So you want to make a video to promote your business. There are some things you need to ask yourself before you get started.
The first thing you need to know before getting started is,
What is the Purpose of the Video?
There are many reasons to create a video for your business. There are branding videos that tell people the story of your company. It solidifies who you are, what you do, and why you do it. There are sales videos that try to peak the interest of potential clients/customers. There are testimonial videos of prior customers singing the praises of your company. You need to know what you are trying to accomplish before you can come up with an idea.
Who are you trying to reach with your video?
You can't just market your video to everyone. No one can write a script that is generally appreciated by every single person. Even if your product is used by a wide variety of people, it is good to have a specific audience in mind. This will help drive the creation process. You'll know what tactics work best, like comedy, informational, or a straight sale.
Do you have examples of videos that are similar to what you want to accomplish?
This won't decide exactly what your video will look like, but it will help you understand your needs and communicate them to the people creating your video.
Where do you want the video to be seen?
Is this going to be broadcast on television? Do you want it on your website or social media? If you want it on social media, what site? These answers will also answer questions such as duration and resolution. It will also help the editor know how to export the final file.
What is your budget?
Videos are definitely a lot more affordable these days, but some things cost more than others. If you know your budget, then you know what is feasible.
I will just come out with it. Political video ads are awful. It has nothing to do with the political landscape, although it doesn't help. The problem with them is not the content, but the fact that they do not take into consideration what really makes promotional videos successful at this point and time. They're stuck in the old way of thinking and that has to change.
Everybody loves funny videos. Take a look at Buzzfeed. A great deal of their popularity comes from the funny and ridiculous content they produce on a regular basis. There are also some great funny commercials and branded videos out there. As you can tell from prior posts, I really enjoy the hilarious work coming from Dollar Shave Club. Old Spice did some funny commercials too, until they began to try to one up themselves every commercial they made. So it's obvious that humor is a powerful tool in a marketing arsenal. Although, as the old comic book cliche goes, "With great power comes great responsibility."
When you are investing a piece of you marketing budget into a video, you want to make sure that you don’t set yourself up to fail. If you want people to buy a certain product, but you create a video that explains the ethos of your company, you most likely will not see the results you want. It is important to have a clear goal. Here are three types of videos that can help your business:
My professional life has been behind the camera. I started out shooting photographs, and then I moved to video. Images are my bread and butter. Keep that in mind when I say, sound may be the most important thing to focus on when you are creating a promotional video for your company.
In this digital age, it is more important to showcase yourself and your company culture in a video than just a product advertisement. People have become dubious of the typical product advertisement. So to really form a connection with your potential customers, it is important to give them an idea about who you are and the culture of the company.
By now, we have all seen the commercial above. Dollar Shave Club put out this video in 2012 and it became a viral hit, and they did it for under $5,000. That is correct! the video only cost the company $4,500. Even better, it got the company 12,000 new subscribers in the first two days (MarketingLand). In all definitions of the word, Dollar Shave Club's opening promo was an incredible success.
What is your favorite story? You may have a few, but we all have stories that have resonated with us. Whether it be from a book we read, a movie we watched, a television show, or something we came across on the internet, we all have plots that we can’t get out of our head, even if we wanted to. This is because our minds are designed to think narratively. Thus, a well told story imprints meaning on to our brains. With this is mind, it is easy to see why some of the best commercial and social campaigns that stick with us are story driven, and isn’t that the goal of any piece of marketing, to be remembered.
So let’s start approaching our promotional videos like they are short films. Grab their attention by adding some emotional stakes to the video. This way we distract the audience from the fact they are watching promotional material, and by touching on their emotions, we imprint the brand on their memory.