Intern Blog: Creating Video Content

As an engagement marketing agency, Good Monster prides itself on creating content that is engaging and entertaining across social media platforms. One of the many tools we utilize in our efforts to achieve this is video. The types of videos we create range from funny and ridiculous to more serious and informative. No matter the type of video, the desired outcome is the same. To get people to engage with the video and also with the brand. Whether we are making a 10 minute produced video, or a 30 second Snapchat story or a Musically, a lot of thought and effort goes into the production of the content.

Why Video Content is Effective and Necessary

The things that people share on social media have shifted away from images and over to video. Facebook, for example, has become a major outlet for sharing videos. Many companies are starting to see the value in producing engaging video content on social media leading consumers to interact and follow brands almost as they would a traditional ‘friend’.

Here are a few reasons why videos are effective:

  • The world is very fast paced. Individuals are always on the go, and want to be able to take their media with them. Rather than reading long text, people want to be able to watch or listen to a video while they are doing other things.
  • It grabs attention. Pages of text can often be a deterrent. Some people don’t want to sit down and read something. It’s going to take time, and more often than not, they won’t remember what they just read. According to Replay Science, if a video is available, studies show that 60% of visitors will opt to watch it before reading any text.
  • Videos have a long shelf life. A post on Facebook or LinkedIn typically remains in the news feed for 22 hours on average. This means that after those 22 hours, the post gets lost amidst the sea of other posts. YouTube on the other hand, is active and effective for much longer. Statistics show that the average YouTube video sees 40% of the total video views in the first three weeks. After four to twelve weeks of posting, another 30% of video views come in. Finally, 30% more of the views come in after 12 to 52 weeks of posting.
  • Humans are very visual. Although text can relay a message, there are certain factors that cannot be conveyed as well such as emotion and personality. Video also speeds up the explanation of visual concepts. Ninety percent of information transmitted to the brain is visual and visuals are processed 60,000 times faster in the brain than text.

Videos also deliver a 74% increase in a visitor’s understanding of a product or service, compared to pictures, and increase the likelihood of purchase by 64%.

How to Make an Effective Video

Making a video that is effective is not as simple as it may sound. There are many factors that go into creating engaging and informative video content. There are 4 main factors to consider when planning a video.

  1. The reason for the creation of the video. Why are you making the video? Are you trying to sell something? Give information? Or are you simply trying to entertain? Once you determine your reason, you will be able to move forward in a direction with much more focus resulting in the end product being extensively more effective.
  2. The feeling you want to evoke. The tone of the video is very important. Is the video going to be serious and emotional? Or is it going to be humorous? The feeling you want your audience to have while watching the video will decide the tone.
  3. The information you want the audience to take from the video the most. Effectively delivering information is very important. You don’t want your video to be bogged down with information that is not important. Stick to the main points you want to deliver and deliver them well.
  4. Who you are and how that will be conveyed. How do you want your audience to perceive you? If you are a business making a video about the work that you do, or the products that you offer, you want to make sure that you are portraying yourself the way you want your audience to see you.

Content Creation Process

Brainstorming. Sometimes we are creating a short snippet for Snapchat. Other times we are creating longer videos for clients. Regardless of the length or type of video, the process is the same. This is the part of the process where we figure out what kind of video we want to make. We come up with ideas and then determine how we are going to execute those ideas. If the video we are creating is for a client, we first consult with the client to determine what they want to achieve with the video. We can then discuss a timeline and budget. Here are some questions we might ask:

    • Why do you want a video?
    • Who is your audience?
    • What video style do you envision?

Pre-Production. This is the part of the process where we make sure we have all of the equipment we will need to successfully create the content. Some steps include:

    • Creating storyboards
    • Writing scripts
    • Finding locations
    • Obtaining supplies and props

Filming. Once we have hashed out the details, we set up the cameras and start shooting, often times doing multiple takes to ensure it is just how we want it. Some videos can be shot in as little as 5 minutes, while others can take several weeks of planning and shooting to execute.

Editing. When filming you are often left with minutes to hours of footage to sort through. You’re usually not going to use it all. This is where editing comes into play. Our videographer sifts through all the collected footage, makes cuts where necessary and adds effects to make a complete story. Typical actions include:

    • Adding music, effects or voiceover
    • Editing for sound and color
    • Adding titles and text
    • Reviewing project with the  team and getting client approval

Release. Once the video has been reviewed, often multiple times, the video is ready to be released.

Final Thoughts

Like photographs, web design and graphic design, video is a tool used to convey a message without the use of long form text. The Good Monster team works to make high quality videos that are engaging, effective and entertaining to whatever audience we are trying to reach. Some clients want video content, however, they do not know how to do it, or what types of videos to create. The Good Monster team helps these clients come up with a strategy so they too can have video content that reaches an audience. The proven effectiveness of video marketing gives companies yet another tool to use to help grow their business.