Best Practices - Creating MP5 Videos
Planning
Decide and Define Your Video Use Case based on Business Objectives
Before creating a new video template with Blings, decide which business metrics you’d like to optimize and improve with this video and within which target audience.
Since there are so many ways to creatively execute a video, having clear objectives and KPIs for the video’s success, will guide and help you to focus on the optimal key messages, main call-to-action, structure/flow of the video, overall approach and vibe.
We highly recommend that you focus on metrics that cascade from strategic goals your organization is already prioritizing and looking to improve. That way, the overall resources and time invested in the video are aligned, and positive results will indicate clear ROI on a company/department level.
If this is one of your first MP5 videos, the easiest way to start is to choose an existing client journey that is currently communicated over text (email/sms), and that improving it can positively impact the business goals you chose. After making your selection, follow the next steps depicted in this document in order to transform all it’s text into a highly personal and engaging video (or videos) with Blings.
Define Target Audience
- Recommendation: Identify in advance your target audience per the business goals and metrics of the video. Assess if you have information that allows higher levels of video segmentation and personalization that can compliment your message, and/or take into account known audience preferences such as additional languages.
- Rationale: Our case studies show that tailoring content to your audience helps to ensure relevancy and increased engagement/conversion, especially when highly personalized with MP5. It also helps you better assess the project scope and data requirements, along with the right creative and key messages.
Script and Dynamic Data Scheme
After narrowing down on goals, KPIs and target audience, plan/write a clear video narrative. A general structure will include Introduction >> Offer/Content (with main CTA) >> Ending (with main and an optional secondary CTA).
Develop a detailed script and data scheme. Take into account how easy it will be to maintain the campaign after it’s launched.
Try to build it in a way that catches the user's attention in the first 5 seconds.
Consider the number of words per screen (keep to a minimum), and consider voiceover if text-heavy.
Script: Read it out loud, aim to keep it under 40 seconds.
Dynamic Data: Make sure the dynamic data you’re using stands out and is clear. The more data you have, the longer the video will take. What are the data variables in an MP5 video? Text - Dynamic parameters. Assets - Images, audio, and video clips.
URL: Decide which dynamic data should be part of the URL vs. in the Blings ID. Having the video available in several languages will also impact this. The URL variations should be compatible with the planned submission batches you will make for the video (For example if you are sending a different email for each tier of users - the URL should contain a tier parameter)
Analytics: Ensure you are able to assess if the campaign has been successful in the different segments and read its analytics after it has been launched.
Wireframe - a visual guide that represents the skeletal framework of your video. It outlines the placement of elements such as text, images, buttons, and animations.
Recommendation: Create a wireframe for each scene in the video, indicating where key elements will appear on screen. Use tools like Figma or even simple sketches to map out the layout. Try to be consistent with previous campaign structures and layouts that were launched before.
Rationale: A wireframe helps visualize the flow and organization of content, ensuring that all elements support the video’s objectives, brand and user experience and that all edge cases and scenarios per audience are being taken into account thoroughly.
Storyboard - a sequence of illustrations or images that outline each shot of the video, often accompanied by notes on dialogue, sound, and action. The conveyed story of the video can be a specific offer, onboarding, or package deal. One video can tell the same story about different products to different personas
Recommendation: Create a storyboard that includes -
Scene Number: Label each scene clearly.
Visuals: Sketch or insert images that represent what will be shown in each scene.
Script Snippets: Include key dialogue or voiceover text for reference.
Timing: Estimate the duration for each scene.
Notes: Add any important details about transitions, effects, data or music cues.
Rationale: A storyboard ensures that all team members have a clear understanding of the vision, enhances collaboration, and serves as a roadmap during production.
Legal Considerations
Fonts
Music
Videos/Images
Video Design
1. Quality and Production
Recommendation: Use high-quality visuals and audio.
Rationale: Professional production values enhance credibility and viewer experience.
2. Branding
Recommendation: Incorporate brand elements consistently throughout the video. It’s best that all videos under the same brand will have corresponding similar elements between them, such as design, ending and verbiage.
Rationale: Consistent branding reinforces brand identity and recognition.
3. Video Length
Recommendation: Keep videos up to 40 seconds.
Rationale: Shorter videos maintain viewer engagement and convey messages quickly. Longer videos may lose viewer interest.
4. Modularization
Recommendation: Break the video into separate scenes or segments, don’t forget to use language segmentation if relevant.
Rationale: This approach facilitates clear analytics, allows for targeted optimization, and provides flexibility in editing, and easier maintenance. Ensure the video can be updated when sending through multiple channels.
5. Main KPI Alignment
Recommendation: Define a Main Key Performance Indicator (KPI) and ensure the video content supports this goal.
Rationale: Clear focus on a KPI helps measure success and align video content with business objectives.
6. CTA
Recommendation: Introduce the Call-to-Action (CTA) as early as possible and include a CTA button in the final scene of the video.
Rationale: Capturing the viewer’s attention early can drive action and improve conversion rates.
A strong closing CTA encourages immediate action and maximizes conversion opportunities - Consider touch buttons (for touch screens) or QR codes.
7. Autoplay Settings
Recommendation: Start the video on mute with Autoplay enabled. Also take into account that the end viewer might take a few seconds to turn on their sound, so keep the first 3-4 seconds narration free.
