Promotional videos are an art. One that, despite all the enthusiasm and investment, can still yield underwhelming results. The frustration isn't misplaced; marketers invest not only their budget but also their heart and soul into these projects. So what's the issue?
Video marketing's conventional path - from agency briefing to activation - is failing many brands. A video's potential shortcomings aren't always due to content or delivery. Instead, they stem from a flawed process that doesn't give creatives the in-depth insights they need. This leaves brands and their audience wanting more.
In the sprawling expanse of digital content, promotional videos are the shiny billboards of the online highway. Yet, creating a video that not only attracts eyeballs but also drives action is an intricate dance. Too often, marketers and agencies pop the champagne on launching a video campaign, only to see it fizz out amidst the sea of online content.
Why? A flawed process.
The Culprit? The Traditional Way We Craft Videos
Imagine pouring your heart, soul, and budget into a video project. Then, to witness its lackluster performance - the frustration is palpable. But here's the twist: it's often not the effort or the creativity that's lacking. It's the conventional journey of video creation that's letting brands down.
From the onset - agency briefing, ideation, production, to activation, there’s a huge scope for missteps. And the central issue? A lack of key insights at every turn.
Transforming Insights into Video Gold
To produce a promotional video that's a game-changer, you need more than a great team. You need strategy. Here’s a deeper dive:
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Audience Alchemy: Know them inside out. Beyond age and location, dive deep into the psychographics of your audience - their needs, desires, fears, and aspirations. Stakeholders, in their enthusiasm, may unintentionally project their biases, diluting the real message. The agency's role is not just to create, but to serve as a passionate advocate for the audience's true needs and desires.
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Unlocking Passions: What makes them tick? Emotion-led content is the key. Be it laughter, inspiration, or a poignant moment, tapping into genuine feelings can switch viewers from passive to passionate. Content that resonates does so because it speaks to an intrinsic need or desire. By understanding what genuinely interests your audience, you can create emotion-led content.
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Digital Footprint: Don't scatter your resources everywhere. Be present where your audience is. Know their digital haunts, their routines, and meet them there with the message they need. Because while it's tempting to maintain a presence everywhere, it's more strategic to focus on platforms where your target audience spends the most time. By understanding their digital behaviours and patterns, you can tailor your message delivery for maximum impact.
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Sharp Shooting with Messaging: In a world noisy with content, precision is key. Refine, test, refine again. Ensure your message not only reaches your audience but resonates deeply. By refining and focusing your core message, and even testing its reception, you can ensure it grabs attention and sticks.
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Finding Your Unique Beat: Regular market analysis isn't about copy-pasting success. It's about finding gaps, understanding opportunities, and positioning your brand in its unique light. By understanding your market landscape and identifying gaps, you can find your unique brand position. It's all about carving out a niche that only your brand can authentically occupy.
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Narrative Craftsmanship: A vast brand story is excellent, but distilling it into a gripping narrative is art. The magic lies in distilling your story into a narrative that’s both engaging and insightful. The goal is to position your brand as the ultimate solution your audience didn't even know they were looking for.
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Harmony with Your Promotional Video Agency: An agency should be more than just Producers and Executors; they should be strategic partners. When they’re woven into the fabric of your brand's vision, the content produced is nothing short of magic. When an agency is familiar with the brand's DNA, ethos, and long-term vision, the content produced is far more aligned and impactful.
Our Pledge to You
At Venture, we understand that crafting game-changing promotional videos is an immersive journey. We delve deep, excavate insights, and help you craft strategies that make every video a masterpiece. Join us, and let’s not just create content, but craft narratives that leave an indelible mark.
Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.
