From Idea to Reality: Making Your Video Stand Out 

Conceptualizing your video content is only half the battle. The other half is executing that vision to create an artful presentation that makes an impact on the viewing audience. If you aren’t exactly sure how to make your video content stand out from the pack, don’t fret. You are not alone in the ongoing battle to perfect your promotional video production for maximum impact. 

Here’s a quick look at how to convert your video ideas into reality, generating content that makes a meaningful impression and ultimately converts.

Define the Audience and Set Goals

Brainstorming ideas for effective video marketing content is that much easier when you have an understanding of your company’s goals and target audience. Do not put pen to paper or close your eyes to envision video content until you understand the types of people who buy your product/service and what your overarching aim truly is. Merely entertaining the audience with a brief video will not suffice. In most cases, the aim of video content is engagement, brand recognition and developing a rapport that leads to ongoing sales. 

For the most part, business owners and managers create video marketing content to generate attention, move candidates through the sales funnel and convert them into paying customers. Boost awareness of the service or product through video content by tailoring that content to your target audience, be patient and it won’t take long for your conversion rate to increase. 

When analyzing your target audience, zero in on what they are most likely to share. Shareable content is that which makes a meaningful impact. Spend some time developing buyer personas, keying in on the things those targets enjoy or need and the stage will be set to create short videos that are not only memorable but potentially shareable across online platforms.

Let the Creative Juices Flow

The optimal video content in the context of conversion maximization requires brainstorming. Creative types dream up content ideas that engage target audiences for conversion. However, if you are like most business owners or managers, you might not be the most creative person in the world. Your focus is likely on developing a new product or service, human resources and pleasing customers.

Let your team’s most creative people or even an outside video production professional brainstorm concepts then execute those ideas on your behalf. Above all, prioritize ideas that are entertaining, engaging and educational. A video that educates the audience about the value offering kills two metaphorical birds with a single stone as it connects with viewers while also informing them of how the product or service solves problems at work or in the home.

Sweat the Small Stuff of Your Videos

A truly artful presentation of your product, service or other value offering matters more than quantity. A plain video that fails to engage the viewing audience yet airs at a high frequency has the potential to be a net financial negative when all is said and done. Alternatively, a creative video presented in an artful manner that airs at strategic times or is displayed on carefully selected platforms will outperform one that lacks quality yet may inundate the viewing audience at a high frequency. 

In the end, the efficacy of the video hinges on its content. Err on the side of filming more rather than less, whittle down the footage to the cream of the crop and the end result will prove engaging.

Part of the challenge of developing video marketing ideas and making those videos stand out is perfecting the composition. Take some time to define the dominant subject prior to shooting footage. Fill the video frame with the dominant subject, recognizing that such prioritization is essential for engaging viewers and execute a clean shot with minimal distractions.

Edit the Footage for a Cohesive Whole

A video that stands out is one that is edited to perfection. However, the average business owner is unaware of video editing software and other tech tools for video production simply because he or she is preoccupied with the daily grind of conducting business. Learn how to use video editing apps or outsource the editing work to a professional video editing specialist and the stage will be set to modify captured footage for optimal clarity and length. 

Though it is tempting to implement a litany of special effects for maximum visual impact, doing so is a mistake. Alter graphics and sound with precision, keep the special effects to a minimum and the viewing audience will be more inclined to retain the message of the video rather than focusing on the technical pizazz that has the potential to captivate yet also distract from the underlying purpose of the content.