Partnering with a video production company can elevate your business to a new level. Many companies incorporate various aspects of video production to stay competitive within their market. More than any other year, 2014 has been the year of the online video.
According to YouTube, over 6 billion hours of video are watched each month and over 100 hours of video are uploaded every minute. In turn, we share videos more than any other form of content.
However, to create a powerful video that engages your audience, you must be direct and get to the point. When a video gets off track, it is likely that you will lose your viewer’s attention. And who can blame them? Modern viewers don’t have much of an appetite for subpar content.
Here are five golden rules for successful corporate video production:
Define Your Success
Here is some heartbreaking news: your product or service won’t appeal to everyone. To remedy this, you have to ensure that your message is tailored to the specific concerns of your audience. While you may not be able to appeal to everybody, you can satisfy the needs of your true audience. It may sound risky to narrow the focus of your message, but, if done right, you will strike the right chord with your audience.
Know Your Audience
Your customer wants to know how you can solve their problems. Many businesses continue to create videos that talk about themselves. You should be putting yourself in the shoes of your consumer. What do the customers care about?
What is your USP (unique selling proposition). Why should people buy from you rather than your competitors? Are you the cheapest? Do you provide a different level of service distinctiveness? Can you turn around your product and ship it quickly? Know what your company stands for and why your customers buy from you
Give the people watching your video something they can relate to, something that let’s them see themselves in your video.
Tell A Story That Makes A Connection
Keep this in mind when you create your next video: almost every purchase decision is an emotional decision. Don Draper, a creative director from AMC’s Mad Men once asserted this poignant truth, “Advertising is based one one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay.” Many corporate video productions today are narrations of facts, features, and benefits. Most viewers never get to the end of these videos. If you want your viewers to watch and remember your message then you have to connect with them on an emotional level.
Consider Your Options
When presented with a video production opportunity, many businesses immediately decide to schedule an on-site shoot for their marketing video. I can assure you, this decision requires much more thought!
Admittedly, sometimes on-site shoots make perfect sense; however, there are other video production options such as using motion graphics or repurposing existing marketing assets into marketing videos that can be highly effective and less costly than an on-site video shoot.
Be sure to consider all the risks, costs, and flexibility of the various production methods when determining which production approach will work best for a particular project.
You might have had a great concept, but that guy in your video? Well, if he’s a bit boring or monotone he could be the reason nobody’s sticking around. When you choose your speaker, keep in mind this fact: they are your first impression with prospects. When casting, consider your speaker’s projected persona, whether they speak with varied intonation, and whether he or she is a great representative of your brand.
When you create an advertising campaign, you should hope to provide your viewer with that split-second “aha!” moment where they completely connect with your brand. To be able to achieve this, you most know your ideal consumer.