While we’ve heard all the stats about how important web videos are to increasing lead conversion rates on landing pages and improving the average visitor dwell time for websites, the reality is that some videos are just plain bad. No one really wants to stare at a talking head for three minutes straight, regardless of how compelling the message, or spokesperson, might be. And when it comes to brand introduction videos, the pressure is REALLY on to get the message right: A successful brand introduction video will engage a viewer for 30 to 60 seconds to get that person, who has never heard of your brand before, truly excited about who you are, what you do and what you can do for them!
Earlier this week I contacted a client about the possibility of getting their b-roll footage to create a fresh edit of their brand intro video. It was clear from their web analytics and conversion rates that things were clearly not working. He said they already had their video folks lined up and a “hype video” would be ready in a matter of weeks. I immediately searched my files for an infographic or laundry list of items that all video production companies should have when creating a true brand introduction video. Nothing to be found but a half dozen emails to past and potential clients about what a brand intro video is and what it should include. For the sake of future reference, here are the most important points to consider:
1. Keep It Brief: You probably can’t get your best message conveyed in less than 30 seconds but you should be able to do it in less than 60 seconds. If you’re measuring your brand video in minutes, it’s not a good way to introduce your brand to someone who does not know who you are and barely cares enough to press that PLAY icon.
2. Keep It Interesting: Do not spend 12 seconds on a flashy introduction to your video with an ambient music soundtrack. Make sure you’ve conveyed your most important message in the first nine seconds and then build from there. You’ll only be able to convey three to five important points about your brand – use your time wisely!
3. Create Credibility: Even if you only have three locations open for business, show the inside, show the exterior, show happy customers enjoying your products/services. Quickly mention how many years in business or how many years of experience within this field. Flash logos of trade associations that the majority of your viewers will be familiar with (ie. BBB, IFA, SBA, etc.). How about a few seconds with words of wisdom from the founder or CEO? Include a brief franchisee testimonial, even if its only on-screen text. Speaking of which…
4. On-Screen Graphics Throughout: Depending on which study or source you want to believe, the reality is about 80% of all web videos are watched WITHOUT audio. Yes – that will include yours as well! You need to tell your story with both the audio and on-screen visuals, so regardless of how it’s consumed, your engaging message hits the mark. Watch your new video without sound and see if the message is still obvious. We also encourage all clients to turn-on (and test) closed captioning on their YouTube and Facebook videos.
5. Clear Calls-To-Action: If you’re lucky enough to have someone view all 50+ seconds of your brand introduction video, you MAY also have someone interested in learning more and taking the next step. Conclude your video by providing a specific action you want viewers to take. Do you want them to visit a website or landing page, call a phone number, follow you on LinkedIn or send an email for a free brochure? To determine the CTA that works best, you may want to create one video with three or four different edits, each with a different call-to-action at the end. Most video production companies will charge very little, once the final video edit is established, to create a handful of different endings so you can test one with a website CTA and one with an email CTA and one with a social media CTA. Test, test and test again to determine best return on investment.
While we wanted to keep this to just five easily digestible points, we want to remind everyone to pay consistent attention to your visitor engagement metrics, lead conversion rates and video analytics when attempting to determine a video is working for you. If one video increases average visitor dwell times but lowers your lead conversion rates, it may be time to take a closer look at your video analytics to determine watch times and drop-off points for viewers. With specifics in hand, go back to your video editor and request changes and improvements to increase engagement metrics and conversion rates -then test with another 1,000 viewers. And be sure to watch our three minute video on video marketing for even more insight!
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