In this digital era, captivating videos reign supreme. From storytelling techniques to visual aesthetics, we’ve got you covered on the fundamental principles that can elevate your video content and enhance your brand’s presence in the ever-evolving digital sphere. Here are 5 tips on how to make a good marketing video.
Know Your Audience
Craft videos with your audience in mind. Understanding their preferences, interests, and concerns enables you to tailor your videos to address their specific needs. Aligning your video with your audience’s expectations, be it in tone, style, or content, enhances its impact and engagement. This understanding allows you to create videos that not only capture attention but also establish a meaningful connection, driving successful outcomes for your brand or product.
An illustration of this approach is evident in our video created for Singapore Airlines’ Customer Experience Department. To enhance the relatability of the video, we strategically introduced three central characters, each representing customers from distinct boarding classes, placed in thoughtfully designed scenarios. This presentation underscores the airline’s dedication to delivering exceptional care and meticulous attention to detail for all customers, regardless of their class.
Engaging Storytelling
Engaging storytelling is essential for impactful marketing videos. In the crowded digital landscape, a compelling narrative captures attention and fosters a connection. By creating a relatable and emotionally resonant story, a memorable viewing experience is crafted. A well-told story communicates and humanises the brand. In the competitive world of videos, storytelling is a powerful tool to distinguish content and make it compelling for the audience.
Our video for the National University Health System (NUHS) aims to raise awareness and reduce the stigma associated with hearing loss in the elderly. The story centres around a hesitant father who, upon agreeing to get treatment, discovers that seeking help not only enhances his hearing but also strengthens his relationships with loved ones. Through this narrative, we show that addressing hearing issues can lead to positive changes in one’s life and connections with family and friends.
Optimise for Mobile Viewing
Optimising for mobile viewing is crucial in creating effective marketing videos. With the rise of mobile device usage, people are watching videos on smaller screens more than ever. To maximise impact, videos must be tailored for seamless experiences on mobile platforms. Prioritising mobile-friendly design enables marketers to reach a broader audience, delivering messages that are accessible, convenient, and visually compelling on the devices most commonly used by their target audience.
Created for Changi Airport Group, our video focuses on showcasing the iChangi Mobile App. The video is specifically tailored for optimal viewing on mobile devices, aligning seamlessly with the message that planning travel becomes significantly more convenient through the iChangi app on your phone.
Keep it Concise
Concise video content is crucial for effective marketing. Attention spans are getting shorter therefore, brevity is powerful. Short and to-the-point videos keep viewers engaged, delivering key messages without overwhelming them. This approach suits the fast-paced nature of online consumption, increasing the likelihood of content retention and sharing. Prioritising conciseness enables marketers to make a memorable impact on their audience within the brief attention window available.
Our lively 15-second video showcasing McDonald’s Singapore’s Breakfast McSaver Meal is a delightful and energetic portrayal, effectively highlighting a whole lot of deliciousness made available for a little less.
Visual Appeal
Captivating visuals are pivotal for capturing and retaining viewer attention. Not only do they enhance the overall viewing experience but they also convey brand identity and messaging effectively. Whether through vibrant colours, engaging graphics, or aesthetically pleasing cinematography, prioritising visual appeal ensures that the video stands out, leaving a lasting and positive impression on the audience.
Created for the National Cancer Centre Singapore, our video here utilises lively animations and vibrant colours to deliver crucial information to breast cancer patients regarding reproductive medicine and comprehensive fertility preservation.
As technology and consumer preferences continue to evolve, embracing these strategies will empower marketers to create videos that not only capture attention but also foster meaningful connections and drive successful outcomes.
Are you seeking to create marketing videos but aren’t sure where to start? Reach out to our team at Vicinity Studio. For a quotation on the video production, contact us by email at [email protected] or call +65 6993 6993.
