What Makes a Good Marketing Video?

Video has become a major part of the marketing toolbox. 

As it continues to become an increasingly important tool for organisations, it is important to understand what makes a good marketing video. 

As time goes by, more and more people will use marketing videos to keep up, which means, as with all content, it’ll become harder to stand out. 

The following factors are the key elements to making a good marketing video!

1. Clear and concise messaging:

If you start rambling on and on, or getting a number of messages mixed into one video, you’re going to start to lose people and run the risk of becoming boring!

2. Engaging visuals:

This is easier for some and harder for others. If you’re a business that is very visual, for example, a business where you are producing or making a product, it’s easy to make some engaging visuals. However, in a software or finance business, it gets more challenging; we might even suggest animations. This does mean you need someone with an eye for filming, if only you knew of a video producer?

3. Unique and creative content:

This is one of the hardest parts. The best thing that we recommend in this instance is using everything that makes your organisation unique. There’s no one else on earth that can be you, so celebrate your uniqueness! 

Your organisation will have features and quirks that nowhere else will have, so use them as a basis for your content. 

4. Quality production:

This doesn’t always mean having the best camera or equipment. Those things really do help and you should always strive to make it look as good as you can. But a quality production could also mean, making what you say worth hearing. Making the video useful for the viewer is also a big part of the quality. So yes, having top quality lighting, sound, editing and visuals is important. But the content is important too. Luckily a video production company will have experience with booths of these aspects, so be sure to listen to their advice. Again there is a company that can do this but i just can’t think of the name.

5. Target audience:

When planning your video, think of your target audience, who is it for? What type of customer? How do you talk to them in a meeting? Is it a friendly conversation? Is it formal? Then when you are recording your video, and you have to talk to the camera, try to think of a specific person. Pretend you are talking to them through the camera or pretend they are in the room. It seems silly at first but makes sense when you think about it. If you want more customers you need to talk to them specifically!

6. Emotion:

A good marketing video that elicits an emotional response are the best performers time and time again. Humour, empathy, anger, sadness, happiness; they all fall into this category and studies show that the most memorable videos are the ones that involve emotion. Whilst we can’t make videos that just make people cry all the time, think about pushing the boundaries of what’s safe when making a video. Don’t be afraid to be bold, most people commend it.

7. Call to action:

You don’t need to over do it with the call to actions. Sometimes a logo is enough. One email, or your social media handle would be enough. If you created something following the advice we’ve given and caused a reaction they will want to get in touch. You don’t need to paste the screen with too many contact details.

So there you have it, some of our top tips in creating a good marketing video. If you have any questions about what we’ve been through then get in touch!

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