With Halloween in the rearview and the big-boy holidays now just about here, it’s time to examine your video production and marketing plan to make sure you’re doing all you can to take advantage of the holiday shoppers.
We recently wrote about one particular video you may want to start thinking about creating or encouraging your customers to create and for more on that, check out this post: Video Production Trend Alert: The Unboxing Video and Why It’s so Important During the Holidays.
But today’s post isn’t about one specific kind of video. It’s about what you can do, in general, to make sure your commercial and/or corporate video production strategy is fit for the holidays.
Tip #1: Scale back the salesiness.
One of the biggest concerns when it comes to tailoring your video production plan for the holiday season is the tone you should strive to achieve in your content.
After all, while there are the hordes of holiday shoppers to think about, there’s also the holiday spirit to consider. It’s supposed to be a cheerful season of giving, so coming across as purely promotion won’t help you much, especially this time of year.
Instead, try to look at it as an opportunity to humanize yourself and your brand. Instead of spending your time creating video content solely with marketing purposes in mind, infuse your videos with genuine creativity, personality, and warmth.
Bring viewers into your workplace and incorporate the people who work behind the scenes, whether you come up with a funny scenario or just let them tell a few stories or do a group holiday greeting.
The point is, think of your video production efforts as gifts to your audience. Give viewers something to satisfy their holiday spirit and, in doing so, you’ll be strengthening your relationship with them and giving them an idea of your company’s tone and culture.
Tip #2: Choose a holiday theme.
A great way to show another side of your company and to take advantage of the holiday hype is to choose a holiday theme that the audience you’re trying to reach will be familiar with and use it to help shape your video production.
You can use holiday colors or take an old Christmas story and do some type of reenactment or reading. Your entire work team can sing a famous holiday song or you can use a well-known holiday movie as a theme to build your video around.
For instance, you can think of a specific and particularly well-known scene from a film and recreate it with employees in the office, or you can have your entire team break into a musical number from a movie. You get the idea.
Whether you use it as an opportunity to show off your company’s belief in giving and warmheartedness or your funny side, or simply to introduce your employees in a festive way, choosing a well-known holiday theme to build your video content around is a great way of forming an instant connection with viewers.
Tip #3: Use your calls-to-action wisely.
When designing any type of commercial video production, you need to think about what the next move should be so you can encourage viewers to do it once the video’s complete, and that doesn’t change during the holidays. In fact, it’s even more critical.
Again, though, you need to be mindful of your tone and approach when creating your CTAs during the holiday season. Remember, purely promotional won’t work. Viewers simply aren’t in the mood.
So, again, just as you should consider your video content, in general, a gift, look at your calls-to-action as another chance to show off your company’s giving nature by simply giving something away.
Rather than directing viewers to a product or service page, give them the chance to download a related, in-depth piece of content for free or provide them with a link to relevant content that may not provide much value to you.
The point is, make your CTAs valuable for the audience even if they’re not for you. It’s another way to show your holiday spirit and viewers will remember you for it. For more on creating effective CTAs, check out this post: The Missing Piece to the Puzzle: Killer CTAs.
Tip #4: Special offers, good stories, and a little gratitude never hurt.
Of course, being it’s the season of giving, enticing people to watch your videos by creating them around special offers, discounts, or promotions is a good idea. It’s always a good idea, but it works especially well during the holidays.
Another great way to connect with holiday viewers is by taking the year-in-review approach and telling your company’s story of the past year, of all the developments, improvements, lessons learned, etc.
From there, you can never underestimate the power of gratitude. So, try designing a video production with the sole intention of using it to thank vendors, investors, co-workers, and customers for their business, trust, and loyalty.
Consider your audience and move fast!
You also need to consider the fact that not everyone celebrates the same holiday, so think carefully about the audience you’re trying to reach. Many businesses and marketers keep their holiday references generic rather than getting into any specifics.
Lastly, if you’re going to do it, get to it as soon as possible. While you need to wait to take advantage of the holiday buzz at its peak, that doesn’t mean you shouldn’t be prepared with your videos up to a month ahead of time so you can start drawing viewers to them in time.
Then of course, all the basics apply, including sharing your videos on all your social media channels. Check out some examples of some of the best holiday videos from last year in this article from ReelSEO: 12 of the Best Vines, Instavids, and Facebook Videos for the 2014 Holidays.
About KVibe Productions: A leader in film & video production in NJ / NY, KVibe offers the total package of video production services. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.