1. Length is flexible, but keep it brief.

Compared to commercials in other media, online video advertisements afford

some freedom to tell the story of your business or product in greater depth.
"Humans receive and retain information at a certain pace and in a certain
linear order," Lisagor says. "So the longer Web format allows us the space to
receive new information without having it shoved in our eyes and ears." He
recommends keeping videos in the 90- to 120-second range; if the product is
relatively straightforward, a minute or less can suffice. Be careful not to abuse
the relative lack of time constraints, however, he warns. "If you have [viewers']
attention, don't squander it. It's the most valuable thing."

2. If you're not funny, don't make a jokey video.

Many videos go viral due to a smart, well-timed joke, so it's tempting to come
up with a funny concept for your ad or at least try to inject some humor into it.
That can be a smart strategy--or a disastrous one. "If funny comes natural to
you as a storyteller, then tell a funny story," Lisagor advises. "If it doesn't, then
forcing it is a huge mistake."

3. Use clear language.

As natural as your business's lingo is to you, viewers may be confused and

turned off by it. "Marketing people often make the mistake of using industry
jargon and buzzwords as shorthand for describing value," Lisagor says. One
example he cites: "global solutions," a term businesses in all manner of
industries say they provide to customers, without providing any specifics in
plain English. Unpack acronyms in the video as well, he says, or they will all
"jumble together into gobbledygook."

4. Make viewers envision using your product.

"If you can allow the viewer to project him or herself into a mental state of
experiencing the product and having a positive reaction, it can go a long way
toward convincing them that they should take the next step toward having it,"
Lisagor says. Not only does that take a careful match of images and
language, it also requires you to admit the scope of your product's benefits. "If
you try to make the response to a product seem more grand or have a larger
impact than people intuit what it would, it'll have an adverse effect on your
brand," Lisagor warns. "People don't like to be lied to."

5. Understand the limitations of what a video can do.

Just as a good movie requires a strong cast and a solid script, the
effectiveness of a video ad ultimately rests on the quality of the product. "The
biggest mistake to make when embarking on a video is to assume that a video
can answer questions that the product can't on its own," Lisagor says. So try
to produce as smart a video as you can, but don't expect it to succeed solely
on high production values. If it doesn't blow up and get millions of shares, the
problem may not just be the ad itself, but the business it's representing.

LinkedIn video specs

In addition to the traditional Sponsored Content ad specs , the video ad
specifications are as follows:
 Length: 3 seconds to 30 minutes (Most successful video ads are less
than 15 seconds long)
 Layout: Horizontal or vertical
 File size: Between 75 KB and 200 MB
 File format: MP4
 Frame rate: Less than 30 FPS (frames per second)
 Pixel and aspect ratio requirements:
 360p (480 x 360; wide 640 x 360)
 480p (640 x 480)
 720p (960 x 720; wide 1280 x 720)
 1080p (1440 x 1080; wide 1920 x 1080)
 Ads with a 1:1 aspect ratio should have a minimum resolution of
600 x 600px, and a maximum resolution of 1080 x 1080px
 Audio format: AAC or MPEG4
 Audio size: Less than 64KHz
  If a user unmutes the video in their feed and scrolls down within 2
seconds, the video will continue playing, even if less than 50% is
visible on screen

Note: You cannot upload more than 25 videos in Campaign Manager within
24 hours, and you can only upload videos from a desktop, not a mobile
device.

Best practices for LinkedIn video ads

Since their launch, LinkedIn members spend nearly 3x more time watching
video ads compared to static Sponsored Content. That’s why it’s essential
to follow these best practices to ensure you get the most return from your
LinkedIn video ads.

1. Define your main objective

As with any marketing campaign, it’s best to start with an objective. Ask
yourself what your end goal is, and let the answer drive your video creative
as this makes it easier to optimize your campaign. The best way to do this
is to focus on the marketing funnel stage :
a) Awareness
If your main objective is awareness, inspire prospects to have trust
and confidence in your brand while not yet giving everything away.
Use your video ad to capture attention, showcase your brand, and
generate curiosity.
b) Consideration
Since prospects in this stage are interested in your product or service
and looking to learn more, use this opportunity to tell them why
you’re the best. Use your video ad to demonstrate market leadership
and exemplify why your solution is the best for them.
c) Decision
Demand generation-focused videos are ideal here. Tell people why
they need your product or service, provide even more context, and
finally drive them to take action.
2. Create video content based on your objective
Different marketing goals require different video content, so once you’ve
identified your objective, you can create content to align  with the type of
success you want to drive:
 For brand awareness — Share about your brand’s mission, and keep
videos short (about 5-30 seconds) to leave the viewer wanting to learn
more. A 2018 LinkedIn internal study found that videos under 30
seconds saw a 200% lift in view completion rates .
 For brand consideration — Showcase customer successes or case
studies through interviews/testimonials, and provide more information
with longer videos (about 30-60 seconds).
 For demand generation — Show a sneak peek or demo of your
product to convince prospects to take action. Videos can be longer and
more comprehensive in this stage (about a minute or more) as people
who stick with it are more likely to become leads.