Rationale: Autoplay without sound avoids disrupting the user experience, while muted playback can be beneficial in retaining viewers.
8. Clarity and User Experience
Recommendation: Ensure the video is intuitive and self-explanatory.
Rationale: Avoid making users guess what to do next; clarity enhances engagement and effectiveness.
9. Gestures for Click-ability
Recommendation: Use visual or auditory cues to suggest clickability (e.g., voiceover, text prompts, or creative visuals).
Rationale: Clear indications of intractable elements improve user interaction and conversion rates.
10. Story Mode vs. Player
Story Mode
Recommendation: Use this approach for engaging storytelling, mainly with younger audiences.
Rationale: Story mode can create a more immersive and engaging experience allowing the user to skip ahead and go back to key points in the video.
Player/timeline Mode
Recommendation: Allow viewers to control playback if applicable.
Rationale: Player mode provides flexibility and caters to viewer preferences when the video is not divided into separate scenes/topics.
11. Music Selection
Relevance
Recommendation: Choose music that compliments the video’s tone and message.
Rationale: Music should enhance the viewer’s emotional connection without overshadowing the content.
Licensing
Recommendation: Ensure all music used is properly licensed.
Rationale: Avoid legal issues and ensure compliance with copyright laws.
Personalized and Dynamic Email Thumbnail
1. Design
Recommendation: Create a compelling thumbnail image with a visible clear CTA button (e.g., "Click to Watch") and a video link connected directly to the thumbnail. Make sure to include the name of the user as a dynamic variable in the image.
Rationale: Personalized GIFs grab attention more effectively than static images, encouraging users to click through to the video. A clear CTA guides users on the next step and reinforces the action you want them to take.
Recommendation: Include a button or cursor effect in the GIF to simulate interactivity (e.g., hover effect or play button).
Rationale: Interactive elements within the GIF, such as a cursor or play button, can increase click-through rates by up to 7%. This visual cue makes the GIF feel more engaging, prompting users to take action and click on the video.
2. Consistency
Recommendation: Ensure the thumbnail aligns with the video content and with the brand.
Rationale: Consistent visuals improve viewer expectations and satisfaction.
3. Size
Recommendation: Keep the GIF file size under 1MB.
Rationale: A smaller file size ensures that the GIF loads quickly, particularly on mobile devices where slow loading can deter users. Quick load times improve user experience and reduce the risk of your email being flagged as spam.
Position in Email
Recommendation: Always include the personalized thumbnail GIF near the top of the email. Ensure that the GIF is properly optimized for both desktop and mobile devices and avoid including too many other external links in the email.
Rationale: Placing the GIF at the top of the email ensures maximum visibility, especially on mobile devices where content above the fold is prioritized. Optimizing the GIF for both mobile and desktop ensures a smooth user experience across devices, increasing engagement. By focusing on the video link and avoiding distractions from other external links, you maintain the user's attention and increase the likelihood of a click-through.
See examples here https://blings-thumbnails.netlify.app/
Optimization
1. Performance Tracking
Recommendation: Ensure analytics are set up to track aspects that are most interesting to you, and monitor video performance metrics post launch per segment (e.g., view rates, engagement, conversion).
Rationale: Tracking performance helps identify what works and what needs improvement and adjust accordingly.
2. A/B Testing
Recommendation: Conduct A/B testing on different video elements (e.g. CTAs).
Rationale: Testing different variations provides insights into what drives better results.
3. Autoplay Settings
Recommendation: Start the video on mute with Autoplay enabled.
Rationale: Autoplay without sound avoids disrupting the user experience, while muted playback can be beneficial in retaining viewers.
Creative Ideas
Gamification
1. Interactive Elements
Recommendation: Integrate gamified elements to enhance engagement (e.g., quizzes, rewards).
Rationale: Gamification can make the video more engaging and memorable.
2. Incentives
Recommendation: Offer incentives for interaction or completion (e.g., discounts, exclusive content).
Rationale: Incentives can increase user motivation and interaction.
Surveys
1. Purpose
Recommendation: Use surveys to gather viewer feedback and measure satisfaction at the end of the video. It’s best you only ask a Survey question when it’s the video’s main CTA and the client’s response is it’s KPI.
Rationale: Surveys provide valuable insights into viewer preferences and content effectiveness.
2. Design
Recommendation: Keep surveys short and focused on key questions.
Rationale: Brief surveys with specific questions increase completion rates and provide actionable feedback.
Recap Video
Purpose
Recommendation: For companies that have a significant amount of clients and data about those clients in their CRM, and want to increase loyalty and/or promote a specific CTA. Could be issued to all clients in a context of an end of a year (or month or any time period) or triggered individually at a certain time period in the client’s lifecycle.
Rational: A recap video demonstrates the power of MP5 and gives the end-client a chance to get a useful and enjoyable personal summary of their activity while increasing brand strength and awareness and conversion likeness.
Design
Recommendation: Use as many interesting data points as possible, while staying focused on an engaging narrative for the viewer. A celebration motive usually goes well with recap videos.
Rational: A highly personalized and celebratory flow will stand out among all the other ads, impress the user and hopefully create a positive emotional impact.
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