In recent years, video has become one of the most popular forms of online content. And it's no wonder why: videos are engaging, visually stimulating, and easy to consume.
According to Wyzowl, 87% of marketers say video has helped them increase ROI," making them a valuable asset for any business.
Regardless of what you might be using video content for, there are so many things that go into creating video content. From recording to editing to publishing, it can all seem overwhelming. However, there are some things that you can implement to build a sustainable and replicable video creation process.
In this blog, we'll discuss some tips and tricks you can take advantage of. Just make sure you keep these things in mind while you create your next video! 😉
Let's get started!
1. Get Strategic
At a time when consumers are bombarded with marketing messages from all sides, a well-crafted video can make all the difference in helping your brand stand out from the crowd. It's important to clarify why you are creating video content. As the saying goes - If you fail to plan, you plan to fail!
Anyone can create a video today, but what's going to get people to pay attention and listen to you? What is the value that your brand brings to the table? What video content will help communicate that value to your audience? These are all questions that you need to be asking yourself before you start creating video content. That way, you won't be adding to the noise, but rising above it.
There are a variety of video types, from testimonials to explainers to how-to videos and many more, that can all help you achieve your marketing goals.
The key here is to pick the video type based on the goals of a specific campaign. For example:
If you want to educate the viewer on your product or service, creating an explainer video or webinar can provide a better understanding of what it is that you offer and how it will improve their life.
If you want to position your brand as a trustworthy source, you could collect and share testimonials of customers loving your products.
If you want to generate more leads, you can create more thought-leadership video content.
2. Get Specific
Every video has a distinct reason for existing, be it to improve the viewer's understanding of what you do, establish yourself as an authority on a subject, or get your name known.
To effectively communicate that your product or service is what your audience has been looking for, you must first identify who you are, who you help, and how you help them. You must also explain why you are qualified to help them and the next steps they need to take after watching your video.
Let's break this down:
Who you are
In a video, it's important to let people know who you are, because it helps them get to know you and your message better. This also gives them a context for why you're qualified to help them. While it doesn't need to be explicit in every video you create, they need to know who they are watching. This is why speaker titles and adding logos to videos can increase visibility and recognition.
For example, the speaker's name, title, brand name, and logo.
Who you help
Targeting your video content toward specific people with specific problems rather than just broadcasting to everyone, in general, is essential. Focusing on a specific audience allows you to create more relevant and helpful videos, making it easier to track the effectiveness of your content.
For example, say you run a content marketing agency, and you know that your target audience is likely not ranking because they are not optimizing for SEO. You could create a video around that, empathizing with the fact that writing takes a lot of time, and when it doesn't rank, it can feel like a waste of time.
How you help them
This is the bulk of the video providing your viewers with VALUE FIRST. You need to show that you're the person or company that can solve their problems and provide valuable insights that can help them take the next step in doing business with your brand.
For example, in the case of a content marketing agency, you could provide tips on optimizing a website for SEO and talk about key elements that your product or service offers.
What to do next
Finally, you need to include a call-to-action that tells the viewer what to do next. It's important to provide them with a way to keep engaging with your brand.
For example, if you've made a video about SEO, include a link to download an eBook explaining the basics of SEO or sign up for a webinar on advanced SEO tips.
3. Get Emotional
Most businesses today are aware of the potential of video content marketing. However, many fail to realize that simply producing videos is not enough. Whether the video you're creating is for potential customers, existing customers, or other stakeholders - you need to make it with them in mind. People don't care about you; they care about themselves.
In order to be successful, you need to focus on creating video content that will resonate with your target audience on an emotional level. This can be challenging, as it requires putting aside self-promotional tendencies in favor of a customer-centric approach. Only by truly understanding the needs and challenges of your target market will you be able to create the type of content that will build a real connection and provide real value.
This requires trial and error as you test out what works and what doesn't with your video content. But the effort will be worth it, as an emotional connection is key to successful video marketing.
