A video might look easy to create. You might think you only need a phone call, an email, or a text message to request a video production. In reality, it takes numerous steps from beginning to completion. These pre-production preparations are not only for the production team, but they also serve as a guide for the client. It shows what’s involved and what’s expected. And importantly, what the production team can offer.
Before taking that step to start a video marketing campaign for your brand, here’s a video checklist to guide you in making the decision.
A video campaign without a goal is planning for failure. Ask these questions before you start:
Whatever the case may be, these are some vital questions that need answers before planning.
Have you all sat down to deliberate on the video marketing campaign at hand? Is the decision unanimous? The consent of all the decision makers is relevant for saving time and money. You’ll achieve a smoother during and after-production workflow.
What type of video best suits your business marketing aim? A feasibility study can help. Carry out a study on the industry, its competitors, and the target audience. Know the weaknesses and capitalize on those weaknesses to draw some points in your own video marketing campaign. Use that to decide on the right type of video for your marketing campaign. Some types of videos include:
Does your video content have top ranking keywords? Did you optimize your video for search engines? These practices play an important role in getting your videos to rank:
This means making your video marketing campaign optimized for search engines.
Your video’s viability depends on what channels you picked to distribute it. If you spent as much resources into making it, it makes sense to distribute it to as many channels as possible. Plan for distribution on major distribution channels to get it to as many eyeballs. Your aim is to get more views and audience. More engagement will help produce your customer’s behavior data. You’ll know how best to customize the video according to your preferred channels.
Your budget determines the type and quality of your videos. It does not speak well of you to want to create a video without a budget, as proper planning depends on stated budget. A high quality production would cost more. Take note that the quality of the video is a function of the budget allocated.
A video production timeline is divided into three parts:
icon-check Crew preparation
icon-check Cast selection
icon-check First edit
icon-check Second edit
icon-check Picture lock
icon-check Color correction and sound mix
It can span from 2 weeks to months. Delays are unavoidable. Many moving parts to a production of a video means timelines have to be adjusted. That doesn’t mean you can’t meet them. A deadline has to be weeks in advance of launch to allow some grace period for any unforeseen delays.
Know your business inside out and the message you need to convey in your next video investment. You must have clear process of communicating your ideas to your creative team. Your language, terminology, the call to action must be in sync from drawing board to the finished video. A good way to do this is writing a creative brief for communication. The creative departments can use it to translate into a cohesive, clear and unified message.
These are great ideas on why you repurpose a video:
Do you know turning that video into shorter clips to share on major social channels can boost your image and publicity?
What did you hope to achieve with the video marketing campaign? Be aware of the specific metrics to check and measure your campaign’s success. These can be the play rate, engagement, view count, conversion rate, social sharing, click-through rate, and feedback.
Whatever the case may be, it is advisable to take your time going through this checklist first to find out your campaign preparedness.
Whatever the case may be, it is advisable to take your time going through this checklist first to gauge your preparedness for a video marketing campaign.
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