Round-up: Video Production for Brands - 5 Things You Need to Know

93% of marketers say video content significantly boosts ROI; with 87% of online users stating video convinced them to make a purchase.

From essential production techniques to maximising reach, this virtual session round-up will equip you with the insights to start strong and scale your video efforts.

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Our experts:

• Adam Britton, Chief Creative Officer, TrunkBBI

• Fiona Parker, Head of Content Production, Hydrogen

• Adrian Jones, Head of Production Team, Orchard

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READ OUR KEY LEARNINGS FROM THE SESSION BELOW, OR WATCH THE FULL WORKSHOP HERE

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Video Production for Brands - 5 Things You Should Know

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#1 - Define Clear Objectives

Clarifying objectives helps in creating targeted video content that resonates with your intended audience. Different objectives may require distinct styles and formats of video, ensuring that the content aligns with the desired message and expected outcome.

Fiona says, "are you looking to drive awareness? Are you looking to increase conversions? Are you looking to educate your audience? Your objectives should really inform the type of video that you want to create. From there it's then about knowing and understanding your audience."

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#2 - Understand Your Audience

Understanding your audience involves identifying their demographics, preferences, and online behaviours to tailor content effectively - knowing where your audience consumes content helps in selecting the right platforms for distribution, thus maximising engagement.

Furthermore, engaging with your audience through social listening and feedback can provide insights into their needs and interests, guiding content creation.

Fiona adds, "look at the comments that are on your social posts and see what questions are being asked. Doing some social listening is a good way to see what people are talking about when it comes to your brand or competitors.

Check which pages on your website are the most visited or the most frequently searched for - these little insights will tell you the type of content that your prospective audience is actually looking for."

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‍Take a look at our calendar of free virtual strategy workshops, designed to tackle the key challenges facing in-house marketing leaders.

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#3 - The Importance of 'Storytelling'

Storytelling creates an emotional connection with your audience, making the video content more relatable and impactful. Also a well-crafted story enhances memory retention, allowing viewers to recall the brand and its message long after viewing.

More importantly, effective storytelling can influence consumer behaviour, guiding them towards your expected outcome - i.e. making purchasing decisions based on the narrative presented.

Adam adds, "facts tell but stories sell. stories are up to 22 times more memorable than facts alone - content with emotional impact performs significantly better in retention and recall. When the story is rooted in something meaningful to your audience, that's when you really get cut through."

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#4 - Big Budgets Are No Longer Necessary

Smartphones are equipped with high-quality cameras that can capture professional-looking video content, making them ideal for beginners or those on a budget.

Free editing apps such as Capcut, Canva, and Davinci Resolve offer user-friendly interfaces and powerful features, allowing users to create polished videos without the need for expensive software.

These tools enable users to experiment with different styles and techniques, fostering creativity and improving video production skills over time.

Adrian says, "smartphone filming on the right platform can be more engaging than a highly-budgeted, glossy ad as people are used to seeing content in a particular way on certain platforms."

He adds, "spend a bit of time learning a piece of software as that will really help you create your content on a smaller budget. User-generated content is an ideal way to begin your video activity on minimum spend."

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#5 - The Power of Short-Form Videos

Each platform has a unique audience and content style, so tailor your videos accordingly. Repurpose content by creating platform-specific edits rather than using the same video across all channels.

Engage your audience by understanding their preferences and creating content that feels native to each platform (e.g. short form or long form).

Smart repurposing allows brands to maximise the value of their content by creating multiple assets, an example of this is slicing long-form content into short clips.

Short-form video can serve as a teaser that can drive viewers to seek out more in-depth material, enhancing overall engagement.

Platforms like TikTok and Instagram prioritise short-form videos, making them ideal for reaching a wider audience and increasing brand visibility.

Adam says, "you've got to plan platform-first to avoid post-production panic, where you've shot everything and you're trying to work out where things can go. Try to plan properly, build variants, give each platform something bespoke."

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WATCH THE FULL WORKSHOP TO LEARN MORE

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If you're investing in video production this financial year, make sure you're getting the most from your time. The GO! Network offer cost-free agency recommendations, pitch management, and more - get in touch to get started.