Video is not just 'window dressing', it needs to do a job of work - it needs to make things happen for your business. So here's 5 simple ways to get videos to do some heavy lifting for you!
1. Ignorance is NOT bliss - see how others are using video
Take a peek at what businesses like yours are doing with video. Are they using video on their homepage, their Youtube channels, Facebook and Instagram accounts? If so, what do you think of it? Some may look great (which is slightly intimidating) while others might look less great (which can give you a nice smug feeling). Either way you'll get a clear picture of what other people are doing and, more importantly, what you need to do.
2. Know what you want a video to do - don't focus on the means, focus on the goal!
Do you ever go to B&Q (other hardware shops are available!) and start oggling at all the lovely shiny power-tools? Wouldn't it be cool to have a shed-load of them? But unless you've got a clear idea of what you want to build, those tools are completely useless. It's a bit like that with video - it's a kind of power-tool, pointless unless there's a plan to make something with it. So a video needs to do something. This means you'll need to think carefully about the purpose of your film. Who is it aimed at? What action do you want people who see it to take? How do you want them to feel? The answers to these questions might be obvious or they might need a little more thought. Once the purpose of the video is clear, then you can move to the next stage.
3. It's the way you tell 'em!
Now it's time to reflect on how to achieve the goal. The way you communicate is just as important as what you communicate. Style and content are not in opposition to each other, they are two sides of the same coin. People rarely respond to facts alone but they respond at an emotional level. You need to find a way to package your message that will engage the feelings of your target audience. Keep it simple and make it appeal to the emotions. At this point, you might like to get a bit of help.
4. Find the right collaborators
If video is like a power-tool, then it makes sense to hire professionals who understand how the tool works. But, if you've already sorted steps 1-3 above, then you'll have a very clear idea of what needs to happen. This will be a massive help to the production team and will save time (and money!).
Find a video producer who is not only competent but imaginative creative and flexible.
Here's a brief example of how good collaboration can work:
Telling Tales Films were recently hired to promote a holiday company called Compass Holidays. We made sure we understood the business completely and researched similar operations around the country.
We noticed that quite a lot of the competition had no videos at all on their media sites while those that did, weren't using video to promote what was unique about their business. Others were showing video about how great it is to explore the countryside in general but not showing how the business of self-guided tours will actually help you to explore that countryside.
We made several fully-costed suggestions about how the video might work ranging from something similar to what other had made to a light hearted story involving two characters and some aerial filming. Compass chose to go with our suggestion of focusing on what is unique about their business - the luggage transfer service. That service means that holiday makers can travel light and enjoy adventure without feeling like a beasts of burden. So that's what we went with.
Telling Tales Films gathered an excellent team including, Rob Wicks (Director of Photography), Tom Martin (Drone Operator from Band Films), and our amazing cast Anna Wilmshurst and Alan Medcroft.
We found some great locations in the Cotswolds and spent a successful few days filming there.
Here's the resulting video we produced for Compass Holidays -
5. Put your video to work
Finally, once you have your video made you'll need to put it to work! Don't leave it to gather dust on a quiet corner of the internet but shamelessly plug it everywhere you can! Get supporters, clients and even friends to share it on every social media platform going - and find lots of excuses to keep sharing it! For a small fee you can target-boost your film on Facebook and other platforms. Basically, don't let you lovely video get too comfortable - put it to work!
I hope these tips are helpful. If you have any more questions done hesitate to get in touch and we will be more than happy to support you in any way we can.