Video Marketing Do's and Don'ts


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Video marketing is growing in importance and savvy marketers are giving branded video an increasingly larger role in their online marketing strategies.
Here are some tips to avoid videos that no one watches, are never shared, turn off or bore viewers.

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Video Marketing Do's and Don'ts

  1. 1. Video Marketing Dos and Donts By: Mikhaila Stettler CREATRIX INTERACTIVE CREATRIX INTERACTIVE Copyright 2013
  2. 2. Its a crowded noisy world out there!More channels than ever to connect with your audience,but more static too. Online video cuts through the static to emotionally connect with your target audience. CREATRIX INTERACTIVE Copyright 2013
  3. 3. Why Use Video? of viewers share video linksof Internet traffic this year will be videoincrease of time spent on a website with video higher viewer engagement then with static content CREATRIX INTERACTIVE Copyright 2013
  4. 4. 5 Reasons To Use Video CREATRIX INTERACTIVE Copyright 2013
  5. 5. Video Dos1. Stamp your video with your brand personality.2. Tell a story and make it personal.3. Keep it short.4. Start with a signature promotional video.5. Create a core set of digital assets.6. Produce a series, dont be a one hit wonder. CREATRIX INTERACTIVE Copyright 2013
  6. 6. Brand Your VideoMatch the video style and tone to your brand personality.Work off a brand brief that describes the: ■ Attributes, personality and characteristics ■ Emotional and functional benefits to target audience ■ Primary story motifs CREATRIX INTERACTIVE Copyright 2013
  7. 7. Tell A Story "Humans are wired to takein story. Personal emotional stories help us decide if we belong to your tribe." -Dr. Ravi Rao CREATRIX INTERACTIVE Copyright 2013
  8. 8. Keep It Short 50% of viewers drop off after 60 seconds. Generally its better to keep it under 90 seconds. CREATRIX INTERACTIVE Copyright 2013
  9. 9. Start with a Signature VideoStamp it with your Brand DNAThe foundational promo videoshould: ● Tell your brand story ● Establish tone, style and vibe for all your video marketing CREATRIX INTERACTIVE Copyright 2013
  10. 10. Create a Core Set of Digital AssetsFront-load your video marketing budget to produce brandeddigital assets which can be used over and over again.These should include: 1. An animated brand logo 2. A branded sonic signature (audio branding) 3. Original music (brand soundscape) 4. Animated title graphics CREATRIX INTERACTIVE Copyright 2013
  11. 11. Video Donts1. Dont cut corners on production value.2. Dont neglect audio, its more important than you think.3. Show, dont tell.4. Dont sell, relate.5. Dont forget a Call to Action. CREATRIX INTERACTIVE Copyright 2013
  12. 12. Dont Cut Corners on ProductionViewers expect highproduction values fromyour branded video. Payattention to lighting andart direction. CREATRIX INTERACTIVE Copyright 2013
  13. 13. Dont Forget AudioStudies show that viewers will nottolerate poor audio. This has todo with how your brain processessound- it’s all done in thetemporal lobe of the emotionalbrain.Invest in audio branding, musicand sound design to generatehigher viewer engagement andemotional activation. CREATRIX INTERACTIVE Copyright 2013
  14. 14. Show, Dont Tell Show people who look like your target market using and enjoying your products or services. CREATRIX INTERACTIVE Copyright 2013
  15. 15. Dont Sell, RelateDont confuse online videomarketing with advertising.Keep it real and personal. CREATRIX INTERACTIVE Copyright 2013
  16. 16. Dont Forget a Call to Action CREATRIX INTERACTIVE Copyright 2013
  17. 17. CREATRIX INTERACTIVECreatrix Interactive is a content strategy/production and video marketingcompany that specializes in converting target audiences to the lifestyle habitsand values of mission-driven LOHAS brands.Wed compelling storytelling with rich media to create emotional connectionbetween your brand and your target audience to reach, teach and prompt themto take action. Download the free report, “5 Keys to Ignite Lifestyle Change: Lifestyle Education That Works” Schedule a Video Branding Strategy Session @MikhailaCreates CREATRIX INTERACTIVE Copyright 2012