Determine Your Objectives
First, determine your objectives for the video. Is it to humanize your tech. company, attract new customers, satisfy current customers, etc.? Your specific objectives will provide the foundation for everything that follows. Without it, your video content will lack direction, which will in turn confuse viewers and leave them wondering what your brand is all about.
Know Your Audience
Know your audience. Be as specific as possible. How old are they? Where do they live? What do they want? What challenges are they facing? The answers to these questions and others will help guide your video production. Different audiences have varying sensibilities and interests, so your brand video should accurately reflected what your intended viewer is looking for.
Use a Script
One way to stay on track is to use a script. A script is the backbone of any video production. It will serve as the blueprint for filming and allow the video production team to do their jobs. It also serves as a handrail that allows for consistency throughout the production. It’s also important to note that if it doesn’t work on paper, it will likely not work as a professional video production. A script allows you to work out any kinks prior to arriving on set.
Tell a Story
When possible, tell a story. There is a reason why storytelling has endured for thousands of years. Its form has certainly evolved, but many of the same elements remain. People love stories. We tell them every day without even knowing it. Whether it’s the one about the guy that cut you off in the gas station parking lot or the reminiscing of a funny anecdote in college, we human beings are storytelling machines.
Everyone loves a good story, so try to tell one that relates to your brand. Doing so can personalize your brand and emotionally hook your audience. This is especially important if your brand would otherwise feel cold or inhuman. Including personal stories about the founding of the company or the inception of a new product idea is a great way to engage viewers and provide some depth to your brand. Remember to make sure the story you tell is true and not outlandish or unrealistic. Consumers appreciate authenticity.
Create a Catchy Slogan
Another effective method to include in your brand video is to use a catchy slogan. I like to think of 3 Cs: clear, clever, and concise. You want the words to express exactly what your brand is about in as few words as possible. “Just do it” is one of the most popular slogans of all time. It’s simple and encourages the consumer to take action (in their brand new Nike sneakers). Consider what your brand has to offer, what problem it
solves, or what you want it to inspire users to do. Slogans are useful for developing brand awareness because they are memorable. When combined with a video image or a musical jingle (or both) they are even more memorable. Incorporating a catchy slogan into your video content is a wise strategy not to be overlooked.
Be Mindful of Tone
Depending on your brand, you may want to establish a particular tone for your video content. Tone is important because it helps emotionally impact an audience. If you’re going for humor, this is a great choice for maintaining viewer attention, increasing shareability, and leaving a lasting impression. As stated earlier, make sure it works in script format first. It’s true that actors may be able to enhance what’s on the page, by why risk it? Test it with a few different people. Whatever tone you decide on, be sure to remain consistent across all of your video content. This consistency can help set audience expectations when your commercial runs, much like a highly anticipated episode of your favorite television show.
Use Consumer Testimonials
Another form of storytelling is the use of consumer testimonials. I don’t know about you, but one of the first things I look at before I buy a product is the customer reviews. If anything has less than 4 out of 5 stars, I am likely passing on it. Hearing fellow consumers vouch for a product is a big deal and inspires confidence in potential customers. A testimonial can tell a story by describing a before-and-after for the customer, as in “life before the amazing product” vs. “life after.” It can depict how the product or service helped the problem they were experiencing and how they are much happier now. Don’t be obnoxious, of course, but if you find someone eager to speak on behalf of your brand, get them on camera and mic them up!