If you haven’t already heard, video marketing is dominating as the number one form of content viewed and engaged by consumers online. But don’t worry. If you don’t already have a killer video content strategy for your business, we’ve got 5 easy steps to help get you started with video marketing.
Recent studies found that between 2013 and 2018, video content was consumed at an average rate of 32% per year and that figure is still increasing. Studies predict that in 2021, the average person will consume more than 100 minutes of video content each day.
Now, this shouldn’t come as too much of a surprise given the popularity of various apps like TikTok, new features on Instagram like IGTV and Reels, and, of course, YouTube. We’re living in a digital world and it’s showing no signs of slowing down any time soon.
What is Video Marketing?
Before we get started, some of you may be wondering, “what the heck even is video marketing?” To put it simply, video marketing is a form of content creation to produce videos that:
Educate and promote your products or services
Increase engagement across social media
Boost visibility and search rankings online
and to reach new potential customers
Recent data shows that consumers are hungry for more video marketing from brands, and it helps in their overall buying decisions.
There are countless types of videos that you can create to promote your business. First, it’s important to outline what your goals are so you can determine what type of video marketing you’ll want to create and where you’ll distribute it.
Here are just a handful of video marketing options to give you some inspiration:
Educational or How-To’s
Have a conversation with your audience to educate them on your products or services and show them how to use them.
Client Testimonials
Showcase your happy clients with powerful testimonial video content.
Demos or Unboxing
A more engaging way to display or showcase your products or services to new audiences by showing them, in more detail, how it works.
Event Highlights or Lives
If you host any kind of physical or virtual event, make sure to capture highlights of your event and display them as a sizzle or highlight reel on your website, or post short clips on social media to create a buzz!
User Generated Content (UGC)
With the popularity of influencers online, UGC video content is a powerful way to run contests, increase your reach, or simply highlight your biggest fans.
Branding Videos
Tell your audiences more about your brand, mission, and values, and why they should be buying from you! This reveals more of your story, which can captivate new audiences and build brand awareness.
Lives or Behind the Scenes
Create clear and concise video content on social media Lives or post clips of behind-the-scenes footage. This can be to announce a new product or service, give an inside look into your company culture, or to show off products or services.
Animation
This is a fun and visually engaging way to discuss services or software to new and existing customers.
3D, Virtual, or Augmented Reality
If you’re a tech-savvy company, try out the latest 3D, virtual, or augmented reality technology to give audiences an inside look into your products or services. This is becoming increasingly popular for virtual events or displaying 3D shopping experiences for e-commerce.
No matter what type of video marketing you decide to create, make sure to have a solid content marketing strategy in place before you start filming!
Why Video Marketing is Important
Did you know that 6 out of 10 people prefer watching videos online to live TV? Consumer behavior is drastically changing, and as businesses, we have to find ways to keep up with the times. Our audiences are spending more time online watching video content, so it’s crucial to create content that will inform their buying decisions while educating and entertaining them.
Video marketing has become more cost-effective and seamless to produce. Yes, it still requires time and planning to create good video content, but it can also be fun! Once the video content has been filmed and edited, distribute it across one or multiple marketing channels to maximize your efforts.
How to Make a Marketing Video
Now, let’s dive into the nitty-gritty of how to make a marketing video.
Step One: Plan a Killer Video Marketing Strategy
As a marketing strategist, I urge you to plan it out! There are a lot of components involved in creating and using video content, such as:
Who will film it? Edit it?
Who will the talent be?
Do you need custom graphics? Animations?
What about music? Voiceover?
Where will this video content be distributed online?
All of these questions can be answered by first determining where you want the video content to live online.
Youtube
The most popular and widely known video hosting platform is Youtube. It’s free to use and garners billions of views each and every day. If you’re looking to build a public audience around you and your video content, then this is the channel for you.
Vimeo
This is the second most popular hosting platform. Vimeo offers limited advertising, higher quality videos, and more storage and privacy options compared to Youtube. It’s a great choice for businesses looking to create online courses, educational content, and/or training videos.
Social Media
If you’re looking to create shorter and highly engaging video content, have a look into social media channels like Facebook, Instagram, or TikTok. For all channels, make sure to include text or auto-captions. Many people watching video content on social may not be watching with sound. This is crucial for capturing their attention for longer.
