After a lot of thought and deliberation, you might have decided to start on a video marketing project for your company. Welcome to what will surely be a fruitful journey for your business, leading to increased engagement and conversions. What an exciting time! The first questions that most businesses ask themselves at a time like this are usually, Where do we start? What video do we start with?
It’s customary to start presentations with an introduction. “Hello I’m John and this is my idea.” The same principle applies to your video marketing campaign. You need to start with an intro video. Tell people who you are and what you’re all about.
What is an Intro Video?
Exactly what it sounds like, an intro video is a short, basic video that tells your audience about your brand, products or services. Not only that, this is the video that sets the tone for your content and is the video audiences will watch the most.
Find Your Objective
To start working on the script for such a video, you first need to decide its goal or purpose. Make sure your video has an objective so you have something to measure when you gauge its effectiveness. Your video can aim for awareness, education or persuasion. You can use this video to talk about your strong suits, things you know your customers are looking for such as how qualified your team is, how good your company is at achieving what it claims, and how your products are made.
Often when a consumer lands on your website they have yet to find out what exactly your business does, so an intro video placed on your homepage is the first step to effective communication with your customer. These just need to direct the viewer toward what they’re looking for while establishing credibility.
Keep the Script Precise
Whether it’s a general intro video or one specifically for your website homepage; intro videos do not require a long script. There are some products or services that require a lot of copy. If what you’re offering is so new that customers haven’t seen something like it before, you might need to do a lot more explaining. But if you have a target audience in mind that is already familiar with products like yours, it would be better to not over-explain. They would catch on within a few seconds and after that your focus should be on driving them to action.
The shorter and more concise your video is, the more effective it is likely to be. So an important part of writing your script is taking out everything other than what you want your audience to focus on. Leaving out details can actually drive more action than leaving in too many details. Try to use only a few seconds of explanation and move on to the call to action (CTA).
Include a CTA
Make sure your viewer knows what to do next. Viewers are usually willing to become customers but don’t know how. Where should they navigate to next? What should they click to learn more or make a purchase? If they never figure this out then no matter how visually appealing or informative your video is, it won’t get you the conversions you hoped for. The CTA is the most important part of your video, not the explanation. The entire video should be designed around encouraging the viewer to take the next step. Consider including an embedded button that stands out from the rest of the video and can be clicked on.
Keep the Video Short
People decide to watch your videos based on the video length. Videos that are 30 seconds to 2 minutes long get the most engagement. After this video engagement drops significantly. You want your products to appear as simple and accessible as possible and simple equals less time consuming. If the video is over two minutes, the viewer might decide it’s not worth spending that much time on. The goal is to get the message across but remember the shorter the video the better.
With the goal and length of your intro video decided, you are on the right track to developing an intro video that will communicate with your audience better than text ever will. Audiences are more likely to share videos when learning about a brand than text. Social videos generate 12 times more shares than text or images. No one understands this better than us at BluLux Media. To get started on creating an intro video for your website or social media channels, get in touch with us for a consultation.