Use These 7 Criteria to Drive Results with Video Marketing

At Occulus Films, we're all about results-based video production. Your investment should work for you. But understanding is an important step to knowing how to maximize that investment. To that end, I'm on a mission to create maximum clarity for as many business owners as possible with regard to video production.

Since video has many different applications, variations, and so on, as well as factors that make it effective or not, I know it can be quite overwhelming.

Business owners and marketing managers - here’s how to optimize the performance of your video content and maximize your investment of time and money! 💰

🎬 Results-Based Video Production Effectiveness Checklist

As a video marketing guy, I’ve been doing this long enough to notice some clear patterns when it comes to making a video as effective as possible at helping a business build awareness, create authority in their space, and grow affinity for their brand. (Basically, helping people know, like, and trust them.)

These are the criteria I use to measure how effective a video will be. This is based on a combination of data as well as proven storytelling principles.

Next time you create video content, ask yourself these questions to determine whether your video will be the best it can be and maximize your marketing investment.

A lot of this is related to understanding your audience as well as you can. If you can get in their head, you can tailor-make something just for them.

1. Clear Purpose

Does it entertain, educate, build trust, inform, or answer a question? 🤔

2. Relevance

Does the target audience care about the topic? 🎯

3. Artistic Quality

Does the video have a polished, professional look that reflects well on the brand and aligns with their branding? How is the overall artistic quality, including the use of cinematography, lighting, color, composition, audio quality, and editing style to create a visually appealing experience? Or, is the video authentically raw when appropriate due to budget or branding? (User-generated content can add authenticity)

4. Formatting

Are videos optimized for the intended platform? (9x16, 4x3, 16x9) 📱💻

5. Engagement

Is the content likely to capture and retain viewer attention through humor, storytelling, engaging information, or emotional appeal? Does the video encourage interaction such as questions, sharing, or commenting? Does your video end with a single, clear call to action? (This is so important!) 👍💬

6. Clarity

Are ideas communicated clearly and simply without industry jargon that could alienate the audience? 🗣

7. Storytelling

Does it have a clear narrative with a beginning, middle, and end, beginning with a good hook that draws people in? (Let them know the value or entertainment they’re about to get!) Does it evoke the right emotions/resonate with your audience? 📖

If you ask yourself these questions going into a video, you will see a big boost in quality, clarity, and effectiveness of your videos right away.

I hope that helps!

If you have questions about video, feel free to reach out. Shoot us a message and we'll be happy to answer any questions.