Video advertising campaigns are no longer a “nice thing to have” for your company’s website, Facebook page, or Twitter feed. They are a critical component of all branding, and should be central to your overall marketing strategy.

Thanks to the leaps and bounds made by technology in recent years, video production has become more accessible to companies of all sizes. But while the tools are now quite literally at our fingertips, the principles behind the medium remain the same.

Refer to this handy checklist to see if you have the right stuff to get your video advertising campaign off the ground and gaining attention.

• You’re going to need a script: If you’ve never written a script, it may be wise to outline potential copy and related visuals. Keep in mind that video is a different animal than, say, blogging or web copy. Keep things conversational and concise, and get right to the point. When you’re happy with the way things look on paper, be sure to read your script out loud. If the words that sounded so right in your head don’t sound natural when spoken aloud, make adjustments.

• Choose the right camera for the job: In today’s marketplace, almost everyone has a high-functioning video camera in their front pocket: a smartphone. However, while the video function on your phone may be great for getting impressive off-the-cuff video footage, campaigns requiring better production values will demand more dedicated equipment, such as DSLRs.

• Set the stage: Sure, some viral videos have been the product of nothing but an iPhone and a whim. But for a more polished look, you’ll need to invest in all of the bells & whistles that build a better video, such as tripods, sound equipment, lighting, and more – not to mention a dedicated space in which to stage your video advertising campaign. In-office studios are phenomenal, but also costly. Enlisting the help of an outsourced video production studio can often yield a more accomplished end product on a budget.

• Get starry-eyed: If you’ve always wanted to be a performer, you might try your luck in front of the camera. In fact, some people are remarkably capable, charismatic, and camera-friendly with little to no training, whatsoever. Others may prefer hiring professional actors, however. If that is the case, consult a qualified staffing agency to help you find the best local talent for your production.

• Intrigue: Finally, your video advertising campaign hinges on emotion far more than logistics. If you don’t first understand your audience, every camera trick in the world won’t be able to help you. Rallying the audience to your way of thinking requires you to do the following:
  • Be a storyteller. Construct your brand’s narrative – but don’t give away the ending! This will engage the viewer and prompt them to follow through when faced with a Call to Action.
  • Be consistent. Stick with one theme and/or through line. Resist the urge to make your video advertising campaign an “everything including the kitchen sink” endeavor. Overwhelming viewers with messaging, imagery, and other material that is only tangentially related to your subject is a surefire way to lose their interest. Be continuously conscious of the flow.
  • Make ‘em laugh or make ‘em cry: But make them feel something. Pull on those strings, whatever they may be. Stir up emotions in your audience, and your video will make a memorable impression, and probably some leads as a result.

Maslow Media Group can draw from our worldwide network of freelancers to assemble a stellar crew for your next video advertising campaign. We offer script to screen production services, and our specialists can work with your budget to fully realize your vision.  Interested? Contact us today.