This Linked Selling ad is a mix of brand consideration and demand gen. It

uses a case study to showcase customer success:

3. Use storytelling to humanize your brand

No matter your objective, create content that tells a story since this helps
you connect with your audience. It allows you to speak directly to your
viewer and create a message that resonates with your audience, much
better than you can with text. Visual storytelling also makes your brand
seem more humanized and personalized while still projecting a
professional image.

Ways to humanize your video content include:

 Adding a personal greeting
 Showcasing your talent or brand culture
 Highlighting relevant current events
 Using humor or personal stories

4. Include captions
Although video ads on LinkedIn are set to auto play, they are muted by
default. So since many LinkedIn members will watch your video with sound
off, create your ad assuming viewers will not be able to hear your audio.
That’s why it’s a good idea to have your video narration appear as captions
at the bottom of the video, like 3M does:
5. Measure success based on your objective

To determine the true success of your LinkedIn video ad campaigns, you

must analyze the results based on your specific objectives. Commonly
aligned video ad goals and metrics include:
 Brand awareness: impressions, views, and view rates
 Brand consideration: view rates, completion rates by quartile, clicks,
and full-screen plays
 Demand generation: conversion rates, leads, and cost per conversion

6. A/B test to drive higher results

After determining metrics and measuring campaign success, you’ll want
to A/B test your ads — different versions of the same ad during the same
time period — to refine them and maximize results. Be sure to test different
options for these key areas:
 Content type
 Video length
 Audio and subtitles
 Description copy
 Headline
 post-click landing pages

Little tweaks can produce significant results, and this will allow you to
decipher what is causing certain ads to perform better. Just be sure to test
one thing at a time, or you won’t know for sure what’s causing the change
in performance.
1. Put together a plan. To figure out what type of message you’d like to
convey, consider the following questions:

 Is it a general introduction to your services?                              

 Are you promoting a new product or service?
 Do you have a “special offer” that you want to emphasize?
 How does your product or service make your customer’s life easier, better or
happier?
 How can you emphasize your experience and reputation?
 Can you convey how your customers feel about your product or service through
testimonials or quotes?
2. Personalize the video. Include pictures of yourself, your employees and
your customers. If you have customer testimonials, include them. If
possible, show a customer using your product or service. Just to save
yourself a possible headache down the road, have your “actors” sign a
release granting you permission to use their name and likeness.
3. Write a script. Don’t try to wing it; it usually doesn’t work. You know your
business best, so you are probably the best person to tell people about it.
But if you don’t have the time or inclination to come up with your own script,
you can post an ad on a website such as Elance to find a good, low-cost
script writer.    
4. Find a voice. If you’re not comfortable speaking in front of a camera,
have someone else record your message for you, which can then be laid in
over your chosen visuals. For example, my company, vADz, offers
professional voice artists known as “vadzvoices” to do voiceover on your
script.
5. Select an appropriate setting. If you have a restaurant, you might want to
capture your chef at work in the kitchen. If you are a service business, like
a plumber, show one of your employees arriving at your customer’s door in
a spotless uniform bearing your logo. Your video reflects your business so
be sure to present the image that you want your customer to remember.
6. Check the lighting. If you don’t have professional lighting, make sure
your video is recorded during the day in front of a window, and turn on the
overhead lights. If you you’re making multiple videos, you can buy a video
light kit online for about $100. It is usually better to film indoors where you
can control the lighting and background noise.
7. Consider wardrobe. The “actors” in your video should wear neutral-
colored, clean, attractive clothing. You want your customers focusing on
your message, not on your clothing (unless of course you’re a clothing
retailer in which case the above doesn’t apply!)
8. Keep it short and sweet. A typical advertising video should last no more
than 30 seconds. It may easier to shoot multiple short clips that can be
combined later rather than one long video that has to be edited down. You
may have to shoot multiple short videos to get the look and feel you want. 
9. Include a “call to action.” Give your customers a reason to click through
to your business from your video ad. This can simply be your contact
information, but a coupon or special offer couldn’t hurt. You may want to
consider creating a special landing page that corresponds specifically to
the message in your video. From there, visitors can easily explore the rest
of your site.
Are you ready to grab your iPad, iPhone or video camera and start
shooting video for your company’s first video ad? For more tips on how to
get the most of your video marketing, see my previous articles on OPEN
Forum.
OPEN Cardmember Carol Meinhardt is co-Managing Member of Chicago
West Pullman, an investment holding company and the COO of vADz, Inc,
a social video advertising platform, and OurTown Media, a hyper-local
news network.

