When you need to promote a new product, a special offer or a job vacancy, video is a great way to both grab attention and outline the benefits.
Some ideas to help you get going:
- Think out of the box. If you’re putting the video on Facebook, think about what will get people sharing. Are they really going to get excited by straight interviews? Maybe a film of out-takes or some kind of unusual stunt might get more attention.
- Keep your purpose in mind. If your purpose is to get people to buy tickets for an event, give them a clickable link within the video to send them to the booking site. And think about where you’re posting your video – if it won’t reach your target audience, then you’re wasting your time.
- Focus on how people will discover your video. A common approach on YouTube is to answer a common question that your product or service can answer. If you answer the question well and show generosity and expertise, you can hook their interest and link them on to another video on your website that tells them about your company in more depth and lures them ever closer to that all important purchase.
And some to avoid
Video for its own sake. Don’t waste your money – think about what you’re going to do with the video before you make it, not afterwards. If you’re working with a video company, get them involved early on.
Forgetting who your audience is. Give them what they want, or you won’t get what YOU want.
Short termism. A video on the web is a tool which has a life well beyond the first release. Keep promoting it and using it as part of your promotional toolbox.