How To Create The Right Video Experiences For Your Brand

#video #brand #marketing

With in-person audience connections on hold due to covid-19, #video is taking center stage.

But which filming formats, conversational features, and delivery options work best for your audience and your goals?

Get clarity on the goals that drive your decision-making

At the start of any project, consider why you are choosing to connect and what you want that interaction to accomplish.

1. What is the primary goal for your #video to help your #brand achieve?

Customer service: are you looking to distribute factual information or technical assistance to customers who have purchased your products?

#brand awareness: are you looking to generate initial interest in your #brand or increase awareness of its offerings, vision, and values?

Sales enablement: are you looking to generate demand and leads or to help your sales team generate revenue through your #video efforts?

Thought leadership: are you looking to promote your executives’ subject-matter expertise or generate new business partnerships and opportunities?

2. What level of participation are you looking to provide? 3. What is your tolerance for Risk and desired level of control? 4. What do you want viewers to do While they view the #video? What should they do after they’ve watched it? Establishing the foundation for the #video experience

You need to make two big decisions at the start of your #video creation process:

How will you capture the conversation?

How will your audience interact with it?

1.prerecorded – no direct audience participation: host your prerecorded #video on a #brand-owned and -operated media channel, such as your website or blog,

2.livestreaming – active participation: make it a fully participative experience by using a webinar platform or #video-conference tool to broadcast live and enable viewers to post comments

3.prerecorded – active and/or passive participation: record your presentation in advance and let viewers weigh in with their thoughts, questions, and ideas using conferencing tools, chat windows

4.livestreaming – passive participation: using those same tools and platform options, enable your audience to conduct side conversations during a live broadcast without disrupting the flow of the main presentation

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