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 sales and turnover? Or a company with the objective of educating its customers and prospects to make them better understands your products and services? The promotional video can effectively meet your goals, provided you organize your work well. Let’s see that together. Also, choosing the video templates accordingly can help you out greatly.
1: Think First About Goals
Before you start thinking about creating the video, it is essential to ask yourself and put your goals in black and white. Whether you perform the video internally or via a provider, the creative brief will have to explain your different objectives.
The objective will allow you to better choose the format and the message to pass.
2: What Format for My Video?
- Classic video presentation, interview, animation motion design, screenshot. The formats are not lacking.
- Depending on your goals (remember the first step), choose the format that best fits this one.
- To show the expertise of your team, an interview will be recommended for example. To present a startup, the motion design or the classic video will lend itself to the game. Screen capture videos will be perfect for a tutorial to educate 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 motion design video:
If you do not have a motion designer available (as was the case for this video), you can use tools to simply create videos and animation tutorials.
3: What Resources and What Budget?
Your goals are now defined; you need to highlight your resources:
Do you have the skills internally? Do you need a freelancer or an agency to make your video?
- Having professional video content cannot be improvised; an animated video will require motion design skills, an interview, or a classic video of filming skills. This cannot be improvised at the risk of disappointing results.
- Based on this plan a budget, ask quotes to different providers depending on your goal and the format chosen or if the video is made in-house, make sure your team masters the different aspects of video creation: filming mounting.
4: Adapt Your Brief and Work the Scenario / Storyboard
Your thinking is moving forward, but waits until it’s over. Based on your initial thinking and your resources, adapt your brief to finalize it with the latest information you’ve been able to obtain (by making quotes and exchanging with your colleagues).
Then start working on your scenario. It must be simple, effective and above all bring to the goal you are aiming for.While this is an absolute truth, focus on short video formats to captivate your audience from start to finish. The duration of attention is particularly low nowadays.For example, up to 30 seconds, 85% of the audience will see the video to the end. A video of less than 2 minutes is viewed on average by 70% of the audience. A 2-minute video goes to 50% of the affected audience.
