6 Tips for Effective Marketing Videos

When planning for video, here are a few things to keep in mind

1. Plan Well
Nothing can replace a well thought out plan. It is important to understand what it is that you are looking to communicate. Determining your main objective and how it will resonate with your target audience should always come first. Given the in-depth process of video production, it is never a good idea to just “wing it”.  Outline your key objectives and discuss the most effective ways to communicate those objectives with your project’s Producer.

2. Know Your Audience
Who is your target audience? Generic marketing messages are a thing of the past. Knowing exactly who you are directing your message towards is the best way to make your message matter. Keep in mind what is important to your audience and craft your content to intrigue them. Grabbing their attention means speaking directly to them. Effective communication speaks directly to your audience and engages them on a personal level.

3. Tell a Good Story
Gone are the days of "features and benefits" videos. Rather than throwing generic messages at your customers, share with them who you are, what your brand is about, and how you connect with them on a deeper level.

4. Get Personal
Personality should emulate from your message. Showing your humanity as a company is important for many of the target audience.  They want to know that your company cares about the issues that their customers care about.  Look for ways to step away from overused strategies and allow your company identity to shine through.

5. Be Consistent with Your Branding
Once you have established your specific branding style and voice, it is important to carry it through all of your marketing materials. Video is no different. Wear your branding as a badge of who you are. Your customer will recognize it when they see it and will associate your messages with it. Adding your company identity through your branding colors, font types, logos and creative assets is all part of creating a professional marketing video.

6. Let the Creative Juices Flow
Have some fun with your message! It is refreshing to find companies who embrace a sense of humor and put effort behind a creative approach to their marketing. As part of a culture that bombards people with messages all day, try finding a way to stand out with your competitors by being original and authentic. Strive for something unique!


Heather E. Wright
Coordinating Producer at Frontline Productions