THE STATE OF THE STATE
Fact: Online video has definitely arrived. Fact: It is evolving and maturing. Fact: The consumption of online video just keeps growing and growing.
"1.8 Million Words is the value of one minute of video." – Dr. James McQuivey, Forrester
THE ISSUE AT HAND
With so many companies now using video content as a big part of their marketing strategy, it can be very difficult, if not impossible, to be seen and heard. Whether it's print ads, television commercials, webinars or online video we try to separate ourselves from the pack. Savvy marketers know that tactics and strategies are constantly changing in the best ways to connect with their target audience. For all marketing - and especially video marketing - it can be easy to get caught up in the "next best practice" and forget that the most important thing is to focus on delivery of the message.
SO MUCH TO SAY, SO LITTLE TIME TO SAY IT
Let's face it - Your company is cool. Your product is going to change the world. Your service is creating a new paradigm. There's so much you want to tell the world. And you're up on the mountain shouting so everyone can hear....but so is everyone else with a product or service. Competition for online attention is aggressive. But how do you say a mouthful in 30 seconds or less? That's a very important question. And even though, according to Dr. James McQuivey, one minute of video is on par with 1.8 million words it doesn't mean you get to ramble on and on with your video marketing.
A FEW SIMPLE RULES WILL HELP KEEP YOU ON TRACK
- Remember the 7-second rule. OK, "rule" might be too harsh a word. But you really need to try and capture people's attention in the first 7 seconds of your video. If you can do that, you stand a better chance of them watching the whole thing. Example: Malo Smiles chose to use whiteboard animation to create something visually different from other television commercials. And, they introduce us to characters who have a story.
- Choose just one or two points to focus on. If you have limited time, it can be a huge mistake to include too much information. Don't risk overloading a viewer with point after point. Example: The message in the commercial above is simple: "we fix teeth, we've been doing it for 20 years so we can be trusted, and we're conveniently located." Malo Smiles could have talked about how the procedure works, how many clients they've helped, the type of aftercare they provide on-site...and on and on. But they identified the most important things to focus on based on feedback from people calling and emailing to ask, "what exactly do you do?"
- Make sure pain points and solutions are included. Isn't this the whole point of your video marketing anyway? No company spends time, energy and money for fun. Why do people need your product? How have you helped others in their situation? What are the positive outcomes people have experienced because of your service? Example: Malo identified how life without teeth is difficult (targeted the audience) and how they can help.
- Step back and become your audience. This is a good one. It takes a little effort, but it's more than worth it. When we're creating something that is very personal or important to us we can become caught up in the creation itself. So it's important to step back and see everything from the perspective of an unbiased viewer. Ask yourself these questions: "Am I able to watch this and not lose interest?" "Is this company one I think I can trust?" "Are they talking to me like a marketer, or like a regular person?" And it goes without saying that you need to know who your audience is to be able to do this.
If you're looking for corporate video production and video marketing services in the metro-NYC area including New Jersey, Connecticut and Pennsylvania reach out and get the converstation started. We're experienced at helping our clients focus their video content marketing messaging, and we can help you too.
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