Creating a video marketing campaign successfully requires thinking ahead about where your videos will meet your target audience before you ever cast an actor or pick up a camera. In other words, you’ll need to choose the platforms on which you’ll share your videos at the start of your video production process. The platforms you choose will determine the finished product, including length, message, and aesthetics.
Ideally, you will have thought about how to reach your audience where they are most active even earlier, such as when creating a customer avatar of your target audience. If you haven’t, let’s go over key considerations for choosing the right platforms.
Meeting Your Target Audience Where They Are
When deciding on the right platform for sharing your videos, look at the target audience first. Your ultimate goal in producing these videos is for the right people to see them and take action, so you need to determine which platforms facilitate this engagement the best. Certain demographics statistically prefer some platforms over others, so there is no one-size-fits-all solution. The growth and engagement statistics for these platforms also change every year, so it’s important to research the most recent data and keep an eye on the changes as you continue your efforts.
Take a close look at your customer avatar. What is their age? Are they single or married, and do they have kids? What career are they likely to have? What kind of hobbies are they likely to enjoy, and what do they do with most of their free time? The answers to all of these questions will help lead you to the right platforms for their demographic.
Platforms to Consider
Social media has a few major players along with some lesser-known platforms. It can be tempting to only consider the big platforms – and you should try to have a presence on them – but it can also be extremely lucrative to invest time on platforms that are more niched if your target audience calls for it.
Facebook, for example, is still the most popular social media platform out there despite slowed growth. Having a business page on Facebook is a huge asset to your marketing efforts because it acts much like a search engine. If your target audience includes millennial suburban parents, for example, it might be worth your while to spend time there. In 2022, people in this demographic likely have a Facebook profile and join pages and groups related to their local area and interests.
Instagram, Snapchat, and TikTok are also major players in the social media space but tend to appeal to younger audiences. Trendier, visual-first shorter content often thrives there, making it a great place for microcontent targeted at Gen Z. Twitter and LinkedIn are better places for professional connections and serious conversations. The oft-forgotten Pinterest works well specifically for artists, creatives, and small businesses that sell unique products.
At Monzo Media Productions, we get great results for engagement on LinkedIn because that’s where our network lives and how we connect with our clients. We still spend some time on other platforms to keep a presence because leads can come from anywhere, but our ROI for LinkedIn remains superior.
Producing Videos With Platform In Mind
Identifying where your target audience lives is only half the battle. Now, you need to consider how your videos will work best on these platforms. Each platform has its own tools, features, and limitations for posting video content, so you’ll need to establish these in advance.
For example, you want to make sure you have great visual captions for a place like TikTok but worry less about these captions on other platforms. On LinkedIn, you can get away with posting an entire traditional marketing video, but on Instagram, you’re limited in time and format.
Each platform also has its tone and style – a humorous or disingenuous video might do well on Twitter, but LinkedIn would call for a more professional product. User behavior also makes a huge difference. Instagram Reels, for instance, will only keep promoting your video if viewers spend more than a few seconds watching and engaging with likes, comments, and shares.
If you’re inexperienced with the platforms on which you believe your target audience lives, it’s important to spend time learning about the intricacies before you produce your videos. Contact Monzo Media Productions for more guidance on choosing platforms for sharing your videos.
Without a clear target audience for your video marketing campaign, you might be completely missing the mark and not getting results. After all, how do you know what your message should be and how to communicate it if you don’t know anything about your potential customers? We urge our video production clients to create a detailed outline of their target audience before they invest any more time and effort into video production because the audience will determine everything going forward.
To help you get started, let’s talk about what we recommend for this part of the process at Monzo Media Productions.
Identifying Your Niche
When you’re running a business, you most likely have a niche – a specialty that makes you stand out from the crowd. For example, if you’re a private school that specializes in helping students with learning disabilities and you’re looking to build the ultimate school video marketing campaign, you will stand out from other private schools by marketing to families dealing with learning disabilities. Further, if you’re a boutique store, you might become well known for your unique offering of exclusively organic and fair trade products.
Once you’ve identified your niche, you can more effectively decide your target audience and formulate the perfect video campaign.
Creating Your Customer Avatar
By this point, you’ll understand your specialty, but you might need to dig deeper into what kind of customer would be interested. Before you even consider doing the video, you’ll want to have created at least one customer avatar. Customer avatars are an effective tool for identifying your target audience because they help you visualize exactly who your marketing campaign is targeting.
While your general target audience might be “local parents of students with learning disabilities,” you’ll want to detail these potential customers even further by giving them a face. For example, you’ll want to think about their age, where they live, their income level, their interests, and their desires. As you keep digging, you’ll give them a name and personality that helps you speak directly to them as a person rather than a monolith.
Sharing Your Target Audience With Your Video Production Company
Having a customer avatar – or a few, depending on your target audience – will help your video production company to walk you through the best campaign decisions. For example, they’ll be able to help guide you in crafting messaging that would be most effective for your customer avatar. They’ll also be able to help you determine what types of aesthetics and visuals would be most appealing, and ultimately how to reach your target audience where they are most active and open to hearing your message.
