How to Inform with News-Style Video Marketing - dummies

How to Inform with News-Style Video Marketing

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

The reason that TV news has been around forever is that it’s effective. You can use that to your advantage in video marketing. People simply want to be informed. News media companies spend millions of dollars every year cultivating on-air personalities and formats to keep you interested and entertained.

You can easily borrow from news-type shows to fashion a video that informs its viewers. Here are some examples of elements you may use:

  • The Broadcast News effect: A good-looking, well-spoken anchor who says “This just in” can grab viewer attention right off the bat. Just make sure that the substance is worth the attention.

  • Newsreel footage: Old-style newsreels no longer show up in movie theaters, but they can still be an effective approach in telling a marketing story. Making a story humorous by setting it in an earlier period can also add an element of fun.

  • Man on the street: Street interviews add credibility because you’re presenting supposedly ordinary people who are excited about your product or service. Edit carefully so that the video builds and supports your message clearly.

  • Talk-show segment: Matt Lauer is still employed and for good reason. People enjoy a short feature about a single topic all wrapped up in a neat little package with an intro and an outro. (An outro resembles an intro except that it leads out of the story.)

  • One-on-one interview: A good interviewer can pull an amazing story from your subject. This strategy may work well when you’re presenting a CEO or another person who has responsibility for a project.

  • News panel: Many cable channels use multiple screens to assemble a panel of experts to discuss an issue. A well-contrasted panel can bring energy and excitement to an otherwise flat topic.

Presenting a news-style format effectively gets your message across clearly. To have true impact, though, they can’t be only informative — they must be entertaining as well.