So you’ve decided to create a video. Good for you! The first thing you need to do is to craft a plan with a clear focus that outlines how you intend to reach your audience while achieving your company’s goals and objectives. It doesn’t need to be rocket science but it does need to be laid out in a clear and simple plan that is easy to understand and gets right to the point so as not to lose the attention of your audience. When outlining your video it is important to identify what you want the viewer to know or do and design the video around this message. It might be necessary to do so in a multiple video series to make your message easier to digest. If you are new to video, start with a simple message and don’t get fancy until you’ve done a few and have the resources to do so.
A few rules of thumb when it comes to video creation are that it must be 1) entertaining, 2) educational or 3) emotional in order to have an impact on your intended audience. When you are crafting your video concept, start with a few of the simplest things while brainstorming. Some ideas that can prove to be a good starting point from which you can build on can be:
- Frequently asked questions
- Proper product usage
- A look behind the scenes of your organization
- Company Philanthropic efforts
- Holiday good will messages
As you brainstorm make sure to write down all of the ideas that are thrown out on the table. You may not use all of them now, however, you could certainly come back to them another time. Don’t throw out any suggestions.
Organizing your video
- If you have speaking roles in your video, create a script for people to follow. Impromptu messaging can be lengthy or take more time than you may have to get completed on time.
- Rehearse with your equipment. Write down details of where your camera should be placed for optimum video footage. Take into account the time of day, sun streaming in windows, clutter background noise and make sure your filming location is as optimum as possible at the time you shoot your video.
- Give some thought to how long you want your video to be. Most successful videos are two minutes or less. If the video is too long, you may lose your audience’s attention. This will effect scripting and the number of people that you can include. Write out your entire plan before you begin filming.
Video is a great way to reach your target audience and it can be a creative and fun project to grow your marketing efforts. Remember; Prior Planning Prevents Poor Performance.