Why don’t we… make a video about this? Video is already part of almost all our clients’ communication mix. Because the power of moving visual content is widely recognised and has been substantiated with hard figures. But how do you get it right? Which video format should you choose? What story should you tell and how?
Some content simply works better on video. It’s the best way to let people experience the vibe at your event.
The best option for great employer branding.
Customer testimonials. Yes, but…
Ah yes, the testimonial. Featuring a customer who explains how much they have enjoyed working with your company. The go-to format for our customers is often the video testimonial, along with the written version. While it can be a good choice in some cases, who says it’s the only option?
If you do choose to go with a testimonial, don’t take the easiest route. Nothing looks worse than dragging a customer in front of the camera to give an uncomfortable, fake talk about how wonderful it is to work with you.
Set the bar higher
Carefully build your story around a clearly-defined theme, the way we did with the growth story of the Gipsy Hill Brewery in Brixton (London).
Or why not go for a more surprising take and tell the story from another perspective, like that of a ten-year old?
A story that sticks
Are you breaking into a new market? Then perhaps now is a good time to pause and think about why you are doing it. How will you distinguish yourself from other market players?
Use this phase, known in the jargon as the ‘awareness stage’ or the top of the content marketing funnel, try to get under the skin of your new target group and tell a story from their perspective. With a story that sticks, based on a good strategy and script: one that looks good and strikes the right tone of voice.
GEA decided to enter the ready-to-drink tea market in Asia, but wanted to position itself clearly in the high-end segment. So we produced this authentic story about Katie the tea guru and her daughter Jenny.
There’s more in the pipeline so stay tuned. 😉
No massive budgets
You don’t necessarily need a huge budget for video. You will usually spend most on actually shooting and producing the video. So:
- Een leuk idee of een gevatte dialoog kan ook voer voor impactvolle video zijn.
- Try to use the time and energy that you put into your shooting sessions for multiple videos.
- A detailed script is a guideline for everyone involved in shooting, both in front and behind the camera. Interviews work well and also allow for extra output while you are shooting.
During the shooting in Taiwan we produced this short video about the Chinese meaning of the word tea. We released it on Chinese New Year. Our Asian target audience really appreciated it.
An instructive video about industrial cooling becomes compelling when you interview an engineer who is also really good at drawing…
And if that engineer – who is widely regarded as an authority in his industry – is also up for contributing to a fun video, it’s practically in the bag.