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How to plan your video content. Start by setting your goals and select the style of video.

Nowadays, just putting up content regularly is not enough. The content needs to be of value, solving a problem, and most importantly engaging. Video content is one of, if not the best engaging content type for online promotion because it combines visual and audio together and it is a superior medium for a great storytelling.

As marketer and content creator who want to start making video content which make YOU proud, hooks the audience and makes your video standout from the others. In this article, we help you to identify the right first steps in planning a video content.

 

Setting your Goals and Objectives

Goals are the outcome you intend to achieve, whereas objectives are the actions that help you achieve a goal and are more specific and may also be measurable.

The video is successful once its objectives are achieved, that’s why it is important to identify your goal and objectives first before starting. Generally, there are 4 categories of goals and associated objectives of a video including:

To get brand awareness – The objective here is to get your viewers to know, remember you / your brand through the video. It is often a short likable video that captures attention, is entertaining to watch, and aims to appeal to viewers broadly.

To get an online engagement – Sparking an online conversation and reaction with the video.  Having the viewers like, comment, and share the video to their social groups. Online engagement is a valuable resource since it is not only telling you what content your audience prefers, but also can increase your audience reach and ultimately your sales. Video in this category usually plays with the viewer’s emotion.

To educate viewers – Video is a great way to teach people. Providing useful information and solving the audiences’ problems in your video is a great way to build trust and demonstrate your expertise to your viewers. This establishes credibility and authority to your brand. Educating viewers to understand how to use your products for a specific application is a great example.

To generate leads – The goal is to drive traffic to your website, have your viewers subscribe to your channel or newsletter, or ask viewers to contact you. Types of video that goes well with these objectives include live or recorded video series, advice or inspirational videos.

 

Now that we’ve introduced you the main goals and objectives, let’s look at some of video types that do well in meeting these goals and objectives.

 

1.Corporate / company culture video – great when building brand awareness and generating leads.

This type of video is a great way to introduce your viewers to your company directly and creatively.  Your video may showcase who you are, what you do, your brand’s values and missions. Or even introduce your team members and explain what they do and how they approach work. This helps people to differentiate your brand from your competitors, establish trust, and strengthen brand loyalty. 

Check out corporate video from Monroe Consulting Group by us.

 

2.Round-ups video – great with brand awareness

Or a more familiar title example would be “Top 5, or 10” videos. This is a quick, concise, and entertaining video which tales the viewers through a list of prepared points which are relevant to what you do. This type of video has a high click through rate due to catchy title, however it requires well research information because even if it seems like one of the easiest type of video content to create, it can be “tuned out” by many viewers due to lack of relevant or useful information and came  as a clickbait video instead. The video needs to be relatively short of 4 minutes or less to keep your viewer engaged. It also needs to be visually interesting. You cannot retain viewers more than one minute if the video is just you standing and talking to a camera, try mixing between video clips and stills of what you are talking about.

An example from Travelocity.

 

3.Interview – great with brand awareness, online engagement, educating viewers, generating leads

An interview video is an interview session video with one or two people. This type of video works really well in sharing your business’s values and matching up with an interesting and inspiring interviewee which can be an influencer, author, speakers, business spokesperson or someone your viewers might not know but would enjoy hearing from. Interview video have a several approaches:

• Talking head interviews are suitable for one person and are a standard format for interview video. It frames the person from the chest up which will make viewers focus on what the person says.

• Conversational Interviews an on-location interview in a talk-show format. It features the host of the show who is the interviewer on camera and a real time back and forth discussion. This gives the video a more casual feel.

• Remote Interviews are video call records of interview remotely between the host and interviewee. Since the pandemic, we have seen this kind of format more and more. It might not look the best, but it does the job as the plus side is you can interview another person without having to be in the same room across the country.

 

4.Behind-the-scene video – great with brand awareness

The behind the scenes lets your viewer see the exclusive insight in a process and tasks behind what you do, for example a making video. This type of video also showcases the team behind the project, the length and depth of work involved which establishes an appreciation and understanding of the project. This could be an interview video with key people who are involved who explain the tasks and thought process behind the project with footage of the project unfolding. Behind the scene videos makes for great brand awareness as it establishes a human connection as if sharing a secret hut also lets people see what they are paying for and may justify your price. It could be making a product or providing a service.

