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 its 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 promotion video can effectively meet your objectives, provided you organize your work well. Let’s see it together …
1: think first of the objectives
Before you start thinking about creating a video, it is essential to ask yourself and put your goals in black and white. Whether you make the video internally or via a service provider, the creation brief should clearly explain your different objectives…
Do you want to present your startup?
Your new product?
Highlight your innovations?
The expertise of your team?
Or even educate your prospects and / or customers?
The objective will allow you to better choose the format and the message to convey.
2: what format for my video?
Classic video presentation, interview, animation in motion design, screenshot … There is no shortage of formats.
Depending on your goals (remember the first step), choose the format best suited to it.
To show your team’s expertise, an interview will be recommended, for example. To present a startup, motion design or classic video can lend themselves to the game. Screen capture videos will be perfect for a tutorial aimed at educating 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 video in motion design:
If you don’t have a motion designer available (as was the case with this video), you can use tools to simply create animation videos and tutorials. Read our article “Easily create an animated video or video tutorial to promote your brand” for more information.
3: What resources and what budget?
Now that your objectives have been defined, you need to highlight your resources:
Do you have in-house skills? Do you need a freelance or an agency to make your video?
Having professional video content cannot be improvised, an animated video will require skills in motion design, an interview or a classic video in shooting skills. This cannot be improvised at the risk of having disappointing results.
Depending on that plan a budget, ask for quotes from different providers depending on your objective and the format chosen or if the video is produced internally, make sure that your team masters the different aspects of video creation: filming mounting.
4: Adapt your brief and work on the scenario / storyboard
Your thinking is progressing, but wait, it’s not over 🙂 Depending on your starting 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 script. It must be simple, effective and above all bring it to the goal you are aiming for.
Even if it’s not an absolute truth, choose short video formats to captivate your audience from start to finish. The attention span is particularly low these days.
For example, Up to 30 seconds, 85% of the audience will see the video until the end. A video of less than 2 minutes is seen on average by 70% of the audience. A 2-minute video reaches 50% of the affected audience.
When the objective is to promote your offer (this is the subject of this article), it is better to stay in short formats, 1min30 for example. And you will see, it is not easy to limit oneself but it is necessary to be constrained.
If you are accompanied by an agency, it can help you set up the effective scenario for your goal in the time allowed. If you are doing in-house, you will need to set the scenario well (do not hesitate to think about it several to get different points of view).
5: Get straight to the point, keep it simple
In any case, whatever the scenario and the duration of the video, keep it simple. The video must go straight 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 are making a video in-house, think about best practices for audio-visual creation.
1: the rule of thirds, which consists of cutting the image into 9 parts and placing your subject of attention at the crossing of two lines:
Source: Learn the photo (does it also work 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 don’t have 100% control over video making, prefer fixed plans and avoid sweeping. The rendering will be more professional by linking different still shots.
7: Don’t forget the sound
Sound will play an essential role, very often forgotten in amateur videos, however it has a key role. Remember to equip yourself with a 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
Likewise, light is going to be important, it is it that will create the atmosphere and give a natural or worked appearance as needed. Natural or artificial, the lighting must be carefully reflected.
9: The assembly
After the shooting, the editing. It will bring to life the different rushes that you will have made during the shooting. It should be dynamic and brought to the goal you set for yourself. You will have to go through an editing software like Adobe Premiere or Final Cut if you are an editing pro or Camtasia and Movavi if you are new. Movavi offers, for example, a free download that will allow you to get started easily.
10: Think about subtitling
Whether in transport, on Facebook or elsewhere, I don’t know if you have noticed, but nowadays we often watch videos on the go and without sound. It is therefore essential to provide closed captioning to maintain a good understanding of the video regardless of the viewing conditions.
11: Work on the sound universe
Beyond the sound itself during the recording, once you get to 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 necessary and remember to choose a background music that will energize your video.
Do not forget to choose music free of rights so as not to 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 to Youtube, Viméo, Facebook and co? isn’t it over? we must now think about promoting the latter.
Plan an advertising budget to make sure the video will reach your target.
Here are some options available to you:
- Advertising on Youtube which 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, consider uploading your video directly to Facebook, the social network algorithm favoring videos hosted at its home. The cost per view is also very reasonable, even more than on Youtube, but beware a Facebook view is counted after 10 seconds versus 30 at Youtube (it is important to know this to compare what is comparable).
- Specialized advertising agencies promoting Teads-type video.
- Relaying your video to blogs via the blogger relationship or the purchase of sponsored articles.
In short, plan a budget for promotion. A great video getting 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 addition 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, lives 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 equipping yourself with the right tools (read our article on the essential tools for a live), it is possible to have a professional rendering with a skin, different cameras … Go take a look at OBS or Wirecast tools. The first is free, the second will take you to the next level if necessary.
I hope this article will help you to see more clearly, do not hesitate to share it and make us your comments in comment?
Come on, I go back to my video… Silence it turns!