We’ve watched how web video and online video marketing have become invaluable tools to a business marketing plan. We’ve produce those videos on a regular basis, but we also know that even our customers who’ve been doing business with us for a while can find it tough to understand what it takes to create a successful web video and market it. So we put together a five-step process to help you understand it better.
I. Keep it Simple
Let’s face it. Video production is a complex blend of art and science. Fortunately, it’s good for the video’s content to be simple. Keeping the content simple goes a long way in explaining even the most complex of topics. The video should have one clear message to get across, and it doesn’t help when there are excessive amounts of graphics, props, animations, using complex or insider’s dialogue, etc. Cut the excess out, and your audience will take to your video’s message with greater ease.
II. Keep it Short and Sweet
While the ideal length of a video can and is subject to interpretation, there is still one guideline to follow: keep it short and sweet. In most cases, your video should be between 2-5 minutes long. If you have too much content to cover within that timeframe, consider creating separate videos. Building upon step one, doing this keeps your video simple, and you have more content for an additional video.
III. Keep it Modern
Web video techniques are ever evolving and changing, and even some of the best web video practices from 3-5 years ago are obsolete. Content that’s not in keeping with current practices is not going to get you far, so it pays to have all aspects of your web video up to date. This includes conducting research into the styles are popular among your target audience, and even all audiences as a whole. A little homework now translates into your video enjoying a wide popularity later.
IV. Keep in Mind the Big Three: Inform, Educate, Entertain
Among the myriad of videos found online today, the videos that enjoy consistent popularity are those that are informative, educational, and/or entertaining. It should come as no surprise as to the popularity of an entertaining video, but informative and educational videos are actually just as popular. In many cases, they’re a lot easier to produce. So long as you keep the big three in mind, you have the potential of creating a timeless online video, and not necessarily one of the likes of Epic Sax Guy (go ahead, search for it on YouTube).
V. Keep Your Audience in Mind
Your video is going to be viewed by your target audience. Because of this, be sure to tailor the video towards them, especially with the style and language. The ultimate success of your video will be greatly impacted by how well your target audience receives it, so be sure to engage them in a way they will understand and enjoy. All aspects of video production from the core content to the marketing channels must be carefully planned in order to reach your audience effectively, so it pays to do it right.
Sierra Media practices all of these concepts and more in our video production process. To find out more on how you can make web video and online video marketing work for your business, keep Sierra Media in mind!