In the technological era we’re in, viral ads can almost make or break a company, expand company awareness tenfold and plain and simply explain a service or product much faster. So here are a few tips if you’re thinking of shooting a video for your company:
1. Know who your target audience is. “Think how your video can help your end user, the customer,” says John Sarkisian, CEO, SKLZ, a sports training product manufacturer. In SKLZ’s case, its how-to videos, which showcase its sports training products, are geared to customer representatives at sporting goods retailers. That exposure – or brand awareness – led to SKLZ getting increased shelf space at national sporting goods retailers, such as Dick’s Sporting Goods, which boosted sales.
2. Script it. “A script for a video is like a blueprint when building a house,” explains Edward Schlesinger, script writer, OnlineVideoScriptwriting.com. “It will let you see what the finished product will look like before you start.” In addition, “changes on paper are much easier and cheaper to do than once production starts.”
3. Have a clear call to action. “What do you want people to do after they’ve watched your video?” asks Schlesinger. No matter how short your video is, “make it clear what you want people to do – pick up the phone, sign up online, walk through your doors. Don’t throw away this opportunity to convert potential customers.” (For a great example of how to get your message – or call to action – across in 1:34, see Dollar Shave Club’s recent viral video, which was viewed over 2 million times in just over 48 hours, and is prominently featured on Dollar Shave Club’s home page.)
4. Shoot in a quiet place. “Always try to shoot in a quiet place away from machines, large crowds and traffic noise,” says Rob Ciampa, vice president of Marketing, Pixability, a video marketing company and the authors of Video Marketing for Dummies. Also keep in mind that “putting the right [or wrong] microphone on your subject can make a big difference.”
5. Light it well. “Make sure you are using all available light sources,” advises Ciampa. Remember that right – or wrong – lighting “will shape the mood of your video.”
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