You’ve made it to the post production stage where your lovely video content is edited into an actual video. This is where your video project will come to life.
Some video production companies have client facing editing suites (ours are especially snazzy) and they will offer you the opportunity to be see how the post-production process works. You can learn about which shots are picked, how they are arranged, as well as seeing how elements such as graphics, animation, music and voiceover are integrated into the process.
Most production companies allow you to be as involved as you like with the editing stage but I would advise letting them get on with what they do best and waiting until a ‘draft’ or ‘preview’ edit is produced. You can then give specific feedback which is far more efficient for all involved.
Video content distribution and promotion are essential to any video marketing campaign. It’s almost useless producing a stunning video with an engaging message if no-one sees it. You will need to consider how you wish to host your video project (yes, YouTube isn’t the only hosting site) as well as potential paid advertising so it appears more regularly in front of your target audience.
When planning the distribution of your project, consider the following –
- Have a clear mission. Do you want you project to feature on your website, or do you want it to have social media capabilities as well? Google is hugely biased towards YouTube as a hosting platform. By hosting your project on YouTube it will dramatically increase you company’s SEO. However, Facebook has launched a rival video hosting platform and it may be that if you are not also uploading your project natively on to Facebook your brand will miss out on a huge audience that are more inclined to communicate with the project.
- Be relevant. The phenomenon of Social Media is a bit scary for many businesses. Simply because they don’t fully understand how to best utilise it. A key concept to understand is that all social networking sites work in different ways. For example, ‘hashtags’ are crucial to reaching a Twitter audience, but on Facebook they are not relevant.
- Make it shareable. Your video project must be so easy to share people don’t think twice about it. People have a short attention span and on social media it’s pretty tiny. You can add non-obtrusive social sharing buttons to allow your following to become indirect brand ambassadors for your business. You also might consider adding a Call to Action, for example “Pass it on”, or “Like what you see?” to further persuade your audience. Have a chat with the employees of your business. If they share the content, it may be that you are able to reach a key demographic very easily.
- Shelf life. Video content works best incorporated into a long term strategy. Have a schedule leading up to your project launch. You might want to post a couple of stills from the production stage, or a teaser video a few weeks before the launch to begin the buzz around your campaign. Wherever possible, avoid aging your project. Don’t include dates (for example, “Sign up by the 1st October”) – after October 1st, the video is no longer relevant to your audience.
- Be wary of heavy branding. We don’t feel as inclined to share heavily branded messages. Your brand needs to be behind the campaign, not at the forefront of it. It’s important for the audience to feel as thought they are sharing a message or emotion rather than solely promoting your business.
Sharing is caring – and all that really matters!
Don’t spend so much time focusing on making your video you then forget about the marketing of it! You want your target audience to feel connected and involved with the brand. Video is a huge step towards reaching that, but if you don’t plan a strategy around it you may end up with a video project that quickly becomes stale and one that doesn’t reach it’s full potential.