For example, your video production company will encourage you to use urban visuals and shots when speaking to an audience that lives in an urban area. They’ll encourage you to use testimonials that highlight student success for athletes if you’re looking to build up your athletic program at your school. If you’re speaking to a student, you’ll want to share a student experience that highlights what a student would be interested in rather than what a parent would want to know.
Distributing Your Marketing Video to Your Target Audience
Finally, the length, format, and visuals will also depend on your target audience when it comes to distributing the marketing campaign. While best practice for video marketing is that all your videos stay under a few minutes in length, some platforms require under one minute or might promote videos more when they are only a few seconds long, also known as microcontent. Determining where your customer avatars spend most of their time, such as on LinkedIn versus Instagram, will help you decide on the finished product.
At Monzo Media Productions, we take video production one step further by helping our clients plan out their marketing strategy beyond production. If you’re interested in learning more about how to identify your target audience, how the customer avatar affects your video, or how you should promote your videos once they’re completed, send us a message.
For most businesses and organizations, a figure like “8% of your income should go to marketing” is daunting to hear, especially if you’re just starting out or have small margins. As a result, it can be tempting to stretch every dollar you have and put all your eggs in one basket.
In the video production world, that often means we see companies deciding to produce one marketing video and use it for several purposes. Branding videos are frequently used as recruitment videos – which isn’t terrible, but it isn’t ideal.
Below, I’m going to cover the difference between branding and recruitment videos and talk about why you’re better off investing in two distinct videos.
The Branding Video’s Call-To-Action Phrase Isn’t Effective
Your branding video is supposed to tell the story of your organization. It ultimately explains why customers, clients, students, and donors should choose you as a brand over other offerings on the market. These branding videos can come in many shapes and sizes – voiceovers, testimonials, animations, etc. – but they will always include a few key elements. The most important of these elements is the call to action.
Branding videos have the goal of getting more leads and directing prospects through your marketing funnel to “make the sale.” In other words, if you’re creating a school branding video, then the video urges viewers to enroll. If you’re promoting a product, then the video will direct the viewer to learn more about the product on its sales page.
Long story short: someone looking to apply for a position at your organization is not looking to hear a sales pitch for the product or service. Certainly, they might be interested in watching the branding video to get a better feel for the organization’s story and mission, but the call to action is meant for customers and clients, not job-seekers.
If the only marketing video you have is a branding video, then job-seekers are left with significantly less relevant information and motivation than they need.
Recruitment Videos Are Produced With Job-Seekers In Mind
It’s not the branding video’s fault that its message isn’t effective for recruitment. Recruitment-specific videos exist for a reason. Job-seekers are looking for much different information than potential customers; they want to know why it would be so fulfilling to work for your organization, not why they should enroll as a student or buy your product.
Many organizations tend to ignore this disparity between the two messages, but you could be losing out on a significant amount of potential hires who might have otherwise chosen to apply because of a video that was made with them in mind. You might be thinking, “If they watch the branding video, they’ll still learn about my organization’s mission and be inspired to look for a link to apply,” but that’s not always the case. Being forward about your desire for them to apply and making it as convenient as possible to do so is the best way to gain new applicants.
Not to mention, recruitment videos will include very different perspectives when it comes to elements like testimonials. A recruitment video might have inspiring first-person narratives about how working for that organization has changed someone’s life, while a branding video might include testimonials from past customers about their satisfaction with the products.
Higher-quality talent is also more likely to apply when they see that you’ve invested in a recruitment-specific video. You’ll be able to target exactly the types of applicants you are looking for through your messaging as opposed to pulling in anyone who sees your branding video. You can include testimonials from employees who work in the same field in which you’re hiring or a message from the CEO speaking directly about the type of hire that would fit the organization best.
Invest in Better Talent Upfront With a Recruitment Video
The difference in message between a branding video and a recruitment video is significant enough to warrant investing in two separate videos. Job-seekers might be interested in the branding video, but they’ll still need further prodding to apply from a video tailored to their questions and needs. You might even find that having two separate videos improves your data collection and analysis when you’re attempting to evaluate just how effective your branding videos are in your marketing funnel – the numbers won’t be as skewed by views from job-seekers.
If you need further help in determining whether you need to produce a recruitment video, contact Monzo Media Productions.
A major theme of marketing that we communicate to our clients is that it’s best to have multiple marketing assets rather than just one. Marketing campaigns are more effective when they focus on specific targets rather than a general appeal to a large audience, and results matter when you’re investing a large sum in the growth of your organization. This theme permeates every marketing decision you make, including the production of testimonial videos and case study videos.
Sometimes our clients are surprised when we distinguish between the two, and it’s true – testimonial videos and case study videos can be similar and overlap each other in purpose. At the same time, there are nuances to each that make them effective in different situations. How do you know when to use one or the other?
What is a Testimonial Video?
