With the advent of faster bandwidth speeds, video has become a huge part of the modern internet. Consider that viewers watch over 6 billion hours of video on YouTube every month, and 100 of hours of video are uploaded to the site every minute. As Entrepreneur Magazine put it, video is one of the fastest growing segments of digital marketing. Everyone from small businesses to major corporations is taking advantage of video to both entertain and inform audiences. When done right, online video is an effective way to convey your message.
Types of Video
In order to make the most of video marketing, you should know the different video formats you have to choose from. You can use a combination of formats in your videos, or you may find that one in particular suits your needs most.
Animated: Animated videos are great for illustrating concepts. Stop motion animations create a light-hearted, less serious feel for businesses that want to make that impression. Services like GoAnimate allow you to easily create animated video.
Slideshow: Slideshow presentations are great for more than just meetings. You can create a slideshow with or without narration.
Example: Swing’s Coffee Roasters
Produced Story: Most often used in commercials, produced story videos are scripted and involve live actors. Storytelling is very important in today’s business landscape, therefore making this format quite popular.
Example: Responsibility. What’s your policy?
Demonstration: If you have a helpful method for performing a task, or want to explain a process to your customers, then a demo video is the way to go.
Interview: This format is good for company employees to explain aspects of the business, such as what sets you apart, and what you have to offer to your customers.
Example: All about Bluehost
Vlog: A vlog, or video log, is simply one or two people talking directly to the camera. Vlogging is essentially blogging in video form. You can use the vlog format to address commonly asked questions, as an instructional tool, and more.
Mixed format: This is when you use a combination of formats to get your point across. Mixed format videos can be very engaging and informative.
Tips for Making Great Video
Now that you’re familiar with the various video formats, here are some tips for making your videos seamless and professional.
Know Your Tools
This one might seem obvious, but it’s a good idea to spend some time getting to know the tools you’ll be using to create your video. Knowing the ins and outs of software and equipment will save you frustration later. For techniques and video with a large learning curve, invest in training or hire a professional to handle it for you.
Keep it Simple
Simple is better when it comes to business video. Sound and moving images do a lot to engage the brain, so a simple story idea for a relatively short video works best. Remember, you’re not creating a Hollywood production.
End With a Call-to-Action
A clear call-to-action gives viewers a clear idea of what to do next. A call to action would include things like “For more great tips, visit XYZ.com,” or “Want to learn more? Click this link to download a free ebook.”
If you only have an idea or two when it comes to what videos you make, then it’s time to put on your thinking cap. Refer to the list above for inspiration. You might choose to do a number of things, like doing short employee bios, detailing your creating process, customer testimonials, or scripting a story for production. For more inspiration, see 51 ways to use web video to help your business grow by One Market Media.
Create With Quality
Viewers are more likely to pay attention to a high quality business video. Sure you can switch on your iPhone and start filming, but you might not get the results you want. Use professional camera equipment to shoot your video (cameras, lighting, backdrops, stands, and microphones). You might even consider hiring a producer if your budget allows. If you can’t afford to hire a producer, learn what it takes to produce a top-notch video on your own. For help with this, see 12 Tips to Produce Compelling B2B Video on the Social Media B2B blog.
Once you’ve created your video, don’t just stick it on YouTube and forget it. Remember to search engine optimize your video by including important keywords in the title and description so that people can find it easily through search. Give it exposure via your social media channels, and host it on your website as well. Reference it in blog posts, or create a QR code for your offline advertising that leads to the video page. You might even want to make it into a YouTube advertisement.
You should also measure the success of your video using YouTube’s video metrics. Use this page to see the number of views your video has had, what regions users are from, and how many times your link has been clicked. To get a more detailed picture of your viewership, such as what device and playback environment the viewer is using, use a video platform like vzaar or Brightcove.
Online video has certainly changed the landscape of digital marketing. Not only is this type of content effective, but it’s an accessible way for brands and organizations to market. When used in a professional way, this multimedia platform is great for promoting your business, building your fan base, and getting your message out there.