October 19, 2017

5 Simple Questions to Ask When Creating Digital Video to Market Your Nutrition Brand

Once upon a time, video killed the radio star and became our most favorite avenue for entertainment and information gathering. Fast forward half a century to a time when screens are present in every home, office, restaurant, gas station, purse and pocket, and video is still killing it. In fact, if your nutrition brand isn’t utilizing video, you’re missing a major opportunity. Skeptical? Here are a few knowledge bombs that might change your mind.


  • Roughly 55% of people watch videos online every day
  • 74% of all online traffic is video
  • More than 500 million hours of videos are viewed on YouTube every day


So, what do you need to do for people to pay attention to your content when so many others are vying for their attention? Well, as always, make it creative. Tell a story. Maybe be humorous. Do all the things you would when creating a TV commercial. But before you “OK” a concept, ask yourself these five questions:


  1. Does it pass the “skip now” test?


Two minutes might as well be two hours in internet years. People have short attention spans, so keep your videos brief and punchy, with the most exciting visuals and information up front. You want to make sure they’re hooked before they scroll past it or that notorious “skip video” button pops up.


  1. Would I share it with my best friends?


You want consumers to watch your video. Duh. But even more than that, you should want their friends to see your video. When creating a video for your brand, think about whether it’s interesting enough for people to share with a friend before they even buy your product.


  1. Would it make Charlie Chaplin proud?


Did you know 85% of Facebook video is watched without sound? While I’d still encourage you to put the effort into finding quality voice talent, music and effects for your videos, try to create concepts that can be understood and appreciated on mute.


  1. Does it end with a “click?”


Fading to black may be an effective way to end a feature film, but it’s a lousy way to sell granola bars. When the video is over, give your viewers something to click on. Bring them to your site, show them another related video, give them a poll – do whatever you need to do to keep them engaged with your brand before they move on to the next thing.


  1. Does it have to be such a production?


It’s the classic fear with video. You hire someone to write the script. You pick a director, cast the actors, build a set, film the thing, edit the thing, add voice talent, add special effects, etc., etc., etc., and in the end, you have a 15-second commercial no one is paying attention to. Not everything has to be such a big deal. Get scrappy. Make short, clever videos for your social media accounts that you can create quickly and efficiently, without all the extra bodies around.