your video important.
Who is the audience you wish to target? This is usually the largest piece of companies personal buyer persona. Age groups, hobbies, interests, etc.
What is your goal? What do you want your audience to do after watching the video? Do you hope they buy whatever you’re promoting or some other way interact with your business?
When is the due date? Even if you don’t have one, if you don’t set a goal date, it can string out and you can lose motivation and inspiration in creating your video. This would result in a less effective video which means lower quality results.
What is the budget? Honestly, video can be expensive. Do your research and set realistic framework before you dream to big.
What about creative requirements? Are you wanting to have it filmed outdoors, is it going to be an animated video or footage from a drone? What resources and skills are you going to need to allow your video to excel?
Now that you have any questions answered and a guideline in place, it is time to think more in depth on the aspects of the video itself.
The length of your video is flexible, but keep it brief. According to www.inc.com and Adam Lisagor, the director of video ads for 140 different clients including, square, coin and AirBnB. ‘It is important to keep a video within the 90-120 second range. If it drags on you may lose viewers attention and if you have it, not to squander it because it’s the most valuable thing. If you keep things pretty straight forward and you can even keep the video underneath 60 seconds.
If you’re not funny, don’t make a funny video. This is the next point Lisagor made, ads can be funny or at least some humor can be injected into it. However, that can be a smart strategy or a breaking one. Forcing it can drive viewers away.
Use clear language. You know in movies when someone starts explaining something to someone and they’re using their business lingo and the other just says, ‘english please?’ It’s definitely the same thing in this situation, viewers may be confused and turned off by your video. They want something easy to understand and straightforward.
Make users envision themselves using your product. Lisagor states, ‘if you can allow the viewer to project him or herself into a mental state of experiencing the product and having a positive reaction, it can go a long way toward convincing them that they should take the next step toward having it. However, don’t lie to people, do not make your product seem more grand or have a larger impact on people than it really would. Or you’ll have an adverse effect on your brand.’
The video ultimately rests on the quality of the product. Just as to make a good movie you need a strong cast and a solid script. You can not expect the video to blow up and get millions of shares if the business it’s representing can’t hold it’s own.