Video marketing has taken front and center stage when it comes to essential brand materials. Platforms like Facebook, Instagram, and Twitter have followed suit in making their sites more suitable for video interactions. Now more than ever, there is an abundance of tools, resources, and possibilities for video marketing.
People are accessing online video from desktops, mobile devices, and even their television consoles. Research has shown that over three-quarters of all online web traffic is online video content.
With the way video marketing is advancing in the market, users need to be mindful of how they stand out and engage their audience from the very beginning. This increases overall audience engagement and the likelihood of those viewers sharing the video and coming back again for more information. As with any branding venture, it is vital to make sure you have a consistent brand message across every aspect of your video content. Here are essential video elements to create content that will keep people talking about your video for months.
Nail Your Two Sentence Elevator Pitch
The first impression is made right at the beginning of your video. Write and re-write your opening elevator pitch until it is clear and concise. You want your audience to know who you are, what you are talking about, and why it is crucial within the first 30 seconds of your video. It should be brand-reflective but engaging enough to capture your purpose, problem, and solution quickly and effectively. Entrepreneur has a great video series of quick elevator pitches to give you some inspiration.
Make Sure Your Music is a Complement, Not a Distraction
The music you choose for your video can make or break the video. Make sure you carefully select music that enhances the mood and vibe of your video message. You also do not want to choose music that distracts or takes away from the video’s key points.
Animations & Transitions
It’s important to keep your audience engaged and entertained, especially if you want your video to have strong replay value. Make sure you use visual transitions consistent with your brand that can act as bookmarks for different topics or points within your video’s message. You can also provide an outline or timeline in the text accompanying your video to help the viewers keep track or break it up. You also don’t want any overly distracting animations unless they directly correlate with your brand or brand message.
Fonts, Texts, and Scripts
Ask any branding expert what the most important brand elements are, and they will likely tell you your text, fonts, and the scripts for what you say. You want to make the visual and oral messages line up and make sense. Take time to script out your video, even if you don’t plan to follow the script exactly. Practice your script over and over again to prevent multiple takes when filming. Also, make sure that the texts you use match the script and the font is legible and brand reflective.
Keep It Short and Sweet
The most important takeaway from the list that makes video marketing effective is to deliver the content concisely and memorably. Some social platforms have time limitations for video content, making it imperative that your message and delivery be compelling in under one minute or sometimes less. Write out your pitch, scripts, and other textual elements and make sure they fall within a realistic timeframe.
Make sure that the video content is well branded and authentic. Viewers are seeking engaging and authentic content that resonates with them and makes a lasting impression. If you can deliver a memorable and entertaining message swiftly and efficiently, your viewers should be able to recall and/or repeat what they learned from your video. Keep producing video content until you’ve perfected a way that works for you or your brand.
Digital Marketing with Laing Media
Video marketing is a great way to enhance your business website, social media content, and lead generation funnel. Hiring a team of digital marketing professionals that understand how to make sure your video content is effective in your marketing strategy is a smart move. Laing Media specializes in digital marketing services for small to medium businesses and understands all of the elements of video marketing and content creation.
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