Category: Video Marketing

How to start your first video marketing campaign

After reading our previous article on What is Video Marketing, you are armed with the knowledge that video marketing is a part of your overall marketing plan. It is what supports your efforts to reach your audience and with a good strategy in place, it could be central to your social strategy. By knowing all this, you are probably pumped up and ready to go on your way with creating a video marketing campaign. 

If you have not read that article yet, here is a quick summary of what was covered:

Quick and easy steps to planning your video marketing strategy.

  •  Objective
  • ideas/concepts
  • timeline and budget

Different types of video content to help you achieve your overall marketing strategy: 

  • Commercials
  • Product/service videos
  • Social video
  • Educational
  • Testimonial

Creating videos for the right moments to capture engagement

  • On-the-go (70% of the day)
  • Lean forward (20% of the day)
  • Lean back (10% of the day)

Creative consideration

  • Capture attention quickly
  • Design for sound off
  • Create visual language

Video Marketing And The Pre-Production Process

Youtube has been ranked as the second most trafficked site. Additionally by 2022, 82% of internet traffic will be due to video. With this in mind, you now have even more reason to hop on to video content for your business (source: impactbnd)

You may have a broad idea of video thanks to our previous article but today, we will be diving into the detailed production process of creating a video campaign from pre to post production. The pre-production process constitutes the planning that is required before a video is shot. This is where ideation, logistics planning and budgeting come into play. When done right, it gives everyone involved a clear idea of the process and a unified goal in mind.

 

Elements in Pre-Production:

Target Audience

This selected audience could be exactly the same as your digital marketing or social media marketing strategy. However, take note that just like the creative images you have produced for your digital marketing campaign, it won’t appeal to everyone. Create your video to target your ideal customer and any overlapping interests they may have with your secondary audience.

 

Objective/message

Just like any of your social or digital strategies, you must have an objective in mind. For your video, that objective has to be evident especially if it requires an action by your audience but you want to be sure not to hard-sell it either. 

 

Budget

Based on the size of your target audience, the objective, and logistical requirements, you will be able to set the appropriate budget for your campaign. During this period, you are probably trying your best to cut back on business spending. However, you want to be sure you allocate sufficient funds to produce good quality video content. A bad video is the same as having no video at all! 

 

There are a lot of elements that go into video production costs such as the quality of the video you’re producing and your current video making resources. Ultimately, whatever video you’re creating has to be able to produce an adequate ROI (return on investment). This means your video has to be something that can be used over a period of time to ultimately drive conversion or sales. Therefore, you will want to invest in a good quality video.

 

Storyboard/Script

This is an important factor! At this point, you will be creating the concept and what type of video you will want to create. You can check out the different video categories in our previous article here. When doing up your storyboard, you want to ensure the whole video concept can be understood. This will have to include the scene description, music/sound effects (if any) and how you want it to be filmed.

action storyboards

Source: Pinterest

 

Branding Elements

This element is usually part of storyboarding. But we wanted to further emphasise the importance of including this! When you have an objective in mind, you will want to align your storyboard and branding elements with it. Building your storyboard is where the true magic happens because you want to align the story and content with your objectives. It takes a true mastermind to be able to sell that story without hard selling it. Therefore, create a sign-off or a call to action at the end of your video. A great example of this would be FiftyThree (Source: Youtube ). FiftyThree embedded the products’s ease of use and a final statement – “Think with your hands”, as a call to action or a push to get the audience inspired to purchase FiftyThree’s products so that they can think with their hands as well.

 

Shot List 

After you have created and finalised your storyboard, it is important to have a shot list. This is a checklist of the different scenes that have to be filmed and helps keep you in check so that you are aware of what is left to be filmed. 

A shot list includes:

  • Scene number
  • Shot number
  • Location
  • Camera angle and movement 
  • Logistics needs
  • Actors
  • Shot description

 

Production Schedule

A production schedule is similar to a shot list but carries the details of “when”, “what”, “who” and “where”. This helps you or the assigned production manager keep track of what has to be done. It is particularly useful if it’s a complex video shot over multiple days.

