Creative video production is the perfect antidote to a market where data and metrics are critical to understanding success, but storytelling remains the way to your target audience’s heart.
In today's competitive digital landscape, harnessing the power of creative video production has become an essential aspect of any content marketing strategy. High-quality, engaging videos can help brands, organisations, and influencers captivate audiences, build brand awareness, and drive sales.
But with so much video content being published on a daily basis, it’s increasingly difficult for brands to stand out from the crowd. So, before you dive into a creative video strategy for your brand, here are some tips and best practices to keep in mind.
The Power of Creative Video Production for Digital
Creative video production can help your business stand out from the competition by showcasing your unique story, values, and personality. They enable you to engage your audience with compelling visuals, storytelling, and emotional connection. When done right, professional video production services can:
- Boost brand awareness and visibility in search results
- Build trust and credibility among your target audience
- Enhance customer engagement through captivating content
- Drive conversion and sales by showcasing product benefits
- Enable maximum reach and engagement across multiple channels
Making Broadcast-Quality Content for Digital Channels
It’s been clear for a while now that younger audiences are spending less time on linear TV viewing and more time on digital channels. Analysis from Enders, published in May 2023, predicts that the steady decline in linear TV viewing is set to drop even more sharply in the coming years. According to the analysis, live broadcaster viewing is set to drop by 27% by 2028.
In contrast, SVOD and AVOD platforms (including Disney+, Amazon Prime, YouTube, and TikTok) are all set to grow. Streaming services are predicted to increase their share of viewing time from 15 to 23%, while short-form video platforms like YouTube will increase their share from 22 to 29%.
In this rapidly evolving media landscape, it's becoming increasingly clear that social and digital channels hold the key to capturing the attention of today's young, tech-savvy audiences, and overcoming the profound shift in the way content is being consumed
For brands, this presents an exciting opportunity to engage with audiences on their terms, and in the spaces they're spending the most time. However, success on these platforms isn't just about showing up - it's about offering quality, compelling content that can stand toe-to-toe with the best of traditional broadcast media.
This applies even to short-form content on social media, where viewers' expectations are high, and attention spans are short. Whether it's a quick TikTok video or a YouTube tutorial, quality is key. Engaging visuals, clear audio, strong storytelling - these elements are crucial in making a memorable impression on viewers.
Few brands have the expertise in-house to execute creative video production from start to finish. Partnering with a video production company, who are specialists in not only creating cinematic brand content but amplifying its reach, ensures maximum return. At Little Dot Studios, we turn brands into broadcasters through our BAFTA award-winning creative production studio, and we’re here to chat if you’d like to learn more.
Repurposing Video to Expand Content Lifespan
These trends also hold important implications for the entertainment industry. As streaming services and short-form video platforms grow in popularity, there's a clear opportunity to leverage these channels for distributing content.
Repurposing TV shows into bite-sized clips for YouTube, creating exclusive behind-the-scenes content for social media, or even hosting live Q&A sessions with fans on Facebook or Instagram - these strategies can extend the reach and lifespan of your content, driving engagement and building a dedicated fanbase.
At Little Dot Studios, we’ve repurposed content for the likes of Netflix, ITV, Channel 4 and Amazon Prime to leverage their content for social media success. With a fan-focused, data-led approach, we’ll provide both organic and paid media strategies to maximise reach and engagement for your content. Reach out to learn more!
Which brands and industries should use creative video production?
There is no limit to the power of creative video when it comes to which brands should use it. The content and goals of video production can vary wildly from one brand to another, and even from one digital channel to another.
Regardless of industry or target audience, there’s always a brand story and always a great way to tell it with video. Here are just a few examples of content themes and how they can align to different verticals:
- Fashion, arts and culture: showcase your brand's aesthetic and creative vision
- Adventure and spectacle: Captivate viewers with thrilling and visually stunning content
- TV and film: Tell compelling stories, increasing the reach and lifespan of your production
- Entertainment and comedy: Engage viewers with humour and lighthearted content
- Automotive: Highlight the features and performance of vehicles
- Sport: Share the excitement and passion of athletic events
- Gaming: Attract gaming enthusiasts with engaging gameplay and reviews
- Social impact: Showcase your brand's commitment to making a positive difference
Check out this example of how Red Bull leveraged video content to reach a young, digital-native target audience.
How to Maximise the Impact of Creative Video Content
Embrace the Vertical Video Trend for Maximum Reach
Vertical videos have gained immense popularity in recent years, thanks to the rise of social platforms like TikTok, Snapchat, and YouTube Shorts. With billions of organic views generated on these platforms, it's crucial to embrace the vertical video trend and incorporate it into your creative video production strategy.
By doing so, you can reach a wider audience on social media platforms, optimise for mobile viewing thereby catering to the growing number of smartphone users and increase engagement with visually immersive content.
Choose the Right Platform
Selecting the right platform to showcase your creative video production is crucial to maximising their potential and achieving optimal visibility. Some popular platforms include:
YouTube: Ideal for longer, more in-depth content with strong SEO potential.
TikTok: Best for short, engaging videos with viral potential.
