Lights, Camera, Plan! Start Your Video Marketing Campaign the Right Way
Lights, Camera, Plan! Start Your Video Marketing Campaign the Right Way
- Learn how to develop concepts and ideas for your next video marketing campaign
- Understand who your target audience is and how that will influence the content you create
- Establish a realistic budget that suits your production needs
- Create a good quality script and shot-by-shot list for the final shooting day
When text, images or banners simply aren’t enough to communicate with your audience, a video marketing campaign could be just the trick. It allows you to create a visual representation of what people can expect from your product or service. Best of all, videos can easily be shared and they have the potential to spread quickly through social media platforms, thus, generating a huge buzz for your business. The accessibility of YouTube has undeniably contributed to this trend (YouTube is the 2nd most used search engine next to Google), and it’s the reason why video campaigns have become so appealing.
1. Establish a Video Marketing Plan to Coincide With Your Internet Presence
Uploading a promotional video is free of charge and takes very little time to do. By producing a video that reflects your image that demonstrates your product/services in a creative and original manner, you can really engage with your target market. As television advertisement has experienced a steady decline over the years, it has become more viable and cost effective to use the Internet to execute a video marketing campaign. Although, that’s not to say that properly executed video walls in populated modern areas don’t work anymore, far from it, people are just fed up of traditional T.V. Based on recent statistics, “YouTube reaches more US adults ages 18-34 than any cable network.” This is just one example of the many demographics that have the potential to engage with your product or service.
When planning your video marketing campaign, it’s important to consider these 5 aspects for your business:
2. Develop a Concept
Before beginning work on the video itself, consider who your target audience is and the type of content that will generate the greatest response from them. Decide why you wish to pursue creating a video and the advantages it has over other methods of advertisement (ie. Written content, images, posters, banners etc). Think about what your overall message is and how you want to say it to your audience. This will help dictate and influence the content you will create.
3. Understand Who Your Audience is
Be aware of who your target audience is and the kind of content that will appeal to them. A marketing campaign may have all the bells and whistles to produce a professional looking video, yet still, fails tremendously because they didn’t understand the demographic first (which results in time and money wasted). What this means is, try to focus on your niche and don’t attempt to please everyone, maintain your business goals and keep in mind the target audience. If your video campaign succeeds within a niche or specialized audience, then it has greater potential to organically spread outside of that community.
One good idea is to identify and outline common characteristics within your desired demographic. This could include a person’s age, interests, hobbies, wants/needs, income and more. By narrowing down and identifying these characteristics, you’ll be able to develop content that caters towards these demographics. How you distribute your video also comes into play. Decide where you want your content to be viewed, whether it be YouTube, Facebook, Twitter, Tumblr, or a combination of all of them.
4. Establish a Realistic Budget
Decide how much money you want to invest into this project, and estimate the kind of return you’re seeking on this investment. This will help establish limitations and give you a realistic vision for what will be possible within the video itself. Remember to map out a timeline of tasks that need to be done and delegate a portion of your budget to potential mishaps or unforeseen expenses (which will undoubtedly happen).
Now that we’ve started to dig deep into this process, it’s time to start talking about the pre-production phase.
Once you have gone through the necessary steps to clarify the objective of your video campaign, you can then begin to start the creative process of video making; pre-production. This involves preparing for the shooting phase, which will entail aspects such as script writing, finding suitable locations, scheduling, equipment hiring (or purchase), hiring staff, actors and much more.
The video production process is very time-consuming and can be extremely costly. When dealing with actors, production staff and other crew members, it is essential to make the best use of their (and your) time. A poorly planned shooting session will result in time and money wasted, so it’s important to plan ahead before the big day arrives.
Here are some vital steps to take when preparing for your video production campaign shoot.
1. Prepare a Script and Storyboard
Before reaching this stage, you should already have a good idea (in your head) of the content you’re going to shoot. Now, it’s time to develop that idea into a story or message that can communicate with your potential customers. Having a good script requires understanding how your characters are going to act, what their body language will be like and how you want people to perceive them. If you are inexperienced with script writing (but still want to have majority input during this phase), it is a good idea to seek input from an experienced script writer. They will guide you in the right direction and provide constructive feedback.
It may be daunting having your work critiqued by someone else, but remember, the purpose of this campaign is to generate interest in your brand (and hopefully, a generous return on your investment too). So, in the interest of good business, you want to be sure your script is as clean and tight as possible.
Creating a storyboard is a little more accessible than developing a script. Regardless of your artistic talents, you can easily showcase what each shot is going to look like through simple drawings. This allows you to visualize the film creation process and how each scene will transition between one another. The best part is, this process can undergo multiple revisions as the project progresses, which is a little more difficult when it comes to script writing.
2. Construct a Shot-By-Shot List
Also known as a ‘shot list,’ this typically breaks down how each scene will flow and transition between each other. You can do this in Microsoft Excel or any other spreadsheet program, by creating a 3-column table that outlines the location, number and scene description. This goes more in depth than the storyboard process, as it outlines details such as where props are placed, camera angles, lighting and much more. Below is a good example of a shot-by-shot list outlining such details:
Image source: bfi.org
3. Establish a Production Schedule
A production schedule helps create a reasonable timeline and series of tasks that need to be accomplished during the shooting process. This requires preparing details such as location, equipment needed for each scene, prop placement, actors present during the scene and required crew. A good schedule should equally delegate tasks between all crew members so that no one is left wondering what to do.
By planning ahead and taking into consideration all the elements required to make your video production a success, you’ll encourage a positive working environment and will allow you to prepare for unforeseen mishaps or judement calls.