A compelling promotional video can move your audience to take action. Here are six things to consider before beginning your production.

1. Target Audience
Who is your target audience and what do you want them to do.
This is always a great place to start when you begin brainstorming with your team.

2. What’s The Message?
Clarity of message is key. Concise, simple messaging with reinforcing graphics or photographs help drive your point home.

3. Good Audio is King
It’s funny, but in a video, quality audio is almost more important than the video itself in getting your message understood. Quiet rooms and/or good microphones are so important.

4. Quality Video
Sometimes the video from your smart phone can be just what you need for social media updates and quick online channel posts. All companies or nonprofits should have at least one high-quality video for promotion or fundraising.

5. Length
Shorter is better in most situations. Keep it to the point and your audience will appreciate your efforts. Audiences tend to click off of a video around 45 seconds if it is not compelling.

6. Method of Distribution
Where you are going to distribute your video?

Is it for broadcast television? Get the specifications from your ad buyer. Usually they want 29.97 frames per second, 1920 x 1080 video files – some may want a slate at the beginning of the video that provides the title, version, producer, client, production company, date produced and length.

If it is going to reside on your website, get the best video size from your IT pro and make sure and tell your video production team before the start the process. This will potentially save on file size and provide the best quality.

If you are going to put your video on one of the online video channels like YouTube and Vimeo, be familiar with their copyright, privacy and ad policies and make sure your channel is branded and set up the way you want it.

It’s good to write a title, add keywords a complete description for each video you post. You can also create closed captions for the hearing impaired easily (Closed captioning also helps your search engine optimization and all words are searchable).

Now go out and make an awesome video! If you need some help, give Uptown Studios a call and let’s make some magic!



Kate Moore
By Kate Moore
I love Sacramento and the team at Uptown Studios. I will often write about video production, marketing, social media and the great community we live in.