Video now accounts for the majority of consumer web traffic. So, the question is no longer if a video production can help improve your web presence and marketing efforts, but how and where it can be most beneficial.
It can get a little complicated at times. The potential for the use of video and the variety of ways it can help your company grow seem to expand every day.
And while it’s gotten easier to achieve a high-quality aesthetic at affordable rates, that doesn’t mean it’s free or instantaneous. A video production takes time and money.
That’s why it’s a good idea to figure out what, exactly, you want to get out of a video and how and where it makes the most sense for your company before jumping into production.
Brainstorm and discuss your intentions and priorities.
In order to determine where a video production will benefit your company most, you must discuss and determine your goals, and prioritize them beforehand.
Is your intention to increase or improve on the interactive appeal of your company? Is this video being made for industry experts in different locations? Or maybe you just want a homepage explainer video to let visitors know who you are.
The point is, a video can wear many hats and serve many purposes. The different intended audiences, among other things, should dictate differences in the concept development and video production processes.
So, by coming up with a definitive list of objectives and priorities, you’ll be able to customize the production and display the video where it can help your company most.
Start with basic applications.
I mentioned it earlier, but I’ll say it again. High-quality video production is easier than ever to achieve, but that doesn’t make it free nor does it eliminate the time it takes to get there.
So, just as some careful planning and preparation beforehand can pay dividends down the road, starting with basic video applications and analyzing their effectiveness before just trying them out everywhere is a great way to save some time and money too.
By the basics, I mean gradually introducing video production to your company. For example, many businesses start by shifting meetings and group discussions to video form.
That way, they have the opportunity to observe and judge the kinds of effects it has. It’s also a great way for companies to start getting an idea of costs and what kinds of results they can expect based on what they’re putting into it.
Then, the company can decide if they’d like to move their video strategy from a simple conferencing alternative to something more creative.
Is it for the customers, or employees?
Video conferencing is far from the only way you can use a video production in-house. For instance, many employees nowadays work from home, so it can be a great way to keep them informed and connected.
Or maybe you’re looking to improve your workforce’s performance and understanding of your company’s process. Video can be a great tool here as well. You can craft something to educate employees about practices and policies, or use them as training tools.
A well-designed video production can also be the best way to recruit new employees. So, whatever it is you’re trying to accomplish or improve on internally, video can help.
Enough about the in-house functions a video can serve, although there are more. Now, let’s talk about the other side of things: the customers. Obviously, an explainer video can be a great way to introduce your company and what you do, and to tap into the essence of your brand personality along the way.
While a video can display some dedication and competence to current and potential customers through the sheer existence of one, it’s also a great teaching tool for your target audience.
You can educate customers on the latest industry news or trends, or you can give them some tips that may help their everyday lives. Then, of course, revealing or introducing new products or services is a perfect function for video too.
You can even craft a video production in which your target audience is the subject of your video. Displaying customer testimonials and reviews is a great way to earn trust and credibility because viewers tend to believe previous customers.
Besides that, all the old rules apply.
While there are many more ways to use video to your advantage and a variety of approaches and goals, you still need to consider all the basics once you decide where a video will serve your company best.
When setting out on any video production, you need to consider the initial concept and script development, the kind of equipment you’ll need, the lighting conditions, frame composition, sound design, all post-production processes, uploading, and properly optimizing the finished product for search.
So, take the time to, first, decide where a video will benefit you most, and then design a production with these goals and expectations in mind. From there, just get the basics right and, if all goes well, you’ll soon understand why video is fast becoming a crucial part of any marketing strategy.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, a feature film, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.