In the last blog, we talked about what a branding video is, what goes into it, as well as the importance of having one. One of the elements we discussed was the fact that you can include testimonials from your clients or customers to help tell your story. Taking that to the next level is having a testimonial video. These types of videos will help elevate your brand by providing deeper stories about clients or customers who have used your product or services, what it was like, and how it has changed their lives.
You might be thinking, why do I need a testimonial video? Aren’t Google and Facebook reviews good enough? While those types of reviews are great and you should absolutely continue to utilize them, a video testimonial allows you to dive deeper into the customer experience. You’ll also be able to see and hear all of the subtle (or not subtle) emotions that the testimonial is giving and it’s also a great way to enhance the social proof that you are legitimate. There are times you might wonder if these written are legitimate testimonials or is it just an employee, friend, or family member helping bump those google and Facebook reviews (which is a big no-no!). It is much more difficult to fake a true video testimonial, hence it allows for more authenticity of your brand.
In terms of thinking about how to create a video testimonial, you can do it in a few ways. You can compile short soundbites of all of your video testimonials into one video to showcase the volume and overall theme of your consistent success or you can have one video per customer. Personally, I prefer focusing on the latter because you can then focus on each customer and each story of that experience. It’s also valuable to do it that way because when you are marketing the video on your website or social media, potential customers may be looking for a specific question or concern they have. Having a video testimonial that focuses on that objection and overcoming that objection is a great way to provide value to your potential new customers/clients.
In regards to where video testimonials land in the funnel- they are great for retargeting ads if you are running social media ads and you can tailor which testimonial is appropriate for which audience. After a potential customer gets a chance to learn about what your offering is and what makes it unique, now they will be looking to see if it’s legitimate and if it works. Lots of studies show that people are more likely to buy when they see testimonials and reviews. It can often be the tipping point of your conversion rate.
Testimonial videos should be less about facts and more about the emotional connection on why someone should buy from you. How does your prospect feel before they work with you? What is the experience like? From there, showcase what the outcome is that has changed the life or the business in a positive manner.
Check out a few examples of a testimonial video here:
For only being 5 words, it’s a pretty loaded question. Branding videos can look so different in so many ways. From the structure, purpose, and the platforms it will be used on. One would think that would be a tough question to answer. However, I like to define branding videos like the following:
“A branding video is the video that is the flagship of your brand and marketing for your organization. It showcases who you are, what you do, and what makes you unique in the marketplace by creating an emotional connection with your audience. Ultimately, it is your main video that tells your story and value proposition”
The approach you take towards your branding video may vary based on your product or service, but the definition used above shouldn’t change.
There are lots of different ways to approach your branding video:
- Classical Branding Video – This generally comprises interviews, testimonials, and B-roll that matches the story that is being told. Adding in some nice music and motion graphics also helps tell the story of your organization. This has the perfect blend of engaging and educating the audience in how your offer is unique. Here is an example of a branding video:
The Bridge Club
- Animated explainer video – This is a type of video that is often used to make sense of some abstract concepts. Sometimes trying to film these visuals aren’t the best way to tell the story in a video, so using motion graphics to enhance and showcase these visuals are a great way to get the points across and showcase your value. Here is an example of what it could look like.
My Home Inventory
- Voiceover video – Similar to the animated explainer video above, this type of video uses a script and a voiceover to tell the story and uses B-roll to help support the story. Rather than interviews and talking heads. This is often found in TV ads but it doesn’t mean it has to be corny. You want to make sure the script is compelling and connects with the audience on a deeper level. You will probably need more b-roll for this type of video since it will be filling the spaces where you’d have interviews in example 1. Having a script and storyboard will help navigate you through this process. Here is an example of what a voiceover video looks like:
Portion Pro RX
These are the basic 3 types of branding videos you can implement.
The branding video is possibly the most important video to have, so make sure it is clear, concise, and is on-point with your brand and messaging. If you have any questions feel free to reach out to us and we’ll be happy to help!
After all the days, weeks, hours, whatever amount of time you put into your video…Congrats! You are almost done! But there are still a few more items to attend to finalize the video and start using the video for your marketing.
