With online video, you don’t need to be the next George Lucas directing Star Wars, you just need a strategy and a plan. Getting started with online video may seem daunting but there are online marketing video specialists who can help you. Here are a few tips to help you make the most out of your video content:
1. Keep It Short
One of the shortest Star Wars characters was Yoda, he was also arguably the smartest. Key takeaway: short = smart. It’s important to remember that nobody cares about your brand as much as you do. So the less the viewer is familiar with your brand, the shorter their attention span will be for watching your video. If some one clicks to watch your business video they want one question answered:
What’s in it for me?
Will your product or service help them? Speak to that. If you can’t answer that very simple question quickly…they are gone. In fact more than half of online video viewers leave after one minute. So edit, then when you think you’re done…edit some more.
2. Stay on Target
The words “Stay on target” were aptly spoken by the fighter pilot Porkins in Star Wars right before he was blown to smithereens in the rebel attack on the Death Star. But I digress. The point of this was to stay on target. Before you begin even writing your script it’s critical that you define who your target audience is. Man? Woman? Just starting a family? Newly retired? The more targeted, the better. Then once you’ve defined your audience, script to the main benefits – show how your product or service will solve their problem, save them money, or improve their efficiency at doing a certain task making their lives easier. Every aspect of your video has to communicate these benefits rather than just describe your product or service. You’re not selling your product or service, you’re offering a solution to their problem. Create videos that the viewer can identify with and the problems they face.
3. Be Creative
When George Lucas was pitching his idea for a space saga, most studios questioned the feasibility to make a film with all those action sequences and imaginative landscapes that had never been done before. Through some creative film-making, he revolutionized the way movies are made. You don’t need to aspire to revolutionize your industry with every video, just be smart and clever about the content you are producing. Your business videos should be creative and entertaining but keep the message focused. Make videos that your target demographic influencers, decision-makers, and co-workers will want to watch over and over again but, more importantly, will want to share. If you create boring content, no one will want to watch it…much less share it.
4. Communicate Clearly
C-3PO was always quick to point out that he was “fluent in over six million forms of communication…”. You should make sure your message is clear, no matter who is watching. Nothing ruins a great video more than bad audio. Spend the money and hire a professional voice over person, it will make a world of difference in the end product. Also it’s important to consider that some businesses have policies against audio being played in the work place, so create captions or subtitles for the video. A final thing to keep in mind in regards to effective communication, is if you plan to distribute the video internationally, it’s a lot easier to produce a foreign language version if the English version is an animation with off-camera voice over. Then all you need to do is replace any onscreen text and get a new voice over audio track made. Much simpler than creating a whole new video.
5. Include a call to action
When Luke Skywalker was in battle to destroy the Death Star he heard the ghost of Obi Wan Kenobi speak to him and say “Use the force, Luke.” You can’t ask for a more direct call to action than that. Many businesses create great videos and don’t tell the viewer what they’d like them to do next. If you want clients to fill out a form to download a white paper or share it with a friend, ask them. Be as direct as possible. Make sure whatever the next step is, make it as easy as possible for the viewer to take action. If you want them to share, make the sharing buttons easily accessible or built in. Want them to sign up for a newsletter? Put the form right on the page next to the video.
So the point is…
You don’t have to be the next George Lucas, not even close. Just keep these five tips in mind when you are planning the strategy for your next online video and you’ll at least be starting out on the right path toward success. Let the force be with you.