Let’s do a video!

I have to admit that whenever I hear that statement, I cringe. In my mind, I think “Did another bandwagon go by?” or “Where is this coming from?”

Don’t get me wrong, I love video! There is nothing more sexy than plotting out a shoot and being on set during filming. My negative response is not because I don’t believe in video for marketing but primarily because I question if the person that is making that statement truly understands what it means. My reaction is more cautionary than anything.

What’s the big deal anyway?
It’s not hard to get the wrong impression about video marketing. More and more, we hear how it’s an essential in the marketing mix. Various outlets that tout marketing tips say that video is the wave of the future and the way to go. (They are not wrong.) You see super cool videos that pushed out and think, “Well, we can do that!”

My response: “Well…maybe yes. Maybe no. It’s not as easy as it looks.”

As you learn how to use video in marketing, let’s check out a few myths before you consider going down this road.

Myth #1 Video is for everyone. There is no doubt that the up-and-coming generation is viewing YouTube, NetFlix and the like more than ever. The small screen is the new black when it comes to television. But that does not mean video is for you. At least, not right now. Your targeted buyer has a lot to do placement of messaging and communication. And more importantly, so do your resources. Which leads me to the other myths we need to bust.

Myth #2 Video is easy. Incorporating video into your marketing takes forethought and planning. Where will you use this video post-production? Are you formatting it correctly? Will editing be required? There are a lot of moving parts so while is not hard; this project can be tedious and time-consuming.

Myth #3 Video is cheap. There is no doubt that you can do a video that does not cost a lot of money. That does not mean that you are not committing resources. Done right, a 30-second can take a LOT of time to produce. It’s a rare case when you turn on the camera and get your shot on the first take. Since time is money, video can be costlier than you think.

Have you seen the saying that says: Fast, cheap, or good? Pick two. There is a reason you can only have two. It is not a wise spend when you put your valuable time or money into a project that will not yield the impression that you want to represent your business. It’s an incredible (and sad) waste when any marketing asset (in this case, your video) gets shelved.

Myth #4 Anyone with a smartphone can do video. Don’t underestimate the value of good production. Beyond script writing and storyboarding, one should be mindful of angles, background, and lighting and shadows. Sorry but I have to say it: in most cases, amateur video looks like… well, amateur video.

So how can you use video in your marketing more successfully?
While I know that most companies are not making super bowl quality productions, it’s a good idea to have the end game in mind and ask yourself these questions before you proceed:

• Where will your video be placed? What format will you need?
• How long will the video be? There is a reason that television and radio commercial spots are sold in 15- and 30-second spots. The first most people do when they click into a video is check the time. Anything more than a minute will feel like a mini-documentary and have people evaluating if they are willing to make the commitment.
• Can I get some SEO benefit from this? When you upload to YouTube, you have the ability add your script. This allows people to skim material if watching a video just isn’t their thing. It also provides SEO benefit.

Would you like to use more video to develop your brand and get your message out there? Let’s evaluate your overall plan to make it work best for you by contacting Jackie Awve for a consultation.