Producing an Online Video Campaign

Seámus is Director of User Experience at Graphic Mint.

We have been working with WestGlobal on designing the UX and UI of their software, the look and feel of their website, and now we just wrapped up a collaboration with their team on a new promotional video for Vantify, their business transaction monitoring software, entitled Vantify: Revolutionising Monitoring.

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Over at WestGlobal’s BTM-Blog, Brian from WestGlobal has written a very insightful article on “Producing an Online Video Campaign”, which I am delighted to feature here on Graphic Mind as guest blog post…

The right kind of video can deliver a message faster and more effectively than pages of web text. But how do you start?

We’ve just recently just finished this promotional video for Vantify. Essentially, it was collaboration between Graphic Mint, our design company, and ourselves.

From this experience, we’ve compiled a short list of considerations when launching a video campaign.

1. Know your Objectives: Individuals will have different idea of what a video should achieve. Getting people to sign off on scripts, or mock-ups, is easier if there is a set of defined objectives rather than a presumed consensus based on informal conversations. Our objectives were:

  • To clearly explain what we do to a general business audience.
  • To display how Vantify differs from other monitoring tools.
  • To encourage our target audience to challenge our claims, and in turn generate leads.

2: Choose a Theme and Write a Script:
We picked “Revolutionising Monitoring” as our theme. We know we have something different, and innovative to offer our customers. We’re up against the big boys in the market, and the differences that distinguish us from the competition often gets lost in a mire of terminology.

The best way for us to convey who we are and what we do was to state it clearly, and honestly. Claiming that Vantify is revolutionising monitoring may seem bold, but it is true. In the past we have been guilty of hiding our light under a bushel, which is counterproductive when the product exceeds expectations.

We are excited at the chance to prove these claims. The language used was intended, in part, to provoke a prospective client into contacting us. This affords us the opportunity to validate the product, and dispel any reservations.

Choosing a theme helped us to focus on the key message, and added an extra punch to our script.

3: Rewrite the Script:

Our first script was bogged down in technical detail, and jargon. This serves only to turn away your audience. The second script still had too much technical detail so we reiterated upon it. Clarity is key, and often in the interest of clarity some cliché’s and cheesiness may be unavoidable!

4: Get the Audio right:

Audio is 50% of the video experience, and sound quality is more important than video quality online. If the sound is rubbish, a high quality picture is irrelevant. The video won’t work.

Although we were happy to have a “Guerrilla” feel to our video (in tune with our “Revolutionary Monitoring” theme) we decided to spend a considerable time recording the audio.

It was important to get the delivery of the narrative right, and to capture a high quality recording. This took a number of passes to get right.  It’s worth investigating into sound compression and video for the web.

5: Get it out there:

It doesn’t have to be perfect, just good enough. The objectives, questions and problems, lessons that were put to one side can form the basis of your next video campaign!

6: Metrics:

You want to know how many people are watching the video, and how each of your promotional channels are performing. In order to track the traffic, we host the video at various URL’s throughout the site, and point our social networks to specific instances of it.

As it stands, Twitter has proved to be the most effective channel. Out-performing Youtube, direct mail and Linked in. However, it is still early days, and all of that may change as the campaign progresses.

Brian McDonagh
Business Development WestGlobal

Feedback (both positive and negative) is welcome, and can be left in the comments section below.