When considering what your goal is for your video, it’s essential to realize that it’s not JUST for entertainment.
You’re a business, not a TV station... which are also business first, entertainment second if we're being realistic.
TV stations release content that will be most entertaining to viewers so that they will get the most eyeballs on their content.
The station that has the content that gets the most attention can charge ad agencies higher prices for access to advertising to these audiences.
The reason I bring this up is that you’re not the TV station, you’re the ad agency.
Sure, you want your video content to be entertaining and enjoyable, but at the end of the day, your message needs to convert with your audience.
Whether it’s getting them to buy more beer or donate to a good cause, a conversion needs to happen.
So, this brings up the next question, how do you create a video that converts?
This article will explain how to go about producing your video in a way that optimizes for conversions.
Step 1 Questionnaire
Most video production companies utilize a questionnaire to guide the production process.
This questionnaire is used to guide the videos production in a way that ensures the clients' message is powerfully communicated from script to animation.
So, when answering the questions in these questionnaires, whether ours or competitors, ensure that you are staying focused on a core message.
If you have too many messages in your questionnaire, your core message will be lost in the noise, and your video will be too long anyway.
We want the viewer to have a single take away that they can take action with, even if it’s just a piece of information that will help them on their journey in using your product.
Step 2 script
To make your script one that converts you need to do a few things.
First, ensure that while producing your script that you have it written clearly and concise.
Meaning to say the most possible in the least words possible, be efficient.
There will be a trade-off between the amount of information in the script and the length of the text.
So, to maximize this trade-off in your favor be clear and concise, ensure there is no fluff or noise, distracting from the scripts core message.
From our experience and the research, we’ve seen clear and concise always convert better than waffling on in detail (especially with cold traffic).
Step 3 storyboard
When it comes to producing the storyboard, you need to ensure that you’re focusing on illustrating the message that you’re conveying via the script.
By this I mean don’t focus on pointless scenes or making things overly complicated.
Think, how can I illustrate what’s in the script in the simplest yet most memorable way.
The illustrations of your video should be HELPING the audience retain the message, not distracting or confusing the message.
If your script is talking about the features and benefits of your new dog walking app, don’t show dogs walking in the park, explain the features and benefits of the app! Using screen recordings (and then maybe some dogs, everyone loves dogs.)
Step 4 voice-over
When it comes to the voice-over, we always recommend our clients, not to get too caught up in the individual intonations or pauses.
Too much direction can lead to a robotic, strange sounding voice-over that distracts from the messaging.
If the person watching senses something off with the voice-over, they won’t like the sound of the voice and are more likely to stop watching faster than they would.
So, focus on a natural sounding voiceover that’s pleasing to the ear.
Whether it be an energetic, or professional sounding voice-over, to optimally produce for conversions, it must aid the flow of the video.
So, because of that, I can’t stress enough on focusing on keeping the voice-over sounding gentle and natural.
Step 5 animation
When it comes to the animation itself, we need to focus on keeping it engaging.
Minimal movement is always worse than too much.
Watch for slow animation in your final production as this shows a lazy production team.
You need to keep the viewers’ attention with movement, we are programmed to stay attuned to moving objects, and tend to doze off when things aren’t in motion.
So, while your viewer won’t fall asleep during your video (unless it’s awful), they will at least become bored faster than they would and will likely click out of the video before you had the chance to get all the messaging across.
Music and sound effects
Sometimes clients don’t want music and sound effects.
I always recommend against that decision.
Just as with slow animation, removing sound and effects will make the video viewer quit watching.
Do you fall asleep in a quiet or loud environment?
Sure, you don’t want ugly sounds, but any sounds are better than no sounds in most cases, even if it’s generic.
You want music and sound effects that at the very least attempts to contribute to the rest of your video's design.
Step 6 Distribution
Once your video is complete, you then need to decide how you will go about distributing it across your audience.
There are so many ways to use an animated marketing video, and your video can be adjusted slightly to meet many more styles.
One quick tip is Facebook retargeting ads.
It’s the cheapest and most effective way to keep your audience a part of your re-marketing efforts.
Essentially you will set up your video as a re-targeting ad on Facebook, Instagram, LinkedIn, YouTube, and any other platform you think would be useful.
Your target this ad to an audience that has either generically visited your website in a certain number of days,
Or has performed a specific action on your website such as adding a product to cart or signing up for your free demo.
Because this audience will be so small, you will only need to spend 1 to 10 dollars per day in order to reach most of your audience.
Over time you will want to change the video as the dangerous part of this strategy is showing your audience the same piece of content repeatedly.
Try and add a new piece of content every month.
Deciding between a hand off ‘Done-For-You’ video or a more hands on High-End approach
When budgeting for your videos production, it’s important to consider whether you require a done for you or hands-on approach.
This can affect the converting ability of your video as in a done for you approach, you’re relying on the production team’s expertise, whereas with a hands-on approach you can combine both your teams and the video production team’s knowledge.
Lower cost video producers will typically offer an entirely hands-off approach, meaning the produce everything on their end and deliver a fully complete video to you.
This is great in terms of costs and can be useful if the team is excellent.
But in most cases, it will lead to a lower quality of work, and you’ll be less satisfied than if you had a say in the videos production.
If you are focused on quality and conversion optimization, we recommend taking a more hands-on approach.
Even though it is costlier in the short term, in the long run, you will have a higher quality of content that people will want to watch, meaning your message gets through much more than if you have a pre-produced piece of content delivered.
If you look at everything, we discussed in the above sections you will notice one thing that pops up most regularly.
Keep things focused, have a single point in a video, especially if it’s too cold traffic, you have more points deeper within the funnel.
The video needs to be focused on a single powerful thing that resonates and engages your audience enough to take the next step forward to becoming your customer or client.
If you want to create an attention converting video, the production process should be entirely focused on a single point.
If you're interested in learning more about how a video marketing production strategy can impact your bottom line without spending exorbitant amounts of time and money check this out.
- What is an explainer video? (Dylan Sigley)
- Sales Video – The 5 Keys to A High Converting Video
- Marketing Strategy – Top 5 Ways to Implement Video Content