Too often, marketers and creatives produce corporate videos that fail to captivate viewers and encourage them to learn more about the company.
How does this occur, you may be wondering? Unfortunately, there is no secret sauce or marketing hack for creating a winning brand video. However, we can provide insight into the most typical blunders made by business video producers to help you avoid them.
It's important to get in the right headspace before you start making marketing videos. For what purpose is this video being made? Just how will this video be utilised? Exactly what style of video would best convey your message? Don't just hit play without thinking about these factors first. Some common blunders that can be made in the early stages of video production are outlined below.
1. Not having a script
Not using a script is one of the most common missteps we see in video marketing and production. Putting pen to paper is a great way to organise your thoughts and form a coherent story, so don't be intimidated by the idea of writing a professional video script. Before starting filming, it's a good idea to share your script with your crew and read it aloud. You’d be surprised how unnatural some formally written words or phrases can sound versus a more casual and conversational tone.
2. Setting the wrong tone
When brainstorming a concept for your video, it's crucial that you have a thorough understanding of your brand's values and the product or service you're showcasing. All of these factors - from script to lighting, wardrobe to music - contribute to how an audience reacts to your video.
If your product is a fun, for instance, the tone of your promotional video should reflect that. A dramatic tone and a lone voice-over are inconsistent with the spirit of your product and would be elements you'll want to avoid using in your video. There's a risk of losing your audience if the video's aesthetic doesn't mesh with the rest of your marketing materials.
3. Who cares?
Assuming that your viewers will be as enthralled by your work as your friends, family, and coworkers is another common mistake creators can make. Even with the help of your biggest fans, you can't assume that your brand's audience will instantly love your video and share it with their networks. In reality, your viewers will only care about your video if they find it to be either informative or enjoyable.
If you want your product video to be helpful, focus on showing how the features of your product can be used to solve a problem or how it can improve someone's life. There's no limit to the creative licence you can take with your video content in order to keep viewers engaged while also promoting your brand. Consider what you can do to grab the attention of your audience in the first few seconds, or how you can make them excited about what you have to offer.
To create a video that will resonate with your target demographic, put yourself in the viewer's shoes and ask whether or not they would find the content engaging if they knew nothing about the topic or the brand. To make a good first impression, these factors may prove crucial in determining the best course of action.
4. Forgetting the story
One of the many advantages of video is that it allows businesses to tell engaging stories about their products and ideas without losing any of the essential details. Consider using examples or storytelling in your content. Not only do videos benefit from the inclusion of examples and stories, but they also make the content easier to follow and understand.
Using real-world examples and first-person accounts from satisfied customers is a great way to add credibility to your narrative. Asking the right questions will help you to highlight the unique ways in which your product or service has benefited your customers. This format allows audiences to hear how your product may be able to help them. Additional credibility is provided by customer endorsements. People are more likely to buy from you than from a competitor if they are familiar with the brand that is using your product.
5. Constrained to the conventional
Whether your company sells a physical product or a service, video is an excellent way to introduce your company to the world! Video can be an effective tool for answering people's questions and pique their interest. However, many businesses adopt a similar mindset when creating introductory and demo videos. We believe that these types of videos do not have to be dull.
Promoting a new product on video doesn't have to involve a tutorial or walkthrough; however, they have their place. In fact, it can be fun! It's helpful to think ousite the square. There are many creative ways to promote a product.
It's important to break away from the standard formula in whatever genre your video falls into. You can make a more engaging and impactful video by letting your imagination run wild. Your video will stand out from the crowd only if you do something different than what is expected.
After deciding on the video's goal and tone and coming up with an original concept, you can move forwards with production. Here are some common errors made during production and some guidance that can help you make a professional-quality video without breaking the bank.
6. Poor lighting
Have you noticed that your lighting seems flat and lifeless? To achieve high-quality video lighting, you need not invest in costly or high-end gear. Sometimes the easiest light to work with is the best! Lighting a video effectively comes down to personal preference and the ability to critically examine a shot to pinpoint the areas that could benefit from additional lighting.
Chris Lavigne, Wistia’s head of production, has written a fantastic guide for a technique he calls "Lighting on the Fly," which includes advice on how to use ambient light, how to set up lights, what light sources are available, what colours they are, and what equipment is available to achieve these looks.
7. Poor sound quality
Sound is at least 50% of the experience. If people struggle to hear the message, the video fails. When capturing audio for a video, there are primarily three factors to think about: the location, the distance between the microphone and the sound source, and the type of microphone you are using.
Wistia has put together a comprehensive guide on how to record audio for business videos, including information on selecting a microphone, adjusting the gain, gathering the necessary audio equipment, and filming with a DSLR camera.
8. Unstable footage
Unstable footage can be hard to overlook. Even though a lot of cameras and rigs have built-in stabilisation, shaky footage is still an issue occasionally. If it’s just you and your camera, you can brace you camera on your body. If you cannot achieve steady shots, it is best to use a tripod.
9. Not using a call to action
You may have produced a stunning video that is receiving many views, but it may not be generating the number of conversions you anticipated. Including a call to action in your video is a great way to direct viewers in the direction you hope they'll go. Not only can you subtly include a call to action in the script, but you can also use post-production graphics and animations to do so.
10. Not customising the video to match your brand
Finally, if you want people to become familiar with your brand, you should include some of your branding in the video. Whether it's through post-production design or some other creative process, tailoring your video to your brand can help everything come together.
We hope that after reading this you will feel more prepared to enter the creative process and less likely to make the same mistakes that others have made. The medium of video provides incredible possibilities for capturing people's attention with informative, entertaining, and artistic content.
Creating a high-quality video can make the first time your target audience encounters your product or idea a memorable and enjoyable one. On the other hand, if the video is poorly made in any way, it can have the opposite effect. You can effectively engage your audience with business videos if you avoid these common pitfalls and instead focus on being creative.
ThinkFrame Media can provide any level of support you require. If you want to shoot you video yourself, we can provide the highest quality video editing and graphics. Check out our post-production services.
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