‘Video Killed the Radio Star’ was the song that launched MTV and a whole new generation. It was their battle cry to get people to tune in. In the early and mid 80’s record companies used to spend big money on music videos and lost interest in radio air play. They figured out that society as a whole, is more compelled by the visual, rather then the sound.
This fact remains today and video is becoming more and more important. We have all heard the gushing success stories of today’s YouTube Vloggers and those humour filled corporate virals that entertain us all. There’s no mistaking that online video is a huge phenomenon. But think it’s all dogs on skateboards and giggling babies? Think again.
Video is an untapped channel of content marketing that is perfect for both broadcasting and narrowcasting your companies brand message.
VIDEO NOW ACCOUNTS FOR 50% OF ALL MOBILE TRAFFIC & THE SAME TEAM OF TECH WATCHERS TEL US THAT 65% OF PEOPLE WATCHED WATCH MORE THAN ¾ OF A VIDEO – COMPARED TO ANY BROCHURE, E-NEWSLETTER OR WEBSITE THAT’S GREAT.Merchant Marketing Group
STILL NOT CONVINCED…
The stats go further, research from the experts at Groupon tells an even more staggering story: in 2015, video made up a whopping 57% of all consumer internet traffic, that’s the equivalent of four-times as much as web browsing and email. By 2017 this will have risen to 69%. By 2018 video is predicted to makeup almost 80% of all consumer internet traffic.
And if you are thinking ‘so what?’, the guys at Syndacast tell us that simply using the word ‘video’ in an email subject line boosts open rates by 19% and importantly reduces unsubscribes by 26%. We think that’s information any marketer ignores at their own peril.
MANAGING YOUR PROJECT
So if you, like us, believe that video is well worth delivering as part of your media mix, here are a few useful practical steps that will help you along your way:
- Step 1 – The Brief: Do you want a marketing video or a promotional video? Who is your target audience? What’s your message? It’s important to clearly define what you want and the best way to achieve it.
- Step 2 – The Treatment: Following a sound brief with the team, a ‘treatment’ is then usually produced. This will clearly outline the concept, summarise the story and define the creative approach.
- Step 3 – The Storyboard: A storyboard is a visual, annotated outline of your production. The visual style and progression is defined. Think of it as your blueprint, a map to guide your production. Much like a story book, the beginning, middle and end will be clearly defined and generally lead to a call to action.
- Step 4 – Logistics: Once the Treatment & Storyboard has been approved by you, a plan and schedule for the production is made, outlining everything from start to finish.
- Step 5 – Production: Now for the exciting part. This is where it all comes together and filming takes place; so, if an interview is required this is when to do it, or if you need motion graphics for an explainer video this is where the team starts to get really busy.
- Step 6 – The Edit: Once production is complete, you can expect a first draft video. It’s important to work closely with your team (and to your brand guidelines) to make sure that any text, graphics, narration and music fits with your brand and the end piece knits seamlessly with existing work.
- Step 7 – Review & Approval: This is a key stage where any senior stakeholders should preview the video. It crucially allows you to make any comments and changes and iron out quality issues etc.
- Step 8 – Final Delivery & Marketing: Once approved by you, the completed video in the file type of your choice will be finalised and sent. It’s now time to get promoting – socialise your brilliant new video and upload it to your website.
To find out more about how Bigkid can help with your video needs, get in touch today.
Image courtesy of Thomas Cook. Project: ‘Amazing Kind of Wonderful’.