Video marketing has been on many trendcasters‘ social media trends forecasts for 2016, and for a good reason. With more people gaining access to the internet the potential reach of online video is getting larger.
For brands there are many ways to incorporate video in their marketing strategies, from branded video content, to explainer videos found on brand’s home and product pages, as well as real-time storytelling through live-stream platforms like Snapchat and Periscope.
The added advantage for brands is with video they are also able to target their content to the right consumer and with a much smaller budget than traditional television commercial.
While appetite for video continues to increase, there is still some hesitancy from brands to use the medium. This is where Garth Jemmett and his company Flick Visual Foundry, come in. They are working to help South African brands to exploit the full power of video.
The company specialises in explaining complex information through the use of short films, interactive aids, flow diagrams and visual toolkits.
His company has done work for brands such as Liberty Life, the Green Building Council of South Africa and Essential Med among others.
“Video is an integral part to any marketing strategy. The fact that people are reading less because of time poverty shows you that you need to get your message out there in a dynamic way. Video is certainly one of the main ways to do it.”
What you can expect from the process
When a client first walks through their door the first thing they do is to listen, says Jemmett.
“Clients often have a good idea of what they want. We then ask a bunch of questions to gain more clarity. The questions are around budget, frustrations, sacred cows, where they want to use it etc. Finally we wrap the meeting with ensuring we have final consensus on the need.”
A typical project can cost a brand anything from from R25 000 and R100 000, depending on the production, says Jemmett.
During the creative process, Jemmett says the team will consider the best ways to “create a simple, but powerful video” to deliver on those needs expressed in the meeting comes next. This includes deciding on filming versus animating as well as the duration of the clip.
“We include client feedback each step of the way to ensure we’re on the same page from storyboard to treatment and sound direction and finally the filming and or animation,” he says.
Once you have decided to take the leap there are ways for the client to make the process as effective as possible, says Jemmett. Here are the do’s and don’t of executing the perfect video project.
DO: I think keep it simple. Share what makes your business unique. Talk to your customer in a friendly manner and tell them how to contact you. Don’t forget to make the video stand out. Never ever copy your competition’s video. That’s just bad taste.
DON’T: Don’t add things in after the fact. It bottlenecks the process, drives creatives crazy and you end up getting a production that’s not as slick as it could have been if you’d mentioned everything right up front.
DO: Have all your facts ready at the initial meeting.
DON’T: I think the big one is being cheap. “My friend’s aunty’s brother has a camera or just finished an animation degree. He can do it.” It’s like getting a suit made for business meetings by someone who’s got a sewing machine, but no experience. You end up just looking silly and wasting your money.
DO: Be sure you prioritise the most important and most relevant info. The rest is nice to have.
DON’T: Another big mistake is trying to include everything in the video. Do not do that! Keep it short, sharp and snappy. It must be like a breath of fresh air. That makes it memorable and gets audience attention.
DO: Learn from these video campaigns .
Old Spice – The Man Your Man Could Smell Like
Herman Miller – This Is You
Chipotle – Back to the Start
DollarShaveClub.com – Our Blades Are F***ing Great
