Video marketing for growing companies: where to start?

We all know that video has become one of the most effective marketing mediums in recent years. Video campaigns, when done well, are engaging, shareable and thrive across a number of channels.

Recent research from our friends over at Wyzowl shows that the average consumer watches more than an hour and a half of online video content per day, with around 15% averaging more than three hours.Crucially, 78% of marketers say video gives them a good ROI.

We encourage growing businesses to embrace video as a way to boost and vary their marketing content. Successful videos bring products and services to life, whether it’s for a crowdfunding campaign, an educational series, a product launch or for an event.

As with most things in life, the devil’s in the detail. Video can be a considerable investment, so the right approach to avoid costly mistakes is essential. We recommend the following steps to create a comprehensive video brief:

  • 1.Objectives

Before shortlisting a videographer or animator, we take clients through a planning phase during which we look at how the video will fit into the overall marketing strategy and support the marketing objectives. We ask about the purpose of the video, who the target audience are and the key messages it must deliver. At this point, we include all relevant background information and what the central output or call the action will be.

  • 2.Deliver the message

Which messages do you want to communicate to your audience, what type of video do you want and which platforms will it be shared on? We also take a look at the business messaging – which statements resonate, and which concepts are harder to communicate? Video is often a great opportunity to convey harder-to-grasp messages more effectively. Whether you’re a B2B or a B2C company, keep it short – videos that are less than two minutes long typically achieve the most engagement.

  • 3.Style it out

Consider all your options. Both interactive video, where the viewer is encouraged to take action (for example making a decision or answering a question) and ‘shoppable’ video, allowing customers to click and buy, are becoming more commonplace.

Softer elements like messaging, voiceover, music and editing should also be discussed upfront.

With so much video available online, brands must invest time in the planning phase to ensure that their video earns the attention of their target audiences. A strong video, irrespective of format, must educate the audience, showcase the brand and encourage follow-up.