Bolstering your brand through video is not as easy as just making a video. This can be an easy mistake to make—not to mention, costly! But that doesn’t mean it has to be difficult. Like any well-orchestrated marketing campaign, brainstorming and idea-generation around your mission and goals is a necessity. But going after your goals through video marketing requires a multi-step approach.
Let’s start with what I will call the Buzz Style Videos. Some data on Facebook videos from last year placed Buzzed Tasty at the top of the list of “most shared and engaging” videos. It was a 4x landslide over its nearest competitor! These “foodie” videos show how to make delicious treats, and fast. Here are some reasons why these videos were so easily shared:
1.) Aspirational — The videos take something common and make the process of changing or altering it easy to accomplish.
2.) DIY — The best videos show the viewer how to do something. This doesn’t just have to be making pies and salsas! Think about showing a person how to use your product.
Here’s one I’d like to do for a recent client of mine: the Jeep Jammock. It could be “5 Ways to Use Jammock this Weekend!” It could be a cool, hands-on, close-up video showing all the great ways to use Jammock to make your outdoors adventure even better. (Just a minute, let me get in touch with the makers of Jammock to share this great idea!
3.) Simple — Simplify your instructions. In the case of a video awareness campaign, keep it to 5 points or 3 facts. You can’t include too much in a limited amount of time, and you have to fit words onto the screen that can be read and understood within just 4 seconds. Production-wise, this is the range for cadence between shots within a 30-second or less commercial.
4.) Short — Keep your video under 2 minutes. Way under, perhaps. American comedian George Burns once said, “The secret of a good sermon is to have a good beginning, and a good ending; and to have the two as close together as possible.” Your video should get to the point, and fast.
5.) Voiceless — Your video needs to be understood both with the sound turned off and on. I don’t know about you, but I cringe when a catchy video comes on, and I can’t understand its context without turning on the sound. Usually, viewers will watch your video without sound.
This is absolutely a specific type of video engagement. These videos aren’t commercials and they don’t have to include beautiful imagery (although they can).
Instead, these videos are meant to get your audience’s thumbs to stop a half-swipe down the phone for just a moment, long enough to tune in to your video. I won’t get into how to build some of these right now for a specific mission. We will revisit that at a later time. But for now, just consider what it takes to make you stop and tune in for two seconds or longer on social media.
Contact me if you’d like to learn how Parallel 40 Productions can help turn your video marketing ideas into reality!