Ok so you have decided to make a video to showcase your product or service because you know all about how web video will benefit both your business and your website. You grab your iphone or laptop scribble a few quick notes and the next thing you know you end up with a video like this.
There are so many things wrong with this video, it is hard to know where to start (apologies to anyone from Noble Finances that may be reading this) but the fact is that without a plan or even with a badly executed plan web video simply will not deliver the results you need. It might even work against you.
Rule 1 – Have a Plan
Think about what you are trying to achieve. It may seem silly but only by knowing your desired outcomes will delivering them be possible. Think about your target audience and the type of content that they will respond to, what interests them, motivates them, what do they care about? Think about your budget and the best way to get the most bang for your buck. Think about the delivery strategy and where your video will be seen or how people will find it. Finally think about how long your video needs to be, most people’s attention levels will give you between 1 and 2 minutes active engagement (unless the content is amazing or you have a captive audience). Your plan will also help you decide what technology and style is appropriate to use when making your video.
Rule 2 – Research Research Research
If you are producing content and not a promotional or advertising video then you need to research the content that is already out there to make sure that your proposed content has a point of difference. Look at the keywords that people are searching for and try to tailor your content around these searches. For more information on how to do this make sure you check out our Creativa Web Education Series
Rule 3 – Don’t rush it
Take your time and get it right. Even if you are filming a testimonial on your iphone it is important to make sure that you have the responses you need. Follow the plan, take your time and if possible review the footage on location. This may take longer but it will save you plenty of time if you don’t need to go back and reshoot or worst case live with second best.
Rule 4 – know your limits
If you have never used an edit suite or editing software or your video hinges on you being able to recreate a scene from the Matrix using a handy cam then you could be in trouble. Good video doesn’t need special effects or amazing jump cuts. Good video needs to be well thought out and engaging. By all means learn and develop your skills just don’t expect a Hollywood outcome with a backyard budget.
Rule 5 – Don’t compromise
Sometimes videos don’t turn out the way we want them to. They might be too long or not engaging enough or simply not hitting the mark when it comes to how you want your product or business to be perceived. Don’t give in to the urge and use these videos anyway, they can damage your brand and deliver negative results. Don’t compromise, either re do the video until you are happy, call an expert, get the opinion of a colleague or abandon the project altogether.
For some free advice or a no obligation consultation on your next video project, call or email creativa we can definitely help you avoid the pitfalls and make sure you end up with great web video every time.