5 WAYS TO IMPROVE YOUR VIDEO CONTENT

2© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.

While many people still prefer text to video, video is becoming an increasingly effective medium for

companies to raise awareness and drive engagement through their content. Though video spend is increasing each year, many marketers are still without established

production processes and dissemination strategies.

With these five tips, you’ll transform from a telegenic tenderfoot to a video virtuoso.

3© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.

TELL A STORY AND MAKE IT A GOOD ONE

Great video content provides value for the viewer by either entertaining or educating them – sometimes both at the same time. “Ask yourself why your

consumer should watch and engage with this content,” says David Lang, chief content officer at Mindshare, NA and president of Mindshare Entertainment.

“If you can’t answer why, scrap it.”

4© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.

GO MOBILE

According to eMarketer, more than 105 million smartphone users will watch video at least once per month in 2015. Additionally, tablet video viewers will surpass

100 million in 2015. Mobile is growing and it’s growing fast. Not only should you optimize your video for this format, but you should consider mobile essential from

the moment you start building a video campaign.

5© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.

THINK POST-PRO FROM THE START

Another thing marketers must consider when beginning to develop a video campaign is what needs will arise in post-production. Where will the content be appearing? How many

different versions will need to be created? Does the music or language need to change based on market? Answer all of these questions before you ever film your first scene.

6© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.

TAP INFLUENCERS FOR DISTRIBUTION

Once all of your video assets are ready to disseminate, partner with a relevant influencer to help create a buzz. For example, if your content is food-related, it might make sense

to create a campaign with a Food Network star. If your video relates to business, a Bloomberg website takeover might be the way to go. Leveraging influencers will

help drive engagement and build credibility with your target audience.

7© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.

PUMP THE BRAKES

Finally, build your video library slowly. Time, money, and resource constraints make it nearly impossible to have a robust catalog right away. While building your own library, collaborate with others (like influencers), and curate audience videos, pushing out quality, on-brand pieces to your own network. This will buy you time

until your own library is up to snuff.

8© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.

All information for this slideshow has been curated by the ANA’s Marketing Knowledge Center. Links to the full articles are supplied below:

Storytelling Tips from an Emmy-Award Winning TV Producer

Purpose-Driven Content Strategy for Brand Transformation

The State of Mobile Video Advertising in 2015

From Content Creation to Value Creation

Building a YouTube Content Strategy: Lessons from Google BrandLab

SOURCES