It is a well aware fact that the mind tends to remember the thing which is more interactive. That's the basis of the popularity of video marketing. It is a marketing strategy adopted to put a deep and lasting effect on the mind of the audience. With time, video marketing has also adopted various purposes and formats to interact with the audience. At first glance, video marketing strategy just seems like a regular television advertisement or video content, but it’s not actually. It needs a lot of research and effort to make a 30 seconds online video which is required to impress the audience. In this article, we will be giving an introduction to video marketing.
Video Production Process
We will first go through the stages of Video production. There can be several methods on how to start with video production, but it generally revolves around the below steps.
1. Idea generation
This is the first thing to decide whether you are creating the video or hiring someone to do that. Ideation or conceptualisation of the video ads requires brainstorming sessions of your creative team. Find all the topics and write them down, think in detail about what your audience likes and what your video is providing to them. What is making your video different? How can you elaborate on the idea? What pain points of the audience you are addressing? Is the video editing going to be aligned with your brand's core values? All the questions need to be answered in this first step. Take this to your creative director and make him understand the whole plan.
2. Art Direction
Now the art team got the idea of your vision, they will now be able to define the guidelines which will outline the visuals of your video. This includes the colour scheme, location, design, etc. of the video which resonates with your idea and brand values.
This is about conveying the message you want to deliver via your video. This is giving the concept a flow which the audience will understand. This is where storytelling comes into the picture. You need to write the idea in the form of a story. This will help the characters in the video to act and perform. Generally, a 1-minute video has 160 words of the script involved. Try to keep the vocabulary as per the audience you want to communicate. You can go with the silent video also. The idea is to keep it short, simple, and sweet!
This stage is where you shoot your video or prepare the artwork of the animation. It will require some serious skill and talent to shoot and do post-production work on this. The post-production will involve a voice-over and sound design team to make the sound more effective. This undergoes a lot of trials to find that perfect tune that connects to the audience. Also, the video needs to be free of noise, require proper editing, smoothening of the flow, etc which is also done in this stage.
Types of Marketing Videos
While ideating the concept of video, you also need to think about the kind of video which will be more suitable for the audience to easily capture your message. Below are the various types of videos which are used for video marketing strategies for social media posts or video marketing campaign.
1. Company videos
These videos generally capture the company's goal, mission, and values. It displays how the company is touching people's lives and where they want to be in the next 5-10 years.
2. Event Videos
Have your company organised any events, seminars, workshops, or conferences recently. You capture the whole show and make a 1-minute worth of entire video out of it to display the company’s prowess in their domain. These can be posted on social media platforms for effective video marketing strategy.
3. Demo Videos
How does your product or service work? What does your product unboxing look like? How do your product/ services function? How to install your software? How to configure your product by DIY? All these questions can be answered by videos which are termed Demo videos. These are like your explainer videos
4. Expert opinions
You want to promote your products by taking an expert opinion on them, or you want to promote your product/services using influencers and want to put the discussions in front of the audience, then these Expert opinions videos will be helpful for you. This kind of video also includes interviews with guests which can support your brand innovation and technology.
5. Animated videos
Some concepts can easily be understood by animations. These videos also follow the same steps of development. Complex functionality and concepts can easily be conveyed by the use of animation, since you have the freedom of involving more elements in the storytelling.
6. Case Study and Customer Testimonial Videos
Your investors, your potential buyers, want to know how your product and service are. Testimonials and case studies are a way to touch the customer's real pain points. This video creation strategy helps brands in getting trust and spreading awareness. These brand videos can be put on the landing page as well.
7. Live Videos
Live Video is an effective way to promote via social media. You can show people behind the scenes, which will make the audience more connected to your brand. Live video footage also have a nice reach in younger generations which is your target audience, then you cannot miss it in your marketing strategy.
8. Virtual Reality Videos
In this pandemic when the states are in lockdown, virtual reality videos are the best way to display your product with an immersive experience. This spherical display of video helps the user to experience an event or location as the user is physically present there. There are various devices such as Oculus, Rift, etc. which help the user to view such VR videos.