how smart brands tackle video content
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Copyright © 2013 by IQ Agency
HOW SMART BRANDS TACKLE VIDEO CONTENT!!IQ Agency March 2014 www.iqagency.com
Copyright © 2014 by IQ Agency 2
…that meets the roadCONTENT IS THE RUBBER
Content is what sells, persuades and influences. !Fresh content is also what gets you ranked on Google. !Everything else is just the mechanics of getting it to the consumer. !
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Cheap broadband has made high-quality video accessible. People prefer video because it’s engaging and easy to consume. Even 56% of business people say they prefer watching video to reading*
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NOW EVERYONE WANTS VIDEO
*Forbes Insights
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There’s never enoughPeople have an insatiable appetite for content, especially video.
It’s how you buy attention. But it needs to stay fresh.
Like Chinese food, 20 minutes later they want more.
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UH OH, LOOK OUT!We’re already submerged in a tsunami of video. According to Cisco, 86% of web traffic will be video by 2016. The majority of it is User Generated vs. made by Brands. Most of it is pretty bad.
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STAND OUT OR STAY OUT Only the best brand videos will cut through the clutter. That means being engaging and relevant. Bad video will harm a brand more than it helps.
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Originality differentiates your brand and gets you noticed. Often, however, it’s not just what you do, but how you do it that matters, as in this example.
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BEFORE YOU START
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DEVELOP A STRATEGYYou need a content strategy. It tells you who, what, when, where and most important why. Content strategy is informed by marketing strategy. Hopefully you have one.
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CREATE PERSONAS
Identify your target audience. Create personas (profiles) for the key segments.
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MAP THE JOURNEYMap the Consumer Decision Journey* for each persona. Define the needs for each persona at each critical touch-point on the journey. Translate those needs into an engagement plan. This will focus what you have to accomplish with your content.
* McKinsey & Co
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ID CONSUMERS
The objective is to deliver the right content at the right moment to the right person.
Build a system that will identify where the consumer is on the path to purchase.
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UNDERSTAND CONTEXT The context of each touch-point dictates the style of communication. Is a video right for where the content will be viewed? What type of screen will it be viewed on? What’s the optimum length?
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DEFINE SUCCESS Know what success looks like. Set Key Performance Indicators (KPIs) Track and measure the metrics. Then analyze.
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MAKE SURE THEY COME Before you make your video do you have a plan for exposing it? Where will it be shown? Why will people want to share it? Identify opportunities to spread the video beyond your “owned” media.
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DEFINE THE MISSION !!What do you want them to believe? What do you need them to remember? What do you want them to do?
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In this web video the mission was to create awareness for “Combine 360” a new way to workout from Under Armour.
Click to Play
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EXAMINE THE IDEA
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DOES IT FIT THE MISSION?What’s the right balance between education and entertainment?
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For this video for iShares, our job was to educate the viewer. But first we had to keep their attention, so we developed visual metaphors to make an otherwise dry subject engaging.
Click to Play
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DOES IT FIT THE BRAND PERSONALITY?
The personality of your brand should influence the style of your creative approach.
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A bank like Suntrust needs to be very conscious about how the style of it’s communication affects it’s brand perception.
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DOES IT FIT THE AUDIENCE’S TASTE?Understand the spectrum of cultural acceptability of your audience. !Personas of your audience segments will give you insights.
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While UPS tends to be a more conservative brand, racing fans are pretty loose. So in this video the style and feel are designed to fit the audience.
Click to Play
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DOES IT FIT THE BUDGET?Making videos is like building a house.
You need a budget before you start.
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It doesn’t take heaps of money to do good work. In this instance animation was a cost saving route for a series of videos for the Intercontinental Hotels rewards program.
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NOW TELL A STORYIt can be simple or complex, but must accomplish the mission. Align it with the content strategy. Keep it simple and focused. Less is more.
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People are programmed for stories. So even with a brand video, like this one, we are looking to create the feel of a story.
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AWESOME TALENT MAKE AWESOME VIDEOSJust because someone in the office has a nice camera doesn’t mean you are ready for prime time. !Good equipment is easy to come by. Creative people who know what they’re doing are not. !
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We made this video to introduce the concept behind “My Health Info” for Microsoft. A well-executed idea doesn’t have to be costly.
Click to Play
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AVOID THE DEADLY SINSThere’s no excuse for:
Bad quality sound. Poor video quality - unless it fits the concept. Being boring or amateurish - bad on purpose is usually just bad.
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THE COST CONUNDRUMMost agencies are used to making TV commercials. The agency/TV commercial approach is often too expensive. !
So how do you produce a steady stream of high quality videos at low cost?
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Copyright © 2013 by IQ Agency
THANK YOU !!
For more information contact Patrick Falvey 404-932-1932 patrick@iqagency.com
!!!IQ is a full service agency with digital at it’s core. Our script to screen content creation capabilities include all phases of content strategy, in-house live-action and animation studios. editing, sound design, music composition, and more. !To see more of IQ’s video work visit www.iqagency.com/work and click video/content
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