Snapchat: Great for ephemeral vertical videos that encourage immediate engagement.
Instagram: Perfect for a mix of short and long-form content, including IGTV and Reels.
Consider your target audience, the type of content you're creating, and your marketing goals when deciding which platform to focus on.
Experiment with Formats
There are many different video formats, and what works best will depend on your brand, your message, and your audience.
These include how-to videos, interviews, testimonials, behind-the-scenes (BTS) content, product demonstrations, and animated explainer videos. Experimenting with different formats will help keep your content fresh, engaging, and versatile.
Harness the Power of Live Streaming
Live streaming is a rising trend in video marketing. Brands can use live video for product launches, Q&A sessions, behind-the-scenes sneak peeks, interviews, and more. Live videos tend to engage audiences in real-time, fostering a sense of immediacy and intimacy. They also enable direct interaction with viewers, enhancing overall audience engagement.
Managing the Creative Video Production Process
Whether you’re going it alone in-house or working with a trusted partner to develop and distribute video content, it’s important to understand the process. A stumble during production can dramatically impact the performance of your content once it’s out there.
Understanding best practices in the production process ensures your content (and any subsequent campaigns) stay on track.
Pre-production: The Blueprint for Success
The pre-production stage sets the foundation for your video. It involves conceptualising the video idea and storytelling, defining the target audience, and drafting the script.
A crucial aspect of pre-production is storyboarding, where you sketch out a visual plan for each scene. This stage also involves deciding on the logistics like the shoot location, equipment needed, and casting for any roles in your video. A thorough pre-production process ensures a clear direction and smooth execution in the following stages.
Production: Turning Vision into Reality
The production phase is where you bring your storyboard to life. It involves filming according to the script and storyboard. In this stage, it's essential to focus on the quality of visuals and audio.
Lighting plays a significant role in influencing the mood and aesthetic of the scenes. Sound quality is equally crucial; poor audio can distract from your message and lead to a poor viewer experience. If you're incorporating elements like interviews or dialogue, guiding your subjects effectively to deliver clear, authentic responses can make a huge difference.
Post-production: Polishing the Final Product
The post-production stage is where your raw footage transforms into a compelling video. This process involves editing the shots, adding music or sound effects, integrating graphics or animations, and adjusting the colour balance for visual consistency.
It's in this phase that the narrative truly comes together. Depending on the complexity of your video, you might also be incorporating special effects or complex transitions. Always remember that editing should enhance the story, not complicate it.
Feedback and Revisions: Perfecting the Piece
Once the initial edit is complete, it's essential to review the video and make necessary revisions. This process may involve getting feedback from different members of your team, or even conducting a small focus group test. Constructive feedback can help spot overlooked mistakes, gauge the overall impact, and ensure that the video aligns with the original objectives.
Distribution: Reaching the Right Audience
The final step in the video production process, but by no means the least important, is distribution. This is where your video meets its audience and where all your planning, production, and creative efforts come to fruition.
In this phase, you’ll be deciding which platforms to use, the optimal posting times, and how to promote the video. Remember, even the most creative and high-quality video won’t make an impact if it doesn’t reach its intended audience.
Methods for effective content distribution fall into two broad categories: organic distribution and paid media. Both are crucial elements of a comprehensive distribution strategy and have unique benefits.
Organic Distribution
Organic distribution involves sharing your video on your brand's social media accounts, website, or email newsletters. This approach relies on the natural behaviour of your followers and visitors interacting with your content, as well as the algorithmic content distribution of each platform. The success of organic distribution depends heavily on understanding your target audience and producing tailored content that resonates with them.
Best practices according to individual channels and social platforms come heavily into play here. Using keyword-optimised titles, descriptions, and hashtags can significantly increase the visibility of your content. Consider also the best times to post on each platform, based on when your audience is most active.
Another key consideration is optimal content length, which can vary widely from one channel to another and across different content types.
Paid Media Distribution
In addition to organic strategies, paid media distribution is a powerful way to extend the reach and lifespan of your video. By leveraging the advertising tools available on social platforms, you can target specific demographic segments, retarget individuals who have interacted with your brand, or even reach out to new, potentially interested audiences.
Paid media, offered in-house for Little Dot Studios clients, involves promoting your content on platforms like Facebook, Instagram, Snapchat, or YouTube with targeted ad campaigns. With careful planning and execution, paid media can increase your video's reach exponentially, delivering your message to a larger and more diverse audience.
Remember, even the most creative and high-quality video won't make an impact if it doesn't reach its intended audience. Therefore, understanding and effectively leveraging both organic and paid distribution methods are vital to your video's success and your overall social media marketing strategy."
The creative video production process may seem complex, but each stage is crucial in shaping the final product. Approaching it methodically, with a focus on quality and a clear vision, can lead to a video that not only looks great but also delivers in terms of impact and engagement.
At Little Dot Studios, we’re dab hands at bringing a brand’s story to life throughout the content production and distribution process. With our background in media and broadcasting, it’s in our DNA. Reach out today to explore working with us to transform your content and your digital presence!