Pepper5: Tips to Optimize Your Next Video
Expectations for visual content are changing.
The era of video is upon us, and that’s a daunting reality for marketers.
Here it is in black and white: According to Wyzowl, 65 percent of those who don’t use video say they plan to start in 2018. Whatever your message, video can amplify it across platforms.
But with so many businesses creating videos that aren’t successfully engaging viewers, marketers are losing the critical chance to connect with their audiences. So how do you stand out?
If you’re looking to step up your video game in 2018, fear not! We’ve broken down five pointers to help you with your next project.
- Identify your audience. First things first, know your audience and understand what they are expecting before you begin the project. Your video should have a voice that speaks directly to your target audiences. Executives eyeing a video about a corporate merger on LinkedIn expect something entirely different than millennials browsing Instagram for new celebrity content. Despite the differences among them, audiences should be entertained and informed by your video.
- Write a killer script. Everything that appears in your video should appear in your script. This includes music, sound effects, voice over, video clips, transitions, everything! See how The Girl Effect is crystal clear in its message, even without any voiceover or spoken language – this can only be accomplished with a strong script.
- Create a call to action. The video is over, now what? What do you want the viewer to do after watching your video? Besides being entertaining, a video should yield realistic and measurable outcomes. If your call-to-action is clearly defined, tracking the performance of the video becomes easier and it will yield more meaningful insights. See how Avon Breast Cancer Crusade drove awareness and donations.
- Take inventory of your content. Before going off and creating original content, take a moment and check your inventory. Ask your client to check theirs too. Is there existing video, text, photography, scanned documents, infographics? Before you waste time and resources, consider re-purposing existing content for the creation of a new video. This exercise will help determine what amount of new content you need to purchase or shoot. This phase should also inform your script well before production begins. See how Coppertone uses diverse forms of content in this Instagram video to drive engagement.
- Embrace authenticity. People crave stories. We seek them out, consume them, share them and repeat them. Video is the perfect forum for brands to tell their own stories and amplify their voice. That’s why it’s important that video content feels real and authentic. Consumers can tell instantly when a brand isn’t being true to their message. See how the spirit of travel is expressed in this video from Marriott.
This month’s Pepper5 trends were provided by Jeremy Lerner, Project Manager and Video Producer at Peppercomm.