- If you haven’t yet, make sure you get your color grade on point and finalize any last-minute sound fixes (even levels)
- When exporting your video you might need to export a few different versions with different codecs depending on where the video is going. Most likely it will be going on a few different platforms and some of these platforms have different codec requirements.
- Make sure you grab a couple of different thumbnail graphic (stills) options from the video. You can test them out to see which ones perform better.
- Wherever you are uploading them to the cloud make sure all the people who need access, have access to it, whether it’s dropbox or google drive or something else.
With the video all set it’s now time to start using the video for your marketing. We’ve come full circle since the initial pre-production process and most likely during that process, you had some initial ideas as to where the video is going to be used. This is where you finalize that plan and start implementing it. Consider these points:
- What are the best practices for uploading this video to the various platforms? Does each platform have different suggestions or requirements?
- Utilize captions for all of your platforms when possible. You can check out our other articles on social media video marketing to learn more about that and your options.
- Depending on your audience you may favor or focus on one platform over another. That’s okay!
- Figuring out how you are going to track the data on the video is important too. With organic options sometimes that’s a bit difficult. Using Facebook ads or other social media paid ads is a great way to not only expand your reach but get very clear numbers in how your video is performing.
You can learn more about specific video marketing tips on our blog. They range from where to put them on your website, email marketing, social media, and more! Remember video is not just a one-and-done thing. The best way to get the most out of your video for your business or organization is to have a multi-video strategy. You can check out our blog also types of videos to create for your business or organization.
Now go out there and tell your story!
Video Production Process Series
After all of the filming has been completed, it’s now time to get to the editing phase. This is where you take all of the footage shot, all of the interviews, and turn it into a compelling 1-3 minute video that tells the story of your organization. Sounds easy right? Well, not always. You mostly likely have hours of footage captured..how do you trim that all down to 1-3 mins?
The key is making sure you follow your story structure or script (and you can check out more on that on one of our previous blog posts). That will help you determine what is essential and what is not. The footage that doesn’t make the cut but is still good to have, you can repurpose that for something else.
Here are some other things to consider when in editing mode.
- Have an effective intro. This should be an eye-catching 2-5 seconds that will entice your audience to continue to watch. Most of the time organizations will start with their logo that just fades in… which is one of the biggest mistakes. A good intro should have fast cuts, unique shots, and the best shots in the overall video in the first few seconds.
- Having great music. Since audio is 50% of the video experience it’s important to make sure you have a good soundtrack. Luckily there are tons of websites that have royalty-free music that is cost-effective and will work with your projects. Artlist IO, Premiumbeat, sound stripe, are just a couple of great options. If you want to go above and beyond you could even get a composer to score your video.
- Strong Call to action- This is easy to accomplish but is often overlooked. Depending on where the video lands in your strategy depends on what your call to action is. It can be a number of things- direct call, email info, checking out the website, signing up for newsletters, scheduling an appointment, and so forth. Make sure you stick with no more than 2 CTA but one is even better. The reason being for that is because
- Ditch the crossfades- For the most part, we like to use straight cuts. It helps with the flow of the video and keeps it most face-paced and less cheesy.
- Beware of stock footage- Stock footage can be a great resource but you must be careful with how you use it. It’s great to have if you need a shot of Philadelphia or exteriors that doesn’t make sense to travel to for one shot. But when it comes to filming people, sometimes stock footage makes the video look less authentic and cheap. So be cautious when using stock footage if you need it. We almost never use them for our projects.
Editing can be a bit tedious but when done right, this is truly where the magic happens. Ideas and concepts come to life. When it comes to revisions, make sure you and your team try to get together and review to make the revision process go as smoothly and seamlessly as possible. You don’t wanna have 10 rounds of editing when a bunch of that could have been handled on the first go around.
Now that pre-production is done, it’s time to move on to filming. This is the stage where most of the fun happens (of course if you are doing a full-blown motion graphics/animation video then this step is irrelevant) and you start to film the pieces that will allow you to have the content in order to edit. Here are some of the steps that should expect to do when filming:
- Consolidate and organize the filming days- This is something that is touched on a bit in pre-production but the general concept is how do we stay efficient with our time that will keep the project moving. A best practice is to film your interviews and B-roll on separate days if possible, that way you don’t need to set up, break down, set up, break down and repeat that process as you’ll lose time doing that especially for interviews since they more often need more detailed setup.
