There’s no getting away from it. Video is the future of content marketing. Any marketer worth their weight is already busy churning out videos to increase the visibility of their products.

Video is incredibly powerful in search marketing. Look at these stats for example:

  1.     By 2019, 85% of US internet traffic will be video
  2.     After watching a video, 64% of users are more likely to buy a product online
  3.     Four times as many consumers would rather watch a video about a product than read about

But when it comes to video, it’s vital that everything is planned to within an inch of its life – video production is worth spending some time on.

And we’re not talking about Hollywood-style productions. Video can be produced on the cheap and – if good enough – can be just as good as one with ten times the budget.

If you’re making a video, the most important stage is pre-production. This is your chance to make contingency plans, cut off any fat and deliver the end product in the most efficient way possible.

There are quite a few things to bear in mind when you’re in charge of producing video. These tips might help you on your next project.

Work out your audience

Who is your product aimed at, and how are you exposing the video to them? You’ll have an idea who your market is, but a video should really appeal to one specific buyer persona. Narrowing your target means you have a more focused and effective campaign.

Planning your video around one individual person allows you to write a relatable script and craft the whole project to appeal to a definite market. A plan to attract a more generic audience could end up not appealing to anyone.

Define your message

You might want to include a number of items into your video – how easy your product is to use, how cheap it is, how widely available it is, the many benefits it can offer a business – but your video should just contain one simple message.

This message should be easy for you to convey, easy for the audience to digest – and a big enough deal to generate interest in the product. Once you narrow what this one message is, the production around it gets a lot easier.

Make a star of someone in-house

Don’t presume that shooting a video should require Winnebagos, a full crew and a stellar line up. Your video can cost very little but with the right message still deliver and hit home with the audience.

In fact, when it comes to featuring someone in your video, the right person might well be your organisation. Auditioning actors can cost time and money. If you have someone working in the ranks who is at ease in front of a camera – they will more likely deliver the message with more passion and truth than someone hired in.

Spend time on the script

What is said is just as important as what is seen, so your video script should be written and rewritten. When you’ve settled on your one defining message, be aware that the first eight seconds of your video are the most important.

According to many studies, this is the length of people’s attention span. So you have eight seconds to grab people’s notice and hit them with the one message you want them to take away. Use these eight seconds wisely.

(And it might be worth mentioning that 85% of Facebook video is watched without sound, so include subtitles for your script!

How long is too long?

The length of a video is always a topic of debate. Go too long and you run the risk of boring viewers. Aim for a video that’s too short, and how do you know you’ve included everything you wanted to get across? With video marketing, it’s safe to keep your message condensed – according to statistics, two thirds of consumers prefer video under 60 seconds. It’s the job of the script to get that message across succinctly and the video producer to make it visually engaging the specified time.

Overestimate how long the project will take

If you’re put in charge of producing a video, you need to be very generous with the completion time. A video requires many inputs – so you need to give yourselves a little slack in case a contributor gets waylaid. Plus, it’s always good to underpromise and overdeliver!

If you need help with video production and organising the perfect shoot, get in touch with TMI Group today.