Videos have become the most powerful and engaging marketing tools. Experts say that by 2019, 80% of all internet consumer traffic will be video traffic. Follow these tips to help you create high-quality video content.
Video content offers a creative medium for you to not only sell your product or service but also to showcase your brand visually. Image, sound, and body language adds a human aspect that is often lacking online. It brings the product to life. It is an easy way to grab consumer’s attention in order to convey information.
In fact, people actively seek out videos to get advice and are 64-84% more likely to buy a product after watching a video.People are 64-84% more likely to buy a product after watching a #video related to itClick To Tweet
So, it’s a fact. Video content is an extremely valuable marketing resource for any company.
Although it may seem daunting at first, making professional and engaging video content doesn’t mean you need to be an expert.
If you use our tips, expertise will follow!
There is no need to allocate a huge budget to your video. A bit of creativity can go further than money ever could. To be honest, in most cases you don’t even need access to a camera. Many smartphones offer high-quality cameras and access to countless editing apps.
No matter if you have an advanced studio or just borrowed a DSLR from your aunt, these seven tips are sure to help you get started creating high quality and engaging video content.
1. Get to Know Your Target Audience
It’s impossible to hit a target if you don’t know where to aim.
Before you start considering which is your good side, take a step back. Ask who is your product or service aimed is at. If you have sold it before, do a little research to see who bought it. If you’re a first-timer, check who your competitors are seeking out.
Define your target consumer by age, location, income level, occupation, educational status, gender or marital status. You can use tools like Google Analytics to glean this information from web traffic. Once you have figured that out, adjust your plans accordingly.
It is vital to tailor your video to spark the interest of your target audience. Get inside their heads and ask what does this offer them? How can it help them? How can I tell them everything they need to know?
Don’t get carried away by the number of views your video may or may not receive. If you’ve created the video with your audience in mind, the right views will come. Always favor quality, not quantity.
Overall, don’t aim for a high number of views but, instead, relevant views.
2. Be as Professional as Possible
Little things go a long way when it comes to making your video seem more professional.
Production values don’t need to break the bank. At the same time, don’t skimp when it comes to appearing professional.
No one is going to enjoy watching a shaky frame while trying to decipher the words of a muffled speaker. Paying a little bit more attention to detail can eradicate these issues.
Check out a few seconds of the video below:
Right off the bat, this video:
- appears professional
- addresses ideal audience’s concerns
Make sure that the speaker (not necessarily you, or an actor, another particularly charismatic employee could also be used) is confident, comfortable and comes across as natural on screen. A voice-over might be a good option for some.
Whatever direction you choose to take, make sure that the audio quality is clear and the script portrays an understandable message. Preparation and practice are key to this.
Make sure your shot is well lit. Lighting is more important than you’d imagine. If you don’t have access to professional ring lights, you can always rent or borrow them. If this is not an option, you could improvise with natural light. A top tip is that overcast days make for the most steady and consistent natural light sources.
Obviously, the atmosphere of a video depends on what you’re trying to portray. In most cases, however, video content shot outdoors is highly effective. The outdoors provide more space for the actors and the viewer to be comfortable. Although, do be careful that the audio quality doesn’t suffer because of this.
Keep your video content engaging and visually pleasing with good backgrounds and interesting transitions. Depending on your style, you could consider incorporating both clips of a speaker and product demonstration. Or, you could add an example of your service enhancing someone’s lifestyle.
Always be aware of your creation during the process. Watch, re-watch, evaluate, adjust and reshoot if necessary. Time spent in the creative process will pay off when the views convert to interested customers.
A good example of this is the simple but effective editing used in the video promoting YouTube and Samsung, created by YouTube superstar Casey Neisat. The message portrayed is strongly inclusive and inspirational.
It demonstrates how YouTube has enhanced so many peoples lives and provided a space for creativity.
It also speaks to the underdogs in all of us and builds up the audiences self-confidence. It incorporates many voices and familiar faces which help to keep it engaging.
Although it is shot in an amateur style, you’ll notice that the audio and video quality is flawless. Transition clips and voice over are mingled together with text to intensify the message of the video.
It also has a personal touch added when we get to see the speaker directly talk to us. Enjoyable and engaging, overall it’s a video we want to watch.
3. Make it Human
Find original ways to create video content that entertains, delights, and informs your customers. As much as possible, do this without making the audience feel like they’re watching a commercial.
If your video seems forced or fake, the viewer will often stop watching. There are countless ways of doing this from animation to storytelling. Just make sure it fits your brand and comes across as professional.
Your video can be funny, inspiring, or pull at the heartstrings of your audience. A video is more powerful if it makes the audience feel something or realize something.
You also need to motivate them to take action, whether that may be buying your product or subscribing to your service. Keep in mind that video offers what other mediums do not- a human element. Use this to its full advantage.
