In 2018 and beyond, there is no doubt that videos are a powerful promotional tool and their popularity and reach is only likely to increase in the years to come. When considering what type of video is best for your business, it’s important to think carefully about your branding and your organisation’s key objectives. While a DIY Facebook Live video may appeal to the target market of a small business owner who’s just starting out, if you’re seeking to attract a demographic for say, a luxury brand, the DIY route is likely not going to work very well for your business.
Having been in the TV and video production industry for two decades now, we’ve seen businesses misjudge their audience and drive videos that wind up doing more harm than good in terms of the impact they have on their reputation in the long-term. We also know that when used cleverly, video is one of the most effective ways to reach your target market. So we’re lifting the lid on some of the secrets our team with 40 plus years’ worth of combined experience has learned in relation to creating engaging business videos that meet and exceed expectations.
Focus on storytelling
Your audience shouldn’t feel as though they’re being ‘sold to’ while watching your video. The videos that have the most impact tell a story – from the first second, they draw in their viewers by telling a story they can relate to. Statistics tell us that you’ve got around 10 seconds to grab the attention of your audience, which means you really need to hone in on your video’s introduction. It needs to hook the viewer in from the get-go to entice them to watch the entire video.
Again, this point comes back to your business and its specific needs but at the end of the day, most people aren’t going to watch a boring video right through. When used appropriately, humour is a great way to keep people watching. That said, it can also be a turn off so achieving the right balance between humour and content that inspires and is exciting and motivates, is a real art.
When in doubt, go back to your business’ key goals for the video – there’s also no harm in asking for a second opinion from others not connected in any way to your organisation. Would they watch the video right through or is it a little boring? Does the video use humour in a way that entertains and doesn’t offend? It’s better to ask these questions before releasing a video that just doesn’t hit the mark with your target audience.
Consider the finer details
So, you’ve created this fantastic video… that’s great! As long as you’ve covered the important factors that will ultimately pave the way for a successful video campaign. Here’s a checklist of some vital things you never want to overlook when putting together a business video:
- A title that sparks curiosity.
- A video that is mobile-friendly so that people can watch it on their Smartphones or iPads while commuting and so on.
- Including your website’s URL.
- Using the relevant keywords and tags when uploading the video to ensure you’re maximising the video’s Search Engine Optimisation (SEO) capacity. Remember, Google and most social media platforms love video content!
- A clear call to action that guides viewers as to what to do after watching the video. This could be to go to your website, call your business directly, sign-up for an offer… just remember to keep it simple and clear.
Put together a Marketing Strategy for your video
You can have the best video in the world but if no one knows about it, it’s not going to generate many views. We always advise clients to put together a simple but effective Marketing Strategy to ensure their video attracts maximum attention. It’s helpful to build hype around the launch of the video by creating teaser content on your website via Public Relations (PR) or in content such as blogs and Opinion pieces for the media and of course, across your social media channels. Get creative and keep in mind: not every video needs to go viral in order to meet and exceed your business’ key goals.
Creating an engaging business video isn’t as easy as you may think. If you’re a business with a solid brand voice and guidelines, a number of key considerations should always come into play.
At Creswick Creative, we work with businesses of all sizes as their proud video partners. Contact us today discuss your unique video marketing requirements.