Video Marketing 101
By now you may have noticed that we’ve been posting a lot of statistics about videos and how they’re beneficial for companies on our Facebook and Twitter pages. What a lot of people don’t realize that video is only one component of your marketing strategy. Video is a very powerful tool as it engages, captivates, and encourages viewers to feel something created by the producer. For that reason we use video to sell products, inform the public, and entertain ourselves.
If you’re thinking about have a video produced for your company, it’s important to think about how you will integrate it into your marketing strategy. It doesn’t matter how good a video is, if it’s not publicized and advertised, few people will see it. That’s why it’s important to include it in your rollout strategy and think of it as any other advertising element.
Working as a Producer for Astrodog Media, I often find that clients are so excited that they’re creating a video, that they often lose sight of the bigger picture. Long before we produce a video together, it’s imperative that a marketing strategy is at least considered, or better yet, developed before creating a video.
A common strategy is building hype. But what exactly is hype and how can you take advantage of it? It’s as simple as talking about what viewers will expect to see in your video. This can include items like press releases, social media advertising, or email newsletters, or short teasers of the video (10, 15, 30s cuts from the final video project) leading up to its release.
Astrodog Media often pitches a 3-tier video roll-out strategy for personal mini-documentary-style vignettes. We’ve produce video vignettes that focus on 1 person, like a tradesperson, barber, or a yoga instructor. These videos describe what they do, in an interview setting and have a more personal feel to them. Organizations often produce 3 of these to start. Using this content, and the base layer, Astrodog Media creates 10-15-30s cuts from each of these pieces to act as hype for the eventual releases on social media. At the top layer, we cut together all the characters from each vignette to produce a compilation video, stringing a single narrative that is usually about the organization’s story. This approach is effective and produces content for the whole year.
If you’d like to hear more about this strategy, call and chat with Matt.