Video Marketing Chattanooga & How To Do It Well

Brands that want to implement successful marketing strategies need to incorporate video into said strategies. This isn’t a new concept by any means, but what is changing is just how critical video has become on essentially every platform, especially on social. The last few years have seen an undeniable surge in the popularity and efficacy of video in marketing Chattanooga, and if you haven’t already, it’s high time to hop on board. Research has shown that 87% of marketers are incorporating video into their strategies, and that 35% of all online ad budgets is spent on video ads. Furthermore, it’s estimated that video on landing pages is capable of increasing conversions by 80%, and that just mentioning the word ‘video’ in the subject line of your marketing email increases open rate by 19%. On top of this, more research shows that 95% of the message is retained by viewers when watching a video, and 48% of people said they share video content with their friends more than any other type of online content. So, what we know is that video content is a powerful tool for marketing, but how do you do it effectively? When you work with Riverworks to create video content, we follow a process that helps ensure the success of our efforts, and that process is as follows.

1. Discovery
During this step our team will work with you to define the subject matter for your video content and your target demographic, while also determining the overall style of video best suited for your brand and the subject matter at hand. We will decide if video footage and/or still images would work best, or if slides and graphics are better suited or a more attainable route to go to get your points across to viewers. We will also determine a target length for the video being produced to help inform the next steps.


2. Concept & Messaging
This next phase will be dedicated to refining the video’s core concept and messaging to help drive the creative process. We will begin to build the basic framework for the video, conducting necessary research to fully flesh out messaging before we start to actively piece the video together.



3. Interviewing & Script Writing 
This step won’t always apply, but in certain cases, particularly for videos that require voice-over components, we will build in time for conducting necessary interviews that will guide our scriptwriting. This is where we craft the words to buoy up your messaging, and the script–whether spoken in voiceover form or simply appearing as visual text– will be supported by strong imagery.



4. Storyboarding
This next phase will be dedicated to refining the video’s core concept and messaging to help drive the creative process. We will begin to build the basic framework for the video, conducting necessary research to fully flesh out messaging before we start to actively piece the video together.



5. Client Review & Approval/Revisions
The next step involves collaborating with you, the client, to ensure you are happy with the shape the video concept is taking thus far. During this part of the process, the client can make suggestions and request revisions early on to ensure the project is meeting standards and expectations, while also keeping things moving on schedulce the video together.



6. Filming/Photography & Assets

At this point, concepts and messages have been solidified, mock ups have been provided and approved, so it’s time to either gather or create the necessary assets to fully bring the video to life. In some cases, clients have usable assets like video clips or still photos that can be used to create the video. In other cases, our creative team will shoot the necessary images or video clips to build out the video’s concept.



7. Visual Slide Design
During this step, our creative team of designers will establish the look and feel of each frame in the video, as well as animations and transitions inside keyframes and between keyframes where applicable.




8. Animation
Now it’s time (in some cases) to really bring the frames to life by adding animated elements within the key frames, stylizing graphics, to create some movement and interest within the video. This won’t apply for some videos that rely more on actual video clips rather than stills and graphics.applicable.



9. Audio & Music Integration
The next step is to add the necessary audio to bring the video together. This might include voice over, music, or a combination of the two, depending on the video content. Either way, our team will make sure everything is seamless, and messages are highlighted through sound.



10. Client Review & Approval
There will be a review process once the video is in its final stages of development to ensure that the content meets standards, and the client is satisfied with the direction and shape it’s taking. This is the time for requested revisions and tweaks to make sure everything is perfect.



11. Packaging Files
Once the video content is complete, our team will package the files, saving them out in usable formats– MOV and MP4– so that they are ready to meet the world, and your unique audiences.




12. Online Video Hosting
This is the step during which we will take your content live across the platforms you choose, or that we collectively decide make most sense for your brand and your particular marketing campaign. This could include YouTube, Vimeo, etc. Our team will get your account credentials, and share the completed video content across appropriate channels. Don’t have a YouTube account? That’s okay! You can work with our team to get those set up as well. Just talk to your account manager about billing and logisticque audiences.



If you are considering having some video content made to help bolster your marketing efforts, reach out to your account manager today. If you’re not already an RWM client, what are you even doing with your life? Let our creative team help you take your marketing strategy to the next tier in 2021. Our approach to video marketing Chattanooga can help boost your business efforts this year!