In a recent episode of The Inspectations Podcast, CEO of The Aebli Group, Justin Starbird, sits down with TAG partner, Richard Tiland, owner of New Evolution Video in San Diego, who has been producing video since YouTube's inception! Today he shares with us some of his secrets for making great videos.
Video has become a lifeline. It's a huge part of our lives today.
Whether we're learning, whether we're having fun, whether we're promoting our businesses or advertising, it's ingrained in everything we do. Video production is a lifestyle right now, whether personal or business and if you're not using it you're missing it!
The most valuable aspect of marketing right now is entertaining people, and video is the way to do that.
We live in a society today, especially with the younger generation, where it doesn't have to be so serious anymore. We're living in a time when we all want to be entertained. When we look at videos, we want to be entertained, even if it's a business video! If you can entertain somebody through your videos and still stay on brand, that's a win.
Here are Richard's tips for successful video production:
1. Know your audienceRESEARCH!
"Get granular." Define who your company serves and narrow it all the way down to an individual, who they are, what makes them tick, why they listen, when they listen, and what they want, and then deliver your message as if you are speaking directly to them.
2. Know what your company is about
Equally as important as knowing your audience is knowing yourself! Where is your company at this point in time? What are you looking to get across in your videos? Is it a reorganization, a rebrand, or the launch of a new product? Are you looking to build your audience or stay relevant with your current one?
3. Have a clear message
What is your overall message or, brand position statement? That is, who you are, who you serve, and how you serve them. The value you bring to your audience, that's your position.
4. Have a good concept
First of all, the best concepts are built on strong foundations! That foundation is your research.
Also, don't jump right in and land on the first idea, don't force it, give it time to breathe. Evaluate & reevaluate!
5. Entice an emotional response
Talk about your clients, not yourself.
It may sound counterintuitive, but I assure you that people relate more to that language, and they'll do business with you more often and more frequently if you speak to them about themselves instead of yourself. Talk about how your position is going to better their lives.
6. Show success
Everybody wants to be successful, and that desire is a strong emotion!
People want to know, "What successes have you brought other people?" "Can you bring that same success to me?" If we can quantify and prove our success, then people are going to emotionally connect with us.
7. Think about style
How will your work look and feel? Have a brand style guide that includes fonts, colors, and graphics, and be consistent in their use. These elements are going to represent your company in your social media, emails, newsletters, and all other marketing channels you're using.
Your brand style goes beyond just how things will look, it also involves the style of your conversation. What type of conversation do you want to have with somebody? What do you want the tone of your production to be? Do you want it exciting, professional, and funny? Do you want it to be memorable, emotional, and sentimental? "
8. “Language of Understanding”
The language of understanding is getting people to relate to you. Can they understand what you're saying? Through that understanding, does it resonate with them? If you want somebody to understand you, keep your content simple, memorable, and concise.
9. Make the most of each advertising platform
Think about how the voice, tones, and core competencies of your brand itself are going to come across on all platforms and then determine the best mannerisms and mechanisms by which to produce content. How is your message going to resonate with different viewers? Auditorial learners vs. visual learners? This will have a big part in how you produce content, what methodology you use, and most importantly, what platforms you are producing content for.
10. Have a call to action!
What happens after the viewers watch your video!? There needs to be some sort of next step, tell your audience what to do and how to do it!
Videos are an excellent medium to add to your business toolbox, but just like everything else, it is ever-evolving!
Richard states, "Look, virtual reality and augmented reality, we're going to see the convergence of these happen like a tornado ripping through society in this decade. I was right about YouTube and its onset, right when it came out.
If you are not studying immersive tech, immersive websites, immersive trade show visibility, or immersive social media, get on that, study that!
It's already there and it's going to keep increasing as time goes on.
GET VIRTUAL!
Understand what that means and know where your company is going to sit to produce that type of content in the near future. "
To hear more, check out “10 Secrets to Quality Video Production” on The Inspectations Podcast, live now!
The Inspectations Podcast brings together business leaders from all industries to talk about best practices, innovation, leadership, and business development. The concept was born from an internal conversation within the TAG team, which resulted in the realization that processes and systems could be improved.
Make sure to inspect what you expect!