Video needs a job! A video marketing job.

Feb 10, 2021 | Production Points

Video needs a job. 

They are often left hanging around on some web corner with not much to do. However, their most important job is to fit into your video marketing efforts

Videos can look pretty, strong, weak or boring. They may have great production value – or none at all – but they just sit there in the hope that someone will come along to watch them.

Needs a purpose

Many videos are designed without a purpose. It appears someone has decided “we need a video” without someone asking: why?

In meetings, I will always ask, who is the target audience and what do you want the viewer to do after they have seen it. Too often the response is “a good question.” It feels as if the question had never been asked before.

Ask the right questions for video marketing

Unless you are producing a TV show, a video doesn’t exist for its own sake. In terms of video marketing, it needs to fit somewhere into the customer journey to your product or service. And you must ask:

Why video?

How does it fit into the customer journey?
What do you want the viewers to do after they have seen it? and
How can we measure its success, for example: by views, engagements, information requests etc.?

Give video a job!

Steven Hunt
Senior Producer
We create videos that help organizations reach their target audience

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