Video is no longer a luxury add-on to your marketing strategy. It’s an increasingly essential component. Why? Consumers prefer it. Sixty-two percent favor video when it comes to learning about new products, and 80% want more product videos.
The Version A team is listening. So in this Shareables feature, we’re introducing you to Jess Merritt, a seasoned creative director – and a new Version A partner.
We sat down with Jess to find out more about how brands new to this medium can get started and how those already deep into video production can amplify their presence.
Q: Why do you consider video to be such an important piece of brand marketing in today’s environment?
A: We all know it’s really tough to catch consumers’ attention these days. People spend a lot of time scrolling and less time stopping and engaging. Video content really is the new normal. It’s the most consumed form of media right now. And it does actually bring your brand to life in a fresh new way. Think of it as truly humanizing your brand because folks feel like they’re engaging with an actual human and hearing from real people who represent the heart and soul of the brand.
I like to talk about this term called “ad-vertainment.” People know when they’re being advertised to. I mean, we all know the ‘skip’ button on YouTube, right? People want to be engaged and entertained rather than advertised to. They’re much more likely to trust brands that bring their essence to life through video rather than just the written word. They’re seeing a person. They’re looking into someone’s eyes. They’re feeling the energy across the screen. And in the age of AI, there’s just something that builds trust when you see a real person.
Q: What types of videos are most effective for helping move buyers through each stage of the buyer journey (top, middle, bottom of funnel)?
A: Great question. There are definitely differences.
For top of funnel, you should be thinking about short, engaging videos. Something snappy and snackable that’s attention-getting with a really good hook. At this level, it’s about the “why” and “what” of your brand – more informational. An example is social clips that are “quick hits” so folks can get a top level understanding of your what and your why.
As we move to middle of the funnel, it can be a bit more long form. These are your product reviews, product descriptions, explainer videos – your proof points. At this stage, the videos should be more enriching, geared toward people who want to dig deeper into your brand.
At the bottom of the funnel, we get into what I like to call “your reasons to believe.” This is where you’re building a deeper level of trust. Think testimonials, personalized content, maybe some behind the scenes information – to give people a peek behind the curtain. At this level, brands really need to ask, “Why is a consumer going to align with me?” And then bring that to life by showing the brand’s heart and soul.
Q: There may be a lot of misconceptions about the cost associated with video and the ROI, but you have such a unique approach. Can you walk us through your process and how it helps brands benefit from this format even when budgets are tight?
A: One thing to always keep in mind when talking about video capture is that you can take one shoot and plug and play so much of what you gathered for multiple assets.
It’s really about smart planning. Look for opportunities to batch shoot. If, for instance, you have an interview with a patient and a health care provider, you can use clips from that video to put together a reel that’s more informational and a separate one that’s more emotional. It’s quite possible to have one shoot and many videos that fall out of that shoot.
In terms of ROI, it’s important to make sure everyone is aligned with what will drive measurable action. Everyone needs to agree on the main goal and tie it to your larger strategic imperatives.
As far as process goes, I like to start with a one-page brief to make sure all parties are aligned to what our strategy is. If we’re doing a questionnaire or need guided interview questions, our team can put those together. Then it’s about nailing down the production day, talking through whether we need props or wardrobe. When we get to the location, that’s when the magic happens.
Having a seasoned and nimble team working on the video helps a lot, too, especially if you’re facing time or budget constraints. I’ve worked on patient testimonial shoots where we had 10 patients with a full crew, but we can also operate effectively as a two-person team.
On our team, we have folks who can do it all. They can run the camera and the audio, they can edit in post, and we always take advantage of the time we have. We’ve got the camera out, so we might as well see what else we can get – maybe some personal testimonials or we can record some brand language. We always look for opportunities to pull in other content to make sure we have a richer library.
Q: You’ve been fortunate enough to work with a variety of brands on a number of teams when it comes to video production. What are some lessons learned/best practices you can share with those just starting to think about experimenting with this medium?
A: My number one piece of advice is trust the process and don’t overproduce. It’s about letting things flow naturally. We have to remember that we’re talking to other humans. If we’re not getting the responses we’re looking for, we can always pivot and revise the questions we’re asking.
It’s always important to remember that authenticity is king. Real stories resonate a lot more, because at the end of the day, you’re trying to get people to connect with your “why.” Keep that as your guiding light.
When in doubt, keep rolling. Just get as much as you can because you can’t add, but you can always edit down. Sometimes you can capture the best moments when you least expect it. One moment that jumps to mind is when we filmed an adolescent patient and her mother. There were several unplanned emotional moments, and I’m really happy we kept rolling. We were able to capture them having a sweet moment together.
The last tip I have (which I touched on earlier) is really knowing your audience and your goal before you even get started. Align with the strategy, plan for where things are going to live, how many videos you want to put together, and so on. Make sure everyone is comfortable because if it comes to the day of and someone’s not comfortable, it can be difficult to reroute.
Q: What should clients consider before approaching one of their customers for a testimonial?
A: Outside of the legal obligations, I think the first and foremost thing to consider is that the customers’ comfort is the top priority. If they don’t feel comfortable, we don’t have trust. And trust is vital to garner the best content. You can build that foundation through a video call “meet and greet” so customers know your intentions are good, that we’re humans behind the camera who are truly engaged in their story.
Some folks are really nervous. Some are naturals. There are things we can do to increase the comfort level when needed. We shoot in their hometown. We let them wear their own clothing. They bring a ‘plus one’ with them even if the plus one’s not on camera. It’s helpful for them to have a loved one with them just to keep them comfortable.
The other part is getting your customers to open up. Give them the opportunity to speak in their own words. We can script lines, but I think the best content and the best testimonials come when we guide customers with strategic questions.
Don’t be afraid to dig in on the meaningful stuff. Emotions connect. I think today’s audience is looking for a feel-good moment. So if they start sharing some really rich stories, we encourage them to tell us more with the right questions like, “How did that make you feel? What would you say to your younger self? Looking back can you share how far you’ve come?” These are the kinds of questions that help us get some real emotional resonance.
Q: What else do you want our readers to know?
A: Like we talked about earlier, the time is now. Video is out there. Let’s get in front of it. Let’s get you out there. It may seem daunting, but with the right strategy and the right partners, you’re in great hands.
And you can start with just one. It doesn’t have to be a highly produced long video. It’s about connecting with your audience and connecting with the folks who are seeking you out. And we’re here, to be partners with you the entire way.
My other piece of advice is you do get what you pay for. I think sometimes people think their college nephew can do it all on his phone. While that level of scrappiness may be necessary sometimes, using a true high-end camera, a cinematic level camera, garners much more fluid and beautiful video – and you don’t always need a huge team to get it done.
My videographer and I call ourselves the Swiss Army knives. We can help manage the projects. We can write questions, we can craft the narrative, we can shoot on the day of, we can work with you to prompt the questionnaire and any scripts. We pride ourselves in wearing many hats. We’re a small but mighty team.
Lastly, when it comes to video remember you’re not just a product. You are a brand. You are a personality. In order for the right folks to find you, you’ve got to put yourself out there in new and different ways. People want to connect. They want to have those moments of connectivity. So why not put your face out there? Why not step into the light? Even if it is just for a 30-second video.
It’s definitely the trend. It’s definitely the way of the future.
Jess Merritt is a seasoned creative director, brand strategist, and copywriter with more than 18 years of experience managing copy, campaigns, and end-to-end marketing projects for multi-million-dollar clients and Fortune 500 companies. And now she’s partnering up with Version A as part of our ongoing commitment to help you tell the best version of your brand story. Let’s get your brand camera ready!
