If you own a business, work in a marketing-related job, or otherwise have a need to communicate to an online audience, you may be considering producing a video for the first time. Anyone can create a video and post it online, but creating an effective video that drives action is an excellent tool for any business. The following are a few simple tips for effective web video production.
Keep It Simple
The New York Times found that 19.4 percent of viewers abandoned a video after 10 seconds, and 44.1 percent abandoned it after 60 seconds. Therefore, you will want to let your visitors know who you are before they start cutting out of the video, so you should introduce your company with the first 30 seconds. Even if they only hear part of it, just putting your name in their heads will be an achievement.
For example, in this video, the company name is mentioned immediately, so even if you were to skip the commercial, you would still hear their company’s name. Remember that the average person’s attention span is pretty short, and you don’t want them to stray from your video before you’ve presented what you have to offer.
Know Your Audience
Understanding your audience is critical to effective verbal and written communication. Think about what your product or service can do to help your customers solve their problems. It is a good idea to begin your video with a story that shows you can relate to the problems your target audience is struggling with. After you have engaged viewers with your story, present the solution to them in a simple way that helps them fully understand the results your product or service has to offer. Knowing your audience helps you to shape your message in a way that’s most likely to gain their acceptance.
For example, in this video, you are first shown a women and her dog in a way that draws you into the story. The video compels you to watch more to find out what is happening.
To find out more about your target audience, visit blogs frequented by your target viewers and find the content they’re engaged with, whether via comments, views, tweets, likes, or other social engagement. Then create a video that will address those problems, concerns, or interests.
The video you produce should work in coordination with the rest of your brand elements. For example, if you want your brand to be fun, exciting and energetic, then a bland, boring video does not support your stated brand. Likewise, if you want to promote a brand that can be described as serious and strictly professional, then create a video that showcases those ideals. Developing a strong brand identity and can build trust between you and your audience. Use video to engage the customer, drive traffic to your site from your blog posts, articles, and your social media channels. This is an effective way to build brand awareness and by doing this your video can be easily shared.
For example, in this video, the company starts the commercial by creating a need to be safe. Then, by the end of the video, when the brand identity is revealed, the company is well known by its viewers to be a company focused on safety.
Your video will not only be judged on its content, presentation, production quality, and style, but also on the valuable information it provides. The above are a few simple tips that should serve as a starting point for getting your big idea off the ground, and hopefully out to the masses.
For more information, or if you have any questions or comments, please feel free to contact us at Epic Video Factory today.