If you are in the business of content marketing, you would agree that video content is a great option. Long-form text can be boring, and images can only convey so much. Even podcasts, despite their popularity, aren’t as effective as a medium that holds your visual attention.
One reason for the success of video content is that it takes advantage of multiple senses. You use your sight and your hearing at the same time. Video production strategies have also improved over the years, and people have extensively studied what makes content engaging.
Research reveals that 92% of marketers claim to receive positive ROI on video content. Thus, quality video production should be a priority for any business.
In this article, we will explore key points that can take your content quality to the next level.
The Role of Videos in Creating Memorable Brand Experiences
Ultimately, the main goal of marketing is to increase engagement and conversions. Improving your brand storytelling is a critical step in this process. But how does one do that?
Well, quality videography is a powerful option. According to OnSetMedia, videography deals with video content production for events, documentaries, and more.
Regardless of the requirement, tapping into emotions is often a key component of creating memorable brand experiences. However, doing so with well-crafted videos can be challenging. Thankfully, there are several techniques that can be used to great effect. As you might suspect, most of them relate to editing.
For instance, look at the Kuleshov effect. It is often used in marketing for its ability to trigger emotions. It is also remarkably simple to implement.
How do you use the Kuleshov effect? Well, instead of using one shot in isolation, you use two separate shots. The contrast of one shot in comparison to the next is extremely effective at eliciting emotions from the viewer. Coca-Cola used the technique in their ‘Brotherly Love’ ad, and it is still one of their more successful ones.
Similarly, you can do a lot to improve the timing of cuts. The key is to find a rhythm. This is a skill that most editors develop with experience. Even Dede Allen, editor of films such as Serpico and Bonnie and Clyde, stated, “Cut with your gut.”
Of course, making cuts is a skill like any other. Sometimes, people have trouble finding a song that matches their content. There are many challenges that may pop up. One tip would be to consider using a tempo track with a particular BPM until you find the perfect song.
Remember to Adapt Video Content According to the Platform
A common mistake that one can make is using the same content across multiple platforms. This wouldn’t be an issue except for the fact that platform audiences and their tastes can vary wildly. What works well for YouTube won’t necessarily work for Facebook.
When producing content, keep in mind the audience, demographics, and recent trends. For instance, you might find that shorter videos with faster cuts work much better on TikTok and Instagram. At the same time, you can upload unedited versions and more long-form content to YouTube.
On Professional Grade Editing and Knowing Your Limits
A major goal involved in creating video content for marketing is being able to convey a particular message effectively. Since we are focused on creating sales and conversions, it is not enough to simply have ‘well-produced content.’ The content has to achieve its objectives.
In that regard, it is sometimes wiser to contract work out to professionals if you find yourself lacking in skill.
For instance, silence can be one of the most effective tools you can use. Experienced editors know the importance of creating tension in content. Having the music or audio pause while something of importance is being conveyed is a common yet effective tactic.
However, audio design may not be your forte. You may notice that your attempts aren’t as compelling as you want them to be. In such situations, you can always reach out to professional video production services for help.
These services often have considerable experience across every aspect of video production, including working with audio. More importantly, they also understand what is most effective from a content marketing perspective.
Their cameras, audio gear, lighting, and other equipment are often of the highest quality. If you have a tight schedule, contracting out external videography services can be worth it.
Conclusion
Hopefully, you have gained a little more context as to how to approach video production in the context of marketing. One of the best tips to end with revolves around the importance of staying updated.
The success of video production in this field heavily relies on being able to understand and capitalize on new trends. When you can feel the pulse of your target audience, you know what will attract and engage them.
You are missing out on free engagement if you keep skipping viral challenges or influencer collaborations. They may seem vain and trite, but like it or not, they bring in the views. Remember, unless you are producing for the sake of art, winning with engagement and conversions should be your ultimate priority.
