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Videos are the most compelling way of engaging internet users. According to youtube statistics, four billion people globally watch youtube videos daily, which shows the dominance of videos in the digital world. From branded motion graphics videos, explainer videos, content marketing videos, animated to sales marketing videos, it is clear that we mostly interact using videos on the internet and social media platforms. There is no better approach for brands to gain exposure to a broad audience than through video marketing. Since many companies have adopted the use of videos to market their brands, the field is now more competitive than ever.
For your brand to be seen, you have to produce quality and catchy videos that grab the viewer’s attention. With marketing videos more dominant in today’s digital platform, understanding the steps involved in video production is vital to help you successfully manage a video production project for your business. According to the video experts at Spiel, ‘’posting a marketing video is not enough; your brand needs a high-quality marketing video to stand out from the rest.’’ Since you would like to learn more, this guide takes you through the several steps involved in marketing video production so that you will be in a better place to pursue your video marketing goals.
Before you embark on a video editing software, come up with a concept and the goals you would like to achieve. Ask yourself what you wish to achieve with the video and identify your target audience. Also, reflect on the message you want to pass across using the video. Without the answers to these critical questions, it will not be easy to launch a successful video marketing campaign. Again, without a clear concept, in the beginning, you run a risk of producing marketing videos that do not relate to your target audience; hence you won’t achieve your marketing goals.
Therefore, it is very crucial to first identify at the beginning what your goals are and what your target audience is. After you establish that, go ahead and determine how you will measure the marketing success by tracking social media followers, website traffic, or new newsletter subscribers.
The next step involves scheduling a meeting with every member involved in the project, especially the video production team. Here you need to clearly state your business’ marketing goals to the creative team early on in the process. Again, you need to identify your target audience with the team and develop ways of reaching it. This meeting must involve everyone that will touch the project, right from the internal stakeholders, content writers, producers, video editors, designers, animators, etc. This ensures that your project team will be fully informed to make suitable recommendations and suggestions regarding the style, length, tone, and other aspects of the video.
You need to ensure that your marketing video passes the right message to your target audience. Your video production company may have an excellent team to help you with this part of the process since research is also necessary. A good content team collaborates with the animators and designers to develop a well-written script and scene directions for the video. The script should be easy to comprehend and fall within the target video time. You should ensure you carefully read the script, as this offers you the first chance to determine if it aligns with your marketing goals. Note that the earlier you modify, the better since it saves you time and money.
Pre-production planning involves reviewing the script, getting permissions, if any, acquiring all the equipment you need, deciding on the budget, discussing with actors on their roles, and setting a date and time for the video shoot. Here you have to address every detail of the project to ensure everything is in order.
If your team has done everything necessary during the pre-production stage, filming should go smoothly. If not, you may be in for many frustrations.
Not all marketing videos include a voice-over since some companies prefer an all-visual marketing video. However, if your video requires a narrator’s voice, the recording should come before the animation and voice editing stage. This is so that the motion graphic video can be edited to align with the narrator’s voice.
Professional editing of videos can only get better with the advanced video editing software in the market. A professional video editor has a critical eye for detail and can produce just the best marketing video for your brand. For animated marketing videos, the animation stage takes the most time, so you should be patient with the team. Even for video editing, the whole team will be working together to gather the raw footage into a cohesive whole. Here the team should be as collaborative as possible to produce the best marketing video.
Since you want to market your brand to a vast audience, you need to code your video to be compatible with different devices. Coding a video ensures it is watchable and can be distributed on various devices ranging from desktops, smartphones, and tablets.
You need to share and optimize your marketing video if you want it to contribute to your website’s SEO ranking. That means adding the correct description of the content, a catchy title, categorizing the video, and adding captions if need be.
The last step in the video production process is promoting the video to reach a vast audience. From sharing it on social media platforms to sending a commercial on tv stations, you should find the most effective ways to promote the video. You also need to understand that feedback is vital during every step of the process, which helps you measure the success of the video marketing campaign.
While embarking on a video marketing campaign, the most critical thing should be to choose a video production company that focuses on your needs. When considering a video production company, ask them how their process works, their expectations, and how they can help you accomplish your brand’s marketing goals. Choose a company that is centered on your interests to ensure the collaboration becomes a great success.
