Video Planning 101: How to Successfully Plan Your Next Production
Every successful video campaign follows the same formula: identifying your target goal, audience, and then writing a story that aligns with your brand mission.
While this sounds easy on the surface, anyone who’s tried to film their next projects knows it’s harder than expected.
That’s why we’ve created this helpful guide to make your next campaign a monumental success! Here are the 8 steps to follow for planning and executing your next video campaign with ease.
Step 1: Identify Your Campaign & Goal
To clearly identify the direction of your video, you need to start with knowing its goal. Are you planning to use this video to spread brand awareness? As a lead generation tactic? For more conversions or sales? Figuring your campaign’s goal is the first step since it will determine the audience you target and the video’s actual content.
Step 2: Think of Your Audience
Now that you know the direction of your video, it’s time to consider its audience. This is just as important as step one since you’ll need to know how to tailor your content for its specific audience.
For instance, if your campaign is targeting new customers, you’ll need to know their pain points, demographic, platforms they use, and problem that you’re solving. If your campaign is to score more sales from existing customers, you’ll need to analyze different factors like purchase history, demographics and interests, enticing offers, and benefits of being a returning customer.
Step 3: Plan the Video Content
Knowing the goal of the video, plus who it's for, will make planning the content so much easier.
Once you get to the content brainstorming step, here are the important factors to consider so you craft a compelling video that hooks your audience based on an emotional response:
Concept Ideas: What information will resonate with the intended audience? How can you ensure this content aligns with your brand’s mission and goals?
Narrative: Using the concept ideas, think of how you can turn this into a narrative story that captures your audience on a deeper level and conveys your message.
Customer Testimonials: Are there any customer testimonials you can include in the video to entice the audience more?
Intentional CTA: Draft a call-to-action that’s compelling and tells the audience exactly what to do.
Step 4: Hire a Professional Production Company
Coming up with your video’s story can be challenging and overwhelming. After all, nailing your video’s story is crucial to seeing the desired outcome.
Working with a professional production company can take the stress off storyplanning since these professionals are natural storytellers that know how to craft actionable narratives for target audiences. But not only are they masters at storytelling, they also come equipped with professional equipment to film and edit high-quality videos.
Promoting high-quality content is key to earning more trust and credibility with your audience. Why? Because it boosts your brand image by appearing more professional. Professional production companies not only make the video process easier from start to finish, but also create content that tells your audience your brand values excellence.
Step 5: Shoot an Impactful Video
Once all of the preliminary drafting is complete and you’ve hired a professional production company, it’s time for the actual filming.
Your hired videographer will ensure the location of your video aligns with the story and your brand’s image while also taking care of technical stuff like lighting and sound. Once filming wraps, your videographer will work on final edits to send over a completed project ready for the next steps.
Step 6: Optimize for SEO
Seeing your finished project come through is thrilling but before you get excited and click ‘publish,’ there’s one step to complete first: optimizing for SEO. Shooting a great video isn’t enough to see action. You have to make sure it lands in front of the right eyes first.
SEO helps to make this possible with strategies like keyword research and proper placement and promoting it on the right platforms. Keywords are the biggest help in optimizing your videos since it aligns with what your audience is searching for.
Use helpful tools like a paid keyword research tool or Google Keyword Planner to find keywords that align with the search intent of your video. Place these keywords naturally in the following areas:
Your video’s title
The description and tags
The video’s thumbnail
Subtitles and captions
Step 7: Publish & Promote
Now for the fun part: finally publishing and promoting your video! After the project is set up for success with its high-quality content and SEO, you’re now ready to publish it on the right platforms.
What do we mean by ‘right platforms?’ We mean the platforms that your target audience is mostly hanging out on. This increases the chance of them finding and watching the video based on your SEO to follow through with the intended action.
But promotion doesn’t stop there. You can cross-promote your new video by sharing it on your website, email marketing, website blog, and other channels to spread the word even more.
Step 8: Analyze Incoming Metrics
Even with the video published, there’s still work to do. As with any campaign, it’s vital that you closely analyze the incoming metrics once views and engagement starts to roll in.
There are a few factors you need to pay close attention to once every video has been published in order to see how well your campaign is performing:
Views
Engagement percentage
Click-through rate
Conversion rate
Play rate
No factor is more important than the rest. All of these work together to see how well your content is resonating with your audience to enact action. Even if you find that your campaign didn’t perform as well as you hoped, it’s still valuable information to alter future campaigns for better results.
Get Started With Your Successful Video Campaign
Planning a successful video campaign requires tons of work and strategy. Doing it on your own or with your marketing team can make the process even more challenging. But planning and executing a victorious video campaign is possible with the help of a professional production company like Triarch Creative!
Our top-rated firm is made up of creatives who have several decades of experience filming results-driven campaigns for brands like Rivian, Patrón, and more. We partner with you to take care of the entire video production process from creative planning to filming, editing, and final delivery.
If you’re ready to step up your video marketing strategy and start seeing results, contact us today to begin moving your story forward!