What to Consider When Creating a Video Ad

Now you understand how to create a response to your video ad – what else do
you need to consider in the creative process? Here are a few additional tips to
keep in mind when creating an online video ad for your small business.

 Solve a Problem – What problem is your business solving? How are you
doing so? A good video ad will highlight a problem, and show viewers how
it will be solved by the brand.
 Use a Script – It’s essential to have a well put together plan before
creating content in any format, especially when it comes to video. Don’t
try to wing it! Create a script for your video ad that includes the
important components mentioned above. After doing so, get it reviewed
by friends, family, and those with a good understanding of your brand.
Feedback is extremely valuable for making the necessary adjustments.
 Choose a Platform – Once you’ve produced and edited your video ad,
it’s important to upload the content to a quality platform. Video hosting
issues are the last thing you want. At the moment, YouTube, Vimeo and
Facebook are the most popular and reliable choices for uploading video
content. You can use all three options to extend the reach of your video.
 Get Creative – Online viewers are used to seeing commercials online and
clicking away. Choose a unique format or style that allows your brand to
promote itself while appealing to your target market. The more creative
you get, the more your video will stand out from the content of
competitors.
Keep these tips in mind as you plan and create an online video ad for your small
business. Whether your goal is to increase sales, or brand recognition, you’ll
find video marketing to be an effective strategy.
Once you have an idea for a great video project, you need to:

1) Define Your Audience

Whether you want better insights from Google Ads or a more targeted video,
defining your audience is the first step in the video pre-production process. But
don’t fall into the trap of assuming that “Customer A wants to see X content.”

Defining an audience is a complex process that includes building buyer personas.

After all, your audience is more than just one customer with one interest; the
group of people you’re targeting is likely to have overlapping interests that you
can exploit when planning your video content.

Every business, regardless of who they’re targeting, should have a buyer persona

document that looks a little like this:
Source
Narrowing down your video viewer to a specific buyer persona— rather than a
generic audience—will help you create a much more targeted and effective video
in the long run.

The reasoning for this is simple: writing with one specific person in minds allows
you to tell an authentic and relatable story. Too often, marketing campaigns are
built to include everyone, but result in interesting no one.

Or, as poet John Lydgate put it, “You can please some of the people all of

the time, you can please all of the people some of the time, but you can't please
all of the people all of the time.”

Instead, craft your video message to your buyer persona: what they find
entertaining or interesting, and how the product or service relates to and can help
them.

Fancy taking a look at this concept in practice? Look to the likes

of Dove and Dollar Shave Club for for two entirely different (yet effective) video
content productions that cater to their unique buyer personas.

2) Clarify Your Message

While the importance of knowing your audience and defining a target market is
critical, clearly knowing and understanding your message is just as important. In
other words, don’t try to cram everything into a single animated explainer video.

Your business is made up of many moving parts, and you’ll likely need different
videos for different purposes. For example, you might need an explainer video to
give potential customers a product demonstration, a product demo video to bring
new website visitors up-to-speed on what you offer, or a powerful TED Talk-type
of message from your CEO.
Source

Don’t try to explain what you do, sell your service, and bring up a case study all in
the same video. A tailored video with a specific message and a specific goal will be
much more effective in the long run.

3) Determine Your Budget

Once you’ve defined your audience and your message, you need to define your
budget. Why? Well, failing to gauge a budget at the beginning of pre-production
is a good way to inadvertently go over budget. Plus vagueness means that it’s
impossible to manage expectations.

Some elements of video creation are more costly than others, which could lead to
you over-promising but under-delivering—especially if you’re planning to go
above and beyond with your video content by including voice overs or third-party
interviews.

