The Do’s and Don'ts of Creating Great Whiteboard Video
DO have a defined goal in mind when creating a whiteboard video. As with any content marketing strategy, a great video starts with a solid plan. You need to establish what you’re going to say and why, as well as what objectives you intend to achieve. Your message will be convoluted or completely lost if you don’t define the reasons that you’re conveying it.
DON’T lose track of your target audience. Your whiteboard video content must entertain, educate or inform your prospects to engage them. Content marketing is all about presenting your target audience with information they seek – not details you think they need to know. Prioritize the needs and interests of your prospects when creating your video to earn their trust.
DO focus on a single message. Trying to stuff too much information into one whiteboard video will dilute your content, so stick with one topic at a time. Narrow your material down to a single lesson or demonstration to avoid confusing your target audience.
DON’T make your whiteboard video too long. Your prospects are busy and can’t commit to videos longer than two minutes or so. Research shows that you’ll lose 60% of them by that time, and 45% of them will click away around the one minute mark. Aim for around 90 seconds with your whiteboard video.
DO develop a solid script. Your whiteboard video is a presentation combining visuals and a voiceover, so it’s essential to work from a script. When you write down exactly what you’re going to say, you’re less likely to drift off or ramble on. Prospects become alienated, confused and often irritated when they can’t follow your message.
DON’T sweat the small stuff. Whiteboard videos are one content type where absolute perfection isn’t necessary. They’re intended to be more casual, so a little flub here or there won’t cause your audience to lose respect for your company.
DO take advantage of branding opportunities. It’s excellent news when a viewer remembers the message delivered in your video – but it’s not so great if they can’t recall your company. You need to make sure to brand your video with logos and themes that your audience will associate with your business.
DON’T forget to close with a strong call to action. Your whiteboard video fails if your viewers finish watching, but don’t know what to do afterwards. Include a call to action in a clear and concise manner that tells them the next steps they need to take. Make sure it’s presented in the right context, however; your prospects don’t want to be “sold to.” You simply want to tell them where they can get more information.
These major do’s and don’ts of the whiteboard video creation will have you on the right track as you approach the process, and you’ll continue to perfect your skills after some practice. Before long, your whiteboard animation content will be yet another powerful tool you can leverage as part of your marketing efforts.
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