Putting It All Together: 6 Questions To Ask When Planning A Video [3 of 4]

In our previous two posts, we covered two categories of promotional video genres: Informational and Essence-Driven. Now that you have some background in each of these genres, it’s time to make a decision about which genre is best suited to meet your business’s needs.

To help you develop a better understanding of how to choose a genre as you plan your video, we’ve compiled a list of six questions you MUST address if you want to make the best choice possible.

  1. Who is your audience?

  2. If you don’t have a specific audience in mind (or worse, you choose not to narrow your audience down), your messaging will get so diluted that it communicates nothing to everyone.

    Here are some deeper questions to ask to get to the heart of your target audience.

    • Will this video be used for internal use, for existing customers, or for new leads?
    • What are the demographics of this audience?
    • What is this audience’s built in interest level?

    Thinking through these deeper questions will steer you in one clear direction. For example, internal teams will probably need information, while new leads will respond better to essence. Other issues like maximum video length may be dependent upon these answers as well.

  3. How will the video be used?

  4. A video looping on a trade show floor is a very different viewing experience than watching a video between episodes of your favorite show. Without a clear understanding of how your video is being used, you’ll kill your chances of success.

    Here are some common uses for video, along with some special considerations for each.

    • Website – this can be a great way to introduce customers to your business. Be sure you have a strong intro (most dropoffs happen in the first 10 seconds).
    • Landing Page – be sure the video directly addresses the topics/keywords that brought them to the page in the first place.
    • Social Media – Keep these short (15-seconds for Instagram, 30-seconds for Twitter) and be sure the visuals communicate everything without audio, which is muted when auto-playing in a feed.
    • Live Settings like Conferences & Trade Shows – It’s easy to envision that you’ll have the audience’s undivided attention. Most likely, though, they’ll be distracted. How can you grab and keep their attention?
    • Part of a Series/YouTube Channel – just like with blogs, consistency is important.
    • Paid Advertising (Facebook, YouTube, Hulu, etc.) – keep it short and remember that they can skip ahead at any time.

     

  5. What are you trying to accomplish? What’s the purpose?

  6. It’s a basic question – but an important one. If you’re looking for a meaningful connection with the audience, choosing an Animated Infographic wouldn’t be a good move. A genre with more essence will be much more successful in creating the instant connection you’re looking for (in this example).

    Let’s test your knowledge. Watch these two videos and try to figure out the overarching goal of each. Here’s a list to help you get started.

    • communicate information
    • connect with existing customers
    • connect with potential customers
    • gain visibility (brand awareness)
    • make deeper connection with select audience
    • establish expertise

    Isn’t it fun to reverse engineer a video? Not only does intended purpose come to light, but also target audience. Did you notice how both of the videos above were looking for viewers to have an emotional connection with their brand, but with entirely different target audiences?

  7. What will be the viewer’s emotional experience?

  8. Good marketing practices say that if you can make a positive emotional connection, that connection will inform the customer’s purchasing decision.

    With that in mind, it’s always good to consider what kind of an emotional response you intend to incite. Maybe you’re shooting for joy, sympathy, or just a general sense of warmth toward your brand. Whatever it is, you’re going to want to think it through before you pursue a specific genre.

  9. What existing assets might be helpful?

  10. It can be cost effective (and more genuine) to leverage aspects of your business that already exist. Here are some ideas for things that might be helpful in a video:

    • Foundational stories
    • Rich visuals (people, processes, architecture, etc.)
    • Interesting staff
    • Existing photos/video
    • Content to repurpose (blogs, etc.)

     

  11. How does video fit into your larger marketing strategy?

  12. Videos for business are often thought of as a marketing tool, but sometimes the production of a video project happens in a silo outside of other marketing efforts.

    In order for your video to be effective, it’s important to consider it as part of your larger marketing strategy. Keep these things in mind:

    • How will you ensure the video is getting in front of the right audience?
    • If the video is for your website, what’s your existing web traffic like? Depending on existing traffic, your video may need an advertising bump.
    • If the video is for social media – what’s your social media presence like? How can you make it easy for people share your video?
    • If you’re going to promote the video – what are the best avenues for that? What kind of budget have you dedicated to promotion?

There are a number of strategic moves to consider before tackling a video project for your business. Whether you’ve decided to pursue an informational genre or a more essence-driven video, don’t forget to plan and think through all the aspects of your project.

While our list of questions isn’t comprehensive, these are the areas we’ve seen businesses get themselves into the most trouble by overlooking.

Stay tuned for the next post in our series where we’ll go over all the consideration you need to make when hiring a video production company.

If you’ve got more specific questions about which video genre might be right for your business,
please email us directly and ask. We’re happy to answer them.

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