If you're thinking of cutting costs by whipping up a quick video on your

smartphone with your employees as cast and crew, keep in mind that as for brand
perception, a poor-quality video is worse than no video at all:
Source

The pros of working with a good production company is that they value their
work. It’s placed in their portfolio and used as an online marketing ad. Giving
them a budget before you ask them to commission your video allows them to
produce the highest-quality content with the budgets you have available.

Knowing your budget ahead of time also lets you narrow down what you can and
cannot do for any given video project, and eliminates a lot of second-guessing.

Learn More:

 8 Videos You Can Generate from One Interview with Your CEO
 How to Use Live Video (Facebook & Instagram) to Grow Your
Business
 How to Make a Video That People Will Watch Til the End
 How to Research Your Audience Before Producing an
Explainer Video

4) Write (and Revise!) a Video Script

While a lot of big ideas come from the C-suite, not all executives know how to
write video scripts—a key  part of pre-production that’s most commonly
understated.

Too often, teams write the script and execute without critiquing, revising and
critiquing some more. Think about it: It’s tricky to piece together a script of what
you want to say without having input from other members on your marketing
team who speak to customers individually.

Take a look at Zendesk’s explainer video. Although the video itself is very basic

(it’s one shot without many moving parts), the video script takes center stage—
and is what makes the production complete.

The script for your video  may have gone through several drafts by the time post-
production rolls around, but having a solid base to work from will form a  large
part the course of your production and post-production schedules.

Taking the time to get professional input—whether that’s from professional video
script writers or the video marketing agency you’re working with—at this stage of
pre-production is an extremely worthwhile investment!

5) Include Greetings and Sign-Offs

Traditional in-your-face TV infomercials and blatant calls-to-action have almost

been replaced by a smarter, subtler brand of business video.

But that’s not to say that there isn’t a place for friendly reminders. That’s why
we’ve listed greetings and sign-offs in our list of video pre-production tips—
because subtly promoting your business can push your audience to completing
the goal you’re working toward.

However, you should be wary about being too subtle with your ask. This can
actually detract from conversions—as in the case of Wren Studio’s video of
strangers kissing. This interesting and emotionally captivating video went viral
(41 million YouTube views in three days), but without a CTA or a next-step
direction, it lost its momentum—and potential sales.

“First Kiss” is actually an advertisement for Wren Studio, a clothing company,

but you'd be hard-pressed to know that after watching it.

So how do you strike the balance between subtleness and over-promotional?

The answer is simple: Plan the video as you would normally, without mentioning
any calls to action. Then, when the content is coming to a close, ask your viewer
to take action—whether that’s by visiting your website, clicking a link or making a
purchase.

Free Bonus Download: Get your FREE checklist on turning your video into a
high-converting YouTube ad – without spending too much money. Click here
to download it for free right now!
6) Get to the Point within 8 Seconds 

In a world of disappearing messages loaded up with stickers and filters on

Snapchat and Instagram and smartphone-induced ADHD, it’s important know
that most viewers will click away from your video after the first eight seconds if
their attention wavers.

Why? Because the average attention span is just 8.5 seconds (which is one second
less than the attention span of a goldfish, by the way).

Source

Fortunately for video producers and scriptwriters everywhere, this isn’t a bad
thing. The first eight seconds of video are just enough to include a brief greeting
that states who the speaker is, what brand he or she is representing, and what
they’re going to talk about.
Many writers refer to the term “mid-res”, an abbreviation for “in medias
res”, which means “into the middle of things.” Starting a story in the middle of
things kicks the viewer into a whirlwind of excitement that will keep them
engaged long enough to hear your why in the video.

The “why” of your video is the reason why your audience will benefit from your
product or service. (AKA, the most important part.) It’s also a problem that your
company can resolve for them.

Just take an accounting software company, for example. Their target audience of
small business owners might not realize they’re spending too much time
collecting, scanning and filing receipts until they’re shown the brand's video—and
convinced to switch.

Learn More:

 9 Tips to Close Sales with Video Content

 12 Engaging Types of Video Content that Viewers Love to
Watch
 How to Craft a High Converting Explainer Video
 Top 5 Reasons Why Your Videos Are Not Performing Well

7) Decide Your Ideal Video Length

While conversion and completion metrics shouldn’t be the end-all when it comes
to determining the length of your video (hint: your message should make that
determination), the final run-time will affect your overall completion rate. As you
might expect, there’s a direct correlation between video length and viewer drop-
off:
According to Wistia, you've got up to two minutes to hold your viewer's attention,
“meaning that a 90-second video will hold a viewer's attention as much as a 30-
second video. This is surprising and actionable information for video marketers.
If you're making short videos, you don't need to stress about the difference of a
few seconds. Just keep it under 2 minutes.”

