Almost half of all marketers (43%) would love to create more video if there were no obstacles like time, resources, or budgeting. And that’s without getting down into the nitty-gritty details of choosing the right media.
You can’t just throw up a random video clip and hope it conveys your message enough to get the ROI you want. Instead, you need to use the appropriate media to create a successful video, but what exactly does that mean? What do viewers want to see? Well, that depends on you.
The right media is intimately connected to who you are as a company, your audience, and your end goal.
1. Understand Your Target Audience
To choose the right media for your video marketing you need an in-depth understanding of your target audience. Who are they? What do they want? What are their interests? Where do they spend their time? By answering these questions, you ensure that your media is relevant, which will give you 94% more views, according to Kissmetrics.
Your audience also depends on the forum you use. For example, the type of media you post on Facebook may be more laid back and casual than what would be appropriate for LinkedIn, which is more professional. A good place to start to figure this out is to create detailed buyer personas that you can then refer to before you create a single video.
2. Look at the Type of Content
Consider the idea that 85% of Facebook videos are watched on silent. This means that visual media such as images and clips must be able to convey the message. On the other hand, over 75% of advertisements need sound in order to be understood. So, this means that you need to be very clear and straightforward no matter what you do. Think about the purpose of your content and then choose media that matches that purpose in tangible ways.
3. Figure Out the Mood/Tone
When it comes to choosing imagery, you need to take into consideration the mood or tone you’re trying to convey. This will set up how your audience responds to your video, what they think and feel at the end, and what they want to do next. You want to tell a story with your video.
For example, if you’re a lifestyle brand such as INSH, you’ll want imagery in your videos that appeal to your audience and match your style. Just take a look at this video about why brides wear white on their wedding day. It contains candid shots that evoke happiness, nostalgia, and fitting in.
4. Match Your Brand
Your brand has a voice and a message that should be conveyed in every piece of content, and videos are no different. Make sure every clip and image you use in your videos enhances your brand. For example, if you sell fitness products, you want to choose media that conveys motion, strength, and wellness. If you’re a travel company, you want videos that scream adventure, exploration, and excitement.
When creating a video, always ask one simple question, “Does this match my company’s mission statement?” If the answer is yes, you’re good to go.
5. Avoid Distraction
Don’t let the media become a distraction from the message. For example, you want to avoid unrelated media, poor quality images, or music that’s too loud, as that might draw the viewer’s attention from the most important aspect – the story.
For example, in this Eurosport video, the music is simple and upbeat, perfect for a sports video, and all of the images used are sharp, interesting, and fit in with the focus: talking about soccer history being made.
6. Make it Personal
Convey a personal connection in your media. This means that you should use real people in your stock images and not canned images that are obviously staged. Research shows that photos with people boost conversion rates by 95% or more. Other ways to personalize your videos include using media with unusual perspectives or unique viewpoints that feel genuine and separate your brand from the crowd.
7. Consider a Video Platform
Use a video platform that makes it easy to find the right media for your video/story. A good platform allows you to use keywords or web addresses to pull up relevant, real-time licensed content (images, music, infographics, and more) from a comprehensive content library. This means less search time for you and more video creation.
To learn more about all the ins and outs of successful video marketing, check out our post: The Ultimate Guide to Repurposing Your Existing Content.