With 2016 set to be the year Video Marketing takes on a life of its own, we’ve updated our Beginners Guide to Video Production, find all the information you need to create a video that makes an impact on the digital world.
Pre – Production
Video Marketing is a form of media that instantly captures our attention, from a viral video, a business testimonial or a quick how to cooking video, we take notice and remember – something that is vital for your business and marketing strategy.
Who is your Audience?
To create the right video for your business, you first need to look at who you are marketing to. Finding your target audience is vital when it comes to determine what type of video you want to create.
Once you know what type of audience you are marketing to, it is will benefit you to find more information about them, especially their viewing habits. Are they exposed to more video online or offline? Where do they watch/ take note of online video? What form of technology do they use to view online video?
The UK’s Office of Communications found that 58% of all mobile data traffic in the country was video in 2015. For some, the answer to these questions may seem obvious, however, it’s worth doing the research. You may find your target audience aren’t as obvious as you once thought. You may also find an avenue you, and your competitors, may not have previously thought to use.
When your research is complete, you should have a better understanding as to what type of video to create. For new audiences, it is vital to have them hooked within the first 10 seconds to ensure they watch the video in its entirety. According to National Centre for Biotechnology Information, the average persons attention span in 2015 was 8 seconds, 2 seconds less than the attention span of a goldfish.
What is your Unique Selling Point?
Unique Selling Point Definition: A unique selling point is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first ever product of its kind. – WhatIs.com
Before you can begin to sell a product or service to anyone else, you have to sell yourself on it. Finding your USP will make creating the plot to your video easier, it should be the main focus of your video, as this is what will capture your audience. Your USP will also set you and your business apart from your competitors, something that is vital to viewers asking the question ‘Why should I use you?.’
If your video contains dialogue, you’ll want to create a script. The script you create will vary depending on your video.
Remember to keep it simple, take the primary message that you are wanting to communicate and build your video around this.
Like we said before, you have approximately 10 seconds to hook your views, make sure your opening line keeps their attention on your video and their mind doesn’t wander somewhere else
Determine your narrative. Are you talking to your audience or are they just an onlooker to your video? Once you begin to write your script in first/second person, stick to it.
Make your script natural. Over thinking script writing often leads to speech becoming stiff and unnatural, keep your tone conversational and simple to ensure natural dialogue
Read your script out loud. This will help to smooth out the rough edges. Remember, how we write and how we speak are two different things.
Choose a style. Don’t try to include a sales pitch, how to video and testimonial all into one video. Pick one style and stick to it.
End with a Clear Call to Action. Always end with a clear and concise call to action. Whether it be to simply Like the video, or to visit your website, this about what action you want the viewer to take as a result of watching your video.
Make it compelling. An engaging script makes for an engaging video. Be interesting, be approachable and ensure the viewer can identify with your brand.
If script writing is determining too much or creating unnatural results, another option is to have questions or prompts being asked from behind the camera, this will more than likely relax the person in front of the camera and make their speech more natural. You can then tidy up any interference in editing afterwards.
If you plan to have a voiceover, it will also benefit you to script this before filming too.
Storyboard and Shot List
Once you know what you’re selling and who you’re selling it to, the next stage in the pre-production process is mapping out your video. A storyboard helps you to establish scenes and shots, determine action and dialogue as well as place graphics and voice overs. It is a helpful way to quickly see how the parts of your video will be assembled.
Your storyboard doesn’t need to be a work of art, but it should accurately reflect what you want to shoot in the video.
Indy Mogul outlines how to Storyboard for people who can’t draw, watch it below.
The shot list will ensure you film everything you need to on the day. Filming a variety of different shots will be useful during the editing process, as you will have more footage to work with. The internet offers a variety of shot list templates for you to choose from, one of our favourites is from Filmsourcing.
Surprisingly, filming your video isn’t as simple as pointing your camera and pressing record, there are a variety of different elements to consider.
Your camera is one of the most important factors to consider. Whilst a variety of viral videos have been filmed on an iPhone camera, if you’re looking to create something more professional, your phone may not be the best tool to use. If you have access to a professional camera, it would improve your picture quality, which is more likely to entice viewers into watching your video in its entirety. If you don’t have access to a camera, a quick Google search will show a variety of companies that hire out the filming equipment you need.
The right setting is obviously an important factor when it comes to filming your video. Here are some of our tips for scouting the perfect location:
Know your Script
Take a look at your script and find the right location to shoot, ask yourself why you’ve chosen the setting you have and if it makes sense to the film. If it doesn’t, find somewhere new.
Locations can change. Check your setting the day of the week and time of the day you’ll be shooting. If you’re shooting in public, be aware of people and cars, ruining both your shot and creating continuity issues. When shooting both indoors and outdoors, there are a variety of elements that can cause sound interruptions which will distract from your film and may result in a longer filming process. Many businesses choose to film in a green screen studio, this makes the filming process easier, and lets you personalise your video during the editing process.
Does your location require you to fetch your own studio lighting? Natural lighting can become unpredictable, the sun setting and hiding behind clouds is something you need to be prepared for. Poor lighting will affect the quality of your film as well as continuity, making the editing process a lot more difficult than it has to be. Similarly, your camera may not pick up lighting in the same way the eye does, in person the lighting may look bright but the camera will not pick it up in the same way. You should also be wary of shadows from those both in front of and behind the camera. They can be a factor that distracts the audience and make a professionally produced video look amateurish. The Three Point Lighting technique is one of the oldest and effective lighting techniques used in shooting video.
