Video marketing has proved to be one of the most successful ways to get your brand message across to your audience due to reasons such as it being easy to digest, its ability to create an emotional response, the social aspect, and it being more memorable.

And according to Wordstream, one-third of online activity is spent watching video.

Many businesses are, as a result,  jumping on the bandwagon of video marketing in hopes of winning an influx of enthusiastic customers. However, much too often we are seeing the mistake of videos being created without any real purpose.

Here at JMPUK, we know that planning content can improve video success dramatically. Content with purpose not only targets the right people, but it also drives the results you want potential clients to take when they see it.

This blog post will guide you through the video production process step by step, in order to help you create content that really drives results.

Define the goal

At JMPUK, we offer a wide variety of video options. But first things first, when speaking to clients, it’s important for us to know what their goal of the video is.

Are you trying to engage more customers? Attract more customers? Where are your customers in the buying cycle? Perhaps you need a how-to video for your internal staff? Maybe you’re struggling to attract new employees so you could do with a recruitment video? Or an explainer video to let people know what your new product or service is all about?

From determining the purpose of your video, we can then go into exploring the different styles of video and deciding which one would suit the clients’ goal. For example, mini-documentary style, animation, motion graphics, or time-lapse.

A question to ask yourself: What do you want to happen when people finish watching your video?

Define your audience

Much too often, marketing campaigns are built to include everyone but result in engaging no one. You should instead craft your video message to your “buyer persona”.  You’re likely to have a narrowly defined audience who can benefit from your product or service.
This step will typically require a bit of research. The more defined your target audience is, the greater the chance of marketing success as you can really deliver a message that your audience cares about.

A question to ask yourself: What does my audience care about and how does my product or service relate to these needs?

Clarify your message

While the importance of defining your audience is critical, clearly knowing and understanding your message is just as important.

Don’t try and cram everything into one video. Explaining what you do, selling your service, and trying to bring in a case study all in the same video will all be too much. A tailored video with a specific message and goal will be much more effective and worth your time in the long run.

A question to ask yourself: What problem am I trying to solve and how can I best communicate the solution to this problem?

Create and follow a storyboard

A storyboard is a sequence of drawings that shows all the various shots of your video, giving everyone in the team a solid plan to follow. A strong storyboard serves two main functions: planning and communication.

While it’s tempting to just pick up a camera and start rolling, without a proper road map in place, you’re likely to waste time, money and energy.

Armed with a storyboard, you can clearly visualise the shots you require, the order in which they will appear, and how these visuals will interact with the script.

It will also help present your vision to clients or the production crew, without the need for wordy explanations that can be hard to really get your message across.

A question to ask yourself: Have you considered all of the logistics prior to the shoot?

Prepare a video script

A key part of the pre-production journey is the task of writing video scripts. It’s very common for teams to write and execute a script without critiquing, revising and then critiquing some more.

But with the video script taking centre stage, spending a good amount of time on this stage of pre-production is an extremely worthwhile investment. This specialised task should ideally be left to a skilled expert. 

A question to ask yourself: Does the script sound natural and engaging while conveying the core message?

Decide your ideal video length

It’s no longer enough to create one format of video content and hope it performs successfully across multiple social media platforms. With the extensive range of platforms now available to share video content across (and each with their own native video specifications), video marketing now requires a multi-pronged approach.

It requires careful consideration of the audience of the platform in order to determine the length of the video.

For instance, longer-form video works best on YouTube and LinkedIn, while shorter clips tend to get more engagement on Instagram and Twitter. A video length that may perform brilliantly on one platform, may perform terribly on another.

A question to ask yourself: How long do you really need to get to explain your message?

By taking the time to consider all of the above steps and devising a clear plan, you can be sure to create video content that really drives results.