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These days, every business seems to be “going green”. Even Burger King followed the trend in 2020, but took the ad campaign concept to another level.
Remember the fast food giant’s video featuring time-lapse footage of a Whopper growing large amounts of mold for a month? While the point was to differentiate Burger King’s “preservative-free” products from McDonald’s – the company with fries that apparently (and surprisingly) never spoil – the video didn’t quite strike gold.
Did the video create the buzz? Yes, but it would have been – and perhaps unsurprisingly – 36% underperforming next to restaurant industry benchmarks. So while the global campaign caused a stir, it didn’t really whet the appetite or inspire the expected results.
The moldy burger montage is a great example of what can happen when a video marketing campaign isn’t well connected to a company’s practical goals. It seems highly unlikely that Burger King’s creative team wanted to turn viewers off. However, their forward-thinking attempt to make a statement likely would have been left in the brainstorming room had they spent more time fleshing out their campaign and aligning their efforts with their overall business goals.
Related: Align Your Business Strategies and Become a Goal Achiever
Align your video content with your business goals
Burger King can afford a few failures and live another day, but your startup might not have the same ability to absorb a video marketing mishap. That’s why you should prioritize connecting all of your marketing efforts, including video marketing, to your explicit goals. For example, you may want to attract new customers or create recruitment opportunities. Video can help with all of the above, but it needs to be carefully crafted.
So why aren’t more startups profiting from their video concepts? Often leaders and founders buy into the common misconception that the work stops once the video is posted. The only way a video becomes rocket fuel for business growth is if it’s nurtured from start to finish.
Right from the start, the video should be written consistent with your brand identity. If not, it should be dropped in favor of a better aligned concept. In the backend, after production, you need to deploy it to the right channels and monitor its effectiveness. This way you can rotate if needed. Trying to shorten this process only leaves you with a video that may be misaligned with your company’s overall mission, purpose, and goals.
Related: 4 keys to creating the video advertising your business needs
Make sure your video marketing lands appropriately
Taking care of all the moving parts when it comes to making a video for your startup doesn’t have to be arduous or complicated. Use the following best practices to tie your video marketing concepts to well-defined goals.
1. Start with questions in mind
Before placing a stylus on a screen or drawing a storyboard, think about what you want your video to do and how you want to do it. Ask yourself some essential questions: Who is my audience? Where in the marketing funnel does video belong? What is the main message we are trying to convey? Once you fully understand the “why” of your video, you can move on.
Don’t be surprised if your questions elicit answers you didn’t expect. You may find that some members of your team disagree on the best way to position your video. It’s wise to keep these conversations out of the way, so everyone aligns with the same goal. The last thing you want is for some members of your video creation team to get out of sync.
2. Set Those SMART Goals
Now that you know a little more about your video, you can set SMART goals. As a reminder, SMART stands for “specific, measurable, achievable, relevant and time-bound”. For example, a great SMART goal for a startup would be to increase monthly traffic to your product page by 35% by this time next year. It’s okay to have one lens for your video rather than a dozen. In fact, the narrower your focus, the easier it will be for you to focus on courier and delivery.
Related: What are SMART goals and how can you set and achieve them?
Let’s say you set a SMART goal for your video. You then need to make sure that the goal feeds into the overall goals of your startup. You can’t afford to waste time or money making a video with a goal that doesn’t fit your business needs. Make sure you’re sharing your content to achieve a goal, not “just because”. A “just because” video can be fun to shoot, but it won’t advance your startup goals.
3. Write and produce your video
Whether you’re working with a studio and agency or shooting your video in-house, expect the experience to take a bit of time. Shooting even a 30 second commercial can take longer than expected. Seven years ago, a CBS reporter went on the hunt to find out how long a typical TV spot took to go from idea to publication. The response could only be measured in months, the reporter concluded.
Remember: bringing a video to life requires several steps. From scriptwriting to editing and casting to post-production, you’ll need to allow plenty of time to do it all. The process should not and cannot be a shoddy undertaking.
Related: The 8 Most Popular and Effective Uses of Video Marketing
4. Track your video performance like a hawk
Don’t just send your video out into the world with good wishes and a big kiss – check its performance regularly and monitor its progress. Identify a few KPIs to record and analyze to help you measure your SMART goals. One KPI that HubSpot suggests tracking is video watch time, given that 45% of people who hang around for the first three seconds will stick it out. Other KPIs include click-through rates, follower rates, social shares, and bounces.
If this is your first video, you won’t have much baseline to know if a KPI is good or bad. However, as you push more videos to market, you’ll start to see which perform better. One may go viral while another may be less impactful. Learn from these results and leverage them for future video content.
While it might seem obvious that Burger King’s unappetizing commercial wouldn’t produce a smash hit, the video’s failure is a good reminder that any the company can make mistakes. The trick is to plan well so that your startup videos – unlike that unconsumed Whopper – end up being snackable.