Promo video is highly effective for brand building. It’s engaging, entertaining, often educational, and highly shareable content that converts into genuine leads and product sales.
If you want content that has “legs” and works hard for you, video is it.
Let’s get real with some poignant facts about video marketing first, before we dive into the “How To”.
Video marketing isn’t just a trend today, it’s the way of the future:
- YouTube accounts for over 28% of all Google searches (1)
- Globally, online video traffic will be 55% of all consumer Internet traffic in 20161, and 74% of all Internet traffic in 2017 (2)
Video content increases engagement and SEO (search engine optimization):
- Video content can increase the chances of front page Google ranking by 53 times (1)
- Viewers spend 100% more time on pages with videos on them (1)
- Videos are shared 1,200% more times than links and text combined (1)
- Video in email can boost opens 20% and increase click-through rate 2-3x (3)
Video content drives traffic in-store and improves sales conversion:
- 4 in 10 shoppers visited a store online or in person as a direct result of watching a video (1)
- Retailers cite 40% increases in purchases as a result of video (4)
- Shoppers who view video are 1.81x more likely to purchase than non-viewers (5)
We set out to produce our first promotional video as Pineapple Collective, this past December. We were 100% accountable to the creative vision from start to finish (as well as ensuring we received strong ROI for our efforts – which we did!).
We discovered a few key steps we’ll be putting into practice with our clients, and on future Pineapple Collective video production initiatives.
7 Tips for Making Your First Promo Video
1. Define your Goal & Call to Action
Before you draft your script and choose your location, make sure you have narrowed down your purpose. Be specific. What do you expect viewers to do as a result of watching your video? How do you want them to feel? This may have several layers, and if so, create a hierarchy. Sometimes due to time constraints you will need to save secondary or tertiary goals or messages for a future video project.
2. Target a Specific Audience
This can be especially important if you have several target consumer demograhics, or your services are applicable in B2C and B2B contexts (such as Pineapple Collective). Who do you really intend to speak to? Who do you hope is watching? Targeting a specific audience will help refine the tone of your script and how you speak on camera.
3. Collaborate, Combine Your Skills and Outsource When Appropriate
We believe the best ideas come from collaboration. Play to your strengths, and seek support where you knowledge or skill is limited.
For our video, one team member drafted the script and tracked progress through the day, another styled the set and gathered the food props, and we teamed up with our talented videographer who took care of filming and post-production. If you work with a videographer, don’t assume they are also your director and producer (some are), but ultimately the ownership is on you to ensure the end product meets your needs and to guide the process. Our free promo video planning template (linked at the bottom of this post) can help ensure everyone is on the same page.
Depending on your budget, you may be filming part, or all of your content yourself. If you are not savvy with editing software, outsource the post production to be efficient (saving you money in the long run), and it gives your video the polish it needs to perform well online. Teamwork makes the dream work! We would recommend meeting with any project collaborators in advance. Review the planning outline together, and consider their recommendations early on.
4. Write in Soundbytes
This is important both for the ease of memorization (for any live action shots), but also for leveraging your content online once it’s launched. Soundbytes make great captions for social media promotions, and are easily re-shared, re-posted or re-tweeted. From our video:
From the Pineapple Collective promo video:We don’t want to be sold to. We want to be educated, inspired, connect and belong Click To Tweet
5. Qualify Your Work
Integrate at least one “qualifier” into your content. This is an element designed to show the validity of what you are saying. It shows that others agree, and creates a more compelling story. Consider embedding relevant statistics, testimonials, audience reactions, or candid live action footage.
6. Use Voiceovers and B-Roll to Boost Authenticity
This can be a great tactic to not only ensure you hit all your key messages, but also can be an economical way to film great content. B-roll is candid videography. For example in our video, there are several vignettes of B-roll, including food styling, brainstorming, smoothie making, and drafting content. This was filmed as we actually went about these tasks.
Much of our script was recorded for voiceover, allowing us to feel more natural as we read it to the camera. When combined in post production (laying the audio over the video), the result is premium looking, approachable and authentic content.
7. Meet with Stakeholders to Review the Plan
Once you have drafted your promo video outline, meet with any stakeholders contributing to the success of the video, or those whose opinions are necessary for approval (if you require it).
The outline ensures everyone is on the same page, and allows stakeholders to provide relevant feedback. Ideally review your outline, in conjunction with a site visit (or inspection), so everyone is clear on the logistics of the site: lighting, background colours, acoustics, and adequate space.
Whether you are shooting your own promo video, or hiring experts to support you, having a plan will help you stay efficient with costs, and maximize your usable footage. Try our free template below when preparing your promo video outline. It helped keep everyone organized for our shoot!
Download your copy of our Free Promo Video Planning TemplateFree planning template for shooting your first promo video #pineappletips #videomarketing Click To Tweet
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References / Sources:
- Sourced from https://www.b2bmarketing.net/resources/blog/25-stats-marketers-should-know-about-video#sthash.M2iCZbxu.dpuf, via Comscore, Cisco, Simply Measured, Online Publishers Association, Marketing Sherpa & E-Consultancy. Accessed Jan 25th 2016
- Cisco Visual Networking Index: Forecast and Methodology, 2012-2017. Via http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html Accessed Jan 25 2016
- Invodo. Ten Lessons From Silverpop’s Digital Marketing University NYC. Via http://www.invodo.com/ten-lessons-from-silverpops-digital-marketing-university-nyc/ Accessed Jan 25 2016
- Multichannel Merchant. Give the Consumers What They Want: Video. Via http://multichannelmerchant.com/infographics/are-you-meeting-the-shoppers-product-video-expectations-14082013/ Accessed Jan 25 2016
- Invodo. E-Commerce Video Benchmarks Report: Q2 & Q3 2013. Via http://www2.invodo.com/l/12102/2013-12-10/kfdcc Accessed Jan 25th 2016