Welcome to the ninth lesson in our Video Basics series. Here you’ll learn how to handle the logistics of creating video content that engages your audience and achieves your goals.
1. How keen is your boss on the idea of video content? What arguments will be most effective to convince them? Can you think of any video examples that will help change their mind?
2. How are you considering making your video content? Do you have an internal team with the right experience and resources? Will you work with an external agency? Make a list of the most important considerations for you when deciding who will create your content: for example this might be experience, past work, passion, strategic services and price.
3. Who would need to be involved in signing off on your video content? Whose input would need to be taken into account? Try to keep this to a core team of important stakeholders.
4. Is there anyone in your business who springs to mind as a natural in front of the camera? Even if you don’t plan on asking your colleagues to be involved in your video content, it’s useful to think now about who would be best to be filmed — in case you do decide to create an ‘about us’ film or take a tour of your offices.
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Creating a video is always exciting. But like any other marketing campaign, there will be challenges to overcome. From convincing your boss to picking the right colleagues to get involved, we’ll walk you through our best advice for handling the logistics of video.
Don’t forget that the right video agency will help you through every stage of this process. They’ll work closely with you so you can tackle the project as a team, rather than on your own.
Getting buy-in from your boss, or your boss’s boss, can be tricky. If they’re not keen on the idea of video content, or can’t see the value, it’s time to up your game. Once you’ve talked them through the benefits of a long-term resource that can be reused and repurposed in many different places, move onto an example they can’t ignore.
That might be a case study of video achieving incredible things. Or it might be a big, bold brand film with a real ‘wow factor’. You can’t watch Dollar Shave Club’s famous video and not want a bit of that for your business. The more relevant the example to your industry, sector or brand, the more powerful an impact it’ll have.
A great video agency will give you support throughout the whole video production process. Especially if you’re new to video, they’ll make all these steps easier. If you have questions or concerns they’ll be able to answer them as well as giving you the right advice at the right time.
Make sure the agencies you look at are professional, experienced, and passionate. We might be a little bit biased, but we believe video agencies that push their clients are the ones that get the best results.
Keep an eye out for those who take the time to understand you, your brand and what you’re really looking to achieve. Are they asking you to consider the bigger picture? Are they thinking about the strategy and distribution behind your video?
The death of many a creative project has come from too many people giving their input. When it comes to your video content, you want to make sure only the most important stakeholders are involved. That’ll generally be you, your boss, and maybe a few others.
Everyone in the business will want a say. Don’t let them have it. Be firm: don’t try to please everyone. Do what you set out to do with your video, but don’t expect it to be some kind of miracle cure for every problem in your business.
By expecting too much from a single video you’ll just set it up for failure. Instead, be clear on your objectives, and keep your core team small.
Some videos call for real people from your business to be captured on camera. If that’s the case, how do you decide who to put centre stage?
It’s generally best to pick those who will feel comfortable and confident being filmed. That’s not to say introverts can’t do well, but you may need to coax them more into the task. What you’re aiming for is authenticity — so think of those who are naturally expressive.
Whoever you choose to appear on camera, they can do well if given good direction. Explain how the video will be used and the impact it needs to have on viewers. Coach them on the kind of things they can say on camera. As long as you don’t throw your colleagues in at the deep end, they shouldn’t have a problem delivering an authentic performance.
Those were our top 4 ways to handle the logistics of creating a excellent piece of video content. Just remember that a good video agency will guide you through all of that while making the process feel smooth and simple.