- Shoot the interviews first- Filming the interviews first is an ideal scenario because then you get to see and hear what the subjects are actually saying. This is super important because you probably won’t have this scripted but the subject’s response will be based on interview questions that you provide. Hence their answers, while should carry the overall message you want, might add or remove elements that could be important. In the past, we have had a subject tell their story and then that soundbite could trigger some new ideas of B-roll to capture.
- Get a variety of angles during B-roll filming- Regardless of how the shoot is organized, you’ll want to make sure you have a variety of different b-roll shots and a variety of angles per scene. For example, if the subject is a classroom, you would want to get a variety of wide, medium, tight shots of the teacher, the classroom, the students, maybe their pencils writing down notes, smiles, etc for that whole scene. When it’s edited, you might only use a couple of seconds of it but you’ll have the wiggle room to choose what the best fit is for the scene.
- Always shoot more than you might need- The last sentence covers this a bit but it’s better to shoot more and trim down, than shoot less, realize you need more, then have the schedule another filming day. This is also good because if you are shooting for more than one video, you’ll have the footage you need to work on that video as well (even if it’s created and focused on at a later time). You’ll thank yourself when you start putting together the edit!
- Multiple takes- This is important because sometimes the first take doesn’t quite do it, whether that’s the way an interviewee described their experience, or an action happening in a b-roll shot. If you feel like it can be done better, do not hesitate to redo that shot or interview question.
I hope this gives you some insights as to what to expect during the filming process. It can be a lot of fun if prepared properly. Lastly, don’t forget that while you’ll have a gameplan, feel free to film new things that happen organically during the filming day. Sometimes those scenes end up being the best!
If a video is created and nobody sees it, what was the point of producing it? If you have insight into your marketing funnel, you’ll be able to refine your messaging, be more efficient with your online advertising, attract more prospects, and increase overall interaction with your video.
The image you see above is a fairly basic flowchart that I built on Creately. The goal of using charts like this is to understand how the marketing funnel works in relation to your video marketing strategy. For today we are going to keep it simple. If you haven’t checked out the last blog on the 3 most important videos to have, check that out HERE. These videos will help give you some context to the flow chart.
Like any other marketing strategy, you need to understand where your audience is online. Sometimes you might think you know, but the data tells you something different.
For this example, we start with the red boxes for the promo video coming from Facebook ads, Instagram Ads, and Youtube Ads. The job of these types of videos is to catch the viewer’s attention and get them interested in learning more about your organization. Engagement will determine if they move onto the next step. Engagement can be video views, likes, comments, shares, saves, etc., on that post. If the viewer does not engage, more often than not, they will not be interested or targeted again. If they engage, they have a few options; They can click on the Call to Action or CTA, which would take them to their website or landing page or not take action. If they do not take action, they will primarily be targeted with the same ad at either the same platform or a different platform, and that’s okay. It’s possible they just weren’t ready to learn more, or they were preoccupied with something else (let’s face it we all spend too much time on social media when we shouldn’t right?). This is where retargeting comes in and is super powerful. It often takes anywhere from 6-12 touches to get a customer so having these retargeting methods is crucial.
If they do engage with the video and they do click on the CTA to the website or landing page, this is where your main branding video and testimonial video(s) kick in. The viewer will now be able to dive deeper into your brand, learn the core offerings, and make you unique and different with the branding video. The testimonial videos will be able to provide authentic experiences and results from a variety of different customers/clients/families.
At this point, if they do not convert (lead form, purchase, whatever the next CTA is online), they can still get ads from your organization. Again it might just mean it’s not the right time, and they are looking at other options, etc. It is not necessarily a loss. With them still being targeted from ads, you can use the promo video again (as we have here) or use a new video (perhaps another testimonial) to help showcase that value.
If they convert on the website, then great! Assuming you have a social pixel/google analytics, you can use the data to help hone in on your initial audiences and create duplicates of that audience for targeting. This will help with several things, such as the messaging on your copy, lowering your cost per click and cost per lead, and getting a better sense of who online is responding to your message.