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When in need of a video, excitement for the medium gets real without evaluating its strengths and best use cases - just because “we thought that video is going to be a success” without a rational foundation for making this decision. While just doing it, in a lot of cases, can prove a success, it’s a bit of a hit or miss.
This post will focus on expanding video ideas and help ideating and sourcing video production.
Start by asking what internal or external values this content could bring. Is it the time you’d like to save by creating a communication asset to share without repetition in countless meetings? Video brings informational and emotional value to our audiences, keeps them engaged, and leads them to take further action.
Like any design project, video as a tool will meet the viewer's perception and has the potential to engage sensory systems. What better way to connect than via audio-visual content that feeds right into the viewer's perception at high rates? A slamming 25 frames/second to 60 frames/second for video and graphics, with a multitude of audible support like music and voiceover. Now, considering this, imagine how much of a powerful tool you have to start shaping your message.
How do they feel now?
What do they love and fear?
How do we want them to feel, and what triggers this in real life?
What is more worth than money?
What is the product value chain?
What do your customers pay for?
After answering some of these questions, try seeing patterns, and tap into those to construct your message.
This way, apply the right tone of voice, visual appearance, emotional and informational balances, and other audiovisual solutions to meet their state and maximize your goals.
Channel first mindset is very critical when aiming for content performance.
Inbound — website, custom pages, knowledge hub, video hub, internal video hubs, and landing pages. Here video embeds and custom video players will shine, and using their functionality of those can improve the experience and interaction of your video content. Consider using your video embeds, not a third-party channel like Youtube. There are always benefits to using Youtube, but that is not on branded web pages because it will affect the way the audience interacts with your brand and distract them — back to Youtube. If you are looking for a video marketing platform, see this blog, which breaks down the values of video marketing solutions.
Email — For things like Newsletters, 1-to-1 communications, and automation. An email remains a powerful tool when merged with video. For example - creating hyperlinks in an email or even adding a still image or an animated thumbnail in a GIF format, so people could already see a portion of your video. Video marketing research shows that adding animated thumbnails to your emails will significantly increase the click-through rate (by as much as 60 percent).
Some — Social media can drive a lot of engagement and convert and sell directly. A tip for social it to keep up to date with the native functionalities and best practices of the social channel you are posting to — these features will prioritize your content. Schedule content consistently, and use keywords and tags to increase being discovered by audiences searching for subjects. An evolving trend is a mobile use on social channels (most of the traffic on social is via mobile), meaning that portrait and square video format will perform better simply because it takes up a larger area of the screen. On social — graphics and subtitles are a must, even when played back without sound.