Today, video content is Queen. It’s the most engaging, entertaining, and influential form of content with the power to grow brand awareness, positive perception, loyalty and of course sales.

As with any content shoot, carefully planning out your video content before you set foot on set is essential. We’ve come up with six must-dos to consider for your next video shoot.

1. Think Mobile First

Since most videos are watched on mobile phones, it’s vital that you consider mobile optimisation when creating your content. The mobile viewing experience comes with a number of details you need to consider, like graphics and where they’ll sit within the frame, sub titles to ensure your messaging isn’t lost for the hearing impaired or those watching with their sound off, and whether you need to layer in music, voiceovers, and sound effects.

2. Create a Clear Call To Action

Video content should be entertaining and informative. Think about the customer journey and what you want people to do or where you want them to go next. Do you want to send them straight to your website, a specific product page, or do you want them to sign up to your database? Be mindful about the true purpose of your video content before you start to brief it in.

3. Explore Multi-Platform Options

Think about creating video content that can cross social media platforms such as Facebook, Instagram, YouTube, Snapchat, TikTok, Pinterest, Twitter, and LinkedIn. But don’t limit your video content simply to social; embedding video content into emails is a great way to engage and influence those all-important open and click-through rates.

For market-leader L’Oréal Paris we delivered a suite of content for their ‘My Perfect Mascara’ campaign, from polished instagram video and stills to more lo-fi before and afters for TikTok.  Considered a great success by all involved, we exceeded our campaign benchmarks and received fantastic engagement with L’Oreal’s audience across all social platforms.

Read more about our L’Oréal Paris My Perfect Mascara campaign here

4. Be Informative

Don’t just push your product onto your audience. Short or long-form How Tos, product explainer videos, tutorials and Q&A’s are invaluable to building your brand presence online. Taking the opportunity to educate and inform your customer encourages participation, better brand engagement, and will ultimately convert to sales. On YouTube alone, in 2018, an incredible 42.1 billion views were generated by how-to videos.

View some of the many How-To video crybaby has created for our clients here‍

5. Consider Collaboration

Brand collaborations have been having more than a moment. Partnering with a like-minded business is a great way to boost your brand awareness, social following, and website traffic. A collaboration with a creative, artist, or even a completely unrelated brand in a wildly different category can invigorate brand perception or significantly boost a new launch. And the cross promotional opportunities can be limitless, bringing untapped new customers your way as a result.

A great example of a creative collaboration is that of surfboard design brand HaydenShapes and iconic timepiece brand IWC Shauffhausen, a duo we had the pleasure of working with to capture the essence of their brand collaboration.

View our IWC x HaydenShapes creative here

6. Go Behind The Scenes

Drawing back the curtain on your process and revealing the inner workings of your brand or business can be a really effective way to further build your customer relationship. Transparency builds trust and a sense of intimacy so think about what you’re happy and willing to share. Even if it’s not the intricacies of how you make a product, it could be a behind-the-scenes of your campaign or content shoot.

And crybaby can absolutely include that in a scope of works and produce that for you.

Check out our behind-the-scenes video here