Two ways to kill it with video in Investor Marketing

Getting the best bang for your buck and ensuring you get the maximum impact from the video content you create is all about understanding the purpose of each type of video: where to invest more time and effort, and where ‘quick and dirty’ will do.

A Few Quick Tips for Creating High Quality Videos

With video, audio is critical! Make sure to use a good quality microphone
Keep eyes entertained with lots of images and b-roll spliced in…the human eye fatigues quickly from looking at a fairly static image, so you need to keep the cadence of rotating images high
Invest in a good ‘logo reveal’ and music, then be consistent with them on every single video you produce

The Talking Head Corporate Video

Getting the best bang for your buck and ensuring you get the maximum impact from the video content you create is all about understanding the purpose of each type of video: where to invest more time and effort, and where ‘quick and dirty’ will do.

Purpose
  • To introduce the management team and company to new potential investors.
  • A chance to show off your management team’s credentials, teach the audience something new.
  • Creates a sense of personal connection between potential investors and management, as they will likely never meet face-to-face.
Creative Direction
  • Opportunity to speak to your team’s high-level approach or philosophies with regard to building companies, leading people, investing, etc.
  • Avoid granular details about the business or project, which can stale-date the content.
  • You want to make ‘Evergreen’ content, something you can use without having to update for at least a year.
  • Use high-quality video and audio, a customized intro, a ‘logo reveal’, background music, and lots of b-roll to break up the imagery and keep the eye busy for maximum engagement.
Investment
  • When creating Evergreen content, it’s generally worth investing in higher quality production equipment or services because the content will last longer.
  • Expect to budget about $2-3k per 60-90 sec video for Evergreen content.
Application
  • Distribute the video via multiple channels ensures you get the most out of your video content.
  • Send it to your email list, host it on your website, link it in your bio pages, post it to YouTube, drop it into investor group chats, and cut up longer videos into shorter segments for use on social media.

Example 1. Josemaria Resources

Video #1Video #2Video #3

Example 2. Northern Vertex Mining

Video #1Video #2Video #3

In the case of Northern Vertex, these videos were so evergreen we were able to rebrand them post-merger and use them yet again!

The Context Video

Getting the best bang for your buck and ensuring you get the maximum impact from the video content you create is all about understanding the purpose of each type of video: where to invest more time and effort, and where ‘quick and dirty’ will do.

Purpose
  • Brief videos designed to explain complex topics for non-technical investors.
  • Opportunity to further emphasize management’s credentials and technical teams.
  • Explain why a news release or result is ‘good’ , or important, and add colour to maps and figures.
Creative Direction
  • Must use plain language (aka layman’s terms) or pause and explain technical language.
  • These videos can be a bit longer, but should still be less than 5min or so.
  • Best to speak to maps, figures, images and annotate or speak overtop.
  • Can easily do on Zoom or other, and can be easier if someone internal is ‘interviewing’ the speaker.
Investment
  • Minimal investment, as the content here can become expired in a shorter timeframe.
  • Do as much in-house as you can. Stick to Zoom recordings or equivalent.
Application
  • These videos can be circulated to your email list, by hosting on your website, linking from to your online bio, posting on your YouTube channel, or dropping into investor group chats.
  • If you’re organized, they can even be embedded IN your news releases.
  • You can also cut them up into shorter segments for use on social media channels.

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