==> Click here if you need a world-class explainer video created for
your business <==
Keep in mind that the length of a video generally varies depending on which stage
of your marketing funnel you're creating content for. The lower down in the
funnel you go, the longer (though still focused) your video content can be.
8) Be Transparent and Authentic

The last step and guideline for effective video script writing is to be transparent
and authentic.

One report found that consumers trust their family and friends more than
company advertisements. And although companies can never be peers,
they can be experts in their field who offer something of value in a non-salesy
way.

Video marketing is a very effective type of content marketing, and the ultimate
goal of content marketing should be thought leadership. In other words, you want
your viewers to see you as an expert and place trust in your brand—and not just
about your own products and services, but about everything.

That’s a great way to get your audience on-board with your brand, and start
building those personal connections that are so important for sales. Here’s a great
example of how Basecamp use this friendly, non-promotional tone in their video
content:

9) Create (and Follow) a Storyboard

A storyboard is a sequence of drawings that shows all the various shots of your
video and gives everyone working on the video content a solid plan to work
from. Vidyard has a pretty good explainer post that covers the basics of creating
storyboards from a non-artist’s point of view, and shares exactly why video
marketers should always make them before shooting the video.

Just as a video script is an indispensable pre-production tool, a storyboard is

invaluable as an efficient way to visualize the shoot before it happens. Why?
Because the storyboard takes the script and verifies its possibility by taking the
images in your head and putting them on paper.

It can also help to answer questions like:

 Where does the light come from?

 What does the location need to have for the production to work?
 Is there a location in mind?
 What tools will each shot require in order for them to look and feel the way
the script intended?

There are a variety of functions, lenses, tripods and sliders that may or may not
be available for the shoot, so it’s wise to know what equipment you’ll need
beforehand. The tools will also affect your budget, so knowing if you need that
crane shot and the cost for the rental are crucial to pre-production.
Source

Not a great artist? You can always use a service like Storyboard That to create the
storyboard for your marketing video.

10) Make a Shot List

Just as a storyboard is the scene-by-scene breakdown of a video, a shot list is the

shot-by-shot breakdown of each scene.

Shot lists include specific details— like camera placement and lighting direction—
making this document the ultimate pre-production planner. Shot lists usually
include:

 Scene number
 Shot number
  Location
 Shot description
 Framing
 Action/dialogue
 Actors involved
 Props needed
 Extra notes

Source

So, make sure this is on your pre-production to-do list (after crafting your
storyboard). Covering these two areas with help from your producer and
videographer will save you tons of time during production.

1) Create a Production Schedule

Now that you’ve got the basics covered, it’s time to think about when and where
you’ll be recording the video. This is your production schedule or a shooting
schedule.

You’ll need this document to make any kind of judgment call on whether your
video project is going according to plan and to manage the time expectations of
stakeholders.

Your video production schedule should include key information, such as:
  Location
 Scene/shot
 Equipment
 People needed
 Contact info
 Date and time

A production schedule is a one-stop shop for all your production questions and
concerns and should be updated regularly and shared with the entire team.

12) Overestimate the Time You’ll Need

…Generously.

As a rule of thumb (particularly when stakeholders are involved), it’s always best
to under-promise but over-deliver. One of the best ways you can do that is by not
giving yourself a razor-thin window of completion, especially if you aren’t very
familiar with video production workflows.

Underestimating production time is just as bad as overestimating resource

capacity. You don’t want to rush through one section of your storyboard because
you haven’t allocated enough time to film it—and potentially need more time to
re-film, which means renting equipment and getting the actors back again.
So, if this is your first time working on a video or if you still feel you aren’t very
experienced, give yourself more time to work with to prevent unforeseen
scheduling, shooting and post-production conflicts wreaking havoc with your
entire plan.

13) Decide on a Studio or Location

There are few decisions you can make with more resounding impact on the
production schedule than whether you want to do your shoot at a studio or on
location (like a beach, for example).

While it may not seem like a huge deal at a glance, it certainly is for your
budget. Studios will already have everything in place for you to work with and all
you’ll need to do is show up and bring your actors.

Shooting on location, on the other hand, involves travel and equipment

transportation costs and the whim of the elements (like weather). You’ll need to
be aware of these costs—and include the location details in your production
schedule.

