Five Tips For Creating Outstanding Video Content
Over the past seven years, our company has created over 1,000 videos for Fortune 500 companies and small businesses alike. The most important thing we’ve learned is that creating video content is an art and a science. Without some basic ingredients, your content will most likely fall flat.
While creating video content can be daunting, there are some smart strategies to guide you in the right direction. So whether this is the first or fiftieth piece of video content you have generated for your brand, start with these simple tips:
1. Start With A Solid Foundation
Know your strategy. Don’t start dreaming up grand ideas until you have determined the basic who, what, when, where and why/how of your marketing approach. If you create a great piece of content that flies way over your consumers’ heads, or worse yet is ignored altogether, then it wasn’t an effective use of your marketing dollars. Establish a solid base built on the content’s original purpose.
When we created a branded web series for a top real estate company, we focused on raising awareness of its luxury brand. Its agents represent some of the most prestigious properties in the world, and we developed the series by highlighting the amazing properties that viewers were looking for while achieving our client’s goal of being affiliated with these luxurious estates. Our basic strategy was to connect affluent viewers (who) with the brand’s one-of-a-kind estates (what) through an ongoing web series (how) that flew crews around the world (where) whenever a listing popped up (when). Millions of views and nine figures in home sales later, the series is still going strong.
2. Shoot For Success
Make the most of your production budget. By integrating dynamic camera angles and movements, you can boost the look and feel of your content without having to up the entire budget. These touches make it look more professional with only a small amount of extra effort. Filling gaps and transitions with stock footage can put a finishing touch on your video that your audience is sure to appreciate.
When we first started our agency, we didn’t like the way production companies shot corporate videos. They often didn’t feel creative and weren’t Hollywood-quality content, even at a corporate budget level. By utilizing camera movement, speed, focus and cuts to tell a story, we began to see that this style led to higher engagement (views, comments, shares) and completion rates. We hit the tipping point with this filming style while shooting a series of recruiting videos for one of our brands, integrating aerial footage of Malibu, time lapses, crane shots and supplemental footage, all for a corporate recruiting video. When we saw the finished product, we immediately understood how effective this type of content could be.