Online film is a powerful, persuasive and cost-effective marketing channel. A well-thought-out, well-produced film will work hard for your organisation. Whether you have a new product to demonstrate, an event to promote or are looking to give your brand a boost, online film is the go-to to go to.
Once created, films are flexible too. Working way beyond your website, your film can star on social media channels, feature in presentations and be linked to in documents, leave-behinds and reports.
But what are the keys to a terrific feature? Here are five filmic tips for producing small-budget epics crammed with big box-office returns.
Remember when people were patient? That was a golden era. But today your film exists in a brave new world where it’s estimated that 300 hours of YouTube films are uploaded every minute.
There’s no disputing, therefore, the popularity and pulling power of online film. But in a landscape loaded with distraction, the first few seconds of your film are among the most important. So avoid turn-off by grabbing attention from your first frame onwards. Consider using an arresting visual, a challenging quote, or a caption that promises the earth (followed by content that delivers it).
Open your film with a caption that promises the earth – followed by content that delivers it.
Because they’re worth it
That last point brings us on to this one: always add value with your film.
Value is a subjective concept of course, but to give it some kind of context: your audience is giving you their time and expect something in return for it. That something will be dictated by your aims, but it could be useful information, a how-to, big news, a download link, even a smile. So long as it makes stopping by worthwhile, your film’s fostering interest, engagement and doing its job.
Stories surpass sales
Films are your opportunity to tell a story. So put as much of your organisation’s personality and character into your pieces. No need to skimp on music either. Great library music is inexpensive and easily found.
Featuring real people – staff and customers/service users – is something to consider. So is focusing on the end benefits of a product or service, rather than the product or service itself. Online films are also superb for bringing a trusted marketing method – the good old-fashioned testimonial – firmly into the present.
Is there opportunity for a series of stories? These can perform a terrific brand-building role and encourage sharing. Worried that your offering’s just too square to be sexy? The squares at Blendtec probably thought that once too.
Film-sharing/hosting platforms abound online. So give your film as wide a release as possible.
You know your audience and the locations they love, but some spots to consider include:
And for maximum exposure, ensure your film’s optimised for mobiles and tablets too.
Another great tip at this juncture is to give your film a hard-working title. Make sure it explains your film’s content. And if it can include a benefit, all the better. For example:
- The University of Anytown: six quick reasons why our Law students love us
- Anytown Grand Hotel: unveiling our new suites
- Anytown Gifts and Cards: how to wrap a round tin like a pro
Strong titles – and description tags – help with keyword searches too, so they really are worth a good brainstorm.
And… (call to) …action
A real 101 tip – but advice that’s worth repeating – is to close your film with a strong on-screen call-to-action:
- Find out more at…
- Click here to download our white paper
- Ready to save? Follow this link for an exclusive offer
Remember also that technology enables quick and inexpensive tweaks to films, so employing infographics throughout, or adding a refreshed closing title to a film (to promote an event, say, is a snap).
Can Hookson help me create powerful film marketing?
From it’s an idea to it’s a wrap we’ll ensure your web and online films look and sound amazing, tell your story and achieve results. To get things rolling just give us a shout – we’re ready for your close-up.