Top 5 tips for branding videos in Hong Kong
Branded video content is taking over the marketing industry by storm – and for good reason. According to a report from Cisco, 80% of all internet traffic will comprise of video marketing by 2019. More importantly, videos can possess an undeniable swaying power, with 90% of customers saying that product videos are helpful in their buying decision process.
But what makes video so powerful? Hubspot attributes this to memorability, with 80% of people being able to recall a video they've watched in the past month. By engaging multiple senses via both audio and visual content, viewers create more cognitive connections and associations versus viewing text-only content. Additionally, video content can be easily shared from one viewer to another. According to Hubspot, 92% of mobile video consumers share the video with others, making the potential for videos to go viral extraordinary.
Interested in making a branding video? Here's a few things to consider:
1. Understand your budget
Before starting, you may have a million ideas about how to make your video amazing. Perhaps featuring a celebrity actor like Andy Lau at the rooftops of the IFC with Michael Bay level special effects may yield a stunner, but without adequate funding, you'll need to tone it way back. If you aren't sure what your budget can achieve, consult with a video production team – more on this in tip 3.
2. Define your audience and tell them an emotional story
Having a clear target audience or persona type will make your video more targeted and effective versus a generic audience. Afterwards, its time to determine what your key takeaway in the video will be. Gary Vaynerchuk, entrepreneur and social media guru, says the following, "the story is the game. What you have to understand is that storytelling is the way you build a brand. And storytelling is not dictating your story in a press release. Storytelling is a give and take."
Videos like product showcases are very common – usually singular in purpose and doing little to inspire viewers to connect with the brand – or in other words, easily forgettable. It's important to have a story that viewers can create an emotional connection to, because regardless how rational we believe ourselves to be, we let emotions guide our decisions all the time.
According to MarketingProfs, the following questions need to be addressed when coming up with an effective story:
What is my brand's narrative?
What experience am I promising?
What is the human element that my product or service represents that sets it apart from competitors?
What is it about your product that is empowering to users?
3. Work with a video production company
If you don't have much experience making a video, it's important to consult people who are experienced. Additionally, feel free to ask video production companies for their opinion about your idea. No matter how ironclad or watertight you believe your story to be, these guys are your reality checks and will notify you if something is unfeasible. Alternatively, some companies have a creative team behind it as well. If you're struggling to come up with an idea that speaks to people, you can try delegating the conceptualizing process to them as well.
However, not all video production companies are equal, which is why you should always refer to their portfolios to determine their strengths and see if they are suitable for you. For example, if Company A has a track record for producing strong comedic content, but has not delved into dramatic themes before, you'd probably want to work with them solely for their experience in comedy.
4. Get organized and manage your time
Don't forget to set a production schedule. Apart from being a handy calendar, it's also a great tool for managing and planning stakeholder time expectations. Use it to record the particular locations that you'll be filming at, the people involved and their contact details, the scene or shot details and the equipment that you'll need.
When deciding on your time schedule, it's always better to overestimate how much time you'll be using instead of underestimating. For example, if you are hiring an actor or renting a place, going overtime is generally going to cost you extra – something your company's bean counter will absolutely loathe you for – or worse, it means you'll either be forced to work with what you have or reschedule. Whereas if you overestimate the time you need and complete your shots ahead of schedule, you'll have buffer time to nitpick and get a better second take without paying another dime.
5. End your video with a call to action
At the end of your video should be a call-to-action. Having made a punchy video that speaks to viewers, don't waste this opportunity by asking the viewers for something overly simple like "visit our website for more information." Instead, Eric Guerin, the Founder and Executive Producer at Adelie Studios, believes that videos should conclude with requests like "join the conversation," so that viewers can engage with your brand's social media channels. Using the feedback you receive, you can then create a followup campaign, such as featuring user success stories. Not only does this extend the life of your video, it can also extend the video's reach and raise its potential to go viral.
