The relevance of video marketing cannot be underestimated or overemphasized. As attention spans continue to dwindle, it is important to be able to communicate your brand’s character, features and products to your target audience in a remarkable way. Whether it’s a commercial, a documentary, or just goofy, entertaining content, you need your brand’s videos to be relatable and highly shareable. This will boost organic amplification, and ultimately get your audience talking about your brand, in a good way.
Here, we will highlight a 5-step framework that helps you do relatable video production in Nigeria, and do it right.
Know your audience
Before anything else is done, you first need to be clear about who you’re talking to with this video. This is a very crucial first step because it guides most of the subsequent decisions that will be made about this video. Who is the video targeting? If your brand has different target audiences and demographics, then this step is all the more important. The clearer you are in your targeting, the more relatable you can be when you craft the script, the story you’ll tell with the video.
Understand popular culture
Culture is the contextual background upon which all the brand interactions you will receive from this video will be based. Here’s an example of what I mean. In Arabian countries, the text is read from right to left, rather than from left to right in English speaking countries. If you ignore this single, almost harmless cultural convention, you run the risk of cultural blasphemy, which will incite your audience, rather than connect with them.
What are the cultural contexts that tie directly to your objective, or what cultural contexts can you jump on, to make your video more relatable?
Create a story that connects
“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage.
In writing your script, you have to tell a story that people might find interesting enough to keep listening to or watching. In today’s fast-paced world, there’s too much content being produced, and consumers are getting pickier about what they decide to watch. To get the attention of your target audience, your story needs to truly be something that they connect with. Often, experienced creative talent is required to achieve this, people who are skilled at turning convention on its head and capturing an audience in the first 3 seconds. Video production in Nigeria, and indeed anywhere else, starts from the script, the core of the story you’re trying to tell.
Shoot
Shooting the video, while a technical and rigorous process, is more often than not, the easier part. The work is done in the creation of the script. For a video shoot, you need an experienced video team that is able to appropriately and accurately interpret the script and bring it to life, within cultural boundaries. Most brands that do not have an in-house video team, look to hire one at this point. Our recommendation, however, is that you work with an experienced video team from the beginning of the process to ensure the best results.
Distribution is queen
Now that the target audience is fixed, cultural context is taken into consideration, a great script is produced, and the video is shot and edited, it’s time to show the world the great thing you have made. To get people to see the work you’ve done, and to get the message you’re passing, posting it on your company YouTube page, or blog, sadly will not be sufficient (unless you have a huge YouTube channel and are sure of millions of views no matter what you post). Having a distribution plan is as important a step as all the others put together because even though you’ve done great work, you’d be winking in the dark if you do not extensively distribute it. Here, too, your brand needs to reach out to an agency with the right connections and network to amplify your video to your target audience.
Outsourcing Video
Your company needs a video to communicate in this day and age, but more often than not, it is cheaper to recruit an agency for a project than it is to hire a whole video team and only engage them once in a while. There are many video production agencies in Nigeria, but Pulse Studio stands out. Not only is this an end-to-end solution for your video creation (from target audience to ideation to script and production), Pulse also has a strong digital community of young people with millions of website visitors, followers and members monthly, guaranteeing almost instant amplification. The experience, expertise and unique positioning of Pulse make it the leading partner for video production in Nigeria and the solution for brands looking to connect deeply with their audience.
Conclusion
Video production is a great way to connect and communicate with your audience, but it requires a deeper understanding of the target, and expertise in storytelling. Following the steps outlined in this post will help you to score great videos for your brand and bring the right message to your customers.
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