Amazon – What's behind your delivery.

 

5.Humorous video – great for online engagement, brand awareness

Making a video that make your audience laugh doesn’t just make them feel good, but also makes your brand seem relatable and trustworthy. Try to make a video funny, short, and punchy while making sure that the message you want to deliver comes across. This type of video usually comes in the format of an advertisement and it has the possibility to go viral if the video was planned well enough. As you can imagine, this does involve a lot of thought. What is funny to one person is not to another. Consider storytelling, with a punchline at the end.

Check out this hilarious baked bean commercial from Cinesite.

 

6.Vlog – Great with getting online engagement

A vlog (video blog) is a diary-style of video content when a person films themselves in front of a camera and explains thoughts on a specific topic or personal experience. This type of video makes a good human connection with the viewer as it gives the impression you are talking directly to them. Whereas vlog might be more popular towards influencer and content creator, brands can also utilize this type of video on various occasions. For example, you might use a vlog video style to show your audience your good-looking office area or have you team vlogging in a corporate trip and make a fun little behind-the-scene video.

 

7.How-to video / Explainer video – Great with educating viewers, online engagement, brand awareness

A how-to video is one of the most popular video contents out there, and rightfully so because it provides answer to viewer’s problems and builds brand credibility. You need to come up with a list of questions that viewers or your customers usually have and shoot a video addressing it. This can be done in a straightforward talking head style or hire someone to make an explainer video.

Explainer videos are basically a how-to video as an animation or motion graphic. Explainer videos tend to appeal new viewers as it is visually engaging and easy to follow and can explain a complicated process simply. They are also less intimidating. You make them by hiring a professional animator or motion graphic designer and making an astounding animation and employ a voice actor to narrate the video. However, do not think they are a cheap option to a filmed video, especially if you require unique characters (as opposed to stock animations) in the video.

Tall Emu CRM explainer video by us.

Kasra Design's explainer video on mobile app called "Mad Fliers".

 

8.Product Review – great for educating viewers, online engagement, brand awareness

Consumers tend to consult with friends or internet before making a purchase which is where product review video is doing so well on online platform. They provide the impression of a 3^rd party opinion. Our suggestion for this type of content is be honest. If the product review is done in a constructive criticism manner, your viewer will appreciate your honesty and your product sponsor will a get good feedback from you and even your viewers.  For brands, no, it is not a good idea to review your own product. But you can send a sample or sponsor the influencers or content creators, asking them to share their thoughts.

A variation of this would be where you demonstrate your product and its features on a more technical basis, rather than a “sell”. This can be by a person, or even involve a 3^rd party to demonstrate to and ask questions.

TRIMOS product demonstration video by us.

iPhone SE 2020 model review by Marques Brownlee.

 

9.Case study / testimonial – great with educating viewers, brand awareness

Case studies and testimonials help increase conversion rate. It is a social statement and proof from your customers that causes people to want something when they see others using it. To make a great testimonial video, try to find customer who’s gotten great results and have a great story to tell, so that the viewer can relate to their story and experience.

Here's an example of case study video from Colliers by us.

 

10. News Desk Report / Newsletter – For staff and consumer brand awareness

Many companies produce newsletters, magazines both online and in print. The problem is people do not have time to read them, but are actually interested. Many organisations now produce a news desk report to let staff and customers know what is going in in their organisation with links to more extensive coverage in the video description. It maybe a new member of staff, new product launch, company expansion or to make an announcement. Studios will use a green screen and have a presenter, or presenters if in multiple different languages, present the news desk show per the content provided. The video then is optimised for mobile devices and may include subtitles. The company then releases via their social media. Linked In or email.

Kent Indictus Chamber –  Monthly newsletter from a Chamber of Commerce.

 

We hope this article inspires you and help you in planning and making your video content. What we cover in this article is just some elements of pre-production planning and some of the video types, but this will help you find a starting point to create your own video content.

Coming up: The basic elements of our video production.

ClipCube Media offer practical training programs on “Inhouse Video Production”. See our variety of programs at https://inhousevideotraining.asia