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Pahami Proses Pembuatan Iklan Video Online yang Benar



Jakarta, TechnoBusiness ID ● Seiring semakin banyaknya orang yang terkoneksi dengan internet, pemasaran melalui jaringan online pun kian penting.

Itu sebabnya, WyZowl—perusahaan kreator video untuk produk dan jasa di ranah online yang berbasis di Southport, Sefton, Inggris—menyatakan 81% bisnis telah menjadikan video sebagai alat pemasaran.

Di Indonesia, menurut lembaga riset pasar Nielsen, 51% konsumen Indonesia percaya pada iklan video online. Karena itu, belakangan muncul istilah video pemasaran (marketing).

Pertanyaannya, bagaimana caranya membuat iklan video online yang menarik? Anggi Sonsen, Creative Producer reKreasi, berpendapat membuat iklan video yang menarik dan berkesan tidaklah mudah.


“Hal pertama yang penting diketahui adalah sharing point apa yang ingin disampaikan, siapa target audiens dari konten yang diciptakan, dan aksi apa yang diharapkan dari target audiens supaya konten yang diciptakan tepat sasaran,” kata Anggi.

Setelah itu, menyusun anggaran dan timeline penayangan video. Lalu, seorang videografer atau rumah produksi menindaklanjuti dengan tiga tahapan, yaitu pre-production, production, dan post-production sebelum benar-benar menjadi video.

Itu saja tidak cukup. Narasi juga penting. “Menciptakan iklan video online yang berkesan perlu kreativitas tinggi dan pengolahan data yang tepat. Bila melakukan kampanye skala nasional, jangan hanya menggunakan ide yang dimengerti oleh sebagian masyarakat saja,” ujar Bahari Ck, Creative Direktur Go-Jek.

Kemudian Anggi mengingatkan bahwa durasi juga perlu diperhatikan. “Lima detik pertama memiliki peran besar dalam memikat atensi audiens. Bila lima detik pertama berhasil menarik perhatian, maka audiens tak keberatan mencari tahu kelanjutannya,” katanya.

Platform penayangannya pun mesti diperhatikan. “Merek harus pandai dalam mengolah insight dan menentukan platform untuk distribusi sesuai target audiens yang diinginkan,” lanjut Syarief Hidayatullah, Senior Vice President Creative GetCraft.


—Anwar Ibrahim, TechnoBusiness ID ● Foto: GetCraft  


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