Since the advent of digital media, no other tool has been as mightily influential as a video. But when a viewer gets hooked to his device watching a video, it hardly occurs to him how meticulously its content has to be been planned to make it engaging.
For the maker of a video, it’s a delicate job, as he must subtly blend the purpose of the video, the exact sense of its target audience, and put an effective call to action. It is important to be relevant and precise, otherwise, it will be like using a fork to sip up a soup.
Let us just recall a few types of videos that we have known so far:
Promotional videos
Advertising videos
Explainer videos
Corporate videos
Product videos
Training videos
Each of these types has its own purpose and advantage. They are some of the most effective weapons in your digital arsenal. Your choice must be wisely made keeping in mind the segment you wish to target. Only then will you be able to catch the attention of your desired audience.
To cater to such crucial considerations, you must make sure the topic is well-defined, which again is your responsibility, as you are the expert. To effectively play on the audience’s psychology, it is important to analyze the purpose of the video and accordingly define a strong call for action. It all boils down to asking yourself the right questions.
At Majin Films, we strive to walk one step ahead of the client’s expectation to come up with an incredible video that can easily engage a targeted segment of the audience and generate more ROI. To create a more centralized visual story as per your brand values, it is necessary to absorb the key information before suggesting a video.
Here I’m listing out some of the vital queries that need to be answered for a comprehensive product.
1. Purpose:
There is always a strong motivation behind the idea of making a video. You either want to educate viewers about something, or draw clients by spreading a word about the work your brand is doing; or simply want a newly launched product info to go viral. That’s your first question. What’s the exact purpose?
2. Target audience:
You may not know much about how digital media works, but you certainly know very well which segment will buy your product. Your focus about which people you want to watch the video is quite clear. So wait for a second and ask yourself which those people are.
3. Platforms:
It’s essential to decide whether the video is going to be played in front of a select audience in a closed conference, seminars, and trade shows, or on social media. It will be easy to set the tone of the video accordingly. Once you know the size of the audience, it will be much easier for your content writer to prepare an engaging script.
5. Response:
The purpose and target audience is clear. The platform where it will be shown is also known. But what response do you expect once it is shown to the target audience? The call to action needs to be clearly displayed for the audience to know what exactly he should do if the video appeals to him. Eg, Visit, share, click, download, call.
6. Tone:
Ask yourself how you want to present yourself in front of your TG; whether you want to keep the tone formal or use a lighter note to put across your point. What kind of examples or images will be supporting the story your video is going to tell? Similarly, choose whether the video needs to be subtle or persuasive, aggressive or soft-toned.
7. Duration:
You know your customer better than anyone else. Only you can tell exactly how much patience your TG can show. Accordingly, the video can be detailing or quick. That also sets the time you get to plan and produce the video. Your deadline is clear.
8. Format:
Once you are clear about all the above aspects, it becomes easier to conclude whether to make a video into a presentation, motion graphic, visual storytelling, or a drama with role play. Decide which one is preferable according to the timing. Get it clear before you start planning the content.
9. Properties:
Get a list of what all will be needed for the video, such as anchors and actors; names of people whose testimonials are to be taken; images, diagrams, and charts; and voice-over artist. Show your team members a sample video so they can further understand your exact expectations and accordingly work to gather resources and properties.
10. Budget:
It is the best practice to compare your expectations from a video with the budget you have set aside for it right in the beginning. This helps in striking a balance between the two.
The rules we lay down here come from our experience of extensively dealing with clients. We, at Majinfilms, have made this checklist so that we can put our expertise as filmmakers to effective use and create the best customer experience. In our itch for innovation, we have kept ourselves open to disruptive ideas. If you are envisaging a great video for your business, get in touch with us now and gain from our insights and expertise. We would love to know more about you.