We plan captivating video campaigns

We know that planning is a vital ingredient in any successful campaign, especially where video is concerned.

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Video marketing planning

Successful video content begins with good planning. Whether creating a video from scratch or repurposing an existing asset, planning is the critical first step to ensuring success is achieved.

Audience research

As with any content creation, audience research is paramount. You must speak to your customers in the right way, at the right time, in the right place.

Our audience research methods include:

  • Personas: Actual representations of your customer we can refer to when creating video assets.
  • Onsite research methods: Our Conversion Rate Optimisation team use techniques including heat maps, user polls, user testing videos and user recordings.
  • Qualitative research methods: Including customer surveys, focus groups or interviews.
  • User journey mapping: In this workshop, we put ourselves in the shoes of your customers and identify pain points and opportunities.

Target platforms

Once we know who we’re targeting, we can identify where to target them. By doing this in advance of production, the platform’s considerations are incorporated early on. Do we need portrait or landscape video? Should we include subtitles? What length and structure would work best?

Video types

For any video strategy, it’s critical the right type of video is chosen to suit the intended purpose, audience and platform.

Some examples include:

  • Product demonstrations
  • Brand introductions
  • Event coverage
  • Expert interviews
  • Customer testimonials
  • How-tos

Once the audience, platform and format are agreed, production can begin.

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