It happens too often that businesses get swooped up by the idea that they will make their first video that will go viral, and that will result in sales quickly. But things don’t work like that. You’ve to plan things strategically, take each step deliberately, and be skillful at creating successful marketing videos. But there are some things you can do to master the technique.
Here are some tips for making high-impact brand videos:
1. Set an objective
The objective of a video campaign depends on the things the brand wishes to achieve. It also depends on where the business stands. If there’s enough brand awareness, the objective could be to attract the interest of people who are already engaged with the brand and need a nudge to buy products. If brand awareness is lacking, the objective of the videos should be to raise brand awareness.
The objective sets the theme of the videos and the type of video you are going to make. For attracting someone already interested, you can run a sales campaign and offer free trials and discounts to get them to buy your products. When you want to raise awareness, you will explain in your videos what you’re about, the uses of your products, and how your products solve a problem they are experiencing. It is important to set a specific objective at the start.
2. Think from the perspective of the audience
When making videos, it is imperative to know what the audience wants to see. Know your target audience and create videos that will attract their interests. When showing them an advert for the first time, you might want to explain your products to them and make an infotainment video to attract them as well as educate them about your product.
It also depends on the way your audience would use your product. If you know Christmas is approaching and think your product will become a perfect gift to their loved ones, make a video suggesting this. Cater to the target audience perfectly, and you will get yourself more sales.
3. Gather resources
The next step is you start shooting. To shoot your videos, you can rent equipment like cameras, lenses, and tripods reasonably cheap. These days, you can also create videos with your smartphone but be sure to rent a tripod. With a tripod, you can shoot sturdy and dependable footage. Even if you have a good camera, you’ll shoot a shaky video that looks like the Blair witch project without a tripod. You can also use stock images and videos available on online video editors. There are also templates available for different types of videos. You can shoot your videos to compliment the stock images and visuals to create videos.
4. Your script
Your script is the most fundamental thing. It should be precise. It should get to the point quickly. The script sets the pace for videos. If you’re shooting an informational video, make it less than 90 seconds, and an entertaining video should be less than 30 seconds.
What makes a video dull is not the number of seconds it goes on for; it’s the pace of the script. You can do everything in 30 seconds or 90 seconds if you have a quality script. Edit your videos perfectly to set the pace. This is what makes a high-impact video.
5. Keep everything consistent
Consistency is the key. Making every video with a different theme and style will ward people away. Similarly, use the same voice over for all your videos or a particular campaign to consistency. Add text to videos to make them more accessible. Cater to a diverse audience by using subtitles, transcriptions, and translations (in subtitles). You can add text to videos by using tools available on various online video editors out there.
You should also use your brand colors in your videos or employ them in the background. Skillful use of brand colors will result in your brand’s audience thinking when they see the color. But be careful, don’t throw your colors in the face of the audience, be subtle.
6. Editing style is important
Editing style can make a world of difference. A single editing style should be used for all your videos or at least for a particular campaign. People will come to associate your brand with that specific aesthetic. People don’t want new things; they like consistency. IT would create confusion if they keep seeing new styles and editing, so be consistent.
Editing style depends on the script, the visual, the message you want to send, and a lot of other factors. The editing style of an informational video will have smooth transitions with a consistent frame. A fast-paced adventurous video like a red bull ad perhaps will have quick and flashy cuts. Keep in mind all the factors when editing your videos.
7. Add logo to videos
Embed your logo in a corner throughout your entire video. A logo is an essential part of a brand. People should instantly recognize a logo’s color and shape. Only then a brand is successful. Think Coca-Cola, Pepsi, Twitter, Uber, and the like. Introduce your brand and etch the logo in your audience’s minds by using it on your videos. You can add logos to videos online, by using online editors like Clideo, Kine Master, etc.
You can also use your logo in the things you use in your videos—for example, a person using a coffee mug with your logo in the video. Be careful, though. Sometimes, the colors of the videos make it harder to see your logo. You can create a transparent logo so that it appears as a watermark over your video. You can do this by using the online video editors out there.
Conclusion
Sometimes, the creative process can get a little overwhelming. But overall, it is a fun process where you learn a lot. You can enhance your creativity and put your potential to use in this endeavor. Following the techniques mentioned in the video, you will be able to create high-impact brand videos.