Why planning video content should be like opening a restaurant (no, really)

You’re a busy marketing team ready to plan your adventures into the world of video. You’ve got budget, buy-in and boom… you’re ready to make some sweet, sweet content. Sometimes at this point, that little perfectionist voice comes out to remind you of some annoying realisations.

  • There’s a lot of conflicting advice out there
  • There’s a million and one tools and platforms to consider
  • There “rules” seem to be always changing

There’s so many different ways to curate, create, deliver and measure video. All of this can make any marketing professional feel both in control, yet wholly lost.

So what can we do?

Easy, plan a grand opening

When new clients of mine are in this position, a great way to get a shape of what kind of video content plan is right for them is to think of it like opening a restaurant. Each restaurant, cafe, eatery, street food stall is a carefully crafted set of elements all focused on solving a customer’s problem. Sometimes that problem is a quick hunger fix, sometimes that problem is wanting a luxury dining experience. When you begin to play with the notion of setting up your video plan with this reference point in mind, playing with the elements and assessing which fits the tone of your brand and the needs of your viewers you can shape a robust, relevant and hardworking plan.

What type of dining experience do your customers want?

It’s unlikely you’ll manage to convince a random person walking down the street to instantly sit down for a 5-course meal just because you asked them. Equally, if you’re planning a campaign for brand awareness, you are unlikely to get passing viewers to watch a 3-minute video. What would you do instead if it was a restaurant? You would give out tasters on the street, bite-sized moments of loveliness that they can eat on the move which makes them think “Wow, that was quite tasty, I’ll check that place out”. So instead of a 3-minute video, you know that the best video content will be shorter, bite-sized content that can work in a social, mobile and mute-friendly digital environment. Then, when your customers walk through the doors of your restaurant or land on the website after that bite-sized experience, you can indulge them with something more.

What ingredients are most appropriate?

You might assume only the finest ingredients are best for your video, but again, it comes down to what the customer wants. If your brand is luxury, premium or aspirational, then the ingredients for video must follow. If your brand is informal, and lower in perceived value then the produce can be a bit more on the budget side. The question I ask clients is, will your customer care about the quality difference between a self-shot vlog and a professionally shot advert? If the answer is yes, then you know your ingredients have to match their expectations of taste, and you should consider a professional video provider for the production. If the answer is no, then you’re opening up to a world of self-shooting tools like Soapbox and smartphone shot video where you can quickly produce meaningful video on a smaller budget.

Does service and presentation matter to your viewers? 

We always remember rude service in a fancy restaurant, but we don’t care so much from a burger van. Similarly, if a luxury brand served up content in an out-dated, buggy flash player with no mobile option you have basically served lobster on a paper plate. The actual experience of viewing video content needs to match the perceived value of the content. If service and presentation matter to you, then platforms like Wistia may be more of a focus for your plans over YouTube.

Go plan your restaurant

It doesn’t matter if you want to be a high-end kitchen or a fast food stall. If our campaign objective is to impress clients that have good taste and will pay more for the pleasure, don’t serve junk food on paper plates. If you want quick, cheap sales for an audience who may not taste the difference, ease off the expensive ingredients and optimise your processes to be fast and agile.

If you enjoyed this article get in touch.

 

 

Neil Rostance
Posted by Neil Rostance
Partner & Creative Director
Neil is Creative Director of Fat Free, passionate about leading clients towards meaningful moments through video. Neil's specialisms are in concept development, content strategy and creative direction at Fat Free.
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