The year was 2008 when Robert Pattinson playing Edward Cullen smirked while saying “you can google it”, referring to an adrenaline rush that perfectly explained how he stopped a car with his bare hands. All millennials proudly smirked along, knowing that by just typing it in the Google search bar every inquiry is answered. Nowadays, the line would be “I saw it on TikTok.''
The structure for an outstanding audiovisual piece is achievable with a gripping script, quality footage, and great editing. Video marketing follows the same formula, adding a splash of attention-grabbing content, the brand identity, an emotion that connects to the audiences, and a direction to take them.
These extra steps take different approaches depending on the goal of the campaign.
For brand awareness, marketers rely on momentum. Analyzing the ads aired in the Super Bowl this year, half of them try to make you laugh while the other half makes you cry.
Taking a chance on something generating engagement proves to be the smart move when you want people talking about you. Make sure the script is full of calls to action and brand touchpoints.
The Script
For years marketing has established common ground in every industry: to sell, you must communicate. With brands like McDonald's, Nike and Apple, we have learned that to convey an idea, we have to capture some emotion of the viewer.
Well written, any message can turn into a story that connects with the targeted audience. With small businesses, entrepreneurs, and even big brands relying on social media for their promotion, marketers had to change their way of thinking. Now scripts have intertwined meaningful messages and the benefits of the purchase.
The Footage
Some brands have distinctive traits that make their videos recognizable. It works for them because they stay top of mind just by recognition. Here is where the brand book comes in handy. Every visual, filmed or animated, must relate and reveal the brand.
Stick to the color palette, the voice, and the general style of the brand when filming. This step is more accessible when designing the graphics of your video.
The Editing
Editing can make or break a project. Working closely with the script, the editor must convey the message with the footage.
Having a clear concept of the purpose and goal of the marketing strategy is essential when putting together the footage or assets. It is better to be uncomplicated in this process. Make the message clear and compelling.
Forget about the ads. Platforms like YouTube and TikTok serves the users searching for information on any theme, testimonials of a brand, descriptions of a product they are looking to buy, and even comparison. Video now has the power to influence the decision over a purchase. Make sure you have the grip over your video marketing content.