A production schedule includes:

  • Scene number
  • Location
  • Scene/scenes
  • Date
  • Time
  • Actors
  • Logistics required

Source: Valoso

The Production Process

Phew! That was an exhaustive list but now you are equipped to start the planning phase for your video marketing campaign. No need to panic though, if you want to try creating your own video marketing campaign, you’ll just have to continue reading. If you would like some help, reach out to our team in Palinoia Marketing who will gladly help you achieve your video marketing goals. Additionally, check out our video portfolio to see how we can help you! (source: youtube )

 You may have all the planning down but you are not out of the woods yet. As shocking as it is, you can’t just pick up a camera and start shooting – there are still steps to go through during the filming day. On this day(s), your shot list and production schedule will be your closest companion. It will be the most looked at items, so keep spares!

 

Setting up of equipment

The very first step would be for you or your team to start setting up the equipment needed in the location you are at. You will want to check this against your shot list to make sure angles and equipment are set in the correct place.

 

B-roll

A B-roll tape is a set of extra shots that can be used as a filler or to mix in with your main shot. This alternative footage is usually filmed without any sound as the sound from the main footage is expected to play over it. This adds layers to your video or can be used to transition to a different scene. A good example of the use of b-roll would be in sitcoms. Let’s take a look at sitcoms such as Friends or Seinfield –  before they start on a scene, there is usually a shot of what is happening outside the cafe or building (Source: Youtube )

Walk Through

As with performance or acting, it is important to rehearse! Your actors would definitely appreciate having a walk through to familiarise themselves with the scene and surroundings. You can do a walk through without cameras and then one more with the cameras so that the cameraman can practise the movement. This helps with making any final adjustments before the actual filming.

 

Filming

Lights, camera action! After you have put in all that time to practice and prepare, you are ready to start filming. Be sure to have a few takes so that you have options to choose from.

 

Elements of Post-Production

 

Editing

After filming has been done, your team will get to work on editing the video. This includes piecing together the different clips. It is also where they decide if they will include and b-roll takes in the video as well. 

 

 

Music

Music is very important to a video especially if there is no dialogue. It sets the mood of the video and can support engagement. If done right and repeatedly, your audience might be able to connect a certain type of music to your brand. This would be an amazing goal as it supports your brand awareness.

 

Choosing the right music is important as well as you want something that connects with your target audience.  Digital beauty has shared that audience members between the age 18 to 25 years old tend to be drawn to more upbeat music. This is the opposite for audience members above 30 years old who are drawn to more classical music. (Source: digital beauty )

 

 

Review

After everything has been pieced together, the team will send in their draft to you for a review. This is where you decide if the elements fit together and if the video meets the objective that has been set out. At this point, you want to check the final video against some elements in your pre-production list. This covers the objective, target audience, and branding elements.  If you aren’t satisfied with the draft video, you can send it back with a list of suggested changes and wait for the edits to be made. 

 

 

Delivery

After you have reviewed the video and are happy with it, it’s time to release it to your audience to help you achieve your video marketing strategy. This video can be cut down to a shorter clip to be posted on your social media accounts or you can go ahead and post the full video on your other digital platforms. 

 

Keep in mind the copy that will go along with your video post as that will support your platform’s SEO. Google will crawl through the copy content and decide if it is relevant enough to be put up on the first page of the search list. Want to learn more about how these crawlers work? Read up more about it on our blog! (Source: Palinoia Marketing )

 

You are ready for your first video marketing campaign!

Now you have an understanding of what goes on during pre-production, production and post-production! You are ready to get started on planning, filming and editing for your video marketing campaign. It does seem daunting in the beginning but our team at Palinoia Marketing are ready to help you out. There’s no need to stress if your first video does not turn out as good as you expected. It takes time to master the art of video production! With every digital marketing campaign, keep in mind to include video. This is because it is here to stay. 99% of marketers are going to continue using video, why shouldn’t you! (source: Smart Insights )

 

Article by Faith Ira

Where to start in Digital Marketing?

We, at Palinoia Marketing believe in empowering companies and helping companies to grow using top-notch Digital Marketing strategies. Want to know more strategies and ways your business can improve? We provide market analysis report for your SMEs free of charge! Reach out to us at yongfei@palinoiamarketing.com and follow us on LinkedIn / Telegram. Our friendly consultants will be more than willing to help you out!

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Palinoia Marketing is a boutique Digital Marketing Agency for Singapore SMEs. Here, we believe in empowering companies and helping companies to grow using top-notch digital marketing solutions & strategies.

