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Video Development in Focus

Producing video in this day and age is challenging for most brands. It's an art (and a science) in pretty much every way, and while there are immense benefits to using the asset for generating awareness and ultimately conversions, most simply don't do it well - if they do it at all. 

What should you keep in mind as you're producing video that can be used in your digital marketing campaigns? 

You can't fake quality
There's no mistaking a profesionally-produced video from an amateur one - just look at YouTube for some evidence. It starts with good equipment (visuals and sound), demands thoughtful editing and a whole lot more. You can't fake quality so realize that you'll either need someone skilled in the process of video production or a great deal of time to master production. 

Keep it short and make it impactful
Humans don't have a very long attention span, so videos must be kept short and powerful - between two and three minutes is preferable. If you have longer video content (say a 20 minute speech from a company representative), try to break it up into smaller (shorter) videos so viewers can understand what you're saying without losing interest. This also provides an opportunity to optimize the various segments of the video in a more targeted way. 

Be unique and original
Videos can be more than just a person talking about a company or its product or services. Many include intereviews with employees, slides, animation and even consumer reviews of products or services. Don't be limited by what the competition does; understand what the audience wants from potenitally spending the time viewing it (such as information and entertainment) and produce a video that meets those expectations. 
 
These tips are only an introduction to what's required to achieve success with video initiatives in today's digital landscape. Use this as a foundation, however, and you'll discover opportunities to increase brand awareness and drive more meaningful conversions in the process. 
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