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When you’re on social media or browsing YouTube, what catches your eye about a video? Is it the thumbnail, design elements or the fact that the title seems to be speaking directly to you? Most likely, it’s a little bit of all three.

You see, successful business videos share three key elements: audience, aesthetics and appeal. Do your videos have what it takes to be successful? Let’s find out.

Target the Right Audience

There is truth in the saying “You can’t please everyone all the time” because, in fact, you’re not supposed to. This is particularly important for businesses trying to reach customers with video. Before hitting the power button on your camera, you need to think deeply about who you’re making the video for and what would want out of it.

What pain points can you address? Which emotions are the most powerful? In what ways will your video be useful and memorable?

Stay True to Your Brand

While it’s important to think a little outside of the box when planning brand videos, it’s equally important to help viewers instantly attribute a video to your company. Visual elements, such as logos or script, within a video should be carefully chosen and consistent with your company’s branding that would otherwise be found on a business card, emblem or product. For example, Coca-Cola keeps the content in this video on-brand by tying the product colors into the animation.

Give Your Title and Thumbnail Some Pizzazz

If you’ve ever gone to an open house, you know it’s easy to be reeled in with pristine landscaping, the smell of cookies baking in the oven and furniture that looks like it was just delivered that day. Much like the appeal of a staged home, video titles and thumbnails work for your brand to grab attention and entice casual viewers to click.

Choose titles that are funny (but appropriate), clear about your message and on-brand. With the magic of video editing and design, add elements to your thumbnail that help it stand out from the pack and capture attention.

Is Your Brand the Next Big Thing?

Brands that have made their way to the top can often credit a great video or two to their rise in global recognition. Perfect examples include Canadian Tires’ 2016 ad campaign ‘Wheels’ and Always’ #LikeaGirl campaign. These videos connect with the viewer, evoke emotion and are beautifully produced. Now that the secret’s out, how will you use video to make your brand the next big thing?


Posted in: All Posts, Audience, Interactive Videos, Video Marketing, Video Production, Video Production Company, Video Production Process, Video Production Tips, Working with a Video Production Company

One of the goals of video marketing is to attract attention to your brand and your objectives. What happens if you are successful?

In 2012, the non-profit, human services organization, Invisible Children, released a thirty-minute video whose objective was to rally international support for military intervention leading to the arrest and prosecution before the International Criminal Court of Joseph Kony of the Lord’s Resistance Army, operating in central Africa. The video immediately went viral. Invisible Children supported the video with a campaign of posters and t-shirts, all designed to raise awareness of how the Lord’s Resistance Army forcibly recruited child soldiers to perform criminal actions, including murder. Some children were abducted into sex slavery. The message of the video, Kony 2012, was clear and simple: Joseph Kony was an evil man who needed to be stopped.

 

“Stop Kony”

Within weeks, the video had attracted over one hundred million views. A movement arose among the young of North America to put political pressure on governments to “stop Kony” before the end of 2012. However, young people looking for a just and unambiguous cause were soon disappointed. The domestic history of Uganda, as well as the international relations that determined conditions in central Africa, were complex. What conditions had spawned Joseph Kony’s rise? Who actually supported him? Who benefited from the Lord’s Resistance Army? Whose interests would a military intervention advance?

It was soon clear that the producers of the video could not effectively respond to their critics or their supporters. Moreover, it appeared that the celebrity that the video brought was detrimental to the health and well-being of at least one of the producers. Countless young people had been inspired by the prospect that they could affect meaningful change in the world through the force of their goodwill. However, the historical and political complications involved belied the simplicity of an inspirational video.

 

Preparing for the Consequences

Two years later, Joseph Kony and the Lord’s Resistance Army still operate in central Africa. Whatever effect the video had on the organization Invisible Children is a topic for research. However, the stated goal of prosecuting Kony or even putting an end to his activities was not accomplished.

What lessons can we take from this episode in the history of video marketing?

Before we go public with a proposal, we should be confident that we can defend our claims and answer questions. One way to do that is to avoid surrounding ourselves with only those who agree with us. See things from as many angles as possible. What do our potential allies need to know? What will our detractors say? Are we up to the challenges they might pose?

Secondly, if we are proposing a plan of action, what might be the consequences? Do we have an understanding of the situation equal to the goals we set? It is possible that a narrow and inadequate appraisal of a situation may actually have the opposite effect to the intended goal.

Let us help to prepare you for the consequences of your video advertising. We have the expertise to prepare a video marketing strategy tailored to your goals!


Posted in: Making Decisions, Online Videos, Video Marketing, Video Production Company