The entire process of creating quality online video boils down to four steps:
- Distribution and promotion
FIRST STEP: GOALS
Every video you make has an intended purpose so keep in mind what you want to accomplish when creating the video. Some of the more obvious goals include:
- Boosting exposure
- Redirecting trafic to your site
- Building credibility and trust
- Developing the brand
- Gaining a foothold in the market
Video can do all this for you but consider what element of your business requires more impact. Whatever you have in mind, make sure it’s part of
the overall marketing strategy because video needs to be integrated into the larger marketing plan in order for it to be more effective.
SECOND STEP: MESSAGE
Effective video focuses more on content rather than technology. When creating the video, keep your audience in mind and give them something valuable. The average person operates on a relatively low attention span and this can be reflected in online video where long complicated videos get low ratings. Keep it short and concise, and keep these factors in mind:
- Consistency: your viewers could get confused if you deviate from the main purpose of the video
- Establish an overall theme for the videos
- Focus on not just what you say but how you say it
- Do not lose focus on your core message
If the video message is clear and coherent then people shouldn’t have a problem understanding your message. Customers don’t like complicated messages so if you consistently provide simple, clear messages, the message will become a part of your brand.
THIRD STEP: FORMAT:
Now this part involves you deciding on the type of delivery you’d prefer for the video. You might choose to be on camera, create a slide show or screen capture, do a live webcast, etc. You have several options when it comes to the actual format of the video and you may sample one or more formats on different videos.
Some videos are meant to be humorous, some are just casual
and others are more formal and authoritative. In which category does your message lie?
We’ll talk about distribution and promotion in another post.
Steps for online videos