Tips on making a successful marketing video.
As I wrote a few months back, video will be a necessary component in marketing in 2015. Besides Facebook, Twitter, Pinterest, Instagram, video will prove to be one of the best methods marketers can use to tell their stories.
According to Cisco, “mobile video content has much higher bit rates than other mobile content types, mobile video will generate much of the mobile traffic growth through 2019. Mobile video will grow at a CAGR of 66 percent between 2014 and 2019, the highest growth rate of any mobile application category that we forecast other than M2M traffic. Of the 24.3 exabytes per month crossing the mobile network by 2019, 17.4 exabytes will be due to video”.
How can you create a successful marketing video? Here are some tips.
Focus on the story. A great movie succeeds because it focuses on the story. Movies that divert from the central story and begin to be didactic or try to preach a certain perspective fail, no matter the star power in the cast. In the same manner, marketers need to keep the story central and not try to sell. Eyeballs will be glued to the video because the story is good and interesting, and they won’t feel as if they are being pitched to or pressured into buying something.
Keep it brief. There is no ideal length of time to which your video should adhere. However, it’s best to keep it short. A video that runs too long will certainly not be viewed in its entirety. If there is enough material to spread over two or three videos, and if you have the budget, breaking up the story in parts is a good method by which customers will return to your website or YouTube channel. If the story is good, customers will want to see the next installment.
Use humor. We all love to laugh. What’s the best way to attract someone? Humor. Intelligent humor will communicate to your audience that you also think they are intelligent. Self-deprecating humor will show that you are able to laugh at yourself. (Of course, if the issue is serious, humor may be inappropriate, but that depends on your company and its industry or service).
Tutorial. Video can be an excellent way for your consumers to learn new information. For example, if you’re a baker, you can use video to share baking knowledge. Or, as AutoZone does, you can share automotive knowledge. Your customers will appreciate the fact that you are teaching them new skills.
Not sure how to do vide? Contact SPARKS! and we can help you.