In 2024, brand videos are an essential element of any marketing strategy. A captivating brand video distributed through the right channels will help you to carve out a distinctive brand identity, deliver your brand story to new audiences, and boost sales. As seasoned PR and film industry professionals, the team at The Michael Group have extensive experience in producing high-quality video content for corporates, start-ups, NGOs and PR agencies. These are our winning tips for successful brand video production.
In an era dominated by social media, digital channels now outpace traditional media channels in terms of reach and impact. While there’s no doubt that conventional marketing methods such as print and radio advertising are still important, if you’re not focusing on creating snappy, engaging video content for television, social media, and YouTube, your brand is going to be left in the dust.
A recent report has shown that video content retains 95% more of viewers’ attention than text-based content. Viewers are also far more likely to recall information that was conveyed through video (as opposed to text). Experienced marketers know that video content generates more leads, results in more website traffic, and increases website dwell times. What’s more, videos distributed over the internet can reach a global audience, greatly expanding your potential target market. Whether you’re a small start-up or an established corporation, there’s no doubt that video production should be central to your brand strategy in the years to come.
Creating compelling video content takes time, money, and effort. You want to be sure that your brand video captures and communicates your brand message, speaks authentically to your target audience, and contains strong visuals that will leave a lasting impression on viewers.
Planning an effective brand video begins with careful research into your audience and existing trends in your industry. If you don’t know who you’re trying to reach and what will appeal to them, your video isn’t likely to have a big impact. Understanding your target market allows you to tailor your video to their needs and interests, and will also help you to make important style and tone decisions.
Consumers are bombarded day in and day out with marketing content. It is crucial that you keep your video short and sweet, making use of graphics and text to fit in additional information where necessary. Rather than overloading viewers with facts about your product, focus on telling your brand story through bold visuals, an emotionally engaging message, and high-quality audio. Knowing which channels you plan to distribute your video on will also help you to make important decisions about its length and structure. For example, if you’re producing video content for a television commercial, your video is going to be longer than content produced for TikTok or Instagram.
Online scams are increasingly common, leaving consumers wary of supporting brands they aren’t familiar with. A brand video helps you to establish credibility with your target audience. However, if your video is poor quality, the opposite might occur. This is why you must use an experienced video production team when making your video: they’ll source only top-end camera and sound equipment, and use state-of-the-art editing software so that the final product is a slick, professional brand video that wows audiences and builds consumer trust.
Shooting a brand video can be daunting – there are many moving parts, and if filming doesn’t go smoothly, you can rapidly exceed your budget and allocated time period. This is why it’s important to understand the different stages in the production process and the different roles that members of your video production team will play.
During the writing phase, experienced writers will use your market research to craft a unique and impactful story line and script for your video. Writers will work with you to develop your initial idea into a detailed concept that creatively conveys your brand story while marketing a particular product or service.
Once your video’s story line is clear, the next thing your production team will do is book a talented crew and cast to bring your video concept to life. They’ll also scout for a suitable location and source cutting-edge camera, sound and lighting gear to ensure that your raw footage is of a high-quality.
Coordinating a filming schedule, managing a large group of film industry professionals, and arranging a set and props requires meticulous preparation and strong organizational skills. Hiring a video production company with a reputation for professionalism and excellent project management will give you peace of mind that filming will go as smoothly as possible.
The production stage is when the magic starts to happen. From prop masters to makeup artists, production assistants, and camera crew, your set should be full of talented film industry professionals who will be using their expertise to shoot an exceptional brand video. Ideally, you’ll have a respected director at the helm who will be responsible for bringing your creative vision to life.
During post-production, your production team will arrange for expert editors to carve a polished final product out of your raw footage. Using sophisticated editing software, they’ll craft a seamless narrative for your video, also drawing on the expertise of motion graphic designers where necessary to include graphics and text in a creative way. At this stage, audio, sound effects and even a music score can be added, complimenting your visuals and giving your video a professional feel.
You can spend thousands of dollars on brand video production only for it to go to waste because your video isn’t distributed through the right channels. You want to maximize your reach while also making sure that your video is being shared with your target audience. Engaging the services of PR experts will give you the edge when it comes to distribution: if your video is a commercial, they’ll get it placed on major networks; if your video is intended for social media, they’ll use digital marketing strategies to ensure it ranks highly and is shared widely.
The team at The Michael Group has over three decades of experience in both television and corporate video production. Our passion for story-telling, an extensive network of talented film industry professionals, and production management expertise position us as the ideal partner to help you produce impactful, unique brand videos for a variety of media channels.
We take care of all aspects of video production, from writing and pitching to filming, editing, and distribution. Our award-winning team has also assisted both national and international clients with producing training videos, B-Roll footage, instruction videos and live corporate event coverage.
Give us a call today at 312-498-4440 to start your project and take your brand to the next level!
