In this streaming, social-driven era, everyone seems to have a video. The analytics can be astounding and occasionally rocket a company to instant profit. But the stories of viral success are known precisely because they are rare.
The truth is that a significant majority of online videos are lucky to reach a thousand views. Unless you are running a multi-level national campaign, your job is not to go viral. It is to focus the message, represent your brand’s tone, and produce for the audience you actually want.
What strong videos have in common
- Focused — one idea, clearly stated
- Engaging — a reason to keep watching past three seconds
- Original — not a copy of what your competitor posted
- Genuine and honest — see above about trust
- Built around a character — a person or even a product
- Motivated by story — a beginning, middle and end
- A conversation, not a lecture
The questions to answer first
Why am I making this video?
Build brand awareness. Educate customers or the public. Introduce company culture. Provide training. Promote a sale, product or location. Demonstrate a service. Document an event. Pick one — the honest one.
Who is my audience?
Understanding who you are trying to reach changes the tone, the pace and the style of everything downstream.
What is our voice and tone?
Video is the modern soapbox. It is not simply what you say but how you say and show it. Tone and style should reflect who the organization genuinely is.
What is the single key point?
Most organizations have a lot to say and are excited to say it, which leads directly into the trap of putting everything into one video. Attention spans are short and average view times keep dropping. Pick one message and make it shine. If there are several, make a series and let viewers find what they came for.
What is the call to action?
Sales, sign-ups, hype, interest, or simply a feel-good message about who you are? Strong storytelling should carry action, reaction and resolution — and the ask should sit where the story resolves.
Where will it be seen?
Destination affects style, cost and length. Broadcast demands exacting technical specifications. Web and social allow far more flexibility.
How will we measure success?
Decide what impact means before you decide to make the video. That single step shapes the approach and makes it possible to learn something from the result, whether it works or not.
The question most people skip
Do you actually need a video?
Some messages are better served by a brochure, a booklet, a well-written page or a direct conversation. Video is the current must-have marketing tool, which is exactly why so much of it is made without a reason. It is not necessary for every campaign, and a mediocre video can do more brand damage than no video at all.
You are asking for something valuable
By making a video you are inviting a viewer into a captive conversation. By watching, they are agreeing to listen. That is a genuinely unique arrangement in marketing, and it deserves a plan.
Answer the questions above honestly before anyone picks up a camera. The effort improves both the effectiveness and the return on every dollar you put into it.