Producing successful internet video means using proven techniques developed by advertising, video production company and marketing giants of decades past. These are available to your business today – and without any of the cost!
Think of it as free research, conducted at full price by your competition or predecessors. They learned plenty – use what works!
1) Control the look of your on-screen talent. The industry has long held that attractive people sell more products, but the real lesson beneath that idea is that appropriate-looking people sell more products. Look closely at TV advertising and you will find plenty of different casting decisions. Some advertising doesn’t rely on classic, movie-star good looks to get its point across, and your marketing video might not need to either. You’re looking to generate an emotional reaction above all – and whatever your product or service is contains clues about how to generate that reaction. One size does not fit all.
2) Music and sound is essential to generating emotional reaction. Find what benefit your product or service delivers and tailor the music to that emotion. Benefits such as profit, increased sales, capitalization, efficiency – these all suggest dynamic, active music. Comfort, convenience, luxury – these all lean toward the opposite end of the spectrum and call for peaceful, serene music. Don’t know what works best? It’s easy to try different music against your picture, allowing you to try to zero in on the best results. But don’t be careless about your source! Using music without a license is begging for legal trouble. Never assume it’s okay to use a track unless you have secured the rights! Use royalty-free or original music whenever possible.
3) The right words and right situation will attract viewers. Persuasion through emotional reaction is the goal of your internet video, which makes its phrasing essential to get right. Your words should be vivid and appropriate. Remember that empathy, humor, and even fear are used in successful video scriptwriting. Words allow you to set up a question or conflict, then deliver the solution – which is your own product. In internet production, it is the perception of value to the video that encourages its sharing and increases the likelihood it can “go viral”. Create the selling proposition in the most unique and bold, yet appropriate way and you can expect thousands to see and share the video on the basis of its novelty alone.
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