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+65 8782 9625

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Video Marketing for SMEs: What is Video Marketing?

If you clicked on this article, you probably know the importance of video marketing and are curious about how you can get started. Video marketing isn’t a new idea but with the rise of social media and the integration of video content on all of our well-known social media platforms, it is no longer something we create for tv but a medium that has to be integrated into our social media marketing strategy.

The definition of video marketing sounds basic – the use of video content to market a product, service, or brand. However, it is more complex than it looks. Video marketing as a medium does so much more. It educates your audience, promotes your brand, and most importantly, engages with your audiences through the different social media platforms used for your digital marketing strategy.

This isn’t just us at Palinoia Marketing telling you that video marketing is important for your social media strategy, our friends over at HubSpot (source: Hubspot Research) found out that 54% of consumers want video content as compared to the other forms of digital content. Apart from giving your consumers what they, video content also helps in your search engine optimisation (SEO). It has been found that Google has been prioritising web pages with video content and pushing them up the search results list. 55% Google keyword searches are video content (Source: tubular insights)

 

3 easy steps to planning your Video Marketing Strategy

Just like how you should plan a digital and social media strategy, you should plan for your video content strategy before you pick up a camera and start shooting. The first step in any strategy is to identify your objective for the video, which stage of the marketing funnel do you intend to use your video – Awareness, consideration, or Decision. Next, you want to identify the key ideas and creative requirements needed for your video. With those in mind, you are now able to set the timeline and the budget to get you started! If you aren’t sure about the budget, ask around! Agencies such as Palinoia Marketing are more than happy to give you a quote and help you out with your video content strategy.

 

TLDR; Video content strategy in 3 easy steps

Step 1: Choosing The Correct Video Content

Step 2: Creating your Videos For The Right Moment

Step 3: Creative considerations For Your Video

 

Choosing the correct video content

Deciding on your video content strategy will determine what type of video you will be creating. That will help you decide on the creative requirements you will need for the video. Depending on the objectives you have set and the platforms you intend on placing your videos, there are many different options for you.

 

1. Brand videos/ Commercials

You can use this to introduce your company to your audience. Brand videos or commercials highlight your companies, vision, mission, and services/products to the audience. When you are creating a brand video, the objective is to gain awareness. This is why brand videos usually come with a bigger campaign as it helps to further boost awareness. 

You should aim to have this video be impactful and memorable as you want this to leave an impression on your audience. This impact can be created through humor, visuals and relevance to your audience. Palinoia Marketing’s brand video encompasses our values and service. We also made it short but impactful with sound and creatives. (Source: Youtube)

 

2. Product/service videos

Brand videos are an umbrella video which gives the audience an overview of the company. Product/service videos is where you zoom in and focus on what you can give your audience. You want to showcase the appeal of your product/service and how it can help your audience. These videos are usually very long but if you have multiple products/services you can split them up into many shorter videos especially if it’s going up on social media.

We created a video for epicure showcasing their service which focuses on food. What we did was to appeal to the audience through visual cues by showing them how great the subject matter looks. (Source: Youtube )

 

3. Social Video Content

Social video content are videos you have created for your social media platform. These social video content has to support your social media objectives as well. As these are for your social media platforms, you will have to keep them short and engaging. These videos can be created solely for social media or might have come from your other digital videos which you then have edited down to be shorter. A few examples would be Tasty’s and Reebok’s videos. Buzzfeed showcases quick and easy to follow recipes that have been cut down to less than a minute (Source: Tasty). Reebok’s video is slightly longer than a minute but uses upbeat music and a quick change of frames in the to hold attention (Source: Youtube).

 

4. Educational

An educational video is something you put out to give your audience valuable information on how they can use the product or service. This can be done to teach them new things or to provide a deeper explanation of how your offering solves their problems. As this is educational, the video can run longer and go up to 2-3 minutes.  This video on Herbalife is a great example of an educational video. It showcases the product, what can be done with it and the benefits (source: Youtube ). You want to stay vigilant that for any education video you put out, the audience is able to understand the information you are providing.

