Content in the form of video is an engaging way to interact with your audience. Videos make use of sound, animation and pictures to appeal to the audience. Today vlogs, educational videos, and brand videos abound in the market. And if you want to stand out in the tough competition, you have to know what goes into making a good video.
If you are new to the field, you might take help from a professional video production company who have the market experience, knowledge and technical expertise to shoot and record multimedia messages.
What To Do To Have A Great Video Marketing Strategy
1. Set The Broad Goal
The first thing to making a marketable video is to understand what is the end purpose that you want to achieve. If you are working for a well-established brand that already has a good market base, then your aim may be to sustain the brand preference.
On the other hand, if you are creating a promotional message for a brand that wants to introduce a new product or venture into a new field, you might want the audience to try the product. Alternatively, if you are starting a new venture that has no market base, you want to generate demand and start creating a brand.
So depending on the end goal, your message creation strategy has to be optimized given your market dominance, financial resources etc.
2. Choose The Right Platforms
There are many platforms like TikTok, Facebook, and Youtube where you can upload your content. However, if you are new, then it is always better to target those platforms where you have a good following and where most of the consumers visit.
Facebook, for instance, has the most number of users globally, so if you aim to get the most widespread reach, you must try Facebook. TikTok, on the other hand, is mostly used by young people, and its popularity is expected to increase manifold in the near future. So if your product or service is such that you want to target the young population, then you must upload on TikTok.
TikTok is popular for short-duration messages. For a beginner, it is easier to make a short-duration video so beginners can use TikTok but again, there is immense competition on every platform, and you must make extra efforts to stand out from the crowd.
3. Select The Type Of Video
The type of video that you make should depend on the type of product or service that you want to deliver. So if you want your audience to try out a new vacuum cleaner, then your advertisement should be in the form of an explainer. An explainer video explains the properties of the product, how the different components to be used, and the pros and cons of the product vis-a-vis other products that exist in the market.
Again, if you want an authoritative figure to endorse your product, you may plan an interview or a question-answer session with a famous personality. If you wish to encourage the audience to buy tickets for a concert or a movie, it is a good idea to show a behind the scene video.
Behind the scene videos will have a collection of raw behind the scene footage of the show or movie. This type of footage makes the audience feel an instant connection with the cast and crew of a show, and this, in turn, might induce them to buy tickets for a show.
Apart from these, you can use testimonials of existing users of products to gain the trust of your customers. You could also create an animation-based ad film that creates a narrative in favor of your brand.
4. Focus On The Script, Sound And Actors
The script, the background music and the people who act or take part in the video are vital for the quality of the end product. So while writing the script, the genre should match that of the product. If it is narrative, a catchy jingle can be used, or an emotional story can be created. If it is a dance video, the lights, the sound, the location, the makeup and the costumes are of vital importance.
The harder you work in the pre-production stage, the better the quality of the end product and the more organic the marketing for the product.
5. Focus On Post Production
The post-production work, like editing, voiceovers and overlays, is as important as the pre-production work. It is always a good idea to allocate a lot of time for editing as the video will look sloppy without the right edits and overlays.
6. Release The Content Optimally
When you release the video, you must focus on the right tags and hashtags that will draw the consumer’s attention to your work. Again, it is vital to use the right privacy setting. Usually, when the purpose is to market a product, the idea is to reach as wide an audience as possible. So you can set the privacy settings to “visible to all” category to get maximum reach.
7. Promote Your Work
Promoting the video is the last but essential step in the marketing process. There are several ways to promote a video. You can collaborate with influencers, and they can promote your work on their channel. You can interact with your audience to create a more intimate bond. There are many ways to interact with the audience, like asking questions and engaging with the comments.
8. Use Analytics
And lastly, you must use web analytics to assess how well your video is doing. When you track the analytics, you will be able to strategize better and see what works and what does not.
Videos are a great way to reach a wide variety of audiences. They are entertaining and interactive, so they create a lasting impression. So pay attention to the platform, the type of video, and the pre and post-production values to create a great video.