Dreaming of an inexpensive way to use video to market your business? Envisioning legions of viewers who will storm your storefront, credit cards in hand? Make those visions a reality. Consider these five key elements to creating an eye-catching video-marketing campaign.
1) Savvy use of humor. Many viral videos trigger belly laughs, but even informative videos are more likely to reach the mark, if you incorporate a touch of good humor to keep the viewer watching. Aim for a little light-heartedness.
2) Write a script. Even if a scene in a well-made video appears to the viewer as a spontaneous, non-scripted interaction, chances are a lot of thought, preparation, and rehearsal went into the production.
3) A call to action. This isn’t about creating a 20-minute advertorial. Effective video marketing is not a lengthy diatribe aimed to wear down a consumer’s resolve. Instead, clearly repeat a call to action at the beginning, in the middle, and at the conclusion of the video.
4) Compelling engagement. What makes someone stop and look at something? One technique is to create a surprising juxtaposition of oddly placed elements. A man dressed in 17th-Century-era clothing, riding in a sports car; a gigantic man cradling a tiny baby; or a surprising action scene that startles, or elicits cries of surprise — This catches the eye of the viewer. Here’s the best part: It doesn’t require an expensive investment, just a touch of serendipity.
5) Thematic branding. Unless this is a stand-alone video produced for a one-time event, consider incorporating consistent branding across a series of marketing videos. Do this by adding one memorable visual element to each marketing message. This could be a recognizable spokesman, such as Allstate’s mythical character Mayhem, or simply a branding message that is repeated at the end of each video. Or, you may choose to craft a formulaic ending with a call to action. Have fun with your video marketing campaign!