The Marketing Magic of the Video Vignette
Paula Folz Writer
I’m back this month to talk more about, you guessed it, video! You might remember my recent blog on the importance of video content marketing and you might be wondering, “Why I should I listen to Paula? She’s a writer, not a video expert!?”
Well, you might be right. I certainly don’t run the camera, set up the lights or edit the footage. But I do look hard at all that footage, read every transcript, pick it apart and put it back together to tell a story. So, in a weird way it is writing, but with much more than words.
It’s clear I love video in and of itself, but you should love it, too, because at this point, as a business owner, you really don’t have a choice. There is no denying that businesses are relying more and more on video to engage, educate and convert prospects. And with so much “noise” online competing for your customers’ attention, video is one of the best ways to make sure your message gets through.
While there’s still a place for white papers and blogs (like mine), people simply don’t have, or won’t invest as much time as they may have in the past to read. Video allows you to engage more of your audience’s senses at once and is generally a faster and simpler way to consolidate your message and convey emotion.
Videos Are a Time and Dollar Investment
But here’s one thing to think about. Videos really are a time and dollars investment. Occasionally, hours of footage might get you a solid five minutes of great video but more often it’s tedious to boil down hours of great footage into anything less than 10 minutes.
And now, another thing to think about… a lot of the people who don’t have time to read your article or comb through your website probably don’t have time for a five-minute video either.
Could there possibly be a solution? Why, yes. There is! Introducing the video vignette.
A video vignette is a 15-30 second excerpt from a bigger video, that conveys a story or piece of the big picture. Breaking down your video into easy-to-digest segments (kind of like book chapter excerpts or highlights) is a great way to stretch your video budget, use some of your favorite footage and quotes (that make the final cut) and generate some great fodder for effective social engagement. LinkedIn, Instagram and Facebook were made for short videos and, in fact, for engaging social media videos, Facebook recommends creating videos as short as 15 seconds. The social media industry as a whole continues to move towards video over static image content, because video proves to be the most engaging and immersive form of content time and time again.
Sounds easy? But where do you start?
I can’t really give you a step-by-step, but I can share some guiding principles. First, if you already have a video introducing your business or showcasing customer testimonials, or even demonstrating a product, watch it again… and listen closely. Don’t focus on the overall flow or vibe of the video — be on the lookout for good, powerful, or otherwise engaging soundbites.
Then listen to those soundbites again. Do they need more context or can they pretty much stand alone? Is a point made or a complete thought expressed? It takes some practice, but finding these gems and turning them into short video treasures is not just rewarding, it’s profitable.
Kinetic Video Production Services & Examples
To learn more about how Kinetic can set you on the road to video vignette greatness, reach out to us! Or visit the post below for great examples of how we made long form videos for Billings’ own MetraPark and then doubled down on the magic with video vignettes adapted for social.
She loves languages, adventure and travel. She loves to explore new perspectives and learn about diverse life experiences. Those are terrific qualities for a copywriter, and Paula Folz puts them to work for clients every day. Her decade of experience in marketing and proposal management in the architecture/engineering industry adds even more insight.
She’s excelled at copywriting for years, but with Kinetic clients, “I get to be more creative than ever before. In many ways, this is cultural tourism as I learn about incredible companies that we get to work with on a deep level.” Paula, from Casper, Wyoming, earned a BA in Spanish at the University of Wyoming, where she also did graduate studies in Communications/Marketing.Read more about Paula