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."