How to understand where you went wrong with video production the last time?
Video production can be a complicated process that involves multiple stages and many different elements. From planning and scripting to shooting and editing, there are many opportunities to make mistakes and miss the mark. If you're feeling like your last video production didn't turn out as well as you had hoped, it's important to take a step back and understand where you went wrong. Here’s a process we use ever month to identify what went wrong and how we can improve in the future.
1. Review your goals.
The first step in understanding where you went wrong with your last video campaign is to review your goals. What were you hoping to achieve with this video? Were you trying to raise brand awareness, educate your audience, or sell a product? Did you write them down? If you didn't clearly define your goals before starting the project, it's easy to get off track and end up with a video that doesn't effectively communicate your message.
2. Analyse Performance.
Check your impression and follower growth. Compare yourself this month to yourself last month. If you don’t even have a way of measuring your success, then this is the very first step that you need to take care of. Get Google Analytics set-up. You can get someone on Fiverr to do it or you can get your web developer to do it. You’re not going to be able to track and improve your marketing campaigns unless you have something to track performance. For tracking social media performance, use Shield for LinkedIn and HootSuite for general purpose.
3. Review your audience.
Another important factor to consider is your target audience. Did you have a clear understanding of who your video was meant to reach? If you didn't take the time to define your audience. It's possible that your video missed the mark and didn't resonate with the people you were trying to reach. Creating a customer persona ahead of time and getting storyboard feedback from someone in this audience is a great way to improve.
4. Assess your script.
One of the most important elements of any video production is the script. Did your script effectively communicate your message and engage your audience? If not, it's possible that your video ended up feeling disjointed or confusing. Taking the time to carefully craft a script can make a big difference to the overall video quality.
5. Evaluate your production quality.
Another factor to consider is the production quality of your video. Did you have the right equipment and resources to create a high-quality video? If your video was poorly lit, had bad sound quality, or was badly edited, it's possible that these issues detracted from the response to the video.
6. Solicit feedback.
One of the best ways to understand where you went wrong with your last video production is to solicit feedback from others. Ask colleagues, friends, or industry experts to review your video and provide honest feedback. This can help you identify areas for improvement and make changes to your process for future video productions.
7. Timing.
Timing is an important aspect of video production, and it is essential to dedicate enough time for each stage of the creation process. Rushing through any stage can lead to mistakes and lower quality output. Ensure you have enough time to research, plan, and execute your ideas effectively. Plan and set reasonable deadlines for each stage of the process to ensure you have enough time to fine-tune and perfect your work. Did you leave enough time previously? Enough time can be as long as 4-6 weeks.
8. Tone and Style.
The tone and style of your video are critical in communicating your brand and message effectively. Ensure that your video accurately reflects your brand's tone and style. If not, it may come across as inauthentic or confusing. Ensure that the video production team understands the brand's voice, and the message is conveyed through the visuals, audio, and overall tone.
9. Distribution and Promotion.
Having a clear plan for how you would distribute and promote your video is essential to ensure it reaches your intended audience. If you didn't get the reach and engagement you were hoping for, consider revising your distribution and promotion strategy. Be clear about the intended audience and channels that will most effectively reach them. Utilize various platforms such as social media, email, and blogs to promote the video.
10. Team and Resources.
Having the right team and resources in place to produce a high-quality video is vital. Evaluate the team's skills, strengths, and weaknesses, and ensure that they have the necessary resources, such as equipment and software, to produce a high-quality video. If you lack resources, consider investing in new equipment or software, or outsourcing certain aspects of the video production process.
11. Competition.
Researching your competition to ensure that your video stands out from the crowd is crucial. Understanding what your competitors are doing can help you identify ways to differentiate your own video production. Ensure that your video offers a unique perspective and highlights what makes your brand stand out from others in your industry. Ensure you have a look at your LinkedIn competitor analysis. Go to LinkedIn, go to your competitor page. And see how you’re doing relative to your competitors in terms of new followers, and engagement.
12. The packaging.
How did you package and deliver your video to your target audience? What was the thumbnail? What was the title? Is it something that would immediately grab their interest if they were only paying a couple of seconds of attention to it? What was the copy you posted it with? What were the emojis and hashtags used? These are all things to tweak and experiment with each and every single month.
13. Outline what you’re going to change.
To improve your video content marketing every month, it's essential to mark your goals for the next month and decide what you'll do differently to hit them. This involves reviewing your performance from the previous month, setting specific, measurable goals, outlining the steps you'll take to achieve them, identifying what you'll do differently, and monitoring your progress. It’s hard because there’s a lot of people doing it, but there’s a lot of people doing it because it gets results.
Conclusion
In summary, taking time to evaluate where you went wrong with your last video production can help you identify areas for improvement and make meaningful changes to your process. Consider these additional factors such as timing, tone and style, distribution and promotion, team and resources, and competition, when reflecting on your last video production. With a clear understanding of these factors, you can create high-quality videos that effectively communicate your brand's message and engage your target audience.