How to communicate in video marketing?

Nowadays, video is an essential format within the marketing strategy of any entity. 90% of online shoppers state that watching a video about the product helps them make purchasing decision.

We make around 35,000 decisions every day, and only 1% are conscious. This means that most of the decisions we make every day, including the decision to purchase a given product or service, are influenced by elements that are not very perceptible.

If we talk about video, this means that we are not only influenced by the direct communication elements (such as voice-over, images or text on screen), but also by many other issues of indirect communication, such as light, color, composition or branding elements.

Before starting the recording or production of a video, we must be clear about what decisions we are going to make and what elements we are going to use. We must know how to answer all these questions:

• Goal: What do we want to achieve?
• Public: Who is our target audience?
• Message: What do we want to tell?
• Scope: What impact are we looking for?
• Infrastructure: What resources do we have?
• Budget: How much time and money do we have available?
• Distribution: What channel and format will we use?

With the answers to these questions, we can start working on our idea. It is true that the script has changed in the Youtube age, but always, before making a video, you must sit down and write or draw.

When writing about our video, we should think about key elements such as: the structure of the video, how we are going to start it to hook the viewer (hook), how we are going to end it and of course, what aesthetics we are going to use during the video.

But once we get down to work, what is the most important thing in a video?

I wish there was a right answer, but there is not. The best advice for making a good video is to pay attention to all possible elements, such as:

The text or the voice over are some of the elements to which the viewer pays more attention, so we must choose very well what message to transmit and how (what color we choose for the text or what kind of voice for the voice over).

Another fundamental element is the call to action. The viewer must know what to do and how to do it after visiting the video (buy a product, visit a website, go to a store…).

And finally, the elements of indirect communication, such as, for example, choosing the light with which we illuminate the subject influences credibility, or the way in which we compose the shot.

Or, the brand elements, which are an intermediate between direct and indirect communication, but fundamental for video marketing.

Using our logo throughout the video, prioritizing our brand color or using our own music, are some of the issues that will make viewers not only remember your product, but your brand.