In recent years more marketing money spent on digital video than television commercials. The reason is that videos works. Videos not only inspire, educate, and entertain consumers but change beliefs and spending patterns.
Many people believe that the most important part of a video is the production phase, but this is not true. Preproduction is the most crucial part. It is the stage where a lot of research must be done, and a solid plan must be built.
Following are some preproduction tips that will help you get better results:
Define your goal. Why are you making this video? Don’t try to stuff everything into a single video. For example, you might need a different video for your landing page and a separate video that demonstrates a product.
Narrow down your target audience. Who are you targeting? This is a complex process that involves building a buyer persona and not a general audience. Having a marketing campaign that includes everyone results in engaging no one.
Have a clear message. What you will tell them. It is important to remember that consumers today have a short attention span. The average is about 8.5 seconds and generally, they prefer short videos. It is therefore important to get your message across in the shortest time possible. Our advice is to keep the duration between 30 to 120-seconds.
Determine where you will distribute your video. Will that be on your webpage? Or maybe on YouTube or Facebook? Different videos have different characteristics that need to be decided in advance.
Define your budget: It’s good to have some idea of how much you can spend and when you’ll need your video.
The more guidance you can give in terms of your budget and deadline, the smoother the production process will be.
Write a video Script: Brainstorm with your colleagues or ask for help from your video production company. For sure, you will go through several drafts. Take your time because the script is an extremely worthwhile investment
Have a look at Zendesk’s explainer video. Its only one shot, but the script is what makes the production complete. You can also see other videos how are constructed for a specific audience Enjoy! (click here)
