Promotional Video
Production

Video marketing is a strategic tactic with defined goals and objectives. Before you plan a video marketing campaign, define what your brand wants to achieve and why. Be specific and concise.

"We want to generate 10,000 leads from social media and drive 2,000 video views in six months."

"We want to increase awareness for our new clothing line, and improve brand awareness by 10 percent."

"We want to reduce abandoned shopping carts and increase sales by 10 percent."While the first example focuses on specific metrics (10,000 leads, 2,000 video views), the second example provides a broader goal. To generate both qualitative and quantitative results, focus on your primary goal, and then provide supporting metrics to quantify success.

While your brand has established a list of objectives, the next hurdle to creating a successful video campaign is figuring out the video content. Your company's target customers consume information differently. Take the time to conduct market research to determine which topics resonate with your audience and develop content that resonates with the target audience. Avoid topics that have a narrow appeal or are irrelevant to your target audience. Instead, develop videos that will appeal to a wide range of consumers and generate positive brand exposure through sharing and social engagement.

Create a variety of videos that are short, engaging and compelling. Brainstorm ideas for interesting topics and brainstorm creative approaches to covering these topics. For example, a clothing store could create a series of style tutorials or a cosmetics company could create beauty tutorials or explain makeup application tips. Developing a new product or service? Create a demo video that explains how to use your product, while also emphasizing its benefits.

Once you know what type of content you want to create, it's time to plan the production process. Create a production schedule and define roles and responsibilities for each team member. You'll also need to create a budget for your project, which should include the cost of equipment rental, personnel costs, production costs, marketing costs and more. However, social media promotional videos need not be expensive to produce. Depending on your goals and available resources, you can use a variety of cost-effective tools. Typically, videos filmed with an Iphone or tablet are inexpensive and easy-to-use. They also tend to convert better, as they look more organic. You can produce high-quality videos using a basic DSLR camera and video editing software such as iMovie or Adobe Premiere Pro.

As you develop your video content, be sure to develop a cohesive brand image and express your company's personality in the videos you create. Your logo should display prominently and be visible throughout the video. Use a color palette that reflects your brand and expresses the tone of your content. Create graphics that can be used in the video itself and/or to promote the video on social media. Finally, ensure there is a clear call-to-action displayed in the video enactment.

Once your promotional videos are filmed and edited, it’s time to begin using them in your advertisement campaigns. Brand’s should integrate their promotional videos into their content calendar, create captions, and modify the sizing of each video for each social media platform and placement. Before hitting launch on that campaign, reflect, once more, on the campaign goals and ensure the proper tracking tools are in place to accurately measure results.