Search Tendo
  • Skip to primary navigation
  • Skip to main content
  • Skip to footer
Tendo Communications Logo

Tendo Communications

  • Services
    • Content Strategy & Experience
    • Content Marketing
  • Work
  • Blog
  • Resources
    • Content Best Practices
    • Content Glossary
  • Company
  • Careers
  • Contact
  • Search
Insights

3 Questions for Your Video Content Creation Process

by Tendo Team

October 26, 2015

Tweet
Share
Share

Video marketing is one of the most effective ways to both share your story and reach audiences. Reports show organizations that use video in at least one marketing channel have 27 percent higher click-through rates, 34 percent higher web conversion rates, and, most importantly, grow revenue 49 percent faster year over year than organizations that don’t incorporate the medium.

Still, not every piece of video is right for every situation. A video clip is not a square peg that can fit into any round hole and attract customer engagement. To get the best results from a video campaign, you need to know—and choose—the best visual options. Would your campaign be better served by an animation? Should that animation be line-drawn or computer generated? Should you produce a talking head video when Vine videos have been proven to resonate with your audience? (Hint: Probably not.)

Regardless of your messaging, asking these three questions will steer you toward the path of most engagement:

  1. What are you trying to say?
  2. Who do you want to hear it?
  3. How should you say it?

Say what?

Ideally, the various pieces of a marketing campaign tell different parts of the same story. They are unified in their messaging. The temptation with video is to “add a line about _____.” It’s understandable; video offers the ability to convey a lot of information in a short amount of time, so it makes sense to want to get more bang for your buck. But consider the consequence of combining or flat-out mixing messages: Viewers leave with two diluted messages instead of one clear call-to-action. It’s important to stay on message.

Who’s listening?

Know your customers. Know the virtual water coolers around which they gather. Learn their preferred ways to receive industry-related information. Audience research will help you discover where your customers are—and where they are not. Business decision makers may be on LinkedIn, and influencers might be on Instagram, yet both could be attending a regional conference or subscribing to digital magazines. This begs the question: Where should your video show up?

What does it look like?

The type or theme of your video is not the same as the style of your video. Video types include profiles, feature announcements, anthem videos, case studies, tutorials, and event videos. Video styles include live-action, animated, live-streaming (Periscope, Livestream, Broadcast Me) and short-form (Vine, Instagram, Snapchat). Types and styles should be mixed, matched, and optimized for your audience. For instance, creating a short-form video from your event’s keynote speech makes sense. It doesn’t make sense to capture the main ideas from that speech in animation. An animation may be ideal for a tutorial, while a live-action explanation could cause further confusion about an already complex topic.

Lights. Camera. Action.

Knowing what you want to say and who you want to hear that message can help you decide where to place your video content. Selecting the appropriate video type and style can make your messaging more effective. The challenge, though, is that some video styles won’t fit with your brand. On the other hand, some may suit your brand perfectly and you just don’t know it!

Once you have an idea of the type of marketing video you want, shop around. Your video marketing partners will have additional ideas. Video is an art, after all, not a science! You may not know exactly what works until you see what doesn’t. Choose a vendor that understands your brand and can add creative value. Together, you’ll build your organization’s video standards and better engage your potential customers.

Tweet
Share
Share

TAGS

Video (15)
Return to Main Page
Previous Article
Next Article

Something went wrong with the twitter. Please check your credentials and twitter username in the twitter settings.

Subscribe

Get the latest content strategy and content marketing insights and examples from the experts at Tendo.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Footer

  • LinkedIn
  • Twitter
  • Facebook

inquiries@tendocom.com

Stay Current

Subscribe to the Tendo View Newsletter to get insights on topics and trends that affect your
content marketing and communication programs

Newsletter

  • This field is for validation purposes and should be left unchanged.

Get In Touch

Tendo Communications
San Francisco Office
535 Mission St., 14th Floor
San Francisco, CA 94105

Phone: 415.369.8200
Fax: 415.369.8222

Briefly Noted

Something went wrong with the twitter. Please check your credentials and twitter username in the twitter settings.

  • Home
  • Content Strategy & Experience
  • Content Marketing
  • Work
  • Best Practices
  • Glossary
  • Blog
  • Company
  • Careers
  • Contact

© 2023 Tendo Communications, Inc. All Rights Reserved · Privacy Policy · Terms of Service · Privacy Tools

logo
  • Services
    • Content Strategy & Experience
    • Content Marketing
  • Work
  • Blog
  • Resources
    • Content Best Practices
    • Content Glossary
  • Company
  • Careers
  • Contact
  • Search
Tweet
Share
Share