Creating great marketing videos is easier said than done. There are so many factors that come into play to make a video a success. You must have a strong message, engaging content, an interested audience, and on top of all that, some good luck wouldn’t go amiss. The landscape of successful online content is always changing and fast! Yesterday’s viral hit is today’s flop, and to make it more confusing, sometimes videos that appear to ignore every rule become overnight sensations. Don’t get disheartened; we are here to help it all make a bit more sense. We have compiled our top 15 tips for creating great marketing videos, let’s get into it.
1. Start Strong and Make People Watch
When you decide to create a marketing video, you should already have an end goal, a reason for making the video in the first place.
It doesn’t matter what that end goal is, the purpose of your marketing video is to help you achieve it.
Naturally, in fear of missing out, you will put pressure on yourself to include every single bit of relevant information.
This pressure often leads to ten minutes of information crammed into a two-minute video.
So, here’s a fact you should remember, too much information can be just as damaging (or more damaging) as too little information.
You don’t want to overwhelm viewers; you want to give them enough to stay tuned.
It might sound incredibly obvious, but if no one watches, it doesn’t matter how much information you put in your video.
So, getting people to watch has to be your number one focus.
Take a more straightforward approach, forget thinking about how to reach your end goal (for now), just think about how to get people to watch!
Chances are whatever you do or whatever you sell is already being offered by lots of other people; if not, then you have struck gold.
The most challenging job you have isn’t in letting people know what you do; it’s in convincing people that they should choose you over everyone else.
Consider the massive amount of content available; to compete, you have to entertain in some way, not just inform.
The first step towards convincing people to choose you is making sure they don’t switch off.
So, you need to come up with a strong hook that will pique the viewers’ curiosity.
It doesn’t have to be everything in the first 10-20 seconds, but if you can use that time to make them wonder what’s coming next, you are onto a winner.
2. Make People Remember You
The key to any successful video campaign, once you get people to watch is to make them remember you.
The harsh reality is that no matter how good you are at what you do, people will remember a catchy jingle or silly dance much more than you.
Now, that’s not to say that a marketing gimmick is more important than quality service; these days, it usually takes both to be a success.
Think about the TV commercials that you remember most, some will be great, but some will be downright annoying.
Some TV commercials might even have you thinking who writes this stuff? Or please stop showing this! But when you need car insurance or a new couch, which advertisements does your brain recall first, the very pleasant, unintrusive one or the annoying one?
We would wager that it’s the annoying one! The point is that you never want to be stuck on middle ground, whether people love it or hate it, they have to remember it.
If you can make videos that everyone loves, please do that, it’s much better than being annoying, but you get the idea!
Check out this YouTube compilation of some of the most annoying TV commercials that are well remembered.
3. Tell a Story, Not Just Facts and Figures
There are a few different ways that you can approach video marketing.
As we keep saying, it’s about convincing the viewer that they need you or will benefit from what you have to offer.
What potential customers don’t want to see is a video that is packed with information but isn’t relatable.
Think of it as you would think of watching a movie, what makes an audience connect most to a film?
It’s when they feel something for the characters, whether it’s empathy, they have been in the same situation, or they just think what if I was in that situation.
Despite the majority of video content being short-form, it was still the long-form content that was delivering higher viewer engagement.
The current trend suggests that long-form content is on the rise, and could provide a much better return.
Trends are called trends for a reason; they don’t last forever. So, research properly and give your video the best chance of competing.
11. Create Content For a Complete Marketing Funnel
When you create a marketing video, you shouldn’t just be thinking about video hosting platforms.
You need to be sharing your valuable content across your entire marketing funnel. That means all of your social media platforms, which might mean some smart editing.
We just spoke about how long-form videos could be the way to go right now, but that doesn’t suit every platform.
For example, Instagram isn’t the ideal setting for a ten-minute video.
Users act differently on different social platforms, too, meaning each platform should give varied behavioral statistics.
You need to make sure you have your video in the optimal format for each platform. To do this, you might end up with a ten-minute video on YouTube, a sixty second version on Instagram, and various other versions elsewhere.
It’s a good idea to think about this early on while you are still making your video.
If you do that, you can prepare your content in a way that makes it easier to cut and paste sections, to create varied length versions without losing the overall message.
12. Ride the Wave
Anytime you do something creative, you want to be as original as you can be.
But, there are times when it pays to be a little less unique.
When something becomes so popular with a whole generation of fans, whether it’s a movie or a song, you will see others jumping on the bandwagon.
Just to be clear, we are in no way suggesting that you copy someone else’s work, but it leaves the door open for parody.
This Warburtons Goodbagels commercial starring Robert Deniro is a prime example.
Where you take a comedic or serious approach to a popular topic, it can be a fantastic way to connect instantly with a large audience.
Although, we must advise that you do it tastefully and legally, don’t get sued!
13. Make the Most of Technology
This bit of advice is about following trends again, this time in regards to technology and creative techniques.
Many years ago, The Matrix became one of the first movies (maybe even the first) to use 360 degrees camera rotation.
Some of you may be too young to remember, but it was this iconic scene that had everyone amazed.
Pretty soon after, it seemed like every other video was using the same technology.
That kind of thing, although more accessible now, may be out of your reach, but there are always trends to be followed.
If you consider the amount of editing you can do on an app like Snapchat or free video editors, you will always have some technology available to you. Take advantage of it, but keep it tasteful.
14. Collaborate with Influencers
In almost any business, collaboration and affiliation are essential.
Before you even think about collaborating, make sure that it’s sensible.
One of the worst things you can do is attach your name to something just for the sake of it when it makes no sense.
Ideally, you want to collaborate with people who are in your field, but don’t do exactly what you do.
Let’s take a musical analogy and imagine you are a singer looking to collaborate on an album project.
It’s unlikely you want to find another three singers unless you are bringing back the barbershop quartet.
It’s more likely that you’d want to team up with a producer, mix engineer, and booking agent.
In that scenario, each person offers something to the other, and that’s the key to a great collaboration.
When you identify someone you’d like to collaborate with, don’t approach it without a plan.
Understand what they can do for you, but equally, understand and explain what you can do for them.
15. No Budget? No Problem!
Don’t be put off by a lack of funds; there’s always something that you can do.
The upside of there being so much content online is that there are so many ways to create content.
If you have a high-end video camera or DSLR, that’s fantastic, but don’t forget you can record 4k video on an iPhone, and don’t ever think that’s not good enough.
Make the most of what’s available to you, jazz virtuoso Jacob Collier recorded his early viral music videos on an iPad, and they are terrific.
It was even a reasonably recent trend to record in poor VHS-style quality, or digitally degrade quality through an app.
The band Vulfpeck made their name off the back of their low budget, low quality, home videos, like this one here.
Yes, that was an excuse for us to end things with some awesome music, but the point is that nothing is impossible!