Nowadays, most marketing is based around video-look no further than the popularity of Instagram, YouTube and FaceBook. It’s easy to reach people on the platforms they’re already using to sell your brand. Video content, after all, can be used in so many ways, from social media posts and advertisements to emails and marketing sites. Here are 8 steps, which may help to get your video idea out of your head and onto your audience’s screens!
Step 1: Identify your goal
Before you sit down to script out your video, consider why you want to create a video in the first place. Videos can be expensive to produce, so it’s important to get crystal clear ideas on your goals before you start writing dialogue. If you have multiple goals, you may want to consider creating multiple videos. The more goals (or ideas) you try to cram into one video (especially a short one) the more likely you’ll complicate the script and confuse your audience.
Step 2: Choose a direction
Now that you have your “why,” it should be a little bit easier to determine what makes sense in terms of direction. There are many videos like introductory, explanatory, solution provider, Narrative, Product-Focused, Testimonial and many more. You need to simply pick and choose an appropriate type for you niche. Once you have your goal and direction finalized, it’s time to further refine your approach by setting the tone for your video.
Step 3: Set the tone
Tone is “the general character or attitude” of the video. But to make it simple, you can just think of it as how your video is going to make your audience feel. For example, do you want to make your audience laugh or do you want them to be moved? Do you want them to feel informed, or do you want to tell them a story? You can explore for your concept and creative direction, from tones like dramatic, informative, conversational, funny, quirky, and entertaining and the like. There are certainly many more tones and directions you can explore, which gives you some ideas as to how your video may come to life.
Step 4: Decide on duration
You may be thinking: “how can I know the length of the video until I script it out?” But the reality is, without using some type of time parameters, your video will likely end up too long and potentially unfocused. Remember, your idea should only be as big as the time it has to unfold, so putting restrictions on your concept will only help to make it stronger and more effective. This will also help you avoid frustrating situations, like forcing yourself to cut a two-minute script down to 30 seconds.
If you’re not sure how long your video should be, consider these factors:
- Your goal (i.e. — brand awareness, clicks, etc)
- Where the ad will appear (i.e. — TV, social media, website, etc)
- Overall budget (i.e. — shoe-string, low, mid, high, unlimited, etc)
Step 5: Script and Storyboard:
Every writer, creative director, director likely has their own way of writing scripts. There are also countless “script templates” for how to lay everything out. Pen down your ideas, concepts on executing them and the exact dialogues you would like to appear on screen. Scene by scene, frame by frame dialogues can even work out perfectly. Once you’re done with your script, it’s now time to work with an artist, illustrator, or designer to create visuals that go with your script. The idea is to work with a visual artist to help bring your script and ideas to life, making sure whatever you’re about to shoot is going to look good (and make sense) on film. A storyboard is not only important for you and your team, but it’s also super important for the artists, actors, and directors, so they can get a good sense of the visuals they’re supposed to recreate. No one is saying the storyboard has to perfectly match what happens in the scene, but it should act as a guide.
Step 6: Go for it, Shoot and post:
Once the pre-production works are done at its best, you can go on shooting the video, no matter what the type of video is. The footage can be edited as required and can be posted in social media to get spread. If the piece of content is highlighted in the video in a professional way, the video speaks for itself and gets promoted on all platforms by itself. But it doesn’t mean that it must not be promoted. Various other promotional activities have to be done to get the video go viral.
With the amount of video being produced on a day to day basis, if you want to stay relevant online, then you need to be pumping out promotional videos. Those videos need to be authentic to your users’ experience, and they need to be authentic in the video quality.
If you need help coming up with ideas, or if you need help filming a promotional video for your company, let us know here in comments.