We talk a lot around here about the measures you can take and changes you can make to better your video strategy. After all, it’s an ever-evolving industry and form of content, and you need to be able to keep up to continue finding success.
The thing is that sometimes we forget just how many videomakers, marketers, brands, etc., still haven’t even started using video to help connect with people and accomplish their mission, whatever that may be.
So, as veterans of film & video production in NY & NJ, we thought we’d go back to the basics and put together a little guide for starting out with video in today’s landscape. That way, the transition will be as smooth and painless as possible.
Start with them.
Yes, using video to tell a story rather than sell something is always the better bet, and yes, you need to figure out how to cleverly brand your video in some way while still captivating the audience and immersing them in the viewing experience.
All that’s true, but before you even begin to think about what stories you should tell and how you can put your own personal stamp and voice on your video content, you need to think about the particular viewers you’re trying to reach.
You need to have some idea of what they enjoy watching, and what they’d likely want to know about your industry and what you do in it. How do you find this type of information out? Well, there are a lot of ways, but it starts with listening.
Check out their conversations and comments on social media, search on Twitter for relevant hashtags, do relevant keyword searches, or just ask them, whether you send them a survey, do it via your FAQ section, etc.
However you do it, you need to learn as much as you can about your target viewers and what they’d likely want to see before doing anything else so that you can use your findings as the foundation of your video production & marketing plan.
Move on to you.
Once you have a good idea of what the people you’re trying to connect with would want to see in a video, then it’s time start thinking about you and your mission and to take a look at how everything aligns.
For instance, if all you’re trying to do, for the most part, is start gaining a little trust among your target audience using entertaining and interesting videos, then things will be a little easier. However, even then, the tone and style of the content needs to align with that of your or your brand’s voice.
If, on the other hand, your central goals are a little more specific than that, perhaps you’re trying to sell a particular product for example, then it may take a little more thinking. You’ll likely find that certain ideas that would absolutely be right for the viewers you’re trying to reach just don’t make much sense in terms of your particular mission.
In cases like those, it’s best to just discard those ideas. Go back to the drawing table and continue to search for ideas with clear overlaps. You want to be sure that the content has a good chance of both accomplishing your central goals and giving the viewers what they’re looking for.
The bottom line is, while you’ll always need to do what it takes to compel the viewers to watch your videos, take it from us as longtime NY / NJ video production pros, you also always need to take a look in the mirror to make sure that the content you’re creating is an accurate reflection of you and/or your brand.
Think about how you want them to feel.
While the tones you strive to achieve and the emotions you aim to evoke with your video content will be largely dictated by your findings about the wants and needs of your target audience as well as your own identity and mission, that doesn’t mean there won’t always be options within your options.
And in a day and age in which there are more platforms to showcase your videos than ever before, each with its own community with distinct expectations and preferences, it’s critical that you learn how to adjust your tone and approach for whatever channel you’re using.
So, once you know the various kinds of emotions you’re audience is yearning to experience while watching video content as well as the emotions that align with your identity and objectives, then you should start thinking about which of those specific emotions you should design your video to evoke.
The general rule is the more positive the better, but again, it depends on the platform you’re on, the video you’re making, and your particular goals for it. Sometimes happy and positive just don’t align with your primary mission.
Just try to think about the kinds of emotions that would compel the viewers to hit that share button, and for some information on which emotions, when tapped into in the past, have led to some serious success in that respect, check out this post from Inc.com, 18 Emotions at the Root of Viral Video Psychology.
Create, share, and measure.
Once you’ve done all that, you’ve reached the point where you need to, you know, actually make the video, and again, we’re in an era in which viewers have more options and alternatives than ever before when it comes to content of any kind. So, even after putting in all that work, you’re by no means guaranteed success.
You still need to create high-quality, captivating content, and no matter how much research and preparation you put into it, that’s never easy. Then, you need to share the video as much and in as many places as possible, and measure the results.
After all, deciding on and executing a concept that aligns with your mission, is interesting and entertaining to your audience, and evokes the right emotion takes a lot of time and work. So, you need to know which metrics to measure to ensure it’s working, and if it isn’t, to find out why.
To learn about some of the most telling metrics, check out this post from Sparksight.com, 5 Video Metrics You Should Be Measuring, but the bottom line is that video is too valuable to any mission, and if you’re not yet creating it simply because you don’t know where to start, we hope this post helps.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a commercial, corporate video, or a feature film, etc., at KVibe, we create to inspire.