If you already have a marketing video for your organization, such as a branding video, you’re likely familiar with filming testimonials. For example, you might have asked a few satisfied clients to speak briefly about their experience with your company and products or services. Testimonial videos take this idea and expand upon it to create a testimonial-specific video.
Testimonial videos exist to showcase social proof of your organization’s effectiveness and the value of your products or services. While reviews online can be great, many people often still question the validity of these reviews or might not be able to emotionally connect with written testimonies. Video testimonials are valuable because they provide an added layer of proof and communicate the emotional subtleties often lost through the written word.
How is a Case Study Video Different?
While testimonial videos showcase social proof in a very human and emotional way, case studies show proof of value through data. Case study videos also dive into the specifics of a situation. They present the beginning, middle, and end of a customer or client relationship with your organization.
Case studies will present the initial problem, discuss all the actionable items that your organization set, talk about the process, and present the results. They will include raw data and numbers if applicable rather than just the emotional value found in a testimonial.
Testimonial Videos and Case Study Videos Still Overlap
While I’ve done my best to distinguish between testimonials and case studies, there is significant overlap. Testimonial videos are certainly more powerful when a client is articulate about the beginning, middle, and end of their experience or the specific results they saw. Case studies can also be more stimulating when an emotional aspect of the situation is communicated.
A good example of the difference would be a testimonial video vs. a case study video for an HVAC company that focuses on saving clients money. In the company’s testimonial video, the customer would talk briefly about how fast, efficient, and helpful the company was during the process. They might talk about the great customer service or friendly employee they encountered that made the experience enjoyable. A case study video would show the raw data of the problem the customer presented to the company juxtaposed with the data showing just how effective the company was at solving the problem – “the client went from paying X amount of dollars a month to only Y amount!”
Having Both Testimonials and Case Studies is Most Effective
You might be thinking that having both testimonial videos and case study videos seems like overkill, but it’s important to recognize that your audience is full of people with different personalities and preferences. While some customers might find it more stimulating and persuasive to hear about the emotional effects of your services and products, others might just need to see the numbers. It’s best to offer both so that you aren’t alienating one huge section of your prospects.
If you’re interested in seeing some examples of testimonials and case study videos, you can browse our reviews page.
Looking to start building up a catalog of testimonial videos and case study videos for your organization? Contact Monzo Media Productions to get started.
With any creative service business, one of the most significant considerations in partnership is the price. Of course, budgets and pricing matter – you should never sign on for more money than you can afford no matter how great that company might be for your project. At the same time, fishing for a business that will come under budget for your project only for the sake of saving money can present its own host of problems.
Before we get too far, Monzo Media Productions is not a law firm, so this blog does not offer any legal advice. Instead, I want to help you realize that contracts are more than just pricing. It’s wonderful if a business can fit into your budget, but it’s important that expectations beyond the budget are discussed at length before you sign the contract.
What Else Is In A Creative Service Contract?
First things first: the proposal, quote, and contract are different things. You should receive a proposal first to get a feel for how the business will meet the needs of your project and if your visions align. They should also give you an idea of their pricing so you can decide if more serious talks about entering an agreement with them are necessary. On another note, it’s also important to understand the difference between a freelancer and a company, which could change the way the entire process looks.
If you choose to move forward, both parties should set exactly which services will be done and the business should put together a more formal quote. You should also receive a separate contract that outlines the entire business agreement in more detail.
Once the proposal and quote are set aside, the budget is no longer in the spotlight. Your new focus should be exactly how the business defines the scope of the project, the timeline, and their terms for dealing with delays, payment, cancellation, and more.
This is the time to read every word and make sure you fully understand the terms to which you are agreeing. This legally binding contract could force you to pay for parts of the project regardless of your satisfaction, allow the business to delay deadlines even when you aren’t flexible, and more. Further, less experienced or vigilant businesses might leave terms vague or completely missing, so it’s a good idea to bring up these concerns.
Why Proposal Meetings Are So Important
Having a detailed conversation from the start is so important to avoid miscommunication, misunderstandings, and dissatisfaction during projects. I personally like to have proposal meetings rather than only sending proposals to potential clients for that reason. Both sides should have the opportunity to ask questions, further explain expectations, and iron out any details so that everyone is on the same page before a contract is signed. It’s even better if you know what to look for when hiring a company before you start these discussions.
I’ve often found that potential clients bring preconceived notions from other projects to the table subconsciously. They might have had a previous business offer a certain number of film days, a quicker-than-usual turnaround, or even complimentary services that otherwise might cause extra fees. These expectations are not intentionally hurtful to the partnership, but they can and will affect the experience if not addressed right away.
Being “Difficult” Now Means Being Satisfied Later
I get it – being confrontational isn’t in everyone’s comfort zone. At the same time, creative businesses should be well prepared to address concerns and reach agreements. If you don’t feel comfortable with something in a contract, or you need further clarification on terms, there’s nothing wrong with asking for their input.
Make sure that all details are ironed out not just with video production but with all business. As always, you should ask a lawyer about any legal questions you may have before you go ahead with signing any contracts.
For more advice on working with creative businesses, contact Monzo Media Productions.