• Big Picture, Inc.


Updated: Aug 30, 2019

The truth is, a significant majority of online videos are lucky to receive 1,000 views.

In this social media driven, broadband streaming era, everyone seems to have a video. The resulting analytics can be astounding, even skyrocket a company to instant profit. However, the stories of viral success are known only because they’re rare.

The truth is, a significant majority of online videos are lucky to receive 1,000 views. Unless you’re creating a multi-point, multi-level, national or international campaign, you should focus on the key message, represent your brand’s tone, and produce for your target audience.

Strong, effective videos include the following:

  • Be focused.

  • Be engaging.

  • Be original.

  • Be genuine and honest.

  • Be visual, engaging, and demonstrative.

  • Include a character, which can be a person or product.

  • Motivate with a story, offering a beginning, middle, and end.

  • Have a conversation with your audience, not a lecture.

When considering video to promote, advertise, market, or brand your organization, there are many questions you should ask before investing in video. It will also help to focus your message and provide a clear vision.

Why am I making a video? What is the motivation?

  • To build brand awareness.

  • To educate clients, customers or the public.

  • To introduce company culture and creativity.

  • To provide training or instruction.

  • To promote a sale, new product or location.

  • To show or demonstrate a product, location, or service.

  • To document an event or presentation.

Who is my audience?

Understanding who you’re trying to reach will change the tone, pace and style. Consider the advantages of including actual staff in your video. Or will your audience be more receptive to a professional narrator, actor, or voice-over?

What is my company or organization’s voice and tone?

Video is the modern soap box. It’s not simply what you say, but how you say, and show it. To maintain an honest and genuine reflection of who you are, the tone and style of all productions should reflect your company and brand.

What is the focus (or “key-point”) of the video?

Most organizations have much to say and can be excited to share everything. It can be easy to fall into the trap of wanting to put it all in one video. However, attention spans are short and the average viewing time most are willing to endure continues to drop.

It’s best to pick one message and make it shine. If there are several areas of focus, then you may find it more effective to create a series of videos, which allows your viewers to find the specific information they’re seeking.

What is the call-to-action encouraging the viewer to act upon?

Are you looking for sales, sign-ups, building hype, encouraging additional interest, or simply promoting a feel-good message about who you are? Whatever the purpose, your video should offer strong storytelling and visuals, with action, reaction, and resolution.

  • What are you sharing?

  • How can the viewer participate?

  • What happens when they do?

Where will the video be seen?

Depending upon where your video is placed will affect the style, length, and potentially the cost of your video. Productions intended for broadcast require exacting technical specifications, while web or social media videos allow more flexibility.

What measure will identify success?

To determine if your video production is successful, you should be tracking results through analytics. What level of impact you hope to achieve should be identified before deciding to create a video. This will help determine the right approach to attain the numbers you hope for, while tracking the impact and ROI (return on investment). Knowing if a specific message or approach is working, or not, can be invaluable for future projects.


Finally, do you truly need a video? Some information or messages are better shared through a brochure, white paper, booklet, or alternate promotional efforts. While having a video is the new “must have” marketing tool, a video is not necessary for every campaign.

By creating a video, you’re inviting the viewer to join you for a captive conversation. By watching your video, they’re agreeing to listen. It’s a unique medium with great potential. Making the effort to create a thoughtful plan, based on these points, will improve the overall effectiveness and final return on your video investment.

Written by Tony Knoss

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