How To Create Successful Video Campaign?
The use of any channel for marketing communication involves the strategy of implementation and realization to increase the chances of achieving goals. And video marketing is not an exception. I’ve prepared 7 practical recommendations that will help you boost the effectiveness of your videos and form a single consequent promotion strategy with the help of video content.
#1 Strong concept
Video creation begins with a clear and brief idea. The concept of the clip should be based on the interests and needs of your audience and show the brand’s values. Therefore, the first question to be asked is what is the result you want to get?
It can be raised brand awareness, increased sales, or growth in coverage (subscription, active audience — underline 🙂). The answer will help to build a sound strategy that will serve as a basis for the general concept of promotion.
#2 Media plan
Systematic work according to the plan is the guarantee that you will not make rash and chaotic decisions.
A media plan makes every process predictable:
- What to publish?
- What topic to choose?
- For whom?
- What channels to use?
- What budget?
- What are the expected results?
Depending on the goals and tasks, a media plan can be expanded with other points. Analyze the audience and channels you want to use, study your competitors’ content, and choose relevant topics for videos based on the results of your research.
This approach to work provides you with a step-by-step action plan that allows reaching the goals set on time and keep within your budget.
#3 Scenario and storyboard
As soon as you decide on the concept and idea, as well as form a general media plan, it’s time for art. The thoughts in your head should be now written on paper. The easiest way to do it is a storyboard: describe the key scenes and shots in chronological order to avoid possible chaos.
Add plot elements to each key shot. Create a monolith scenario complemented with dialogues or stories. The more detailed your script is, the easier it will be to shoot.
In perspective, scenario and storyboard will save both time and money.
#4 Quality and attractiveness
Make sure the quality of your videos is high and the concept meets the interests of the target audience. Do not be lazy to check the light, sound, and effects used on the clip. Quality shot materials offer numerous advantages, while videos made by an amateur may damage reputation.
Invest your effort and money in the production of high-quality content — in the future, it will pay off or even multiply the budget. Moreover, nowadays, the creation of cool content is less costly than it may seem.
Complement your content with interactives. Offer the audience a chance to interact with you, have a dialogue. Use quizzes and polls to get feedback. Do not be afraid to provide spectators with a gaming experience — offer to guess, think, get something in exchange for a comment or interaction.
Do not forget about links and annotations. They can redirect viewers to similar videos or a relevant landing page, resulting in enhanced user metrics, increased traffic, and reduced bounce rate.
Use CTA in videos: ask the audience to subscribe to your channel, like, share a video, or follow social media. It helps to establish contact, increase awareness, and solve numerous marketing tasks.
#6 Choice of music
Music is another essential component of a video, together with visual effects. Relevant music helps to set the mood and emotional connection with viewers, while inharmonious or imbalanced audio can whittle all your efforts away.
Try to make your audio track relevant to the topic and mood of the clip, niche and tone-of-voice, and high-quality recorded.
After selecting several potential musical compositions, you should listen to them end-to-end to make sure they do not contain undesirable elements (e.g. profanity, assaulting texts). You must also verify the license to use them in your video.
Consider the way separate audio fragments highlight the visual track. Footage must include music, since it is mostly responsible for the pulse and rhythm of the video.
Do not be limited to a single platform — publish your video in several channels. But make sure you have open access and there is a tick in front of ‘allow the reactions’.
Analyze where you can publish this video to make as many people as possible see your content. These can be social media, such as Facebook, Twitter, Instagram, etc. Consider video hosting, e.g., YouTube or Vimeo. If you have a website or blog, share the clip there. Viewers can thus watch it without leaving your website. If you have business partners, they will likely want to publish your video on their channels.
A great life hack is creating multiformat content. For example, videos can complement a relevant article or post on social media. Meaning, an “empty” post is not the only option.
Do not forget to track the effectiveness of your video on every channel used. It will provide you with the info on channels that generate the most traffic and engagement. This data will allow further optimization of the strategy and scaling things that work.
Video content is the language of the XXI century. According to Statista, in 2022, videos will hit the coverage of 93% of online users worldwide. And despite this fact, a negligible number of companies create quality and valuable content. Therefore, regular video release is a great way to stand out from competitors and conquer a loyal audience.
Yeah, this work requires investment: effort, time, finances, and most essential, creative resources. But do not forget that it is a pay-off investment. High-quality, unique, and well-produced content can bring fascinating results.