Social Media Marketing All-in-One For Dummies, 4th Edition
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When it comes to crafting your visual social marketing strategy video, think through the purpose and execution of your video. Having an idea for your video is only a small part of the process. To build a video plan, follow these steps:

  1. Determine the purpose of your video.

    The first step is to clearly define why you're creating the video. The purpose of your video dictates every aspect of how you approach creating the video. Many businesses start with the statement, “I think we need a video,” though they aren't sure why. Start with defining why, and clearly define what you want your video to do for you.

  2. Craft the concept of the video.

    The concept is the “big idea” on which your video is based. The concept is a description, a few paragraphs long, of what the video is generally about. The concept should also include the general look and feel that the video should portray.

    As you build the concept, be sure to ask, “Why would someone want to watch this video?” If your video is an advertisement for your business, whom do you think would want to watch it? Evaluate the audience, and ask yourself, “What's in it for them?”

  3. Script the video.

    After you have the concept, the next step is to script the video. The script consists of the words that will be used in the video. Depending on the type of video you're creating, you may not write a specific script — for example if you're generating testimonials or interviewing employees. Regardless, you should still have an idea of what you want them to talk about.

  4. Determine the format of the video.

    Videos can be live action (shot with a camera, for example) or animated. Choose the video format that best brings your video concept to life. More and more home page videos are animated videos that explain the concept of the business.

  5. Develop a storyboard for the video.

    The storyboard portion of the video brings the script to life by adding visual cues. A typical storyboard has the words matched up to the images or visual elements that will be used to describe them. You can complete this step in a Microsoft Word document, with presentation software, by using a storyboarding software program or even with pen and paper.

    Storyboard software can help you draft a script and match it up with visual elements to plan your video. Check out Atomic Learning StoryBoard Pro, Storyboard That, or PowerProduction Software.

  6. Shoot the video.

    In this step, the footage is shot or the animations are created. You should have a clear idea, based on your storyboard, of the shots that are needed to execute your video strategy. Shoot the footage needed for your final video, and then shoot some extra footage (in case the video script is modified in the editing stage).

  7. Edit the video.

    Cut the videos you recorded to the sections that you want to include in the final video, and combine them. In the editing stage, you use the video elements you recorded in addition to elements from video editing software to create the video.

  8. Finalize the video.

    Make sure that the video matches your marketing objectives and represents your business well. When you're satisfied with the result, export the video so that it can be uploaded to a video sharing site or to your website. Depending on how you plan to use your video, different video export formats may be needed.

    Check the video site that you want to use for accepted formats, and be sure to export your video into a format that's compatible with your video sharing site. The export options depend on the video editing software you use.

  9. Post and promote the video.

    Post the video on your website or a video sharing site, and promote it. Many businesses post their videos on YouTube and simply hope that it generates views. Attracting viewers to your videos takes effort, and a promotion strategy is vital.

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