Piecing the final product together can be liberating but also a stressful task. Using an editing platform you are comfortable with is vital to ensure you have the best possible results. The key to successfully editing a video is knowing what you’re doing. If you’re new to editing software, play around with your chosen programme before officially beginning the editing process.
Have you chosen your editing software but don’t know where to start? There are a variety of online tutorials to help to increase your insight into film making as well as teach and improve your editing techniques.
Some of our favourites include:
Even though there are many free editing websites you can use, by downloading an editing programme, you are likely to have access to a wider range of editing tools.
Once you’ve finished the editing process and feel your video is complete, present it to your marketing team/ colleagues before releasing it to the world. They will be able to offer constructive feedback, and pick up on any continuity or editing mistakes you may have missed.
Marketing Your Video
Publish and Promote
Once your video is complete, it’s time to go back to the research you did in pre- production. Remember your research into your target audience, found their viewing habits and where they view online video? It’s time to refer back to your findings in order to promote your marketing video in the right place.
Is your target audience on Instagram? No? Then why put your video on your Instagram page?
Is your video more suited to accompany website information?
Ask yourself relevant questions and make sure you’re putting your video in the place that’s going to get your business the most engagement.
YouTube, Vimeo and Video Platforms
If you have an existing YouTube or Vimeo page, we recommend featuring your video on here too.
Creating a YouTube channel for your business is the most popular option businesses use, and with the popularity of these video platforms, as well as perfecting your YouTube SEO, you’re sure to reach your intended target audience.
Posting your video on YouTube also means you can monitor how popular your channel and your video are. YouTube provide statistics and analytics that will determine who is watching your video, on which device they are using to watch it and what search term helped them to find it.
With more than 1 billion users, 4 billion video views and 6 billion hours of video watch per month, it can’t hurt to have a YouTube channel. Statistics from DMR.
As well as uploading to your YouTube channel, there are a variety of video hosting platforms that are more specific to the content of video.
Whilst Vimeo has a smaller audience scale to YouTube, the content usually published on the site is of higher quality. It’s great for those of you who are looking to receive helpful feedback or showcase work to a community of fellow filmmakers. The platform is also infamous for its lack of (none) advertisements before, during or after a video.
Whilst Daily Motion is a French video-sharing website, it is one of the biggest video platforms in the world. Offering a mix of content from users, independent creators and premium partners. For those of you catering to an international audience, Daily Motion may be a beneficial option to look into.
‘The video marketing platform for business’. Wistia provides professional video hosting with viewer analytics, HD video and marketing tools to help you to understand your viewers.
Embedding your new video onto your website will help your audience to engage more in what your have to say. When searching websites, people tend to look for a visual experience, something a video will appeal to. Most of us would prefer to ‘see’ something before we are made to ‘read’ something.
Not only will it help viewers engage with your website, it will also help them to find your website too. Search engines LOVE new website content. Whether it’s a new blog post, fresh website copy or a custom video. According to Anitmoto, having videos on your website can increase the chance of having a front page listing on Google by 53 times. Anitmoto also suggest that visitors will spend 2 minutes longer on a website that has videos than they would on a website that didn’t have any videos.
Social Media Platforms
In order to stay connected with your customers, engage them in your latest news and stay ahead of the competition, it is vital for your business to have a social media presence. Whilst we naturally think of YouTube when someone mentions social video, it’s not the only platform embracing video content. 2015 saw Facebook reportedly double its daily video views, over taking YouTube, Twitter launch its own native video platform and Snapchat users consume a total of 66 minutes of online video and this is only set to grow throughout 2016.
Social Video content is streamed to us in a range of formats throughout the social media world. Again, look to the research you conducted at the beginning of this guide. In 2016, it’s not a case of asking ‘Are my target audience on social media?’.
The question you should be asking is: Which Social Media Platform are my Target Audience on?
There’s no denying that there has been an increase in videos on your Facebook news feeds. By 2017, video will account for 69% of all consumer internet traffic.
Throughout its many changes over the past few years, Facebook introduced its Autoplay feature, resulting in a more appealing and eye-catching newsfeed, compared to regular posts. Viewers of Facebook video don’t have to endure ads before the video (unlike competitor YouTube).
An average of 500 million tweets are sent every day, posting your online video can help them to get the engagement they deserve. Whilst, the platform is more known for its use of GIFs than videos, visual content is continuing to grow. Make sure you’re monitoring how well your videos perform to decide if you should keep utilizing them in your social strategy.
The platform have also just launched First View, autoplay video ads that are placed to the top of a persons feed. This shows Twitters efforts to improve their platform and compete with their superiors.
Whilst Pinterest doesn’t currently allow you to upload native videos to its website, videos from Vimeo and YouTube are pinnable and playable on the site. Pinning videos to Pinterest will broaden their exposure and gain you more video views.
Essentially, you want to distribute your video to as many different relevant social media platforms. It’s one of the best and easiest ways for viewers to share content with one another, taking your video from 30 views to 130 views in a matter of minutes.
Expose your video to as many people as possible. If a picture is worth a thousand words then a video must be worth a million.
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