How to Use Titles to Enhance Your Marketing Video - dummies

How to Use Titles to Enhance Your Marketing Video

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

Titles don’t simply get a marketing video off to a good start. You can use them throughout the storyline to clarify topics, identify onscreen actors, or prompt viewers in what to do after they watch the video.

Opening titles tell viewers what the video they’re watching is all about. These titles can also indicate who made the video, who appears in it, and who some of the key team members are.

Every good video can use these types of titles:

  • Opening: An “XYZ Inc. presents” title establishes your company’s brand as the first thing viewers see.

  • Main: Make this title short, clear, and memorable. Get your audience hooked. Don’t be too creative and mysterious. Clearly specify what your video is about, and make your description catchy so that it stays in viewers’ minds to the end. Then they’re likely to recommend your excellent video to others.

  • Secondary: This optional title type can tell your audience more about your content. Or, if the video is part of a series, you can follow the main title with an episode title, such as Adventures in Marketing, Episode 4: “A New Hope.”

  • Character: If your video depicts real people, you may want to add a simple title to introduce them right away.

  • Call to action: The purpose of video marketing is to convince viewers to buy your product or service. Your video may be viewed outside the context of your website, so it must contain all the information viewers need to order or buy from you.

    A clear call to action at the end or immediately preceding the closing credits tells people how to find you, where they can find more information, or why your offer is special. Avoid using the same call to action every time — vary it depending on the content and goal of your video.

    Make your call to action immediately before the closing credits. Viewers tend not to stick around for a video’s credits, and you don’t want to miss this crucial step.

  • Closing credits: This is the moment your video team has been waiting for — to see their names on the big screen. Include everyone who contributed, even in small ways, to your video, including any outside contributors, such as the composer of your music.

    Credit is an easy gift to give, and people love it. Most editing programs let you create scrolling credits that can give your video a final cinematic touch.

Though most opening titles are placed at the beginning of a video, you can first draw viewers’ attention with an interesting element instead. For example, you can tease viewers with one or two sentences describing the video or previewing a spectacular scene.

If you’ve filmed memorable bloopers or hilarious moments during your shoot (especially if your audience is familiar with key players in your video), play the bloopers as the credits roll so that audience members remain in their seats until the end. It’s an entertaining, friendly way to end your presentation.