The Top Video Production Best Practices & Trends to Watch in 2020

For some content marketers, there is a disconnect between how they see the video and how they think their organization should leverage this strategy for their advertising strategy. For instance, once we see an internet video, we love the content and we don't like the ads, so we click on"Skip Ad" as fast as we could. Yet, when it comes to producing video content, many organizations can't keep themselves out of turning the video to an industrial.

So, how do you know whether you're stuck in old-school believing when it comes to creating content?

Here are a number of indications you can be stuck in the past when it comes to the video creation:

* You believe that one video will"do it all" for your business.

* You need your video to last online for many years.

* You say you've wanted to generate a movie for a decade and your vision to your item is unchanged.

* You don't understand how video can drive organic search to your website.

* You do not believe you can induce measurable leads with video content.

* You think the video is still shot.

* You are not certain what it means to upload a video.

Video can be the basis of your content marketing plan as long as you understand that it is more than a leaflet.

Therefore, if you're stuck in the past, how do you take your video production content into the next level? Below are some video production best practices that will assist you to get started.

The Timeless Best Practices

1. Start with Your Goal in Mind

It is not enough to"just create a video" in 2020. There are a lot of businesses, creators and thought leaders that are creating great content in just about every business. That doesn't mean you ought to not be generating video content, it only means you've got to start with a goal to have success.

* Are you trying to close more deals or attract new leads?

* Are you really looking to showcase your own e-commerce products to push online sales?

* Do you like to create more interest in your product by sharing viral articles?

* Would you like to share a client success story?

All of these are fantastic objectives, but they all require different videos. So make certain you are starting with ground zero

when it comes to making a movie.

2. Know Your Target Audience

Knowing your audience is a worldwide challenge that all marketers have to confront. Really understanding your target audience is more than the market makeup. It's about identifying what's going on in their mind's eye, and knowing what's going to inspire them to make a determination.

In case you haven't spent time understanding the mindset and drivers of your target audience. Start there. We have got a quick 30-minute practice that walks you through the procedure for producing a target audience in a way that can allow you to talk to their core needs.

3. Know the Sales Funnel

Not every potential purchaser is searching for the same thing. Just like when you go to the mall you'll notice some serious shoppers that intend to spend, some window sellers that are only looking for inspiration (or something to do), and of course, those who are searching for some snacks.

In a way, this is the way people use the world wide web to search for services and products.

There are three main phases that buyers go through when studying and purchasing online:

* Awareness Stage: The recognition phase is the most obvious place to leverage video. When people don't know anything about your business or products, the power of the play button becomes the magnet which attracts them to have a look at your own content.

Still, it needs to be the ideal kind of video brief, with a specific point. Think about the samples at the grocery store a little bite of pizza is much less imposing than a full piece, and that means you are more likely to really try the small sample.

* Consideration Stage: By the time the prospect reaches the thought stage, they know who you are but they would like to find out more. And nothing helps fill in these blanks as well as video. If you have created a thoughtful approach, the visitor will click multiple videos, diving deeper into the thought phase at their own speed. The important thing is giving them helpfully important, and helpful advice that matches their needs. Do it nicely, and you are halfway to a sale. Make a mistake, and you risk losing them.

* Conclusion Stage: Congratulations, your potential is in the decision stage. They are conscious of your business, you piqued their interest, and they're trying to decide if they anticipate your business. You've done lots of work to get them to this stage, however, they still need to make the ultimate choice to choose you over the competition. It is a wonderful place to be, but it's also catchy. In reality, this is really where it's more important to match the right movie to the perfect individual because their worries are becoming more specific. When should you show them testimonials, case studies, or perhaps send a personalized earnings video? Every circumstance differs, but here are the building blocks.

If you are not sure what these types of videos look like, then check out this page with over 50 examples of different videos for every point in the purchaser's journey.

4. It's not sufficient to simply publish any video.

Take some opportunity to plan and create a movie that is high quality. It's okay if there are other fantastic examples of the same type of video out on the internet, but the main issue is that you can't only create a B-grade variant of the very same videos which are already offered.

A video is not a smarmy sales pitch or content that adds no value to the audiences. If your video is not anything more than a commercial that you pitch your product, you are going to lose your viewer. Remember, they want to find out something or understand what is in it for them. Produce a helpful video and you're going to create a relationship with your prospects and audiences.

5. Don't Forget Your CTA (Call-to-Action)

What do you want viewers to perform if they reach the end of the video? Do not leave them hanging! Suggest the next step using a

call-to-action so they can:

* Download a piece of content

* Subscribe for your own videos or email

* Contact someone for more information

* Click to buy online

* View another video

For every bit of content you produce, there should always be another place you can direct your audiences when they are finished

watching your video.

6. Test and Measure All Your Videos

Use a video player which has advanced analytics such as Wistia, Vidyard (or HubSpot Video), or BrightCove. These platforms will give you insights into audience behaviour, such as just how much of your video was watched, which contacts watched your videos and that clicked on your own CTAs.

Examine this information and you can start to understand what movies work well with your audience and if they begin to tune out.

7. Search Engine Optimization Matters

With the ideal optimization and tagging, your videos are available online for people who are already looking for your products and services.

Here are a couple of tips to consider:

* Create a compelling title that clearly communicates what consumers may expect (bonus points if it includes a keyword)

* Include a complete description which summarizes everything that your movie is going to pay

* Attach a clickable table of contents that summarizes the different subjects that you cover on your videos

* Add subtitles into the video

* Contain a Collection relevant tags to help your videos get found

* Engage with remarks in your videos

These best practices are essential for making sure that you have the maximum out of your videos. Skip one or more one of these measures and your chances of creating a powerful, useful, and interesting movie will go down drastically.

The Trends You Can't Ignore Here are a number of trends you can not ignore for 2020.

1. Landscape vs. Portrait vs. Square Videos

In 2018, Buffer conducted a comprehensive study to uncover which of these video rations would reign supreme. Along with the clear winner was square video. A mere two years after in 2020, they have upgraded their study and found that vertical outperforms square.

1. Video trends change quickly

2. Get on board with vertical videos

Why are perpendicular videos (aka"Portrait movies") very popular now? Why? Because it is quite easy to picture with a cell phone and it matches the complete screen of your phone seamlessly. It's become so popular, in reality, that it has given rise to a new mobile streaming service, Quibi [], that boasts movie-quality shows created for your cell phone. And unless the shape of mobiles change within the upcoming few years, this social networking trend doesn't seem like it will disappear anytime


2. Drone Videos

While drones are out on the market for a long time now, they're becoming increasingly more affordable with lots of great features which makes them a premier choice for video production companies. If you're performing a company overview piece or have a visually attractive outside space (think golf classes ) there's nothing that

catches exteriors like video.

3. Creating a video for social media has a complete different set of factors that you may want to keep in mind before you

release your video on the internet.

* Many consumers play videos with no sound, so make certain to include caption files or text overlays to be certain that the video is just as enjoyable without audio.

* Thumbnail images are significant. Make sure someone scrolling can understand what your video is about without having to read the text on your article.

* If you're going to deploy social networking advertisements, be sure to optimize your videos to get the best success.

* Remember, use vertical videos!


There are so many different things which you need to take into account when it comes to video. By obeying these video production best practices, you can make a piece which will fit your needs well in the short and long term.