13 tips for ideal video content
Video content is gaining a more prominent role in the marketing world. Businesses make all kinds of films that customers can watch on their smartphone or laptop. Editing short and powerful video content is not self-evident. A number of steps should be followed. We will give thirteen here.
1. Determine the target in advance
Define exactly what and who you want to reach with your video. There are several types of videos, some are shot easily and quickly on a smartphone, others with professional cameras. For instance, there are ‘how to’-videos where something is explained in a simple way, e.g. how to make a dish or put a cupboard together.
2. Keep it simple
Remember that your video will be viewed by different people. Just because you know the jargon, does not mean that everyone does. For that reason, keep the language as simple as possible, try not to come across as excessively learned and definitely avoid information overload.
3. Be mindful of length
The number of seconds (yes, seconds) that a video lasts is crucial and often overlooked. If the video is too long, the viewer is guaranteed to quit. Of course, the length of the video depends on its purpose. A video that explains something does not have to be longer than 30 seconds, an after-movie should ideally take 1 to 2 minutes. Also do not wait to long to give the essence. Give the relevant information first, then elaborate after.
4. Suitable music
When you decide to add music to the video, be sensible. Ensure that the background noise had stopped and choose suitable music. Definitely contact Sabam to check whether use is permitted and whether you need to pay for the rights.
5. Image is not everything
Briefly say what the video shows, so that the reader who only reads the text knows more about it. But also stimulate curiosity so that they will look. Don’t exaggerate here – 4 to 5 sentences is sufficient – but be very concise and put the most important information first. Add a call-to-action at the end to direct viewers to your website.
6. Share, share and share
Share the video! No matter how you turn it, you have put time and money into the video. You are the first ambassador, so be proud of it and share the video on as many channels as possible. On social media, on websites and on blogs.
7. Make an evaluation
You will not get into video content by making one video. You should best plan a series of videos (whether or not linked), depending on your objectives. Use programmes that can carry out analyses. For instance, YouTube Analytics can monitor how many people clicked on your video, who viewed your video and where the viewers come from.
8. Write your script beforehand
If you give the clue in the last 15 seconds of your film, it is too late. You can avoid that by writing a script in advance. Starting with an ‘elevator pitch’ is a good idea. That allows you to get to the hearth of the matter in just 30 seconds. Then you can gradually expand the message to 1 or even 2 minutes with additional relevant information.
9. Appropriate audio
Obvious, but no less relevant: think of the synchronization between sound and picture. If a person is speaking in your video it is important the voice corresponds to the picture. If not, the attention for the story is broken and you will lose your viewer.
10. Variation = key
Watching a long video is a real chore, especially now that our attention span is shorter than that of a goldfish. You have to entice the viewer to (continue to) watch the video: before, during and afterwards. You do that by including sufficient variation in your film. Think of alternating different media: fragments, video, screenshots, keywords, graphic elements … Because nobody ever went wild for a monotonous interview with 1 image.
11. SEO-friendly title
What should people type into Google when searching for your video content? You can work out the perfect title based on the answer to that question. Keep its length in mind and use enough keywords to rank well in Google. In addition, the title of the video page for SEO should not be exactly the same as the title for the video.
12. Wide, medium and close
You should film every shot you take, from different angles. Take a wide shot, come closer with a medium shot and end with a close-up. Do this for every shot. That will ensure you have enough choice and can vary enough in the editing process.
13. Consider the background
Carefully look what is in the background before you start filming. It can strengthen or weaken your message. If you make the background too busy, your viewer’s attention will be drawn elsewhere. If you are doing an interview with an artist, for instance, it is natural to shoot them at their workplace. So ask yourself this question: “Does this background provide visual added value for this story?”
In short, whether it is an after-movie or a ‘how to’-video, each type of video content requires much thought beforehand. It is a boat you must not miss and which will move faster and faster in 2017. Determine the direction you want to take in advance, develop it further and surround yourself with people who have a minimum knowledge or refine your own.
Inspiring cases for good video content
1. Boxes full of surprises: Argos – Toy Unboxing
Retailer Argos sells non-food products in the United Kingdom and Ireland solely through catalogues, both in store and online. To bring extra attention to its toys, Argos created ‘Toy Unboxing’, a series of short films on YouTube. In around two minutes the toy is unpacked and described in minute detail.
Argos is a master of the KISS-principle: Keep It Short and Simple. The films have a simple design but are exceptionally effective: they are viewed by over 2/3 on YouTube.
The films also seamlessly link to the catalogue principle, only everything becomes a lot more “real”. They make it all more tangible and give the brand a human touch.
2. Not just a camera: GoPro
GoPro chooses directly for its fans and their content and at the same time for their own DNA. The camera producer collects inspiring, unique films from users who record their experiences with a ‘simple’ GoPro. GoPro consistently searches for content that releases emotions and leaves a deep impression on the viewers.
GoPro collaborates with over 130 professional athletes and musicians. Fans thereby get a look behind the scenes of their favourite skateboarder, snowboarder, rock star… The films can be found on the website, but also find their way from and to fans via social media. Fans naturally eagerly share their adventurous escapades with their followers through several channels. GoPro picks them up and shares the beautiful images. The mix of user and professionally generated content ensures massive commitment and loyalty amongst fans.
3. All out: Lego – The Lego Movie
In 2014, The Lego Movie appeared, which gave an enormous boost in operating profits (by no less than 16%!). Lego scored with young and old with The Lego Movie. Reasons enough to call it fantastic video content: 1. Making a film as a brand is a bold step, 2. The film was made so well that Lego could count on huge audiences, and 3. Lego brought the creativity and imagination to life by giving the plastic models a voice.