Create an Effective Video Campaign

January 18, 2017
Contributor: Chris Pemberton

Select the appropriate form factor to capitalize on the video consumption trend.

Whether it’s Facebook Live, Periscope or a viral promotional campaign, marketers are paying attention to the popularity and opportunities of video. Their challenge is to select the right form factor from a myriad of video options. Results from video marketing have been mixed, but each video type offers unique characteristics. Marketers must select the option that makes the most sense for their end goal.

“Marketing leaders are sensing the opportunity with video but are more discerning as they consider their approach to video marketing” said Chris Ross, research director, Gartner for Marketers. After setting clear communication objectives for video marketing efforts, marketers need to understand the best video form factor for their needs.

“Video is a communication medium, not a marketing channel.”

Level of effort (LOE): Consider the amount of resources you want to invest in video. While new tools reduce some of the effort, some require a significant investment. Don’t forget to think about whether this is a one-off video or will be part of a series.  Even low LOE formats can utilize more resources than anticipated if they’re supporting a high-frequency marketing goal such as those used on social media.  

Communication focus (informational or emotional): Before you start planning, decide if you want the focus of the video to be emotional or informational. For example, a brand story video likely won’t convey a lot of specific information about a product, while an explanatory video won’t feel very emotional. The two aren’t mutually exclusive, but certain form factors will lend themselves more to emotional or informational. Nothing is absolute, but ensure form factors align with the orientation of the message.  

Brand alignment: Don’t forget to consider what makes sense for the larger brand archetype. For some companies, an authentic, intimate product demonstration would feel off-brand, while a more polished video would be on target for the audience and message. Although this falls into the subjective perceptions of brand stewards, it still must be part of the video marketing strategy process. Marketing leaders must have an innate understanding of the core characteristics of their brand and how marketing video aligns to the brand.

“Video marketing represents a significant content marketing opportunity,” said Mr. Ross. “Begin with clarity on the objective and purpose for marketing video. Then select the right video type for the communication and leverage new data-driven intelligence platforms and production tools.”

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