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Regardless of the medium, it is always vital that you get your message across as clearly and concisely as possible. You need to make sure your target audience know exactly what you want them to do, and this means leaving out unnecessary information.
This is particularly true when it comes to video content, and the statistics are clear in terms of whether longer or shorter videos are more effective.
Image credit: Wistia
Avoid breaking the two minute mark. Keeping to 60 seconds or less is even better.
A common mistake brands make with their marketing messaging is to go on and on about the features of their product or service, without ever explaining how you can actually benefit from those features.
Your viewers in particular don’t care that much about your company. They want to know how what you sell is going to positively impact them.
Take the Blendtec ‘Will it Blend?’ video:
It’s a classic example of a viral marketing ad (it’s been viewed 18.5 million times). Notice how not once does it talk about the technical features of the blender, but you can be sure it will make blending tough foods a whole lot easier.
This leads me onto my next point: show, don’t tell.
Don’t make your promotional video a Talking Head piece where the CEO/founder simply extols the virtues of a product to camera. Use the medium to demonstrate exactly how the consumer can benefit from spending their money with you.
Modern smartphones have made capturing good quality video content as simple as pointing at your subject and tapping the screen, but viewers can still tell the difference between high production values and an amateur video.
This doesn’t mean you have to spend thousands on professional camera equipment, but if your budget demands the use of a smartphone make sure you film using a tripod. You can also use software such as Adobe AfterEffects of Premier Pro to clean up the quality of the video later.
Below is a promotional video from Apple demonstrating the video quality offered by an iPhone 7.
Don’t spend time and money on creating a promotional video just because you think you should. It needs to be thoroughly planned out and fit within your existing marketing strategy.
How does this video help you to achieve your goals? Which goals are you targeting? A video intended to boost brand awareness will look very different from one intended to promote a specific product or service.
Developing an amplification strategy is also crucial. Plan how you’re going to promote your video before you start shooting it. What’s your budget for paid promotion? Which channels will you promote on? Which outlets will you outreach to? Don’t make the mistake of producing the content first and worrying about how it fits within your strategy later.
Want to find out how Klood Digital can help you to engage with your target audience via video animation? Click on the banner below to receive a free quotation.