7 Ways to Get the Most Out of Your Video Production Projects
Learn the best practices that will help you reach the goals that video marketing often promises.
Image via: Noble Bison Productions
Whether you opted to purchase your own video production equipment or chose to hire a video production company, quality video production is a wonderful investment that should give your brand or organization a great return. Videos work when done skillfully. In fact, 88% of marketers say they have a positive return on investment from video [1].
Market research has shown certain practices in video marketing contribute to this type of success, like picture quality, thoughtful content, length optimization, and more. You only have a short time to hook viewers, so learning more about how to nail these aspects will help you reach the goals that video marketing frequently totes. Continue reading to check out our list of video production best practices below.
7 Best Practices in Video Production:
Quality of Picture
Great Content
Call to Action (CTA)
Ideal Video Length
Thumbnails
Captions
Brand Ownership
1. QUALITY OF PICTURE
Image via: Noble Bison Productions
You can recognize the quality of a video within moments of pressing play, and it can often be the first impression someone has of your brand or organization. In this respect, quality is the foremost aspect of great video content. A high-quality video will make you appear more credible and successful whereas poor quality can have a reverse effect on your brand and negatively impact your image.
Even if your content is interesting, it’s extremely difficult to keep your viewers’ initial attention without a crisp picture and clear audio. Professionally produced videos will elevate your actual content and generate much more engagement from viewers.
If you don’t have the tools for this type of production level, consider hiring a local Denver video production company that sees and understands your vision and goals. A video production company will have top-notch equipment, including cameras, lenses, lighting, and mics. Furthermore, working regularly with a local video production company can help to build cohesive branding content and consistent quality that people will appreciate.
2. GREAT CONTENT
Your video content is the next most important aspect of crafting successful videos for your brand. Great content is goal-orientated and adds value somehow, whether creatively or informationally. There are many types of videos you can create depending on your marketing goals, and once you decide what that is, you can brainstorm and plan your content.
For instance, when creating an explainer video, your focus would be on providing valuable information with clarity. Great explainer videos will build buyers’ confidence and brand authority, creating more leads.
An alternative example is brand videos, which rely more on creative elements, like ad narratives, to elicit an emotional experience and resonate with the target audience. Creating feelings of happiness, nostalgia, craving, or other emotions can prompt action.
Content is another space where video production companies can be of great service. They improve the content quality of videos because they assist with storyboarding, scouting locations, hiring talent, and capturing super creative shots, including drone footage.
3. CALL TO ACTION (CTA)
A CTA is an action you want the viewer to take after watching your videos. They allow you to steer viewers toward the next step in your marketing funnel. A CTA is considered one of the most crucial steps to include in your marketing videos because these videos aim to make your viewers engage with your company or organization. Consumer action is what businesses are ultimately after.
Image via: Noble Bison Productions
The action you choose to include is based entirely on the context of the video. If you post your video to a social media platform, perhaps your CTA is for the viewer to follow your account, leave a comment, or join an online contest. Alternatively, if they are already on your website, a landing page video CTA may be for them to sign up for a newsletter, free trial, or a contact form.
Marketing experts say to choose the phrase or words in your CTAs wisely. Using strong verbs like “click, register, download” works well because they are direct and tell people exactly what to do. Consider using simple persuasive language, “Give it a try now” versus “Start your free trial now” works better.
4. IDEAL VIDEO LENGTH
Regardless of the video type, the length of your videos is something you should always pay attention to because we all have incredibly short attention spans, especially in digital spaces.
Marketing analysts have done plenty of research to understand how we interact with video content in this sense, like how quickly people click out of videos based on quality and other elements. Facebook shared at their networking event Boost that 47% of the value in a video is delivered in the first 3 seconds [2]. Three seconds! That initial picture quality is so important because it immediately adds value without saying anything. But this is also why good content is crucial and why your videos should pack a punch immediately.
Generally, most video content for brands is anywhere from 15-160 seconds long, but there are instances when educational or demonstration-type videos span up to 5 minutes or more. There is an abundance of articles that give a suggested timespan based on each type of video and where it’s going (social media platforms, website, email, etc.).
Do your research and take heed of these recommendations but don’t put yourself in a box. The main idea is that each second counts, and the engagement is generally better the shorter the video.
An exception, however, is that video times can be short or lengthy when creating highly personalized content, like live streams, vlogs, behind the scenes, etc. This content strengthens relationships with people who already support you. They have more patience for lengthy content because they have a connection with you already.
5. THUMBNAILS
Take the time to customize your thumbnails if you have the option. People will make decisions based on the thumbnail of your videos (if they aren’t auto-playing). Plenty of analysis has been done on thumbnails, and again, there isn’t one set way that works the best, but there are some best practices to consider.
Of course, we know that eye-catching thumbnails produce more views and click-throughs. A good tip: We’re drawn to people, so a welcoming or interesting face has proven effective. Take the cover photo of this peculiar short film “Best Bitches” we produced as an example.
Some videos get more engagement by including text over their thumbnails, and some perform better using a still image versus cartoon or graphics. The success will vary based on the platform, target audience, and overall inherent quality.
In the end, it’s worth it to test out different thumbnails on your content because these details can really impact your engagements and ROI.
6. CAPTIONS
Including captions on your videos has turned out to be an interesting point of discussion when it comes to video engagement. It’s a detail that some brands don’t even consider, but captions are important for most people on the go.
Forbes wrote an article based on a study done by Verizon Media that showed 80% of consumers are more likely to watch an entire video when captions are available. Forbes states that “video audio is becoming secondary,” as 69% of consumers surveyed said they watch videos with the sound off in public spaces [2].
Their article also opened an interesting question: would your videos translate well without their audio? Something to consider.
7. BRAND OWNERSHIP
Image via: Noble Bison Productions
Don't forget to claim ownership over your video content by including your logo where it fits best. While logos are not your brand, they help viewers recognize when a piece of content is yours. Building customer recognition of your company is an essential focus for newer brands. In time, your brand will become identifiable beyond your logo.
Remember, too, that every logo began without anyone ever seeing it before. Big things can come from small beginnings. So, make sure all your efforts aren't lost by incorporating your logo into all of your marketing materials. In time, people may come to know and recognize your brand on a deeper level.
IN SUMMARY,
Since video production is such a creative space to start with, the possibilities are infinite. Start by getting clear on the goals you want to achieve with your video production project, as this will help you determine the resources and practices that will benefit your video project the most. The video marketing practices shared above are each proven to boost metrics like click-throughs, conversions, and sales significantly, but the biggest takeaway should be that picture quality and great content are by far the most influential driving forces in video production.
Looking for a professional video production company to create next-level video content? Send us a quick note with your needs:
NOBLE BISON PRODUCTIONS
A DENVER VIDEO PRODUCTION COMPANY
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