 

5. Customer testimonial 

When you are using customer testimonials for your video content, you are helping to build credibility. This would be the strongest in nurturing conversions as it showcases your satisfied customers. Depending on the quality of the testimonial, you can have your videos ranging from 30 seconds to 2 minutes. You can also combine 30 seconds testimonials and create a 2-minute video from it. Codecademy has done a great job of sharing a customer testimonial and cutting it down to less than a minute. They used the voice of a customer to share the ease of using their service. This customer also functions as a success story that Codecademy’s audience can strive to be like (Source: Youtube).

 

Creating Your Videos For The Right Moment

When you decide to create a video and put it up on your platforms, deciding when to put it up isn’t the only important thing. A video isn’t like an image, it is a piece of content that will require your audience’s attention for a period of time. This means you will have to decide what type of video is appropriate for the time you have chosen. To make this easy to understand, our friends over at Facebook (Source: Taboola ) have broken these time periods of engagement into 3 segments – on the go, lean forward and lean back. As 80% of Singaporeans (Source: MediaOne marketing ) are active social media mobile users, the 70:20:10 rule created by Facebook can be applied to them. 

On the go (70%): This period of time accounts for 70% of our mobile usage. Being on the go covers us traveling from one destination to another or being in the midst of an activity. All of us have experience scrolling through our mobile devices while being on the go. As you know, while being in this state, our attention spans are shorter and would spend a very short period of time on a video. These on the go times are usually when we are traveling to work or coming home from work. Therefore if you choose to post a video during this time, think about how you can cut it short.

Lean forward (20%): This accounts for 20% of our time. We are most like to be “leaning forward” during our lunch breaks or coffee breaks – between 12pm to 2pm. During this period of time, we are slightly more engaged and would dedicate more time to content that interests us. This will cause us to like, tap, or swipe. When you post a video during this time, you want your video to last for an estimated time of 30 seconds.

Lean back (10%): This accounts for 10% of our time. For instance, it would be when we are scrolling around on our phone right before we go to bed. This period of time accounts for the highest engagement period. Your audience would be more likely to spend a long period of time reading or watching videos. This is when you should release long-span videos with more information.

 

Creative considerations for your video

Think you’re ready to go out and start on your video content production? Not just yet!! Here are some creative considerations to include when creating your video:

Capture attention quickly

Just like designing for an image, you want to ensure the first frame of your video catches the attention of your audience. Also, you want to put the main message of your video at the very beginning. This is because there is no guarantee your audience is going to stay until the end especially if it’s a longer video.

Design for sound off

When watching a video especially while on-the-go, many of us tend to watch it without the sound. This is why you should create your video to be easily understood even without the sound or include subtitles! Let’s use Apple’s Homepod advertisement as an example. They created this video to showcase the bass power of the Homepod. Instead of talking about it, they used visuals to show the impact of the bass (Source: Youtube)

Create visual language

This supports the previously mentioned point. You want your video to be more visual than audio. This keeps it engaging and boosts the creative element in your videos as well. Take a look at Apple’s commercial that doesn’t use much audio but includes words in their video to fulfill their objective (Source: Youtube)

 

There you have it! The introduction to creating video content for your digital or social media platforms. You may know the importance of creating video content but now you are equipped with the knowledge to start planning your video content strategy. You can also start deciding on the types of videos you want to create and how to make it more engaging. Having a good idea of when to post your video would also help you capture the type of engagement you are looking for. Palinoia Marketing is experienced in creating different types of videos for our clients, check out our portfolio of videos for further inspiration (source: Youtube). You can reach out to us for further support in creating or planning your video strategy.

 

Article by Faith Ira

Where to start in Digital Marketing?

We, at Palinoia Marketing believe in empowering companies and helping companies to grow using top-notch Digital Marketing strategies. Want to know more strategies and ways your business can improve? We provide market analysis report for your SMEs free of charge! Reach out to us at yongfei@palinoiamarketing.com and follow us on LinkedIn / Telegram. Our friendly consultants will be more than willing to help you out!

All relationship starts with a hi
Get in Touch!
Palinoia Marketing is a boutique Digital Marketing Agency for Singapore SMEs. Here, we believe in empowering companies and helping companies to grow using top-notch digital marketing solutions & strategies.

Drop us a mail!

yongfei@palinoiamarketing.com

Phone Us

+65 8782 9625

Drop Us a Line

Read More