CREATING COMPELLING ONLINE VIDEOS
BY HEIDI MCIVOR ALLEN
Video is HOT, HOT, HOT right now, and stats prove it’s in high demand by digital users. User-generated and professional videos increase brand engagement by 28%. Millennials in particular trust user-generated content and video twice as much (and 80% would rather watch a live video than read a blog!).
The expert team at McIvor Marketing is here to help create online videos to dazzle and engage your audience – it’s all about the ABC and D’s:
ATTENTION, BRANDING, CONNECTION & DIRECTION
ATTENTION
Capturing your audiences’ eyeballs from the start is key to keeping their attention and is the top driver of high-performing ads. The first five seconds are crucial, especially considering the barrage consumers are exposed to online daily.
Assuming you grab their attention out the gate, your video must keep them hooked until you hit the call to action at the end. Make sure your video is fluid, follows the flow of a heartbeat, and is of appropriate length for your target audience and platform.
Consumers love a good story; attention-grabbing (and often repetitive) audio and visuals, exaggerated reactions, close-ups, sound effects or voices that cut through the clutter are extremely effective.
Videos do not need to be overproduced; many user-generated content videos perform just as well as higher quality content, as it often seems more genuine.
BRANDING
Consistency is key when it comes to branding – ensuring your video conveys an accurate picture of your brand is vital.
Consistent logo usage, colors, text, font usage, music, and brand voice all need to be established prior to creating video content.
If brand standards have not been established, pause, and make decisions so your message is clear and can be consistently carried out across all creative messaging.
Brand experts at McIvor Marketing will coach you through the entire process of creating and establishing a consistent brand identity, which is a critical initial step to the success of your content and engaging your desired audience. Without a brand identity, your content likely will not have the desired effect and time spent creating content will be wasted.
Important items of consideration: Who is your audience, what is your call to action and desired outcome? Does your brand messaging align with your target audience and what you’re trying to get them to do? Are you wanting consumers to purchase a product? Sign up for a class? Download your music? (This also ties in with “D” – direction, below).
CONNECTION
Once you’ve clearly identified your target audience, connect with them by answering one simple question – why should they care about your message?
Uncover what your target audience CARES about and include this messaging in your video. What moves them? What lights them up? What excites them? What will motivate them to do what you want them to do?
Also, since you have seconds to make a first impression, these immediate connections are key. Consider when you meet someone for the first time, perhaps on a date or at a business meeting – the importance of connecting from the very beginning predicts a favorable, or unfavorable, outcome.
DIRECTION
Direction is about the call to action – what do you want the consumer to do? Remember a special offer? Call a number? Visit a location? Feel a certain way about your brand?
The direction of the message, your call to action, needs to be woven into the video and included at the end as reminder to the user to DO WHAT YOU WANT THEM TO DO.
The call to action should be simple and concise. The K.I.S.S. acronym “Keep it simple, stupid” applies – be mindful not to overcomplicate things by having them remember too many steps.
What Business Services Does McIvor Marketing Offer?
We are so glad you asked! From setups to start-ups, to businesses in growth and transformation, McIvor Marketing specializes in a variety of services to meet your needs. Our Phoenix based digital marketing agency can help with website design & development, logo design, branding, off-line marketing design and strategy, paid search management, social media management, email marketing, display advertising and more!
Not ready to dive into hiring a full-time marketing director? Maybe you’re just curious about how your marketing is performing. We can help you set up trackable ways to measure your marketing ROI with a project-based digital audit to gauge current performance. We can also help you get your social media advertising portals set up. We also offer training on Google Analytics, Facebook Business Manager, Facebook Ads, Google Ads, Canva, as well as how to plan content and brainstorm ideas to help you grow through research.
Check out our full list of services and reach out with any questions.
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