5 production tips to ensure your video aligns with your brand
Keeping video on brand, relevant to your audience and SEO-friendly can be easily achieved with some careful planning, a few hours research, and some pre-populating steps.
Whether or not you have entered into the world of creating video for your business, there are some steps you can take that will ensure every video you produce going forward aligns with your brand styling. You need to squash down that desire to just get some video done and throw it out into the world. Video needs to be done with purpose, intent and professionalism, even if you have a restrictive budget. Whatever road you take with video, pro or do-it-yourself, its role is to elevate your brand.
Your logo is like a famous brand of hot sauce and yes, you need to put that stuff on everything. When you are editing your video, make sure your logo is transparent and in .png format so you don’t have an awkward block of colour showing. It might be tempting to simply grab a screen shot of your logo, but when you add that to a video, the result will be a grainy, fuzzy image that is a credibility killer.
YouTube offers you the option of having your logo appear as a watermark on all your videos. It’s a simple feature to activate and I suggest enabling it as a backup safety measure for those instances when you’ve created and uploaded a video without any editing. See the video below for how to access that feature.
Tone and style
Before you hit record, think about the kind of image you and your brand project. Are you serious? Do you inject fun into everything you do? Your video style needs to reflect the tone of your brand. That’s not to say you can’t have some fun with your video creation. Just be aware that your video can act as a preview of your company to anyone who does not know you personally. There can a real disconnect for the customer when they visit a website that is austere but links to a YouTube channel filled with silly videos that are clearly not planned or thought out.
And if you like to watch movie trailers or have saved some videos in your favourites on YouTube that you would prefer to keep hidden, this video below shows you how to hide that playlist.
Keeping in theme with tone and style is recognizing who your audience is and what will be of interest to them. Spend some time creeping your ideal client on Facebook and see what they are liking and sharing. Search a hashtag on Instagram and see what kind of imagery and video other professionals in your field are creating. Conduct some searches on Youtube and research trends in your industry on Google Trends . You’ll be surprised by what topics people are already talking about pertaining to what you do, and you’ll find inspiration for video content. Keep your notebook handy for the copious flow of ideas you’ll want to jot down.
Put down that cup of coffee, tea, or vodka and cran and prepare for all caps. This step makes a lot of people squirm. You will need to show your face on camera. Let me say that again. YOU NEED TO GET IN FRONT OF THE LENS. Letting people see what you look like, how you sound and what your mannerisms are is a GAME CHANGER. Putting yourself out there is the fastest and most genuine way to start building a community, to gain recognition and to connect with people you have never met.
Bonus benefit of this: our brains are wired to imprint voice and face. After someone views a video of you, every piece of your content their eyes land on – whether it’s a blog, an image or a tweet – will be read with your actual voice in their head. It’s powerful. So take a deep breath and get it done.
Taking the time to properly fill out the title and description, adding tags and defining your video category is about a million steps too many. Don’t kick yourself for not typing everything out every single time you upload a video. It can be tiresome and can get in the way of your desire to push your content out into the world. However, when you skip these steps, it’s an SEO killer. Google search can’t scrape video content, but it can capture the important text information in your title, description and tags. Adding this information should be a non-negotiable step in your video production process.
Lucky for us, YouTube has a feature that allows you to create defaults for every video you upload. You can add critical information into the description box, such as website link, social media links, general information about your company and anything that is consistent and applicable to every video. You can do the same thing for title and tags, so if you know you are creating a series – How-To, Meet the Team, FAQs – then you can set up the defaults and change them when you need to. The video below will walk you though how to access those defaults.
Video marketing specialist
Every great video starts with a glimmer of an idea, but an engaging video has a clear strategy in mind. If you’re not sure what kind of video will attract, educate or entertain your client, you should have a conversation with some of your ideal clients. Ask the ones who already love what you do for some input about the kind of video they would like to see you create. A video marketing specialist can help you put all the pieces together, and we happen to know one who is quite gifted in taking an outside view of your business.