A high quality, professional video production will often require great teamwork and planning. Although many may think that a good video production is typically expensive, it is definitely worth the investment.
Video content will provide many benefits as far as your marketing efforts are concerned. This is why it’s important to make sure your video production is successful.
To make sure that you’re getting your money’s worth, you’ll want to implement best practices for video production. The following are widely considered the best practices for video production:
1. Identify the Goal of the Video
Having a clear vision and goal for your video is crucial. You will need a pre-established goal in order to know what results will matter, and to measure how effective your video is.
This in turn allows you to make adjustments for future video content. Additionally, having a goal should help to guide you in terms of the actual creation of the content.
Different goals can be achieved using different types of content. For example, trying to generate interest in a new product and trying to establish yourself as a brand authority are two different goals that require different content strategies.
The following are a few of the common goals that video content can help you achieve:
- Increase engagement
- Build brand trust
- Build brand loyalty
- Generate brand awareness
- Increase brand authority
- Increase lead generation
- Increase sign-ups
- Increase sales
2. Be Clear and Concise
It can be easy to want to do too much with your video. But you also want to make sure that your video has a singular message. Trying to stuff multiple messages within one video is going to make the content unfocused.
This will result in not getting any of your messages across to the viewer because they will have no idea what it is you’re trying to say. Trying to stuff multiple messages within a single video will also most likely increase the run time of the content as well.
You should try to keep your video as short as possible. The longer the video is, the less likely the viewer is to watch to the end. The general rule of thumb is to keep your videos between 45 seconds to three minutes long.
You can make longer videos, of course, but this makes it even more important to keep them engaging. The long and short of it is, keep your videos clear and concise.
3. Aim to Make an Emotional Connection
One of the biggest advantages that video content has over any other type of content is that it’s easier to make an emotional connection with your audience. Why? Because you can have actual human beings talking to them, making eye contact and showcasing their personalities.
However, this ability to create an instant emotional connection shouldn’t be used as a crutch. It should merely be a starting point for your video.
That connection will be severed if the viewer finds your content unappealing or uninteresting. The content itself needs to create an emotional connection as well. You need to do this by appealing to the needs of the viewer.
4. Utilize Social Sharing
Promoting your videos is important if you expect them to be seen. One of the most effective ways to promote your video content is through social sharing.
When one viewer shares your video, there’s a good chance that many of the people inside of their personal social circle will watch the video – and even share it as well. There are several ways that you can encourage social sharing:
- You can post the video to your company’s social media page where followers will see it and potentially share it.
- You can encourage viewers to share through a call-to-action at the end of the video.
- You can implement social share buttons over your videos that allow viewers to share it with the click of a button.
5. Incorporate Branding
What exactly does this mean? Well, in order for your business to succeed and grow, you need to establish your brand’s identity.
The identity of your brand includes everything from its name and logo, to the values it represents and its goals in the marketplace. The stronger your brand identity, the more recognizable it will be to consumers.
One of the keys to creating a strong brand identity is consistency. By consistency, we mean staying true to your brand’s message and values.
Your videos shouldn’t deviate from this or else you may weaken your brand. Additionally, the tone of your videos should be in line with your brand identity.
For example, if you run a company that should have a more serious personality, you won’t want to release a funny, joke-filled video. This inconsistent tone can potentially harm your brand.
6. Maximize Your Investment
To get the very most out of every penny that you put into your video production, re-purpose your video content in a variety of ways. The following are a few ways that you can do this:
- If you have a three-minute video, then see if you can break it down into 30 second clips that can be used on social media pages, like Twitter.
- Videos that are posted on your blog can also be posted on your YouTube page or even used for your newsletters.
- Segments of interview-style videos can be used for FAQ pages.
- Unused footage can be used as short bonus videos.
These practices are commonly implemented by professional video production companies. To ensure that you get the most out of your videos, you should consider working with a professional production company. They will provide their expertise and guide you through both the making of the video and implementing these practices.