Video on the web is often an afterthought. Let me rephrase that – where video is placed on a website is often an afterthought. I’ve seen sites where the video is absolutely buried and difficult to find.
And that’s a shame. Aside from face-to-face communications, video is the most compelling way to tell a story. But if your audience can’t find it, it’s going to waste. Don’t bury your video content, feature it prominently! You have a story to tell, so make sure it’s being heard.
Feature your video on your homepage, or post a prominent link or badge so that people can find your pieces. Even better, build a media library where all of your videos reside. You can still place individual videos throughout the site, but having them “centrally located” makes finding them much easier.
Great camera work, attractive lighting, a riveting interview and a dynamic soundtrack – you have all the attributes of a successful video. But your product doesn’t sell, your employees don’t buy into the program, you don’t connect with your donors or your PR message isn’t received as you intended. What’s missing?
Every one of our project kick-off meetings starts with 3 simple questions:
1 – Who is your audience?
2 – What are you trying to communicate to this audience?
3 – What action do you want them to take after they’ve viewed the video?
These three simple questions help to focus us and our client so that we’re crafting the proper message for the appropriate audience with the desired end result in mind.
Any video we’ve produced that’s been less than successful has missed the target because we weren’t focused on the audience, message and outcome.
They’re three simple questions, but they’re essential.
You’re the focus of all activity every four years. Candidates, hopefuls, handlers, supporters and press descend upon your college as the nation prepares for the next presidential campaign. How do you capitalize on the opportunity?
You hire Heartwood to capture it all – stand ups by the press, students acting as runners for the networks, candidates prepping for debates – everything that shows the unique opportunity your school offers students ever four years.
We’re used to fast turnarounds – we provided same-day coverage of PSNH’s restoration efforts for NH’s ice storm, and we’ve provided end-of-day videos for meetings – but this time we provided hourly updates for Saint Anselm College as they prepared for the first Republican presidential debate. The short packages we created allowed those who couldn’t be at the debate to see what was going on. From students standing in for candidates for CNN run-throughs to a communications major chatting with Wolf Blitzer about his future, we created compelling stories to help the college make the most of this event.
Technology, social media and the web have changed the way we absorb information. Think about the last time a facebook friend or someone on LinkedIn recommended an article. Did you read the entire article? My guess is that you scanned to decide whether it was worth your time.
This behavior is leading to changes in how we produce video for the web and social media. Face it, you’re not going to sit through a 15-minute video unless you’re very, very interested. There are many things competing for your attention.
We’ve made a strategic shift in the way we produce videos for the web and social media. We’re now creating a greater number of targeted videos of a short duration. It offers viewers a greater variety of topics and people can pick and choose what they want to watch. The information is all there – we’re just packaging it in easier-to-digest portions.
Rather than creating a 10-minute capabilities video for a manufacturer, we’ll create a series of shorter videos focusing on quality, technology, mission, customer service, etc. Our clients can post these videos to their website and also feed them out one-by-one using social media. It’s a great way to keep a facebook page or twitter feed fresh with new content.
There is still a place for longer videos. We do them every day. As with any video we create, we have to keep the audience in mind. Sometimes a shorter video (or two or three) can be more effective.
Face it – we’re all busy. When another responsibility has been added to your already overflowing plate, marketing is one of the last things on your mind.
Here’s the good news – the marketing people you’ve hired can take this off your hands. That’s what they do – whether it’s a designer, illustrator, web company or video producer.
New clients almost always ask “How much of my time will you need?” I answer, “You can be as involved as you want and your schedule allows.” Our production schedules include milestones that provide the client with an opportunity to check in and make sure we’re headed in the right direction, we’re on message and meeting their goals.
We will need information from you in order to develop an effective video. If we get that all up front, then a check-in with you from time-to-time is all that’s required. You’re paying for our expertise. Take advantage of it!
While you’re digging into that overflowing plate, we’re working behind the scenes on logistics, planning, writing – all of the thousands of little details that go into a successful project.
Think of your next video as a feature film. Whether your video is for marketing & sales, training or motivation, each character in your video has a role – and that’s a good thing.
When you assign a person a role, you’re giving them parameters. They know what to expect and they know how they fit into the bigger picture.
