While it’s true that having a video on your website or as part of your overall marketing efforts will increase your visibility and reach, it can’t just be any old video as it needs to grab and hold the viewer’s attention. And ideally, it should resonate enough to make viewers want to share it through their own social media networks.
So how can you create a video that delivers the right message to the right audience, in a clear and meaningful way?
Preparation is key!
When you’re preparing the content for your video recording session, decide whether you’re appealing to the mind or to the heart. Mind content is useful, interesting information that makes your audience want to learn more. Heart content targets desire and fear, and offers solutions that promise more time, more money, more love, more respect, and so on. And ideally, your video should include a combination of both.
Listed below are out top ten tips to follow to help you prepare the message for your video:
Make sure the introduction stands out
Did you know that one-fifth of viewers click off a video within 10 seconds if they’re not interested in what they see?* This means the introduction is integral to the success and effectiveness of the video, so it’s important to make it inspiring, entertaining and informative, in order to hook the viewer and encourage them to keep watching the rest of the video.
Have a stimulating title
Similar to the introduction, the title needs to be eye-catching and pique a viewer’s attention. It also needs to include relevant keywords to increase the likelihood of it appearing in Google search results when potential viewers are seeking advice or researching a business such as yours.
Describe your target audience
It is vital that you know who your video is talking to. Outline their demographics and location. Deep dive into what their pain points are and how you can help resolve them. By having a clear idea of your viewers, you will be better able to talk directly to their issues.
List the objectives
Doing this will help to ensure you don’t leave anything out. What do you want the video to achieve? What impression do you want to leave with your audience? Outlining your objectives will give you the framework required to start working on your message.
Define your key message
Clearly define the one key message you would like to communicate in your video. Literally write it down! And then identify and draft the specific points you need to make to ensure your viewer takes away the intended message of the video.
Story telling
As marketing extraordinaire Seth Godin says “Marketing is no longer about the stuff that you make, but about the stories that you tell.” Why? Because telling a story is far more engaging and appealing that an information dump. Stories resonate more and are therefore better at getting and holding the viewer’s attention, especially if it resonates and connects with them.
Write the script
A script is your roadmap to creating a good quality video. It keeps you on message and on time. Even if you don’t want to read from a script, you should develop one to ensure that the content of your video remains on message and on brand.
In the majority of cases, a 30- to 60-second script should be sufficient. Remember, you are talking to one person, so use the words “you” and “your” to speak directly to them in a conversational tone. Briefly introduce yourself, then get to the point quickly by addressing a potential or existing problem that you can solve for your viewer. And, of course, don’t forget the call to action.
Choose a location
If you’re working in a studio, be sure to choose somewhere quiet. This is especially important if you’re not going to have background music to cover up those little noises that will inevitably occur while shooting, such as a sneeze of the other side of the door.
Also make sure that the studio has the background and overall aesthetic style that you want. And if you’re shooting outside, take into account potential shifts in weather, and how the light changes throughout the day.
Get used to the camera
If you have a video camera or a web cam, film yourself reciting your script and then watch the film. Repeat the process a number of times, so that by the time you arrive at the video recording session you are a natural in front of the camera.
Make it mobile friendly
As of February 2019, mobile devices account for 49% of web page views worldwide and this number is steadily increasing.** This means it is essential that any video produced is mobile friendly, after all you do you want your viewers to actually be able to watch it!
And last but not least
You’ve prepped your message, planned where to record, drafted your script and rehearsed a few times, but there’s one final element. One that should effectively tie all the other pieces together and culminate in a video that inspires viewers to act..and that is the call to action.
Similar to how all blog posts and content should have a call to action at the end, which invites the reader to take further action, such as signing up to a newsletter, or visiting a website, so too should a marketing video.
Ask yourself, what do you want viewers to do when they’ve watched the video? And once you have defined this you need to be straightforward and encourage them to do what it is you ask. Not having a strong call to action will leave viewers wondering ‘where to next?’ and you wondering ‘where did all the potential customers go?’ so it’s important your call to action is clear, short and punchy.
Let’s take a look!
Below are some ideal reel (get it?) examples of effective videos:
And here are some more you can check out!
In the meantime, we hope to see you through our lens soon!
Paul @ PaulsProductions
02 9114 9444
Sources
*https://digitalmarketinginstitute.com/blog/5-secrets-super-successful-video-marketing
** https://www.statista.com/topics/779/mobile-internet/
