Execution

TL;DR — Using Video to Capture an Audience

In an instant gratification culture, it’s hard to capture consumers’ attention and hold it. Entertain us! TL;DR — we don’t have time to actually read all that copy! So it’s no surprise that video is the way many choose to learn something new these days. From makeup tutorials to playing an instrument, you can find it all online. And, if you want to get super meta, you can watch videos people make of themselves playing video games. Which leads us to …

Why should I use Video?

The fact is, visuals cause stronger reactions than words — one of the easiest ways to make sure your audience remembers your message is to pair it with meaningful images. People remember visual images, and brands are realizing that, if done correctly, video can be a powerful tool.

Where?

Your website has become the visual representation of your brand. So if your site is the suit that you wear on the internet, then video is your best accessory. Video is able to communicate weighty information in an easily digestible format that your website visitors will be more likely to recall. But before you call a local production company and start daydreaming about leading men, take an objective look at your website. Adding a video to a website that has existing problems isn’t the magic answer. While video can be a great asset to your site, your most important asset is the site itself. If budgets are limited, it’s a better and more powerful investment to update your website to ensure it’s well-built, responsive, has a high level of usability, and is delivering a solid search ranking. 

How?

When you’re ready to make use of video on your website, it’s important your online video has a clear purposeSome good questions to ask include:

  • Are you raising brand awareness?
  • Are you sharing your corporate personality?
  • Do you have a testimonial or endorsement to share?
  • Do you need to demonstrate how your product works?

So, agree on a purpose and, by all means, don’t make it goofy — remember this reflects on the company and you are still a business. Save the jokes for happy hour.

Once you determine your message, you’ll need a story board. You will find that the video will flow much more naturally if you determine what you want to say and the shots you want to capture beforehand. And, most importantly, rehearse! Don’t be afraid to re-take until the dialogue flows naturally.

Keep it brief. Your goal should be to make your content as concise as you can — a good guideline is under three minutes. The longer the video, the fewer people who will watch. Shorter videos will have higher engagement. A Wistia study shows that viewership drops off after about three to four minutes. 

Quality matters. The quality of the video is a reflection of your brand standards. These days anyone can make a quick video with a number of tools out there. But to ensure yours looks professional, take the time to find people with the skills to shoot good, clear footage. 

Shoot in a location with adequate light that is clear of clutter or sensitive material. Beware of background noise that might be picked up — loud A/C units or areas near large meetings or conference calls should be avoided.

Keep the pace moving. Even static images can be engaging if you add a pan.

Use attractive opening and closing screens with prominent branding. Identify every person who speaks on camera with simple graphics. Keep music and transitions subtle. The content should be the focus.

Making a great video isn’t hard, and the return on the investment will be quickly realized by increased web traffic and social media engagement. People will be seeing more of you. And isn’t that what we all really want? To be seen? 

Check out this example of an award-winning online video that we executed for Texas Farm Bureau Insurance.

For help with your media strategy, contact us, and check out our social media feeds hereherehere, and here.

@dcustommedia