Producing a Brand Video? Avoid these 5 common mistakes
I can’t even think of one company that doesn’t have a “brand video” on its website or social media channels. Those videos will usually explain the company solution/company benefits/company experience & more.
Most of the time, these videos will be placed “above the fold” or at the first blocks of the website, because of their high importance. More than that, the video will be placed on all digital platforms for the world to see – LinkedIn, Instagram, YouTube & more.
So how is it possible that so many companies make fatal mistakes when their brand video is produced? How is it possible that there are so many misleading beliefs about the usage of brand videos?
Maybe you’ll find it hard to believe, but most of the time it’s not a budget issue, it’s a knowledge issue.
We have summed these major points that will help you resolve those issues and make a better and more effective brand video for your company.
Let’s hit the road:
#1 Produce more than 1 version of your video
99% of the time, you’ll find that companies only produce 1 brand video for their company. If you’ll confront those companies with the need to make 3-4 versions of that movie, you’ll get the following misconceptions:
- There is no need to measure brand videos in a sense of ROI, so one video is enough.
- If you are making a presentation video of the company, and it is 1+ minutes long, there’s no sense in making 2 different videos.
- Prospects won’t watch 2 different videos of your company.
- You can’t locate 2 different videos on your home page.
Each one of these beliefs is completely wrong! The great importance of your brand video makes it an obligation to measure it, test it and optimize it all the time.
And that doesn’t mean that you need to produce 2 or 3 different videos, which will increase your expense.
Here are a few ideas that will help you get 2-3 videos out of the same production:
- Use a different intro on each version, with a different opening sentence.
- Use a different CTA on each version, at the end of each video.
- Use the same materials you have produced, but in a different order.
- Try to make a shorter version of your video (for example, turn a 1:30 video onto a 1:10 video)
#2 Introduce your solution & client benefit in the first 5 seconds of the video
In other words, don’t start the video with 3 seconds of your logo, and then 20 seconds of describing how your company is great and how your solution rocks.
Sadly, no one cares about it.
In the current ecosystem, everybody is short on time and self-concentrated, and they only care about themselves. They want to know how you will solve their main challenge, and why it will make their business better.
Be clear and focused on the value your solution creates for your clients and start your video with that message.
#3 Stay focused
Most companies try to dense all their solutions into one video, which causes one of the following:
Way too long video
Way too Confusing video
You don’t want your prospects to watch your video without understanding the value of your service/solution for them. You also don’t want them to be 85 years old when the video is finished…
Your marketing team should know your solution and how to describe it shortly and their focus should be: Stay focused on the client’s value.
#4 Production should fit different platforms
Most companies only produce brand videos in rectangle / Horizontal format that fits YouTube and the websites’ home page.
But what about social platforms, such as Instagram or TikTok? What about your LinkedIn page? You should always ask your production team to think ahead about all the relevant sizes, so the brand video will fit all platforms.
From our experience the videos should fit into horizontal and vertical as well, to allow your prospects to watch them on their mobile with a good user experience.
#5 Test & optimize – Run smart campaigns on your videos
Campaigns will enable you to get more views of your video and increase your brand awareness.
If you’ll go back to point number 1 in this article, “Produce more than 1 version of your video”, campaigns will enable you to test all the different versions, all the CTAs, and intros you tried and to better understand which version generates the best results.
That is the real magic and that’s where you are taking advantage of the magnificent abilities of the digital world.
Testing & optimizing will allow you to allocate the best version of your video on your website and send it to your prospects/investors after you tested it on your audience!
Conclusion:
Brand videos must be focused, concise, optimized, and accurate.
In most cases. These videos will need to explain to your prospects/investors what the benefits and strengths of your services and products are, and in a few seconds.
So, you have a strong motivation to make them PERFECT.
Use these 5 points to make your videos more accurate and don’t forget – always be advised by experienced professionals.
