Video: What was once a solution reserved for companies with deep marketing budgets and vast media buys has become a necessity for any brand that wants to compete for attention in today’s flow of information on demand.
Here at The Pita Group, we’ve experienced firsthand the evolution of video from a singular tactic into an integrated solution that solves an array of marketing challenges – from introducing a new brand story, to influencing legislative decisions, to increasing sales and donations.
I sat with our amazing Production Manager Rachael Shaw to get her take on what makes a video project successful. Here are some of our top tips and best practices.
Stick to your purpose.
Too often, companies looking to extend their marketing dollars attempt to create one video that says all things to all audiences. But in order to be effective, your video needs to have a specific goal. Do you want it to aid fundraising efforts? Sell a certain product? Drive traffic to your physical or online location? Pick one, and develop a sound, creative strategy around meeting that goal. If you try to create a video that is meant to fulfill all of your marketing needs, you run the risk of missing all of them.
“Think long, write short.”
This quote from famed advertiser George Lois highlights the importance of getting to the core of your message quickly and succinctly. Research shows that 20 percent of online video viewers click away from a video in the first 10 seconds or less. By 30 seconds into an online video, up to 33 percent of viewers have moved on; at 1 minute, 44 percent have left (regardless of the clip’s length); and almost 60 percent have abandoned by the 2-minute mark. You want your video to start out with a bang and maintain momentum throughout. The moment it loses steam, it loses your audience – so keep it short, powerful and to the point.
Create something shareable.
While you may have a specific purpose for your video project, try to apply a creative execution that makes your message interesting enough to gain momentum online. Consider taking a surprising or uniquely clever approach to a straightforward issue. Or, try to appeal to the universal emotion driving your cause in order to broaden your audience base. While you can’t force your video to “go viral,” there are tactics you can use to increase its chances.
Limit the number of superstars.
When creating a video that provides points-of-view from company leaders or stakeholders, it’s often difficult to limit the number of people involved. However, if your video includes too many “talking heads,” the message will get diluted – and the audience will lose focus. You need to walk a fine line between appeasing internal egos and achieving the best results. If the creative direction calls for on-screen interviews, try to limit them to include no more than three key players.
Don’t be afraid to ask.
Creating an inspiring, entertaining video is wonderful – but it won’t help you achieve your defined end goal if your audience doesn’t take action. Know what you want the audience to do – and ask them to do it! End with a strong call-to-action that includes a phone number, a website address or another specific follow-up task. Leave them with a sense of urgency or excitement to continue the experience they had while viewing the video, and you’ll see a greater return.
- Strategy Sit-Down: Telling 100 years of stories in a single ad (thepitagroup.com)
- Strategy Sit-Down: Storytelling for a Cause (thepitagroup.com)
- Four ways to turn your passion into a social movement (thepitagroup.com)