It’s no secret that the growth of video as a medium in content or marketing strategies is explosive. But marketers and entrepreneurs are questioning which parts of their organisation or message to communicate visually, whether they be for broadcasting internally or on the web.
The fact is that by 2017 70% of internet traffic will be driven by video. There is no better time than now to start understanding how your product or service fits into the world of video content.
Is it time to tell that story now? Or time to start planning the stories you want to tell so that by 2017 you’ve got a toolbox of tales to engage and drive your audience in a way that is thoughtful, inspiring and relevant to your business.
Before you jump in and spend your entire marketing budget on one video, here is a brief checklist to gauge your production requirement, and ultimately budget.
1. Start with a great brief
A good video starts with a good brief, a great video with a great and well researched brief. The brief should define the audience, define the platform, clearly define the message and ballpark the budget.
2. Develop the script
Whether your budget has one zero, or plenty of them, it doesn’t change the fact that the story needs to be told well. Can you tell your story? Or do you need someone to do it for you?
Even stories without words have scripts, so make sure you know what you want to say, and how you’ll say it. A script writer that understands your brand and your message will help you guide the content in a meaningful and engaging way.
Your script drives the tone, pace and duration of your production. With that knowledge in the bag you can choose the best designer, cinematographer, illustrator, animator and cast to tell the story.
Video is now much more accessible than ever. A good story can be shot on a modern mobile phone and to get a cinematic feel you don’t actually require cinema cameras. The range and versatility of current camera systems enables much greater production values. Shoots cost less now because of more affordable equipment – both in production and post production. Speak to a producer who can advise you on how to get the most bang for your buck.
4. Match the style with the story
In order to stand out in the tidal wave of video your content must be fresh and engaging or at least follow a current trend that is.
Will your message be told with interviews from key people? Will the story be a ‘How To’, a documentary or a series of content that slowly builds anticipation and brand awareness?
Consider the video tactics available and then choose the one that will be the most effective for your message. Do the research, or get advice on current video techniques and styles.
5. Spend wisely
Digital platforms provide broadcasting options that are cheaper than traditional channels. But this doesn’t mean you can get away with “cheap”. Allocate budget to getting a professional voice over artist, lighting specialist, licensed music track – whatever it is that will make a big difference.
It will give you much more mileage than you may think. In the long run, you’ll develop an understanding for the costs involved enabling you to plan your video strategy seamlessly.