5 Things to Look for When Evaluating Video Products

Now that you are starting to get more strategic about content and video, it’s a good idea to know what to look for when evaluating video products that are nearing completion. The biggest thing to keep in mind is the end goal, and focusing on the things that matter by taking yourself out of the picture and evaluating the product from the perspective of the consumer. Ask yourself these five questions when assessing video content so you can feel confident about the end result:

1. Is it on time?
   The expediency of a project could be of utmost importance if the video is being used for a time-sensitive trade show or product launch. Have a clear timeline for completion and stick to it. Without a clear end goal, your evaluation of a project could be prolonged with indecisiveness, second thoughts and forays off into directions that you don't want to pursue (or can’t afford to!)
   
   
2. Is the message clear and concise?
   From your target audience’s point of view, make sure that the video is representative of your organization. A lot of video productions are recitations of facts, features and/or benefits. And guess what? Most viewers never get to the end of these videos. If you want your viewer to watch and remember your message then you have to connect with them on an emotional level. You only have a certain amount of time to get your message across, so make sure the video does not contain unnecessary segments that don't expand the message or are redundant.
   
   
3. Are the graphics helping?
   Pay attention to the visuals. Video is about engagement through motion and there are many ways to graphically enhance the actual footage. An expert firm will come to the table with ideas on how to seamlessly mesh creative graphics into your finished video products. Make sure these graphics are in line with your brand and are actively strengthening your intended message.
   
   
4. Does it suit the platform?
   Make sure you have identified all the ways you would potentially use the video to ensure that each version speaks to engagement associated with its respective touch point. A video used in an e-mail blast might be different from one living on a web site, or on a specific social media platform, for example. Look at the length, the use of sound and music, the prominence of graphical elements, etc.
   
   
5. Does it speak effectively to your target audience
   This is of utmost importance and likely the reason you wanted to incorporate video content into your campaign in the first place. If your goal is to attract a larger audience, evaluate it that way. Effective marketing is about positioning and communicating your value to a very specific audience. Your customer wants to know how you can solve their problems—and yet the vast majority of corporate videos talk about themselves. When you view marketing videos through the eyes of your audience, you can position your company as the clear solution to those specific problems.

Check out Hyundai Australia’s “Strong and Beautiful” video campaign. This is a great example of a company evaluating a product (in this case the Hyundai Tuscan) with a very specific audience in mind: Middle aged women who want something that looks sleek but is still a powerful, capable vehicle.