Video can play the leading role in boosting brand awareness and building anticipation by capturing the imagination. When it’s well-crafted, online video content is more attention-grabbing, more memorable and easier to consume than extensive written copy. “The right video can communicate more in under 10 seconds than the most manicured bit of prose ever could,” says Sam Bruce, co-founder of Much Better Adventures. “Capturing people’s attention through copy is extremely hard, and that’s where video can really come into its own.”
If you reading this then the chances are that you’re considering adding or already have added video to your marketing/business strategy…or maybe you’re a bit further into the process and need a little help from production company take it to the next level.
Whatever it is the experts here at Wooshii have put their heads together and compiled a list of their top 10 tips to help you to create video that inspires, engages and reassures your audiences which will ultimately set you up for video success
If you would like a bit more detail, need help devising your video strategy or perhaps want to discuss your video production needs, give Wooshii a call today.
Inspire
01. Keep it short:
As these ads are most likely to be viewed in social media feeds and on platforms such as YouTube, it is essential that they are visually enticing enough to be able to grab attention quickly. Beautifully shot, high-quality ‘micro videos’ of under 15 seconds are most effective at the top of the sales funnel, allowing brands to give a taste of the experiences they’re offering while consumers are still in their dreaming phase.
02. Tailor to market segments:
The beauty of digital channels is that you can tailor and target your ads to the segments you most expect to respond, you can do this not only by type and geography as well.
03. Bring it to a point:
With so much competition for attention, it’s important to include a strong call to action, but this doesn’t have to be blatantly salesy. United’s 15-second YouTube campaign from 2019, for example, rewound a sequence of exhilarating experiences of sunlit coves and bustling markets to a single moment – a person booking on its mobile site; that year the company reported that this ad was responsible for 52% of all its YouTube click-through conversions.
04. Don’t be afraid to use your brand:
Focus groups conducted by the IAB and Differentology found video ads that mentioned the brand upfront and showed its logo were more effective than those that didn’t.
Engage
05. Think emotionally:
Videos at this stage of the funnel are more targeted and need more detail, both functional (what it will be like) and emotional (what it will feel like): the 2018 Nielsen Catalina FMCG Neuroscience Study found that most emotional adverts deliver 23% uplift in sales volume. Short videos of around 30 seconds, showing case studies or testimonials, are most effective.
06. Tell a story:
Storyboarding your video helps make it more memorable by giving it changes of pace. A 2020 study carried out by UNRULY8 found that brand recall is 220% higher for ads with multiple emotional peaks, though following behavioural economist Daniel Kahneman’s peak-end rule, the key thing is that there is a high point at the end of the video.
07. Target your customer carefully:
Mid-funnel videos can also be useful for retargeting consumers who have expressed interest in a particular product but didn’t complete the checking out process. For example, United’s successful YouTube ad was directly targeted at consumers who had already made travel-related searches. You could also seek to engage customers who have already booked, to keep them excited.
Reassure
08. Answer customers’ questions:
The role of video on your website is to help make would-be customers comfortable enough to buy. Both footage and language need to be clear and unambiguous. Put yourselves in your customers’ shoes – have you understood all their concerns and answered all their questions?
09. Give them enough material:
These videos are best at 1.5-2 minutes, both in order to be sufficiently informative and also to continue to showcase the joy of the experience. You still want customers to be excited they’ve taken the decision to buy, as well as reassuring, so keep a positive tone.
10. Be honest:
Customers will notice – and share – if the reality doesn’t match the video. “There are professional videos where everything is staged, with beautiful people walking about, but I’m more a proponent of showing the place as it really is. Authenticity matters; people see through the fake stuff,” says Eisen. In To Recovery and Beyond, Oliver Wyman recommends making use of traveller feedback and testimonials, which can be an effective addition to videos at this stage of the funnel, to help build trust.
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Wooshii is an innovative video production company with the capacity to create video anywhere in the world, in any format, using a talent network of over 16,000 plus experts. Wooshii works with world-leading organisations across multiple industry sectors to enable consistent and reliable video production at scale, supporting a wide variety of internal and external marketing and communication functions.
Need help devising your video strategy or perhaps want to discuss your productions needs, give Wooshii a call today.
