Creating videos can be fun at best, and tedious at worst. However, the more you watch and create, the better you are at figuring out what’s really working for your marketing strategy.
I’m at the point where if I see an engaging, well-branded video with a great story and vibe, I’m giving it a respectful nod of approval.
This Dunkin’ Donuts promo for their salted caramel sips and Dove’s 100% care promo are great marketing videos that feel good. Brands don’t need to pull out all the stops to resonate with their audience, you just need a lot of heart—and aesthetics can go a long way, too (embrace cluttercore in doses, please).
The point is, there aren’t many things you need to stand out in video marketing.
But, how does standing out really work?
It usually boils down to four things:
- Branding
- Text
- Design
- Voice
Making a marketing video means finding the balance between coming off strong but not too strong. The key to branded content is telling a story – it needs to be visual, authentic, and of course, quick.
Follow me as I create a video for my imaginary app, Bookflix: your new go-to subscription for unlimited books.
Branding
When I think of Bookflix, I think of earthy greens and neutrals.
That’s why brand kits are always a win. Thankfully, branded templates are basically Lumen5’s whole thing. But really – when it comes to video content, it’s important to take “on-brand” seriously. And it won’t just benefit the video you’re creating now, it makes it so much easier when it comes to future content. Standing out doesn’t mean being loud amongst all the (video) noise, but rather consistently putting out content with branding that’s uniquely yours.
Are you aiming to attract a younger audience? Mature crowd? Women? Within the first 10 seconds, your audience should feel spoken to. This means captivating them with language that suits your brand’s tone and what your audience can easily identify you by.
Text
I like to joke that people don’t read anymore, but that shouldn’t stop my fictional app from existing or you from including text in your video.
Turns out, people will read if you make the words on your screen engaging. Animated captions are perfect for videos with either snappy messaging or long explainers because it keeps the viewer’s attention.
The inclusion of dynamic text or animated captions makes your marketing video more interesting to look at, more so than a static image or scenic video on the screen. While those can also tell a story, speaking to your audience in more way than once can improve the entire feel of your video.
Scene Designs
Different topics demand different designs, depending on what’s being marketed.
For example, a Bookflix marketing video about it’s easy-to-use interface would look completely different than a video on the percentage of our audience who are using our new AI Sci-Fi Selection Tool everyday.
How should you display certain information that keeps your audience engaged? It can be incredibly useful to already have hand-picked, customizable scene designs ready for the video creation process.
Marketing videos can be an accumulation of things. To name a few:
- Title scenes that explain the purpose of the video
- Scenes that summarize big pieces of information in a digestible manner
- Scenes designed to specifically relay stats
- Split scenes that enable different images and text
Voice
Obviously, BookFlix would have an audiobook section. The voice reading a romance novel can really make or break the story. The same can be said on the voice we choose to narrate a marketing video.
Talk to your audience in the most literal way possible. Utilizing voice in your marketing videos is a sure way to connect with your audience immediately – AI voices can ground your videos in relatability, and can contribute to establishing your brand’s voice and tone.
With so many AI Voices to choose from, not only does it save you from having to record your own voiceover, but lets you create a real connection so much faster.
Whether the video is for a hypothetical app or real brand, there are ways to make sure every video you post hits every time. Taking these tips and implementing them to your video creation process will give you the chance to create marketing videos that shine, in less time.
