3 Ways to Make Ineffective Video Content

Yep!  You read that correctly – if you want to be INEFFECTIVE with your marketing video just follow these three easy steps and stop reading:

  • Play it Safe
  • Something’s Better than Nothing
  • Just Post it to Your Website

But if you want to uncover some keys to connecting with your audiences in meaningful ways that don’t just get attention but elevate your brand and leave a lasting impression, then keep reading.

1. Play it Safe

When you put a commercial into the world, you’re not just competing with other commercials; You’re competing with whatever content the viewer actually wants to watch, so show them something exciting, make them feel something, and whatever you do: Don’t play it safe.

Here are a few tips for creating something people want to watch:

  • Storytelling is Key:  Craft a narrative that engages your audience emotionally. Whether it’s humor, inspiration, or a relatable story, form a genuine, emotional connection with your target demographic.
  • Short and Sweet:  Attention spans are shrinking, so keep your videos concise. Aim for a length that delivers your message effectively without losing viewer interest.
  • Visual Appeal:  Incorporate eye-catching visuals, graphics, and animations. Utilize colors and imagery that align with your brand identity while ensuring they are visually stimulating.

Your video content can be more than just a promotional tool. It can become an experience that your audience actively seeks and shares.

2. Something’s Better Than Nothing

A well-crafted video is your most effective tool for building trust with a prospective customer or client before you ever meet them. And a bad video is the fastest way to lose it.  Production quality reflects professionalism and dedication to excellence, influencing how your audience perceives your products or services before you even say a word. 

Here are some tips to ensure that you aren’t settling:

  • Hire Professionals:  Studios have a deep understanding of current trends, target audience preferences, and effective storytelling techniques. With a strong creative vision, the right partner can craft a compelling brand message that not only captures attention, but also aligns with your overall marketing strategy.
  • Editing Matters:  Seamless editing enhances the viewer’s experience. Smooth transitions, precise cuts, audio engineering and overall pacing contribute to a polished final product.
  • Consistent Branding:  Ensure your video reflects your brand’s visual identity. Consistent use of logos, colors, and fonts reinforces brand recognition and trust.

Remember, the production quality of your marketing video says more about your brand than anything you put in the script.

3. Just Post it to Your Website

The most effective video is the one your audience sees. So often, we encounter clients who make a major investment to create a high quality, strategic video only to bury it on a web page where no one will ever see it.  We definitely recommend embedding video on relevant pages of your website to enhance the user experience and contribute to SEO, but if your video partner isn’t thinking about placement as part of the budget and strategy for your next project, it might be time to explore a new relationship.

Here are three places where videos can be used to broaden reach and/or engagement:

  • Social Media:  Tailor your video content to the platform’s specifications and leverage the unique strengths of each platform. For example, Instagram may favor visually appealing content, while LinkedIn may prioritize professional and informative videos.
  • Email Marketing:  Incorporate video content into your email campaigns. Studies show that emails with video content can significantly increase engagement and click-through rates.
  • OTT/CTV:  If you think that video advertising is beyond your marketing budget, it might be time to explore your options.  With advancement in technology and significant shifts in user consumption, there are a number of cost-effective and targeted ways to place video advertising as part of pre-roll, in-feed or in-program viewing. 

Choosing the right platforms for your marketing video ensures that it reaches your target audience in the most effective way, amplifying its impact and increasing the likelihood of conversions.

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