Google took full advantage of the human aspect of video in promoting ‘Google Earth’. They tell the emotional story of Saroo Brierley and his journey to track down his original roots after being tragically separated from his family.
This powerful story of loss, love, and restoration demonstrates the life-changing capabilities of Google Earth, without being too obvious. The video portrays Google Earth as having the goal to improve the lives of its users rather than making money.
It appeals to human emotion. This is an incredibly powerful tool when it comes to building a trusting relationship with your audience and influencing the way they view your product or service.
4. Do More Than Sell
Use the potential of your video to market your brand.
Although the final goal may be to sell your product or service, this should never be your only goal. You should also take the opportunity video content provides to showcase and forge a clearer image of your brand.
In fact, every piece of video content you create to market should add to a discourse that is as recognizable as yours over time.
It goes without saying that Nike does a great job enhancing their brand image with any piece of content they release.
Video content should be used as a core representation of your company. If you don’t know where to start, look to the thesis or ethos behind your company.
What drives you to do what you do? What inspired you in the first place? What principles does your company represent? Core values and principles are another great source of inspiration when creating an image for your company.
Your aim is to showcase the unique aspects of your company in a positive light so that customers become more interested in your products.
5. Make it Helpful and Engaging
People are getting more and more careful about how they spend their time online. They are more wary of advertising than ever before.
Instead of looking at this like an obstacle, look at it like an opportunity. If you take the time to make your video worthwhile, it will be a rewarding experience for you and the viewer. Offer solutions to problems, answers to questions, and provide useful information.
On top of this, you must consider that even if you offered the most comprehensive information in the world, no one will listen if it’s boring. If you’re just going to plonk yourself in front of a camera and read off a long list, then don’t even bother hitting record.
In order to attract and hold attention, your video needs to be engaging. There are so many creative ways of achieving this, from incorporating humor or music to making it entertaining or relatable.
Another aspect to note is that people will always be attracted to things that are current, so take inspiration from the media. Think outside the box and brainstorm ways that you can present useful, relevant information in an engaging way.
In this video ‘Cover Letter’, Chase, the creator, explains his service, demonstrates that he has a deep passion for the company (Sprite), and encapsulates it all in an entertaining (if not slightly ridiculous) way that has got the whole internet talking.
The video is colorful and eye-catching, which holds the audience’s attention. It doesn’t take itself too seriously and it’s impossible for the rap to not stick in your head.
It is also very unique and recognizable. The most important achievement of the video, however, is that it leaves the audience feeling like they have already gained something from the company. The audience leaves the video feeling uplifted from just watching.
6. Reach out to Your Audience
Current businesses are at an advantage that most companies in the past never had before. We can interact directly with customers to find out exactly what they want and need.
Before beginning to plan your video, you need to figure what will enable you to really speak to your customers. You can reach out and ask them what they need from your business and how they want to receive it.
Luckily this is as easy as sending out a tweet or posting a status. However, what could be a more productive way of gathering information is using live streaming services on Facebook or Instagram.
Note that Facebook could be a better option for smaller companies, as all of your friends will receive a notification that you are going live which could attract more attention.
If you offer an open “Ask Me Anything” Q&A session you are sure to get your audience to tune in. Once this engagement has started, you will find that people want to have their opinion heard and will be eager to share.
In addition, this open relationship demonstrates the transparency and trustworthiness of your business. Listening to customers provides not only the feedback you need but will also make them feel valued and important.
Live streaming is a multi-tasker in more ways than one. If you are a rookie when it comes to being in front of the camera, this experience can also help you build confidence. If you are planning on appearing in your video, this will also benefit you as your audience will recognize you as a familiar face.
7. Don’t be Afraid to Experiment
Anything that’s new takes a little time to really understand.
It might take you a while to get comfortable with the video format. The best thing to do is take time to experiment with dynamic angles, camera movements, transitions, focus and editing effects.
A key tip for someone creating videos for the first time:
Record everything! The good, the bad, and the ugly. Eventually, this will lead to greater comfort with the creative process.
If you need to show a process within time restraints then time lapse could be your best friend. Figuring out what works and what doesn’t won’t cost you a thing and could make your video far more interesting in the future.
Take some time to read up on techniques and actively watch examples of marketing videos online.
Take note of what you think works and what doesn’t. Which videos make you feel good? Which videos make you want to try something new? Most importantly, which make you want to buy the product or service?
Constant searching leads to constant discovery. As they say, good artist’s borrow; great artists steal. Obviously, we don’t want you ripping anyone off! Just make sure you are constantly looking for new influences.
So there you have it. Seven tips that are sure to give your videos an edge. Know your audience, be professional, make it human, do more than sell, be helpful, reach out and don’t be afraid to experiment. Now go forth and create, Hitchcocks of the future!