Video is not a new technology, far from it, but those with a keen eye on digital trends will have noticed a surge in video content throughout 2016.
From exilirating extreme sports montages to breaking news articles, the vast majority of our daily digital content is fed to us through video. On top of this, the internet is currently experimenting with emerging strands of the format, including VR, 360 and live streaming. We are truly reel deep.
This said, with a growing list of benefits, features and techy developments, it comes as no surprise that video is leading this transformation within the digital content scene.
Businesses have also recognised the protential in video, seeing it as a very capable source for marketing and distributing their content. Unlike any other medium, video can transform lengthy, complex or seemly uninteresting stories into informative, visually exciting, bite size nuggets and, when done right, it can captivate and hold even the shortest attention spans. The proof is in the numbers.
However, as video content continues to advance and become more globally accessible, so do our expectations of what video can offer. This can present its very own set of challenges, especially to those taking their first steps into video campaign territory.
Having video production and campaign experience, I have listed my top ten tips to help you set your campaign in motion.
Let's start with the obvious (not to be confused with unnecessary):
1. Understand your audience.
Who targeting
Platforms
2. Nobody gives a damn
The harsh reality is that nobody cares about your campaign as much as you do. Once you understand this, you are ready to move. Too Often marketers and creatives find themselves detached from the people they are trying to reach. Put yourself in customers shoes!
Relevant Engaging
3. Emotion trumps* logic
Emotion more powerful than facts
4. Create shareable content
Look at trending
What works/what doesn't
Peer to peer more powerful (more relevant to you)
Share because what it says about you
What if you haven't got a happy campaign
Shock - grab attention
Relevant
Ask to share
5. Tell a story
Can't get passionate about stats, can with story.
Story (look at more than just key characters)
6. Pick perfect partners
Try new content
7. Slice and dice content
1 central concept = lots of content
Recycle
Cross platform
(360 limited reach - highly engaging)
Radio - news ad
Cut video for insta/twitter
Behind the scenes video
8. if content is king, distribution is queen
Plan carefully
9. Successful content art & science
Experiment
Not everything with work
Boost what works
10. Measure the important things
Profit is vanity - views
Turnover is sanity - engagement
Cash is reality - goals met
We have only scratched the surface of video. Get out there and own it!
