Video has become a staple of any promotion strategy. Are you a young startup and want to present your concept? An already established SME wishing to increase sales and turnover? Or a company with the objective of educating its customers and prospects to make them better understand your products and services? The promotional video can effectively meet your goals, provided you organize your work well. Let's see that together …
1: think first about goals
Before you start thinking about creating the video, it is essential to ask yourself and put your goals in black and white. Whether you perform the video internally or through a provider, the creative brief will have to explain your different objectives …
Do you want to introduce your startup?
Your new product?
Highlight your innovations?
The expertise of your team?
Work on your notoriety?
Engage your audience?
Or to educate your prospects and / or customers?
The objective will allow you to better choose the format and the message to pass.
2: what format for my video?
Classic video presentation, interview, animation motion design, screenshot … The formats are not lacking.
Depending on your goals (remember the first step), choose the format that best fits this one.
To show the expertise of your team, an interview will be recommended for example. To present a startup, the motion design or the classic video will lend itself to the game. Screen capture videos will be perfect for a tutorial to educate prospects and customers …
An example : last year, we wanted to celebrate our 10 years, we opted for a retrospective of the last 10 years via a motion design video:
If you do not have a motion designer available (as was the case for this video), you can use tools to simply create videos and animation tutorials. Read our article "Easily create an animated video or video tutorial to promote your brand" to learn more.
3: What resources and what budget?
Your goals are now defined, you need to highlight your resources:
Do you have the skills internally? Do you need a freelancer or an agency to make your video?
Having professional video content can not be improvised, an animated video will require motion design skills, an interview, or a classic video of filming skills. This can not be improvised at the risk of disappointing results.
Depending on this, plan a budget, ask for quotes from different providers depending on your objective and the format chosen or if the video is made internally, make sure your team is familiar with the different aspects of video creation: filming mounting.
4: Adapt your brief and work the scenario / storyboard
Your reflection is moving forward, but wait until it's over 🙂 Based on your initial thinking and your resources, adapt your brief to finalize it with the latest information you may have obtained (by making quotes and exchanging with your internal teams for example).
Then start working on your scenario. It must be simple, effective and above all bring to the goal you are aiming for.
While this is an absolute truth, focus on short video formats to captivate your audience from start to finish. The duration of attention is particularly low nowadays.
For example, up to 30 seconds, 85% of the audience will see the video to the end. A video of less than 2 minutes is viewed on average by 70% of the audience. A 2-minute video goes to 50% of the affected audience.
When the goal is to promote its offer (this is the purpose of this article), it is better to stay in course formats, 1min30 for example. And you'll see, it's not easy to limit yourself but you have to stick to it.
If you are accompanied by an agency, it can help you build the effective scenario for your goal in the allotted time. If you do it internally, it will be necessary to put the scenario (do not hesitate to think about several to have different points of view).
5: Get to the point, stay simple
In any case, whatever the scenario and duration of the video, stay simple. The video has to get right to the point: that is, it must fulfill your objective and capture the attention of the people watching it.
6: Work on the image of his video
If you're doing a video internally, think about audio-visual creation best practices.
1: the rule of thirds, which consists of cutting the image into 9 parts and placing the subject of attention at the intersection of two lines:
Source: Learn the photo (it works also for the video 😊)
2: Master the different plans : American plan, Italian plan, close-up … Try to respect these plans for a better visual rendering.
3: If you do not master 100% video making, prefer fixed shots and avoid sweeps. The rendering will be more professional by chaining different fixed shots.
7: Do not forget the sound
The sound will play a vital role, often forgotten in amateur videos, yet it has a key role. Remember to equip yourself with microphone for recording. If the recording is done outside, remember to equip your microphone with a rycote to avoid having a bad sound because of the wind:
8: Optimize the light
In the same way the light will be important, it is she who will create the atmosphere and will give a natural aspect or worked according to the need. Natural or artificial, the lighting must be carefully reflected.
9: The assembly
After shooting, editing. It will bring to life the various rushes you have made during the shoot. It must be dynamic and brought to the goal that you have set. You will need Adobe Premiere or Final Cut editing software if you are a editing pro or Camtasia and Movavi if you are a beginner. Movavi offers, for example, a free download that will allow you to start easily.
10: Think about subtitling
Whether it's in transportation, on Facebook or elsewhere, I do not know if you've noticed, but nowadays we often watch videos on the go and without sound. It is therefore essential to provide subtitling to maintain a good understanding of the video regardless of the viewing conditions.
11: Working the sound universe
Beyond the sound itself during the recording, once you arrive at the editing, think about working on the sound universe of your video.
Start by optimizing the sound of your video so that everything is intelligible and optimized. Add background sounds if needed and think about choosing a background music that will give a dynamism to your video.
Do not forget to choose music free of right so you do not have a problem. Music can, for example, be downloaded for a few dollars on Audio Jungle.
12: Think about promotion and advertising budget
Your video is finished, you have uploaded it on Youtube, Vimeo, Facebook and co '? it's not over – we must now think about promoting it.
Plan an advertising budget to make sure the video reaches your target.
Here are some options available to you:
- Advertising on Youtube that offers interesting targeting and a very reasonable cost per view (varies depending on the targeting between 0.04 and 0.15 € of the view).
- Advertising on Facebook, in this case, think of uploading your video directly on Facebook, the algorithm of the social network favoring videos hosted at home. The cost per view is very reasonable too, even more than on Youtube, but be careful a Facebook view is counted after 10 seconds versus 30 at Youtube (it is important to know to compare what is comparable).
- The specialized agencies in the promotion of video type Teads.
- Relay your video to blogs via blogger relationship or buying sponsored articles.
In short, plan a budget for the promotion. A great video that gets no view will have no impact on your business. To go further, read our article Promoting your video: the different advertising solutions!
And of course, in parallel to advertising, promote your video on your various media: your site, your blog, your newsletter, your social networks, your points of sale if you have screens installed …
Bonus: and the live?
In addition to classic videos, live shows will be a great way to promote your offer. Facebook, Periscope, Youtube Live … The possibilities are numerous. Facebook lives are often preferred because the social network gives excellent visibility to them.
And by having the right tools (read our articles on the essential tools for a live), it is possible to have a pro rendering with a dressing, different camera … Have a look at the tools OBS or Wirecast. The first is free, the second will give you a boost if needed.
I hope that this article will help you to see more clearly, do not hesitate to share it and to make us comments in comment 😊
Go, I go back to my video … Silence it turns!