In my last post I wrote about the benefits of using video as part of your overall social media marketing, but just to refresh your memory, Forrester Research reports that any given video stands about a 50 times better chance of appearing on the first page of search results than any given text page.
That being said, where do you start in creating a video for your business or nonprofit? Below are three tips to get you started:
Define your target audience.
You need to understand who you want to target with your video. I would suggest having as narrow of an audience so you can so your message is focused.
Develop your concept/story.
The overall concept of your video must be well thought out and planned. Don’t expect to turn the camera on and just start babbling about how great your services or products are. That’s not interesting and the last thing people want to see is someone talking at them. Use your video to tell a story and show them how your service or product is going to benefit them, or others (as may be the case for nonprofits looking to attract donors.)
Consider Production Professionals.
The first question you may be asking is should I self produce or hire a professional? This is a question that can be best answered by looking back at the first two tips. It really depends on your target audience and message and deciding what it is you want to ultimately convey. If you want to start producing videos about how your organization ticks, or a behind the scenes look at your next theatrical production, or to provide a video address to your target audience highlighting your recent activities you may find it sufficient to create the video yourself. These types of videos generally only get viewed online.
If you want your video to highlight your company/nonprofit and products or services and you want it to be something you can play during presentations, display in your lobby and at trade shows, or screen during yearly gala events, as well as to post online, you may want to consider hiring a professional. You can hire a coach to help you produce the video, or a professional crew with the expertise to take your creative idea through script development, shoot with a professional camera, lighting and audio, and can edit your piece to include branding for your company. These types of videos generally have a longer shelf life – often being used by a company or nonprofit for a couple of years.
So, what are you waiting for? If you have an online presence (website, social media sites, e-newsletter etc.) it’s expected you have a video. If you need some inspiration check out my websites Moon River Pictures, Inc. and Sun & Moon Vision Productions (nonprofit) and YouTube channel. Post comments or questions below and I’ll include them in future blog posts where you will be taken through more in-depth self-production techniques. Follow this feed or register for the blog so you won’t miss future posts.