Video is an essential marketing tool for every company, whatever its size. And there are more channels today, than ever before, on which to populate your marketing messages, so more opportunities to tailor, truncate or tweak your messages, to appeal to a specific audience.
Gone are the days of the more formal, corporate-style marketing. Video lends itself perfectly to showing a more human side to the business. Even those with a serious message to convey, video can say in a few pictures, what might take a 1000 words.
As around 43% of the world’s population now has internet access, most of it via a mobile device, video offers a higher rate of engagement. Our attention spans are shorter, our lifestyles are busier, we are more mobile than ever before, so reaching our customers or clients in this way, makes sense. After all, you can watch a video and make a cup of tea at the same time.
According to the Cisco ’15 Mobile Forecast mobile video accounted for 55% of mobile data usage in 2014. In addition to reaching a wide audience, once a video is uploaded to your website or social media feed, you can track how many times your video is viewed or shared. You don’t even need to invest in complicated or expensive computer software, often this monitoring is a feature of your website package or, you can get the statistics on who’s viewed or shared via the social platform you’ve posted it to, Facebook, Twitter and so on.
What counts for so much and is still lost on some, is the importance of the quality of the finished product and understanding your marketing objectives at the outset, to the overall success of the campaign.
Anyone can put a camera into auto mode and point and shoot. But nothing can replace the expertise that comes from knowing how to compose and think images through, before they are shot. We see this time and time again. Sometimes we are asked to create a video with sound ideas in principle but where the concept has not been developed sufficiently and so the finished product does not achieve what the marketing team originally set out to do.
While we all might fancy ourselves as auteurs who can film on the hoof, the real truth of the matter is that, knowing exactly what images you need to get, are essential to have figured out beforehand, for your video to be compelling to view.
This is where using someone with a strong background or knowledge of photography pays dividends. Knowing what you need to do in order to achieve a certain look will avoid badly composed photos and video files.
With this in mind, it’s essential for the production team to understand the client’s objectives and for the client to work closely with the production, so you both know what to do, to get the job done.
Talk through the shoot way in advance so that the production team can advise you how to reach your ultimate goal. Always prepare a story-board to ensure the smooth running of the shoot. Even things as basic as having gear charged and looking after it sufficiently can easily be overlooked by an inexperienced producer. It’s essential to always be sure batteries and cards are ready for action.
With 2015 dubbed the year of video marketing, Demand Metric reports that 69% of respondents are already making use of video marketing and this figure is set to increase. It’s clear to see why.
If you want a compelling video to build your brand, engage with customers online or to generate leads, use a professional and experienced producer, so that you can tell the whole story in vibrant and memorable moving images.