So, You Want to Create a Marketing Video?

 Monty Wyne

It’s not as simple as grabbling your device, clicking on the camera app, selecting video, punching record and you’re off and running. There are a number of questions you should ask yourself before you begin. What’s the single-minded focus of the video?  Who is your intended audience? And, by the way, did you know that 15 second videos are shared 37% more often that those that are 30 to 60 seconds in length?

With all of this in mind, here is a list of questions that will not only prepare you but will ensure you get your marketing video off on the right foot.

1)  What kind of impression do you want to leave with viewers?

In other words, what do you want them to take away from this encounter? Eighty percent of those who view your video online will remember it. The impression you make will determine whether or not they become a customer or move on.

2)  How does your product or service relate to the needs, wants, and desires of your specific audience?

It pays to know and understand your customer. If they are in the market for your product or service, remember, you have competitors. What will you do to make yourself stand out, get your customer’s attention, convincing them that your product or service is just what they need? After all, 64% of viewers are more likely to buy after watching a video.

3)  Does your video solve a specific problem? Does it offer a product or service benefit? Are they being clearly communicated?

You only have seconds to get your customers attention, convince them that your product or service is something they should consider purchasing or learning more about. Make sure your message is focused, relevant, and memorable. You have 80% of your audience watching and remembering.

4)  Can you find examples of videos you like and share them with the company who will create your marketing video?

This will give your video provider an idea of what you find engaging and you feel is effective. It provides a point of reference, giving them a general idea of the direction they should take your production. Always keep in mind that this is a reference for tone, voice, production values, etc. What they create will be a unique and memorable experience for your audience. Half or 50% of marketing professionals worldwide feel that video gives you the best ROI.

5) What is the single-minded idea or point-of-difference the video must convey?

During initial discussions with the company that is producing your video, one of the first things you should focus on is finding that unique property or purpose that you want to feature in the video. Let that become the focus for all the work going forward. That will be the one thing viewers remember you by. And almost 30% of viewers will search for more information after watching a video.

6)  What is the estimated length of time for your video?

You want to gain the interest of your intended audience, not bore them. Here are some important statistics you should keep in mind when it comes to deciding upon the length. After one minute of viewing, 45% of your audience will stop watching and 60% will stop by two minutes. Videos that are 15 seconds or shorter are shared 37% more often than those between 30 to 60 seconds.

7)  So, how will you reach consumers with your video or how do they find out about it?

The attractive thing about a video is that your Website is 50 times more likely to appear on the first page of search engine results if your site includes a video. Mobile video ads that incorporate social media buttons increase engagement by 36%. And 92% of mobile video viewers will share it with others.

8)  What is your budget for the video production?

This is a very important consideration. Be sure you discuss this upfront with your production company. Understanding what it costs to create a video and all the steps included in production, such as casting, locations, studio time, music, directing, shooting, editing, effects, etc., need to be understood and agreed upon.

And finally…

9)  Who is the project’s final decision maker?

Generally speaking, that should be left up to one person and no more than 2. Input from others for the video project should be gathered early in the process. After that, the one person who is responsible for the project can carry those thoughts and ideas forward in discussions with the production company.

So, there you have it. Creating an effective and successful marketing video requires a lot of thought, a lot of organization, and a lot of hard work. The end result, however, can be very rewarding.

(This article is an excerpt from, June 23, 2017)