IMPACT’s guide to best practice video production

Did you know that sharing your brand’s idea or product via video can work more effectively than a media release?

A video introduces your brand’s personality and makes it easy to build those important first connections with your target audience.

Here are IMPACT’s tips to best practice video production to help ensure your video content hits the mark and generates clicks.

  1. Decide what you want to achieve: The first step in any campaign is to establish the objectives. What is the purpose of the video? To inspire new thinking, to start dialogue on a particular issue, to educate or to drive fundraising efforts? Visualise what success looks like and map this out with your production team, ensuring everyone is on brief with the objectives and messaging.

Discuss the following with your team:

  • Who is your target audience and what will make them want to share this content?
  • Identify priority messages
  • Should you consider using a brand ambassador to communicate the message or connect with your audience?
  • How can you illustrate your messages visually via graphs or pictures etc.?
  1. You don’t get a second chance to make a first impression: Video content needs to grab viewers’ attention in thefirst three seconds. Attention spans are short, and as people increasingly do their online browsing on a mobile device in busy environments, you can’t waste time with long, drawn-out messages. Organisations need to produce cut-through content that grabs attention and wins audiences over in the length of time it takes to wait for a bus or queue for a morning coffee.
  1. Present a call to action: When executed properly, video can be a very effective tool to educate and inspire your audience. The ultimate win is to produce content that changes people’s thinking or behaviour. To achieve this, you need an effective call to action. This can be an invite to visit your company website, social media channels or an upcoming event or a call to share the video with your own connections. Something that makes it easy for audiences to quickly understand how they can take the next step with your organisation.
  2. Leave them wanting more: Don’t overwhelm your audience by trying to include all your brand messages in to one production. The key idea is to spark your audience’s interest and leave them wanting more insight into your brand. You can also consider producing a video series that documents the brand story via brief videos rolled out over a period of time. That way you keep messaging short and sweet while still building brand momentum.
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