Facebook video content should be uploaded via the platform (do not share a link from Youtube, Vimeo, or other outside sources) and should be 2 minutes or less in length.
Instagram, on the other hand, has a few different options for video content.
Main Feed: videos can be up to a whopping 60 minutes in length
Stories: no longer than 60 seconds, filmed vertically
Reels: up to 90 seconds, filmed vertically
Once you determine where you want to showcase your video content, have a look through that particular channel for references! It’s NOT OK to copy what others are doing but it is OK to browse around and spark some inspiration.
Step Two: Choosing the Right Video Equipment
With the latest technology in the grasp of our hands (literally), we don’t have to stray too far to find quality video equipment. Depending on where your content is being distributed online, you can film with your smartphone, GoPro, or invest a little more for a digital camera (DSLR) as a good starting point.
Once you’ve decided on your camera, there are three more crucial items to include while filming:
Always film with a tripod
This will save you time on editing, so don’t skip out on it! Using a tripod will keep your camera stable and in focus. It’s especially useful if you’re filming solo.
Invest in audio equipment
Most cameras and smartphones come equipped with a microphone. However, you’ll immediately notice a world of difference once you invest in an external microphone! Users want to hear you loud and clear; most internal mics just aren’t strong enough to pick up audio the right way.
Lighting is everything
I can’t say it enough: lighting is everything! Make sure to have a well-lit space or grab a well-reviewed ring light to show off your beautiful face.
A few good rules of thumb: If you’re filming with your smartphone, make sure to turn on ‘do not disturb’ while filming to avoid any unplanned disturbances. Next, unless you plan to film content for IGTV or Instagram Stories, all video content should be filmed horizontally, not vertically. Lastly, don’t forget to practice! Pay close attention to the camera’s focus, composition and angles, lighting, and sound. The more you practice and film quality content, the easier it will be.
Step Three: Create Engaging Video Content
Now to the fun part! Start to map out the specific content you want to film. Are you a fitness expert looking to share workouts? A health & wellness specialist hoping to raise awareness on certain topics? Or maybe you’d like to display a physical product or software?
Whatever your passion and business may be, start by writing out a list of content topics to get some ideas flowing. Discuss them with your team to confirm which ones you want to create video content out of, and decide on a release schedule. If you’re just getting started, one video per month may be a great place to begin.
Make sure to write out a solid video script for every confirmed topic. This can be used by you or your hired talent to follow along while filming. It can also become a great outline to note where graphics, animations, text slides, or transitions (if any) will be added to each video.
With a solid script in hand, it’s time to start filming! The most important thing to remember at this stage is to just be yourself. Practice your script until you feel comfortable, and feel free to improvise wherever you see fit! It doesn’t have to (and shouldn’t) be read word for word. Think of it more as a guide to help keep you on track while filming.
When you’re done filming, be sure to label and organize your content so your video editor knows exactly where and when to clip your video content together.
Step Four: Share Your Video Content & Engage with Your Audience
At the end of the day, video is just another type of content to be shared online to engage and educate your target audience. If you don’t spend the time to share your content and engage with your audiences, all of this hard work will be for nothing.
Make it simple & clear what your video is all about
Create a catchy title and informative description so users know what to expect before they begin watching your video.
Always add captions or text
Again, most users are viewing content on their phones! It’s important to add captions or text to each piece of video content. TIP: Most platforms have an auto-caption feature available when scheduling content.
Don’t forget a Call-to-Action (CTA)!
Every piece of content should include a CTA advising your audience to take action. This could be signing up to an email list, visiting your website, introducing a sale or promotion, or introducing a new product or service.
Don’t forget to respond to comments, likes, or direct messages from your audience when sharing content. Audiences want to be heard and feel like they are part of your community. Include them in the conversation wherever possible.
Step Five: Analyze, Adjust, and Repeat
As digital marketers, we’re all about data. Pay close attention to the analytics for each piece of video content you share online. When you’re just getting started, try out different filming methods and see what the analytics show you. You may find your audience favors one video over another. If so, duplicate the favored method to create new content for the next month!
It may feel like a big undertaking to create a powerful video content strategy, but it pays off to be consistent. Start small and don’t get discouraged! It takes time, practice, and a lot of persistence to uncover your unique filming style. However, the more you do it, the easier it will become, and the more you’ll see the benefits of having great video content for your audiences. Contact us today to discuss the possibilities.
