I’d like to thank the creative team at Original Six Media who took the time to put together the Do’s and Don’ts of Video, their expertise. I’d encourage you to reach out to seek their counsel, advice, and for your video production needs. Send an email to my good friend, Florence Ann Romano, to find out more about how Original Six Media can assist you and your business.
Do make a video and share it online. It increases brand engagement, time spent on your website, brand recognition, and your search engine optimization.
Do organize everything that needs to be said about your brand and identify your audience. Then start to take away the points that are redundant or may be uninteresting to your target viewer. Think about the story you want to tell and simplify, simplify, simplify!
Do partner with a video creative team who understands how to express and add to your vision, and is an expert with the video format you want to use.
Do make content that’s entertaining and short - consult your creative team carefully about any content over 90 seconds, and discuss strategies to keep your audience engaged by drawing them in at the beginning of the video.
Do let the video’s visuals help tell your story, not just the information that’s being said. Audiences respond well to fast-paced videos with quick editing styles, interesting imagery, and recognizable or energetic music.
Do structure the video’s message around what you know about your audience. A video for a brand geared toward college students will be very different from a brand focused on new moms.
Do use audience appropriate professional or academic statistics and graphics enhance the message of your video. It you are targeting others in your industry or field of expertise, trust your audience to understand the professional language of the video.
Do have a YouTube page for your company and post videos there. YouTube is the second largest search engine in the world and you can increase engagement with your company by tagging your videos, industry, and specialization appropriately.
Do share your video wherever you can: your website, your company Facebook page, your personal Facebook, Twitter, and on any other social media platform where you or your company has a presence.
Don’t try to accomplish too much in one video – you will lose your audience if the video is too long or monotonous. Think very critically about making a video that’s over three minutes in length unless it’s for internal use or instructional purposes.
Don’t make a video that should be a written blog post. Videos should be more than just a person talking to the camera: they should incorporate interesting visuals to captivate your audience and enhance their digital experience with your company.
Don’t rely on technology to be a substitute for a video professional. Your audience can tell the difference between an amateur and a professional video. A lot can be done with an iPhone camera, but beyond technology, a creative professional’s expertise is priceless when working with an established creative video company.
Don’t assume your video will get views if you simply post it on YouTube—a video that exists is not a video that gets attention. You’ll need to be prepared to keyword optimize it, advertise it, or put it in the forefront of your website if you want your audience to see it.
Don’t use music, logos or images that you do not have permission to use. You must pay for or otherwise license the rights to music and images to use them for your brand’s videos. Many businesses end up in unwanted legal battles for not licensing music and imagery in their videos or other social media efforts- even for something as seemingly small as having a person on camera in a t-shirt depicting brand or logo that is not licensed.
Don’t trust a company that promises that they can produce a viral video for your company without budgeting any plans and/or funds toward promotion. A lot of factors go into making a video go viral, including the content, budget, investment in spreading the video, the message, the focus, and the market.