Branded Videos What Non-creatives Need to Worry About

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Branded Videos What Non-creatives Need to Worry About

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More so than most areas of marketing, video marketing takes a village. Before the first camera rolls, a strategy has to be agreed upon that aligns the purpose, scope, and budget. A manager has to corral the creative team. A writer has to craft the plot or copy. A set designer has to figure out the props. Remember, that’s before the shoot ever starts. After the shoot comes audio, editing, analysis, and more. Between the two, there’s an almost endless number of places for branded videos to go wrong. Where Marketers Go Wrong Marketers may not be able to keep bad acting from dooming a shoot, but they can do their part to support the creative team and create effective videos. Avoid these common mistakes associated with planning, testing, and tweaking branded videos: 1. Setting non-specific goals Brands create video content for different reasons.

Some, hoping to spur product sales, use performance video content to encourage click-throughs from social sites. Others are looking for brand awareness, which they accomplish through everything Phone Number List from employee testimonials to animated shorts. Still others develop webinars for educational or event-related communication. Whatever your content’s goal, a vague statement of purpose won’t cut it. Assuming you’re interested in awareness, how many shares or likes would you consider a success? Perhaps you’re trying to attract new customers: What’s your current customer acquisition cost, and what cost per acquisition would successful video content achieve? If you’re crafting a webinar about a later event, what proportion of webinar participants do you need to see sign up for the event? 2. Aiming at a general audience Arguably the most successful piece of branded content of all time, The LEGO Movie introduced the block toy brand to a new generation. But because it was such a box office hit, generating nearly $470 million on a budget of around $60 million, many marketers have taken the wrong lesson from it: that targeting a general audience works with a large enough budget.


Watch carefully, and you’ll notice that The LEGO Movie made a series of subtle-but-smart audience positioning moves. To attract parents aged 30 to 40, who make the ultimate choice as to which films their children see, LEGO’s marketers made multiple references to ‘80s and ‘90s pop culture. The Millennial Falcon, a spaceship from Star Wars, shows up in block form. Will Ferrell, who rose to fame on Saturday Night Live and the Austin Powers series, plays the boy’s father, Lord Business. 3. Picking the wrong platform Once you know who you want to reach with what message, the next question should be obvious: On which channel are you most likely to succeed? Here, consider the platform’s audience and its content tendencies. Although you might be tempted to default to traditional television, bear in mind that a Quartz analysis of traditional television shows viewing time is up since 2003 only among those over age 50. .
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