video marketing do's and don'ts
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Video Marketing Do's and Don'ts
By: Mikhaila StettlerCREATRIX INTERACTIVE
CREATRIX INTERACTIVECopyright 2013
CREATRIX INTERACTIVECopyright 2013
It's a crowded noisy world out there!
More channels than ever to connect with your audience, but more static too.
Online video cuts through the static to emotionally connect with your target audience.
CREATRIX INTERACTIVECopyright 2013
Why Use Video?
of viewers share video links
of Internet traffic this year will be video
increase of time spent on a website with video
higher viewer engagement then with static content
CREATRIX INTERACTIVECopyright 2013
5 Reasons To Use Video
Video Do's
CREATRIX INTERACTIVECopyright 2013
1. Stamp your video with your brand personality.
2. Tell a story and make it personal.
3. Keep it short.
4. Start with a signature promotional video.
5. Create a core set of digital assets.
6. Produce a series, don't be a one hit wonder.
Brand Your Video
CREATRIX INTERACTIVECopyright 2013
Match the video style and tone to your brand personality.
Work off a brand brief that describes the:■ Attributes, personality and characteristics ■ Emotional and functional benefits to target audience ■ Primary story motifs
Tell A Story
CREATRIX INTERACTIVECopyright 2013
"Humans are wired to take in story. Personal emotional stories help us decide if we
belong to your tribe." -Dr. Ravi Rao
Keep It Short
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50% of viewers drop off after 60 seconds.
Generally it's better to keep it under 90 seconds.
Start with a Signature Video
CREATRIX INTERACTIVECopyright 2013
Stamp it with your Brand DNA
The foundational promo video should:
● Tell your brand story● Establish tone, style and vibe
for all your video marketing
Create a Core Set of Digital Assets
CREATRIX INTERACTIVECopyright 2013
Front-load your video marketing budget to produce branded digital assets which can be used over and over again.
These should include:
1. An animated brand logo2. A branded sonic signature (audio branding) 3. Original music (brand soundscape) 4. Animated title graphics
Video Don'ts
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1. Don't cut corners on production value.
2. Don't neglect audio, it's more important than you think.
3. Show, don't tell.
4. Don't sell, relate.
5. Don't forget a Call to Action.
Don't Cut Corners on Production
CREATRIX INTERACTIVECopyright 2013
Viewers expect high production values from your branded video. Pay attention to lighting and art direction.
Don't Forget Audio
CREATRIX INTERACTIVECopyright 2013
Studies show that viewers will not tolerate poor audio. This has to do with how your brain processes sound- it’s all done in the temporal lobe of the emotional brain.
Invest in audio branding, music and sound design to generate higher viewer engagement and emotional activation.
Show, Don't Tell
CREATRIX INTERACTIVECopyright 2013
Show people who look like your target market using and enjoying your products or services.
Don't Sell, Relate
CREATRIX INTERACTIVECopyright 2013
Don't confuse online video marketing with advertising. Keep it real and personal.
Don't Forget a Call to Action
CREATRIX INTERACTIVECopyright 2013
CREATRIX INTERACTIVECopyright 2012
CREATRIX INTERACTIVE
Creatrix Interactive is a content strategy/production and video marketing company that specializes in converting target audiences to the lifestyle habits and values of mission-driven LOHAS brands.
Wed compelling storytelling with rich media to create emotional connection between your brand and your target audience to reach, teach and prompt them to take action.
Download the free report, “5 Keys to Ignite Lifestyle Change: Lifestyle Education That Works”
Schedule a Video Branding Strategy Session
http://www.creatrixinteractive.com/mikhaila@creatrixinteractive.comhttp://www.linkedin.com/in/mikhailastettler@MikhailaCreates
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