Not sure who needs to hear this, but, in business - the point of making videos - is not to make videos.
I’ve been thinking about this a lot lately - as most brands now have video as part of their marketing strategy. I’m aware that, yes - as someone who has worked in broadcast television, yes yes 100%... the world has changed - the standards adhered to historically are not feasible with fast turn around videography and so I’m a tough crowd (I try to be conscious of my bias there when supporting clients and making recommendations).
BUT - and it’s a big but - whilst obviously businesses can turn content around quickly and more cheaply these days (whether making it themselves or outsourcing) and both the potential to create and distribute is right there at our very eager fingertips..……..the ol’ quality / quantity is still very valid. And deserves a quick pause for reflection.
Because - businesses aren’t making video content to “make video content”. Right?
They’re making it to achieve business and brand goals.
And, making video content and putting it into the world, doesn’t always mean moving closer to these goals. In fact - it could mean moving further away.
And that’s a problem.
Every piece of video content put into the world is either strengthening, diluting or confusing your brand position.
Because, seen doesn’t mean, necessarily - keen, in the mind of a consumer.
Videos - for social or elsewhere should drive an overarching brand position longer term, whilst delivering tangible results / conversions in the short term.
Because I’m a brand nerd, I’m probably a bit more conscious (and try to be) about the fact that I’m making brand associations as I watch. I try to be conscious of my thoughts and the brand associations I’m making, for my own learning, - sometimes these associations (that is, associations / attributes that arise for me regarding a brand - when watching a piece of content) might be negative ie - “cheap”, “not as high quality as I thought”, “unprofessional”, “wow, you wouldn’t see ads of that quality on that platform previously…the inventory must be cheap”, “lots of people wear headphones like that”, “Gary V has a lot to answer for”. Sometimes, these associations are positive - “that’s interesting”, “oh, that person likes that brand”, “aaah that’s an interesting take”, “that’s a fresh way to do that”, “that’s polished” “the brand is more premium than I thought”. With each video, I’m making pathways (neural to be exact!) between a brand and attributes - whether “quality” or “cheap” and so on - impacting my future relationship (and buying decisions) with the brand.
With millions of minutes of promotional video produced, obviously a lot of it is decidedly average. A lot of it looks and feels the same. A lot has been put out without considering wider context. That said, a lot is great too. That which is great - has probably been through a filter that might look something like the below. So here’s a quick sense check we would mentally run through when looking at a video and asked by client / team “what do you think?”.
We consider :
What impact will this have long term? Does it positively reinforce brand and build equity?
What impact will this have short term? If it is designed to get a fast reaction or conversion.
Does this video demonstrate an understanding of wider context - industry, competitors, customers, other parts of our marketing mix?
What is the measure of success? (Sometimes this is not obvious, it’s not always just “likes”)
How does this piece of content connect to other parts of our activity? Is there a disconnect there? Or is it cohesive, part of something bigger?
Is this speaking to our target market, or have we - for example - accidentally begun speaking to someone else, influenced by creator / channel or other factor? (I see some brands usually speaking to a female household shopper, for example, become an edgy youth brand as it moves from one platform to another..yes, there needs to be flex for channel- but there is also risk in that)
Does this look and feel like our brand? Albeit in a different format. Is it us?
Have style guidelines been considered - fonts, colours, tone (I saw a post recently about marketing teams needing to loosen the grip on social content - but a little grip does ensure some consistency - and consistency, or coherence at least, helps build brand value)
Details like sound, opening, closer, name keys - the packaged brand elements around the content - are they quality and do they reflect the brand appropriately? Quality = professional = safe choice, respect.
Ultimately, does this look like quality? Do we look like a quality brand or a cheap budget one? Is that in line with our desired positioning? (Consider framing, background, setting, quality of delivery, the smoothness of your edit - these things are noticed, subconsciously at least)
Tone - is the tone of voice brand appropriate? Upbeat, friendly, warm, knowledgeable, funny, formal - whatever it is.
Who is in this video? A team member, ambassador, customer? Do they capture and present / personify our brand effectively?
Is this distinctive - is it recognisable as our brand? Will it connect / cut through in a very cluttered market of millions of other pieces of content?
Will this strengthen, dilute (if not damage) or confuse our brand?
Do you like it?
Previously, the creation of a big budget, brand defining, hero “video”—be it tvc, promo spot, or a cinematic masterpiece - was the exclusive domain of big business. Now, everyone’s a content creator. Which is great! But, for the love of your long term brand value - do underpin with smart strategy.
Because putting stuff out there without a strategy - is just, well.....
- putting stuff out there.
And the world has enough stuff.
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Are you looking to improve your video approach? At These Guys I Know we pair you with a very skilled creator (we know who the best are - from fast turnaround videographer to cinematic director) - and we underpin their work with brand strategy. We support both creator and client through to publishing and beyond, always focused on outcomes.
At These Guys I Know we work across many industries devising and delivering effective communications strategies to elevate brands, businesses and ideas. We challenge status quo and more traditional approaches. The way we work is different. Have a problem for us to tackle? Or, like to hear more about how we work? We would love to chat.
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