An entry-level guide to creating compelling video content
According to YouTube, more than one billion users visit its site each month, spending four billion hours watching videos. It is estimated that Youtube gets over 30 million visitors per day. Today, consumers have a tolerance of about two seconds for a video to load. The good news: they desire videos that inform them about your product.
Here’s how to deliver it to them.
1.Have a strategy, Spielberg
Do you know what you call an online video that no-one sees? A brand exercise. You may have an idea for a hilarious social media video that you believe spreads the gospel of your brand or product perfectly, but before you tackle the creative execution, ask yourself a few simple questions: What is your goal? Who is your target audience? What action do you want them to take? Being prepared sounds trivial, but your goal isn’t just to entertain; it’s to connect with potential consumers. Creating a social video shouldn’t be about what you want to create, but what your viewers want to see.
2.Be prepared to distribute
Without a plan to distribute your content, you’re likely to overload the YouTube servers. Attaching a hashtag to posts related to your video will allow you to track what people are saying about it and get feedback. Don’t forget to utilize online media who cover your industry. They might publish your video for you.The same applies to print media members and key influencers who are always looking for content to share with their audience. Very often, your retailer partners will be starved for content to post on their own social media channels.
3. Review, review, review
When you land on your creative direction, ask yourself again if it answers the questions you posed above. Does the content direction appeal to your target audience and answer questions they might have about your product or brand? The beauty of online video is that you can develop it to connect on a personal level with a specific audience, making them more likely to view it. Everyone else doesn’t have to “get it.” If you’ve set clear goals around the questions you asked at the beginning, your creative output should align with your objectives. The best part is you’ll be able to measure whether or not it did.