Ever since video made its appearance in the digital world, it has gained immense popularity. With each passing day, more and more people are choosing videos over other forms of content. As of 2020, video remains the most highly consumed form of content and brands are leveraging on this trend to get their message across to the public.
These days, brands are experimenting with video and using it to establish their industry expertise. From getting people to be familiar with the brand name to giving them content that adds value to their life, there is a lot that is being done here. As a sea of content is being generated every day, you need to walk the extra mile to ensure that your video catches the attention of the public.
With a host of options available at every step, it may indeed look like a daunting task. However, with proper planning, any such hurdle can be nipped in the bud and you can come up with exciting branded videos. Here are some tips that will help you in this regard.
Chalk out the Content
One of the most common mistakes in the preparation of a branded video is that people believe that getting the name of the brand across is the most important part. They try to learn how to add logos in video and focus on the use of brand colors to establish identity. Understand that people do not like to hear of a brand boasting about itself and if you want your potential customers to remember you for who you are, you need to come up with a strong narrative and a poignant story.
A look at the branded video content of brands like Swiggy or Samsung will illustrate how a lot of thought went into the creation of such a story. An immersive story, inspirational content woven into a well-made film touches the right chord with the audience.
The brands then correctly use product placement to get the audience to do what works in favor of their brand. With the proper planning, you will be able to achieve the same with your branded videos.
Know Your Target Audience & Their Needs
The creation of any video should begin with you having a clear picture of what you expect from it. Start by identifying your target audience and the type of device they use to browse the internet. This will help you understand whether you need to optimize the video for mobile or desktop viewing.
By maximizing the video viewing experience, you can cater to the pickiest of audiences. Understand that unless you do this, there will be some other competitor who will win over the digital space of your target group. To make sure that you are heading in the right direction, conducting an A/B test to check the response rates is a good option.
Understand that today hundreds of hours’ worth of content is generated every day and different platforms like Facebook, YouTube and IGTV have their own set of technical specifications for a video. Identifying the platform your target group is more likely to engage with will help you adhere to the design specifications of the media.
Decide whether to Go In-house or Outsource Your Video
The choice of whether a firm should have an in-house video team or should outsource the work depends on many factors, finance being the most important one. Understand that having an in-house team would require you to purchase all the latest equipment and equipment. It is much more financially viable to outsource the work to an able team.
Moreover, if you set up your team it will be two or three video specialist employees. For a large-scale shoot, it may be difficult for such few people to deliver the same quality of results as you would expect from a specialized outsourced team.
If you are a small or medium business and do not have the budget for outsourcing, consider reading up online and trying to make your own branded videos. With a host of resources available online, it should not be very difficult for you to find your way around this art.
Learn the Nitty-gritty of the Game
Branded video ranges from informative and DIY videos to live streaming and video testimonials. To understand the type of video that works the best for your brand, you need to be familiar with each of these. Simply knowing how to add text in videos will not suffice, and you need to get comfortable with adding an intro, closed captioning, transitions, CTAs, and other things to improve the aesthetic appeal of your video.
It is only when you are comfortable with the different functionalities of your editing tool that will you be able to use them in a befitting manner. The key here is spending time looking up different online video editing tools and choosing one based on your proficiency level and budget. Once you have selected a tool, try to stick to it for all your video creations.
The more time you spend on a tool, the better you will be in its different functionalities. Understand that this knowledge will empower you to include video in any part of your digital marketing strategy and work as a support tool by fostering brand loyalty and trust among your target group.
Do Not Neglect the Sound Quality
Most smartphones today record HDD or 4k videos and offer features like stabilization that make videos come off as professional. However, the audio quality is often overlooked in such smartphones.
Understand that things like echo and others cannot be rectified in the later post-production stages. Also remember that although the raw video is gaining popularity, people are not fond of unwanted noise in the video. Thus, investing in procuring high-quality audio equipment will pay off in the long run.
Creating a branding video is easier than you think and with the focus on the five points discussed in this article, you are now empowered to reach out to your target group in a manner that is convenient to them.