What is video marketing?
Video marketing is a form of content marketing and advertising, in which businesses create videos about specific topics with a specific objective or purpose. Such videos are generally between 15 seconds to 5 minutes long (depending on the purpose) and are distributed on video sharing sites like YouTube, Vimeo, Dailymotion, or even social platforms such as Facebook, Instagram, Twitter and LinkedIn for use as content or as video ads.
Essentially, video marketing is a way to educate, engage or drive awareness to your audience in a simpler and more convincing way over the medium of text and images.
Audiences love audio-visual experiences.
1. Planning
We take your brief (or help you write it) and use that to determine the video’s purpose. Do you want a reaction from the viewer, or do you want it to be memorable? We also determine the key message or selling point that you want to communicate.
Then, we define the audience - what they care about and their pain points. We concurrently look at the competition, to identify content gaps and opportunities in the market, to help you better position your video.
With that, we then decide on the tone that the video will undertake, while keeping in mind your own branding guidelines and projection.
Finally, we can decide on a format: motion graphics, live action, or perhaps a mix? We factor in your budget and time to find you the best solution.
2. Writing
We turn the plan into orkable scripts and storyboards.
First, we write a script, adhering to a classic structure: (1) an introduction of the problem, (2) an explanation to how the problem is solved, (3) a description of features and advantages.
Upon developing that we embark on a trimming effort, and cull the unnecessary. With an end runtime in mind depending on the use and medium, we use the guideline of 240 words for 90 seconds of runtime, as a guide.
Next, we add relevant Call-to-Actions / CTAs (read our guide on how to do this!) to invite your audience to take action - perhaps you seek for viewers to download something, to like your video or page, tag a friend, or to subscribe to your channel?
Finally, we send this back to you for approval before we move into the next phase: production.
3. Production
The kickoff phase of production is always storyboarding. This pre-visualises the main actions and visuals that will appear in each frame. Storyboards describe each frame in detail while matching it to corresponding parts of a script.
A mood board is also thought of and produced, to guide the direction of video style and treatment.
If we are shooting a live video, we recce then procure shoot locations required, then bring relevant crew and talent, to film what is required. This will include sound, light and other necessary equipment to capture key visuals. Then, we head back to piece this all together.
If we are doing an animation, we proceed with recording voiceovers based on the script, then animate the storyboard to bring it to life. Then, it’s simply a matter of syncing the animation and voiceover.
The finishing touches will lie with sound design, where effects or music are added to enhance or reinforce the overall message.
