You’ve got the video completed, now what? Well, unfortunately if you waited until the video was finished to think about what to do with it, chances are you didn’t maximize your production marketing.
Before you even think about doing a video, you should be taking the time think about these key elements:
• What do I need the video to do for the business? (Purpose)
• Where will the video be seen and by whom? (Audience)
• What type of video do I need to be effective in my messaging? (Structure)
• Do I need a video to accomplish these goals? (Reason)
Now I know that the last question may be a bit of shoot in the foot to talk clients away from doing video, but a lot of time people think video may be the answer, but if they aren’t clear on their marketing message, video may indeed not be the answer. But we’ll spend the rest of this article talking about when one has decided video is.
The Purpose: What do I need the video to do for the business?
This is the most crucial aspect of any video project we work on. Because we mainly work with B2B clients, projects for us are investments companies are putting in to receive a rate of return on that investment. So for us, it HAS to do what it’s supposed to do or the client isn’t satisfied, and we’ve failed as production company. We’re not in the business of just making videos, the video we make has to do what it is INTENDED for.
That’s why we spend a lot of time in the pre-production stage getting a clear vision of the purpose of the video. Sometimes you may not have an answer to what you need the video to do, but before you go spending any of your hard earned money, I would ask you to seriously consider the purpose of the video. Everything will always come back to this.
The Audience: Where will the video be seen and by whom?
When you decide on the your purpose, you should jump to who your audience is. Is this a nationally broadcasted commercial? Something to send out to your email list? Something for social media? Understanding your audience will help you not only keep your budget appropriate, but also your messaging as well. The last thing you want is the right video for the WRONG audience.
Figure out who is going to be watching the video and where they will be watching it. This will help you determine your production strategy as you consider competition for that same audience, and you can streamline your mediums to only focus on where your audience is.
The Structure: What type of video do I need to be effective in my messaging?
Viral videos go viral because people like to watch them, and more important love to share them. They’re also easy to digest. You want your messaging to be easy to digest, therefore deciding what type of video you need to get your message across is crucial. You can have a great message, but put it in the wrong type of video and completely alienate your audience. If your message is short and sweet, figure out ways to get it out in small chunks. If it’s going to take a while to get it across, don’t shortcut it but trying to fit a long message in a short video. What is your competition doing? How are they getting clients you aren’t? What is the format that your target audience is drawn to? Focus on that.
The Reason: Do I need a video to accomplish these goals?
Video is only one form of marketing. It isn’t always the best, and it isn’t always the worse. But the most important thing to decide before calling a production company and spending thousands of dollars is to decide if you even need the video in the first place.
The most effective videos are an extensive of a company’s overall marketing message. Video isn’t intended to work by itself. It’s a brand extension. Therefore, the most successful ones are usually the most cohesive with a company’s brand message. Their website, their print media, their imaging, their social media; everything is congruent with the type and message of the video.
You have to think about whether video is what you really need, or if an overall marketing overhaul is what you need. Because if the rest of your marketing is off, a video can’t do what it’s intended to do, and that’s tell your story so others can see and hear it.
We usually spend some time with potential clients on making sure that video is the best option for their current marketing strategy. And any production company you talk to should be making sure they are doing the same for you. Because when you win, we win. That’s our mantra.