Video highlights are an indispensable tool in brand communication campaigns. So, what exactly is this type of video? What benefits does it offer businesses? And how do you create an engaging video highlight? Right Media will answer all these questions in the article below.
What is video highlight?
Simply put, a highlight video is a short video that compiles and summarizes the most valuable, engaging, and important moments and details from a longer original video. Instead of viewers having to watch hours of a video of an event, product launch, or match, highlight videos help viewers grasp the main information without wasting a lot of time.
Here are some examples to help readers visualize:
- New product launch event: Instead of uploading the entire two-hour event, the brand will create a 2- to 3-minute highlight video focusing on key moments such as the CEO's inspirational speech, the spectacular product unveiling, the audience's applause, and the guests' excited first-time experiences.
- Highlighting a sporting event: The video will not show the entire 90 minutes, but will focus only on the goals, dangerous shots, spectacular saves, and moments of victory celebration.
- Summary of the trip: Instead of a lengthy video chronicling the entire journey, a highlight video would be a series of the most beautiful shots, the most joyful and memorable moments, set to upbeat music.
The key to a highlight video is its brevity, conciseness, and focus on the emotions and essence of the subject. It's like a captivating trailer for a film, piquing viewers' curiosity and making them want to learn more.
What benefits can video highlights bring to a brand promotion campaign?
It's no coincidence that highlight videos are so favored by businesses and content creators. Their power in brand promotion is undeniable:
1. The "weapon" for attracting attention in the digital age:
In a social media environment where users tend to scroll quickly and skip over lengthy content, a short, eye-catching highlight video is more likely to attract and retain their attention. This is the perfect way to quickly convey your message before viewers have a chance to scroll to the next section.
2. Enhance brand recognition:
A well-produced highlight video, with carefully considered visuals, sound, and content, will leave a lasting impression on customers. Cleverly incorporating your logo, brand colors, and core message will increase brand recognition and make your brand more professional and memorable.
3. Wide coverage – Reaching potential customers:
Due to their concise and engaging nature, highlight videos are easily shareable. Viewers tend to share interesting and emotionally resonant content with friends and family. This creates a natural viral effect, allowing your brand to reach a large number of potential customers without incurring excessive advertising costs.
4. Optimize for SEO and increase website traffic:
Search engines like Google are increasingly prioritizing video content. Uploading highlight videos to platforms like YouTube and then embedding them in your website or blog posts can significantly improve your SEO ranking. When users watch a video and find it engaging, they are more likely to click on the link to learn more, thereby increasing traffic to your website.
5. Effectively save on marketing costs:
Compared to producing a long promotional video or running large-scale media campaigns, producing highlight videos is often less expensive but delivers incredibly impressive results. You can reuse footage from past events, saving on production costs while still obtaining high-quality content.
The process of producing highlight videos to attract customers.
To create a highlight video that is not only visually stunning but also effective for marketing, you need a professional and well-structured production process. Below are some basic steps you can refer to:
Step 1: Pre-production Phase
This is the most crucial step, determining the success of your 70% video. At this stage, you need to clearly define your target audience: who is the video aimed at, and what its purpose is – to sell products or increase engagement? Then, you need to thoroughly research your target audience: who they are, their interests, their video viewing habits, the platforms they use, etc. Based on this information, you can develop ideas and create a complete, detailed script to make editing and post-production easier and more effective.
Step 2: Production Phase
This is the stage where ideas on paper are transformed into vivid footage. Based on the agreed-upon script, you select camera angles and engaging video clips from the longer video to create a captivating highlight video. Remember to choose videos with clear images and high-quality sound to avoid compromising the effectiveness of your communication.
Step 3: Post-production phase
This is where the raw footage is "polished" and "enhanced" to become a finished work. You will need:
- Arrange the selected footage in a logical sequence, telling a coherent and engaging story. Cut out unnecessary segments and adjust the video's pacing accordingly.
- Color correction helps videos achieve a consistent, professional color tone and convey the right emotions. Adding transition effects, text, and motion graphics makes videos more lively.
- Choose background music that matches the rhythm and mood of the video. Don't forget to process the sound of the scene and add sound effects to make the video more lively.
- Review the entire video one last time, then export it in a format suitable for the platform you want to upload it to.
Some things to keep in mind when producing highlight videos.
To make your highlight video truly shine and achieve the best results, don't forget these important tips:
- Ideal length: An effective highlight video is typically between 1 and 3 minutes long. This is enough time to convey the message without boring the viewer.
- Focus on the first 3-5 seconds: This is the "golden time" to capture your viewers' attention. Start your video with striking visuals, dramatic moments, or a thought-provoking question.
- Tell a story: Don't just simply piece together footage. Build a story with a beginning, a climax, and an ending. A good story will touch people's emotions and make them remember you longer.
- Add a call to action (CTA): At the end of the video, don't forget to call on viewers to take the action you want them to take.
- Optimized for each platform: Each social media platform has its own format and algorithms. Customize your video (size, aspect ratio, subtitles) to fit Facebook, Instagram Reels, TikTok, or YouTube Shorts.
Highlight videos are not just a trend, but have become a powerful marketing tool in the digital age. With their ability to convey messages effectively, attract attention, and spread easily, they are key to helping your brand shine and leave a lasting impression on customers. Hopefully, with this detailed explanation of the definition, benefits, and production process, you now have a comprehensive understanding and are ready to start creating your own million-view highlight videos!
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