Marketing with Video
Press play: astounding stats on video
There’s no denying the trend that video is being produced and watched and responded to, at a rate greater than ever before. Here are a few stats:
- Youtube reports video consumption rises 100% every year.
- The average user spends 16 minutes watching online video ads every month.
- More video content is uploaded in 30 days than all three major (US) TV networks combined in the last 30 years.
And as to how effective videos are? Here are some more numbers:
- Video in an email leads to a 200% – 300% increase in click through rate.
- 92% of mobile video consumers share videos.
- 80% of users recall a video ad they viewed in the last month.
- After watching a video, 64% of viewers are more likely to buy a product.
- After viewing a video: 65% of executives visit the website, and 39% call a vendor.
These stats should give a fairly convincing case that if you are going to market online, video must be a part of your strategy. I feel no further need to elaborate on why; the only question left is, how? I’m going to talk to you about:
I) Important elements (of a video used in marketing)
II) Helpful tools (for creating & editing)
Without further ado…
I) What are the important elements of a marketing video?
The idea of creating video could really intimidate you. There are a lot of moving parts, and it’s easy to have expectations that are too high.
Let me help you with that: you don’t need a professional videographer or high-end equipment. You don’t need something that looks like it was produced in a studio. In fact, it’s getting easier and easier to make your videos look good using just your phone or a simple webcam.
So what are the important elements of a video?
1) Audio: in truth, the quality of the visuals is only of minor importance. Perhaps the most important element is audio. You need a good microphone, and you need to ensure the recording is as clear as possible. If your audio isn’t loud enough, clear enough, and interference free, people will not watch your videos for more than a few seconds. Without good audio, none of the other elements in your video matter.
2) Captions: there are a several reasons why you should add subtitles/captions to your videos, but I’ll just name two. – First, you want engage people who have hearing loss or who don’t have/cannot use speakers, so that they can follow along. What if your viewers are in a restaurant or another public place and don’t want sound turned on? If you’ve provided captions, they may continue to watch your video; if you did not provide them, they will move along.
(Note: I think captions are vital if you are running ads; if you’re spending money for people to see your videos, you want to make sure they can follow along. If you’re just putting a video on your website, captions are up to you. They can still be worthwhile – see the next point.)
– Second, captions allow search engines to crawl the text of your video and index it, increasing your chance of being found in search results; this goes along with the following stats: videos with captions get 13% more views in the first two weeks after being published, and 7% more views over the lifetime.
Bonus feature: if you already have a transcript of your video, you can easily turn this into new content!
3) The Goal: the goal of your video should be one of two things (if there are more you can think of, please email and let me know!):
– Teach: your video teaches your audience how to do something. Perhaps it is directly related to your organization: how to use a product or how your services work, etc. Or you may be teaching your audience about a topic they are interested in even if it isn’t related to your own products or services.
– Share: you share news, a story, or connect with your audience in a meaningful way. From the beginning people have loved to swap stories with one another and this is merely a different format for doing so. You might share stories of your clients, how your company got started, why you are excited about a certain project… or you might share news that your audience is wanting to know about, or a personal story that encourages or helps others deal with their own issues. This second possible goal is a nice segue into the next essential for video marketing
4) Entertain or “die”. Now, it’s easy to look at the word entertain and feel like creating video is too hard. Entertain does not mean a vaudeville act, being a comedian, or adding special effects. It simply means sit in the shoes of your audience and make your video interesting to them. Cut out anything unnecessary, shorten where possible, and change the scene whenever appropriate to make your video more engaging and relevant.
People do engage when you are simply talking to them through the camera, face to face. But if you become a droning, talking, head, with low energy and low interest, your audience will follow your lead.
The best orators can probably talk about making a peanut butter and jelly sandwich and keep people very engaged. You don’t need to become the best orator, but if you aren’t good in front of the camera, find someone on your team who is.
5) Finally, and this relates to the previous element, authenticity is very important. All that means is, don’t become an actor in front of the camera. If you are NOT a camera person, don’t try to be one. If you are, just be yourself. This is kind of a cliché point, but it is very easy to start acting like someone else once you are in front of a camera.
II) Helpful Tools
You don’t have to break the bank to have the tools you need to shoot & edit video. Here are some effective, low budget options: