Top 3 things to consider when producing digital marketing videos

Your friendly neighborhood video guy, JB, is here again to dive into the process of creating an awesome marketing video. Let’s go over some key things we think about as an agency to make sure each client’s video project is successful.

These things can also be common pitfalls when you don’t think about them upfront. Plan ahead, and you can avoid problems in your own projects.

Script and message

The script is what sets the stage for your video. It is the foundation for the entire piece, so spend as much time as needed to get it right.

A good rule is to equate every 150-200 words to 1 minute of video. Knowing that, how long do you need to tell your story? Shorter-form content has become king in the marketing and social media space, so videos from 30 to 60 seconds are ideal.

Longer videos will need a good hook around the 30-second mark to keep the viewer’s attention. And of course, you’ll need strong visuals to keep your audience glued.

Concepts and visuals

This part is my personal favorite because it really allows our video team to stretch its creative muscles and explore the variety of approaches we can take for your message.

When approaching concepts, consider things like:

• Which visual style lends itself best to your message and audience?
• Is that style within your budget?
• Are there sections where we can up-level it with interesting effects or 3D animations?
• Will it capture an audience’s attention?

We like to provide clients with a few different options when it comes to concepts—for instance, 2D, 3D, or a blend of illustration and b-roll. That way, they can see their story brought to life in a variety of ways. Sometimes the client’s favorite is one that they had never considered.

Sound: voice, tone, and music

Though often overlooked, audio is one of the most important aspects of a video. Many in video production believe it is even more important than the visuals. A viewer can look past some questionable visuals here and there, but bad sound will stick with them.

Voiceover, music, sound effects, and how they all flow together are things to consider from the very beginning stages. For example, when choosing a voice artist, you might bear in mind gender, tone, and overall vocal sound. But one thing that can be overlooked is accent. A British or Australian actor can give your global company an international sound.

Inviting clients to recording sessions allows them to take part in the direction. This makes certain the right emphasis is given to key words or phrases. Real-time feedback also helps ensure the recording meets stated goals, in addition to keeping the project on time and on budget.

Finding the perfect music can be time-consuming, but it can also be the deciding factor between enjoying (and sharing) a video or boring your audience with the same corporate track they’ve heard a million times before. Music equals emotion. Drum up excitement with heavy bass. Evoke positivity with a floaty, upbeat track. The right music can take your video to the next level.

We can help.

If overlooked, these three areas can derail your budget and timeline. That’s why it’s beneficial to partner with an experienced marketing firm like MarketReach. Our video experts focus on these areas full-time and will work with you on your video-development journey.