Imagine your company is producing a video. Your boss comes to you and says, “Sue, you’re going to be in the marketing video for the new widget. We’re shooting at 10AM on Thursday. Be ready!” How would you feel? How would you prepare? What would you prepare?
What if your boss instead said, “Sue, we’re doing a marketing video for the new widget. We’d like to have you speak about the specific benefits for our manufacturing customers. We’re shooting at 10AM on Thursday.” Ah, that’s more like it. You know what your role is and what’s expected from you. You may even have some talking points from a recent sales piece that you can incorporate into your comments.
Many people are anxious about appearing on camera. They’re concerned about their appearance and their performance. Anything you can do to put them at ease will help you when the time comes for their interview.
You don’t want people to be too prepared. Don’t script them, but feel free to share the “big idea” of the video and what you’re hoping they can bring to the project. Don’t get me wrong – I’m going to ask everyone questions that they’re not prepared for. I often get some really interesting soundbites from these “off the cuff” questions. But I know going in that I’m going to get what I need from my interviews and anything else is a bonus.
When planning a video shoot, I always prepare a list of interview questions for our projects. The list is usually based upon a script or talking points I’ve discussed with the client. But the most important questions usually aren’t on that list. The followup questions are often the most important.
When responding to my questions, the person I’m interviewing is usually thinking their way through the response as they say it. We often get a complete response, but one with hesitation or some pauses. Their thoughts haven’t fully crystallized. That first question is essentially a rehearsal of their response. A followup question provides the opportunity for them to refine their response. This “take two” is often more focused and more complete.
The followup question isn’t appropriate for all situations – sometimes we’re looking for spontaneity or real emotion. But when you’re looking for a focused, specific soundbite the followup question is a useful tool.
We all know that video is one of the most powerful communication tools available. And with sites like Facebook and YouTube, it’s easier than ever to get your video out. To get your message out requires a bit more planning.
If you’re thinking about incorporating video in your social media plan (and you should!), consider these three points.
Think strategically – As with any media campaign, it’s essential to have a plan. What ideas or issues are you trying to highlight? What points are you trying to make? If your goal is to keep people coming back to your Facebook page, you’ll need to provide compelling content that supports your story on a regular basis.
Plan your shoot – Think of the big picture. You may have one specific goal for your shoot, but be sure to ask more questions that can be edited for use throughout the coming months. Are you interviewing a customer for a testimonial about your product or service? Ask questions about your company’s customer service, their favorite story about using your product, or why you’re their favorite company. You can use these small snippets over time on your website, Facebook page, tweets, etc. Make the most of your time and your shooting budget.
Know your audience – If you’re trying to show your corporate culture and want to capture some of the irreverence or personality of your team, a short fun video shot on a Flip camera is fine. If you’re trying to communicate a serious idea or if you’re reaching out for fund raising, a more polished video would most likely be more appropriate.
A recent article on huffingtonpost.com questioned whether this commercial was the “Worst Marketing Strategy Ever?” In the spot, two scientists explain how the litter works better than others and mention that it’s made from corn.
Then they each eat a pinch of it from a beaker to underscore the point that it’s made from corn.
I think this is a very effective ad. It isn’t a sensational “Fear Factor” type of spot where people eat the litter after it’s been, ahem, scratched. It drives home the point that their litter is made from corn. It’s their differentiator. It’s what makes them unique and memorable.
What are you doing to make your company memorable?
What does that mean to you? Is it Justin Bieber getting hit in the head with a water bottle? I didn’t think so. Now don’t get me wrong – I love a slo-mo video of a cat jumping out of a cardboard box as much as anyone. It’s fun. It’s a moment in time. But that’s it.
Most clients who ask for a “YouTube video” are looking for something that isn’t highly produced – they want it to look a bit more home grown and not overly polished. Looks can be deceiving. Most of the viral videos you see What gets lost is that a successful video requires planning.
Think about the recent Old Spice Guy YouTube videos. The production values weren’t fantastic, just a guy in a towel standing in a bathroom, right? But behind the scenes was a team of writers, producers, social media experts and a video crew. It was well-planned, well-written and extremely well executed.
The next time you’re thinking about doing a video for your business/product/service, think about what you’re trying to achieve. Create a plan. Then think about putting it on YouTube.
