• Anthony Knoss

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:

  1. Focused

  2. Engaging

  3. Original

  4. Be genuine and honest

  5. Include a character, it can be a person or product

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

  7. 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?

  1. To build brand awareness

  2. Educate clients, customers or the public

  3. Introduce company culture and creativity

  4. Provide training or instruction

  5. Promote a sale, new product or location

  6. Show or demonstrate a product, location or service

  7. Document an event or presentation

Who is my audience?

Understanding who you’re trying to reach will change the tone, pace and style.

What is my company or organization 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 it. It can be easy to fall into a trap of wanting to put it all in one video. However, attention spans are short and the average view 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, simply create a series of videos to allow viewers to find the specific information they are seeking.

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

Are you looking for sales, sign-ups, building hype, encouraging additional interest, or simply promoting a feel-good message about who you are? Strong storytelling and visuals should have action, reaction, and resolution.

Where will the video be seen?

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

What measure or analytics will identify success?

To determine if your video production is successful, you should be tracking results. 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. Knowing if a specific message or approach is working, or not, can be invaluable for future projects.


Conclusion

Finally, do you truly need a video? Some information or messages are better shared through a brochure, 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 ROI of your video investment.