If you already have a corporate or commercial video production plan in place but you’re not getting the kinds of results you’d hoped for when you implemented it, there could be a variety of reasons.
It could have to do with quality of your videos, where you’re putting them, a lack of consistency, etc. So, the first thing you need to do is pinpoint the problem.
As a NY / NJ film and video production company that offers the total package of commercial and corporate video production services, we know the questions you need to ask yourself to do just that. Then and only then can you begin to improve the situation.
1. Are the people watching your videos the right people?
The first question, obviously, is are you getting a decent number of views? However, if you find that you are but still aren’t getting the results you expected, it could be that the people viewing your videos aren’t the right ones.
We’ve been doing video production in NY and NJ for a long time and take it from us, the numbers can be misleading. You could be getting a ton of views, but if those viewers aren’t a part of your target audience, then what’s the point?
It could be an issue of the type of video content you’re creating. If it’s only valuable to business owners yet business owners don’t make up a significant part of your target audience, you need to rethink your approach.
But it could also be an issue of where you’re posting your videos and when. That’s what getting to know your target audience is all about, no matter what kind of commercial or corporate video production you execute.
You need to make sure your videos are attracting and reaching the right people in the right places at the right times, because the problem may not be about the quantity of viewers, but the quality of the right viewers.
2. Are viewers actually engaging with your video content?
That’s not the only way that the numbers can be misleading. They may also indicate that you’re connecting with a decent amount of viewers and that they are, indeed, part of your target audience, but what about their level of engagement?
Are they watching your videos through until the end or just getting a glimpse for a few seconds and bailing? Make no mistake, that could be the central problem right there.
When that’s the issue, it’s often the result of the quality of the content you’re creating, but it could also simply mean that you need to adjust your strategy.
You may find that viewers are watching certain videos in their entirety and you can then build on that success and use that data to strengthen the rest of your video production plan.
There are some very helpful tools available that will help you to keep an eye on your video content’s performance so you can not only ask yourself the right questions, but be able to answer them as well.
3. Are your videos conveying the right message?
Hopefully, before you implemented your video production plan, you took the time to determine the specific purpose of each video. However, we’ve been in the NY / NJ video production industry for long enough to know that, throughout the production process, things often change.
So, you need to go back and make sure your videos are focused on the right message and utilizing the right tones for sending that message.
It’s not just about ensuring that the purpose of each video is crystal clear to viewers, but also that your brand identity is consistent throughout your video content. Your message should tie back in with your company’s culture.
You may not be getting the kinds of results you’d hoped for because you’re not weaving your brand personality and voice into your content. By keeping your video content concentrated on the right message, you’ll keep your brand identity consistent.
4. Are your videos leaving viewers with the right feelings?
You may think that if your videos are sending the right messages, then they should be leaving viewers with the right feelings, but that’s not always the case.
There’s more than one way to skin a cat, just like there’s more than one way to send the same message. You may find that you’re weaving the right message into your content and keeping things consistent, but that your videos are evoking the wrong kinds of emotions.
It happens all the time, especially with businesses that aren’t too familiar with modern corporate and commercial video audiences. Today’s viewers are more sophisticated than they used to be, so you’re going to have to earn their emotions.
The only way to do that is to make a choice and stick with it. You know how you’d like viewers to walk away feeling after watching your videos, so put yourself in their shoes and create content that would leave you feeling that same way.
For more information on the importance of evoking the right emotions and some tips on getting it done, check out this post from Vidyard: The Secrets to Delivering Tissue-Worthy, Emotional Marketing Videos.
5. Would an outside source or new video production company bring something else to the table?
This may the most important question you need to ask. Like mentioned at the top, there could be a variety of reasons for your video production plan not returning the kinds of results you were expecting.
And while it could be any one of the above, it could also be a combination of any and all of the above, and more. So you need to start asking yourself if your current method of producing video content, whether it’s in-house or out, simply isn’t cutting it.
Research the alternatives. Check out their previous work to see if they’re achieving the kinds of looks or tones you’re failing to instill in your videos. Meet their teams. We’re not just saying that because we’re a NJ / NY video production company. You’ll find that certain crews genuinely seem more passionate about the process.
Then, of course, there are the basic questions…
Just in case you haven’t already asked the basic questions, you need to ask yourself if you’re using the most relevant, original topics. Are you launching your campaigns at the right times to take advantage of any business or industry hype? Are you promoting your videos across the channels that your viewers use most?
Lastly, the question no one wants to ask but often should: Were your expectations realistic to begin with? Too many businesses getting into video still believe that going viral just takes the right mix of a few ingredients and, voila!
Unfortunately, it takes perfect timing too. Going viral is like catching lightning in a bottle, so if that’s what you were expecting when you set your video production plan into motion, you may have been aiming a little too high. For more on the misconceptions about going viral, check out our previous post, 3 Viral Video Myths Still Running Rampant.
We hope these questions help you to pinpoint the problem but if you find you’re in over your head, check out our work to get a feel for the kinds of emotions we bring to our commercial and corporate video projects.
About KVibe Productions: A full-service film & video production company in NJ / NY, KVibe can handle every aspect of production. Whether it’s a corporate video production, a commercial, a feature film, etc., at KVibe, we create to inspire.