Brands have caught on to the power of telling their story through video. Regardless if it’s 6 seconds long (on Vine), 15 seconds (on Instagram), or a few minutes (on Youtube, Vimeo, or various other channels) the end product can be incredibly powerful. But, video can also be a substantial investment. In order for your company to truly benefit from that investment, here are five essential questions digital marketers should ask before creating video content:
1. Why make a video? Companies should produce video content when they have something compelling to share that would benefit from the medium of video. Just because your competition has video content on their website, is not reason enough. A successful video communicates your brand’s message better than any other medium. Think about elements of a video that can’t be had in writing: the CEO’s face, voice and (hopefully) smile; the workplace, filled with vibrant employees; the message you are communicating will be spoken to viewers as if in the room with them, not force-fed as an “important” email. Every video is a chance to create an engaging chapter of your company’s story.
2. Who is going to produce it? Once you have decided a video is in order, you need to make a couple key decisions regarding personnel. You will need to decide if you want to make the videos in-house, or hire a production team to make it with you. This decision depends on the nature of your company. If you are a larger or more technical company, it’s best to hire a production team. If you are a mom and pop outfit, you may find the aesthetic of a homemade video more pleasing.
3. How much is it going to cost? Conduct research into the videos you like and find out how much they cost to produce. Then assign a budget and stick to it. Whether the video is a failure or beyond your wildest imagination, going over budget will leave a sour taste in your mouth that will affect future video campaigns. Whether you shoot and edit the videos on your iPhones and post them to YouTube or hire a commercial production crew with cinema quality techniques, there will be a budget. A large scale commercial video can run up to $10k, while a scaled back production with a small team can be as low as $1k. Even if you produce the video yourself, video editing software and time spent will cost you. It’s important to understand those costs beforehand.
4. What does a production actually look like? Suddenly your office will have lights and sound equipment, directors and cameramen. There may be beautiful actors getting their makeup done. You should plan accordingly for the distraction. Encourage employees to take part in the process by sending them scripts and schedules so they know what the production will entail. Find ways to get them involved in the shoot such as taking behind-the-scenes photos they can post to the company’s social media pages.
5. What to do with the completed video? Posting the video on the company blog is of course the main option, but how many people are really going to see it (especially if your company posts multiple times per day)? Imagine spending $7k on a video that only garners 70 views? That’s crazy! Use your employees (the very ones you engaged in the production) to spread the video via their social networks. The best results of a video are for many people to see it, like it, and most importantly, want to see more down the line. Dynamic Signal offers the resources and methodologies to execute such a word of mouth practice.
Much more goes into video production than most marketing teams realize. But the results can be spectacular. Effective content will drive your brand’s mission home for clients in a way no other media can. Why else would brands pay the absurd premiums for a 30 second spot during the World Cup? Keep these five questions in mind while deciding on your company’s future in video marketing.