What is the most important thing when making a marketing video?
Marketing videos do different things. An explainer explains a product or service. A customer testimonial or case study video provides insight into how a brand helped a client solve a problem and achieve success. A product demo or tour helps prospects or new clients gain familiarity with how a product or service works. And of course, the traditional TV advertisement spreads brand recognition and straight-out tries to sell you something.
But what do all of these videos need to have in common? What’s the one thing that determines if these videos are successful or not?
If a video fails to trigger a wanted emotion, then it will not incite people to act in a favorable way. For example, an explainer should demonstrate the life-changing nature of the product or service, and how it can ultimately lead to happiness. A testimonial alleviates fears: “It was successful for them, why not us?”
Even a product demo needs to incite emotion in order for it to be effective. After all, a demo that leaves users confused only leads to frustration and abandonment.
All of this sound like Marketing 101, but it’s surprising how often our creative video production company is asked to add things that we know will steer people away from the wanted emotion.
To help brands stay on target when it comes to emotional triggers, follow these tips:
Consistency of Tone
Most of our clients already have something in mind when they first contact us. They saw a funny video and want humor. Or something inspirational that will cater to their client base. And so on.
The problem arises when they ask us to change course. This is not a problem during concepting and development, but becomes an issue during production or even postproduction. The video loses its focus and becomes something that is confused – an identity crisis. These types of videos often get abandoned.
Stay on target. Be consistent.
Less is More
Another emotion-killer is cramming too much information into one video. We understand the desire to stuff your 90-second video with everything your company does, but this often detracts from the emotion of the piece. It gets crowded and over-whelming.
Most viewers will only walk away with one or two things after watching a video. That one or two thing should be an emotion, which will inspire them to act. Providing information is important in a marketing video, but if needed, sacrifice information over emotion, and not the other way around.
Not every brand has the tens of thousands of dollars to produce a cinematic masterpiece. But it doesn’t take that much to create a video with decent product value. Why is this important? Bad quality videos are distracting. Even if a viewer may not have the video production experience to pinpoint subtle mistakes or quality issues, he or she will feel it. This could be about audio or color or a certain performance, but an amateur-ish video will lead viewers down a path away from the one that leads to your pocket.
Overall, it’s always best to get professionals involved in order to create a marketing video that will trigger the right emotions and incite your target audiences to act. As in all marketing efforts, you really only have one shot and your video is no exception.