There isn’t anything surprising about what makes a good video. A good video accomplishes any of these three things – it entertains, it informs, and it sells. While it might seem simple, a great business video is easier said than done.
If this is your first foray into video making, creating an entertaining and informative video that turns prospects into paying customers is a tall order. Thankfully, we understand that dipping your toes into video marketing can be overwhelming. Trust us, even the loudest brand on social media has been there.
You do not have to go through your first video production alone. Below are a few tips that would ensure your audiences laugh, think, and respond positively to the content you plan to put out:
Know Thyself, Know Thy Audience
When creating a business video, start with figuring out the main objective that you are trying to accomplish with it.
Do you want more follows on Instagram?
Do you want more shares on Facebook?
Do you want people on social media to go to your website?
Do you want to convince people that your product is worth the buy?
The type and tone of your video would highly depend on your reason for making one in the first place. Having too many whys might run the risk of your video being too busy, too disjointed, or too long.
Likewise, you have to determine the audience you want to speak to. If your key demographic are middle-aged dads in the Midwest, you do not want to be using millennial slang in your production. Fam, that ain’t lit.
Stickin’ to the Script / Stick it To the Script
Most people are surprised by the amount of work that goes into a 30-second video. It doesn’t happen overnight and it doesn’t happen on the fly.
When making a video, preparation is key. You would want to make the most out of your investment. Even if you are starring in your own production and doing everything by yourself, it isn’t cheap to rent out supplies and equipment.
With all that said, it is also important to be flexible. Yes, you prepared. Yes, you have scheduled every minute of the filming day. But you couldn’t have prepared for every single situation.
Our tip is to draw out an outline of the talking points you want covered. This way you don’t necessarily have to memorize lines but you don’t forget anything important. Likewise, prepare several back-up plans for when the venue isn’t available, your leading man or woman is out sick, or anything else that might go awry. Have a second venue and an understudy – just in case.
Remember: you can always ditch the script if it isn’t working or find a new location if the weather doesn’t agree with your shooting schedule. A good filming day is a combination of being prepared and going with the flow.
Lovin’ the Length
When it comes to creating a video, longer doesn’t necessarily mean better. When was the last time you watched a 30 minute video on Youtube about a certain product or service. Did we hear “never”?
A good commercial runs for less than a minute. A tutorial, on the other hand, is at its optimum when it is about three minutes long. Customer review videos should run about 100 seconds. According to research, the video Goldilocks zone is about 2 to 3 minutes.
Remember, producing a short video takes about the same amount of effort and time as producing a long one. You only have less than a minute to convey the message you want to convey. It better be the best darn thirty second video your audience would ever see!
You don’t have to be a Scorsese, a Coppola, or a Kubrick to produce content that your audiences would respond to. It isn’t as complicated as you think it is. With a little prep, a little flex, and a whole lot of hard work, you can make a video that can send your brand into the trending page!