14) Visit all Locations Ahead of Time

Even if you do decide to shoot in a studio, you should still visit it beforehand to
get a full understanding of the space you’re working with. Why? Because one of
the best ways to build an accurate production schedule is by determining which
locations will be problematic and scheduling them into your day based on
availability.

Outdoor shots, for example, need to be scheduled based on the type of lighting
you require and should be flexible in case of inclement weather. If you’re shooting
in a real office, however, shots will need to be conducted after hours.

Visiting locations ahead of time also gives you the chance to preview each “scene”
and update both your shot list and storyboard with actual, accurate pictures.

Unsure on where to start? Check out this article from DIY Photography
on location-scouting for other factors you’ll need to consider.

15) Determine Your Equipment Needs

Knowing exactly what equipment you’ll need for every shot in your shot list
should be something that you have set in stone long before the first camera starts
rolling.
Understanding the basics of a script, storyboard, shot list and even production
schedule might be easy, but knowing why a Canon 5D wide angle lens steady
camera is the best choice for a specific 3-second shot is not so intuitive.

Ideally, equipment needs will be managed directly by a production manager, who

will coordinate equipment hire from your shot list. However, for smaller projects,
the videographer should be the one making the call.

It depends on what type of video you're creating, the scope of the content, your
budget, etc., but here is a basic list of video equipment you're likely to need:

16) Inventory Equipment You Already Have

Once you’ve worked with your producer to list the equipment you’ll need for all
your shots, take a moment to double check what you already have in-house
(because your producer certainly won’t know).

Larger companies with multiple departments could literally have viable

equipment tucked away in some storage room. Maybe there’s a certain type of
microphone that HR uses to make their recruiting videos, or a high-tech camera
lying somewhere in the product department.

Checking before ordering new equipment could save you hundreds to thousands
of dollars in rentals!
17) Use Your Company’s Best Representative

Often, the narrator in large-scale business videos will be someone from the C-
suite. But you might want someone who can get the job done better, quicker, and
build stronger relationships with your audience, too. That’s when hiring
professional actors can come in handy.

However, if you want to shave a bit more off your budget and identify a long-term
talking head for your videos (especially if you want to start a company vlog), keep
in mind that there could already be someone in your HR, sales or marketing
department who’s just waiting to shine.

To find these people, send a company-wide letter inviting interested people to

take part in a quick interview or even audition with the script you’ve put
together. Every company has its fair share of interesting characters, and one of
them might just fit the camera perfectly. 

Where an actor or paid hire might study the script and play well, nothing
compares to someone who lives and breathes your brand message every single
day.

18) Have a Call Sheet

Regardless of whether you decide to go with professional actors or in-house

representatives, one of the last spreadsheets you’ll need to prepare is the call
sheet. This all-important companion sheet to the production schedule includes
the contact information of every member of the film production crew and the
actors.

A good call sheet will answer all the basic “who, what, where, when, and why”
questions at a glance, and is practically invaluable when it comes to keeping
organized, calming nerves and managing expectations.

The call sheet will be used more often than you think: from a daily checklist, to
role call, to the emergency contact list when you’re missing a key player in the
shoot.
If you're confused about how to piece a call list together, you can use a service
like Still Motion which provides call sheet templates.

19) Line Up Your Talent

Once you have your script, storyboard, shot list, production schedule and call
sheet lined up, you’re almost ready.

Now, it’s time to put your talent on set!

As any actor will tell you, the importance of line-readings and rehearsals cannot

be understated. It’s a good idea to get your talent familiar with locations, dress,
directions, etc., before they show up for the actual shoot so they – and you –
know what to expect. If you’ve found that one of the actors you’ve commissioned
doesn’t fit with your vibe, now is the perfect time to recast if necessary.

20) Remember: Video Marketing Is Worth It

If you’ve reached this point and are questioning whether the video you’re
planning is worth the effort, don’t lose faith—and remember that video marketing
is worth it!
Source

The stats don’t lie:

 97% of marketers say video has helped increase user understanding of their
product or service
 76% say it helped them increase sales
 47% say it helped them reduce support queries
 76% say it helped them increase traffic
 80% of marketers say video has increased dwell time on their website

As you can see, there are many things to consider before hitting the “record”
button on your latest video marketing campaign. Always make sure you’ve got the
basics covered, know the purpose of your video, and have the equipment you’ll
need to make a solid start when it comes to filming.

The sooner you start using video in your marketing, the sooner you can leverage
its power to establish thought leadership and trust in order to attract, qualify and
convert new customers to your brand as well.