5 Strategies to Create A Consistent Look And Feel In Your Video Marketing Materials and Content Strategy
Content strategy is a complex topic, especially when video is involved. In a truly robust content strategy, video plays a critical role in communicating information, eliciting emotion, and creating a CTA for your target audience.
As if video production wasn’t already demanding and complicated enough, there’s another wrinkle: For long-term success, you should also use a consistent video style. So, regardless of whether someone sees a quick video through your Instagram channel or finds a detailed thought leadership video on your YouTube channel, your branding should be nearly identical across the board.
The reason, of course, is that maintaining a consistent look and feel visually ties your work together so people can immediately identify your videos with your brand. In a perfect world, consumers should be able to scroll through their social media feeds and spot one of your videos without seeing your username, profile picture, or logo.
That’s all easier said than done. Consistency in your visual marketing materials is a challenging but important hurdle—but we’ll explain how to tackle it.
5 Ways to Create A Consistent Look and Feel In your Videos For Better Content Strategy
Here are a few ways you can ensure your videos feel the same across all of your marketing channels:
1. Use consistent themes. One of the quickest ways to remove cohesion from your videos is to randomly apply themes to your video. That could mean using different color schemes, fonts, or templates for your videos.
To ensure you remain consistent, build and follow a branding guideline that outlines brand colors, fonts, logo rules, and other requirements.
Doing so ensures you’ll continuously generate consistent results in your videos. Plus, if you outsource your video work or bring in an additional team member, they’ll have that branding guide as their roadmap.
2. Use consistent tech. Your technology (e.g., your video cameras, lenses, and lights) play a major role in the look and feel of your videos.
Any inconsistencies in your tech can lead to inconsistencies in your final product.
If you’re not sure what to use, check out our video equipment rentals for a full range of options!
3. Use consistent sets. The background and tools on your video set have an enormous impact on everything. They influence:
What shows up on screen, especially in the background. Remember: backgrounds can be distracting!
Your lighting. Your lighting influences color, visibility, and even mood of the final video. You can account for some of this in post-production, but it’s better to have a good starting point!
Your audio. Filming one video in a studio with expensive audio equipment and filming another video outside on a sidewalk with low-quality sound equipment will produce two very different videos.
4. Use consistent writers. Your writers can have a major impact on the storytelling and emotional impact within your video.
Just as important: Your writers understand the key values and talking points within your brand.
While it’s OK to hire a freelance writer for last-minute script support, it’s better to use the same writer or writing team for all of your video projects.
This will help ensure consistency!
For more support, check out our video crew services.
5. Use consistent music. Soundtracks have an enormous impact on the overall quality of a video.
Choose music carefully.
One of the reasons the Star Wars franchise is so cohesive is John Williams’ music. As a conductor, John Williams left an indelible mark on each film, and consistently using classical music ensures Star Wars maintains a timeless quality.
Similarly, your videos should have a consistent soundtrack, or at least pull from a consistent style for new music.
Find Addition Content Marketing Support
For additional support on your videos, contact us! We can lend experienced guidance and support throughout the entire video production process.
If you want to learn more beforehand, check out our about page!