4. Share What You Know
When you share your thoughts, you are one step closer to becoming a thought leader. This can be done by talking personally about your company's story and its vision, mission, and values. This helps people see you as a real person rather than a faceless corporation.
When used correctly, videos can be remarkably powerful in conveying your message and forming a connection with your audience. By sharing your knowledge and thoughts with others, you will soon develop a reputation as a thought leader in your field.
5. Storytellers Become 'Storysellers'
Storytelling is about standing out, not blending in. And in the age of digital media, there's no better way to tell a story than through video. Video is an immersive experience where viewers choose to spend more of their time and more of their money on products and services that tell a good story. As a result, investing in video content is a smart way to ensure that your content marketing strategy is profitable and future-driven.
StoryBrand created a framework for brands to use:
There's a character
Who has a problem
Then meets a guide
Who gives them a plan
And calls them to action
Which helps them gain success and avoid failure
According to Vidyard, "93% of study participants believe that video converts the same or better than other forms of content." And what's a better way to tell a story than through video. You are that guide; your job is to take them on a journey and convince them that you have the solution to their problem.
6. Make Use of Short-Form Videos
With short-form videos, you can quickly and efficiently deliver your message to a broad audience. You can create short, entertaining, educating, or inspiring videos. A three-minute (or less) video can convey a lot of information in a short amount of time, and it can be consumed quickly and easily by busy viewers.
7. Repurpose Content
In today's busy world, it's more important than ever to optimize the efforts you make. And when it comes to content creation, video is one of the most versatile and efficient tools you can use. Video content can be repurposed and shared across multiple platforms, reaching people worldwide. Videos can be turned into blog posts, podcast episodes, and short social media videos.
Moreover, video is a highly efficient way to communicate and has a long shelf life. This means your video content can continue generating leads and sales long after it's been created. If you're looking for a way to connect with your audience and deliver your message efficiently, video content is the way to go.
8. Get Thrifty
No budget? No problem! No team? You don't need one! No experience? Don't fret! There is no limit to what you can achieve! Startups and SMMEs often have to get creative due to small budgets. Fortunately, plenty of free resources are available to help you get started, such as this blog.
There's no need to purchase a professional camera - most smartphones now can shoot high-quality videos. Videos can be relatively easy and inexpensive to produce. You can create engaging content without breaking the bank by utilizing free and already available resources.
Additionally, you can be your own presenter. However, anyone who's ever been in front of a camera knows that it can be a nerve-wracking experience. You might be worried about how you look, or you might be self-conscious about how you sound.
The key to being camera-confident is to practice what you want to say and how you want to say it. If you're going to be interviewed on camera, rehearse your answers. Try doing a few test runs with a friend or family member. That way, you'll sound natural and confident when it's time for the cameras to roll. Filming yourself and watching the recording back can help you identify bad habits (like fidgeting or not making eye contact), so that you can work on them before your big day. Remember, the more you practice, the more camera confidence you'll have.
9. Use a Video Editing Software
With the advent of new video technologies, such as Peech, the possibilities for video editing are endless. All you need to do is upload your video, and Peech's AI-powered platform will automatically edit your video, adding subtitles, branded visual assets, and graphic elements, all according to your brand. And speaking of content repurposing, Peech breaks down long videos into dozens of topic-based short-form videos, so you can easily get a collection of assets to use in your content marketing from just one video.
If you want to get started with video marketing but don't have the time or resources to invest in a professional video editor, then Peech is the perfect solution for you. You can request a demo to learn more.
Final Thoughts
So there you have it! Your time is valuable; we get it. However, videos can help you to reach and connect with your audience. No matter what your organization's goals are, video content can be a powerful tool.
Implementing these tips and tricks can help make creating video content less daunting and more effective. And the best part? You don't need any special skills or equipment to get started. Just grab your phone, hit record, edit, and start sharing your message with the world.
If you're looking for a way to take your marketing to the next level, start incorporating video into your content mix; it could be the boost your business needs to succeed. Just remember that you've got to start somewhere.
Are you ready to start using video in your marketing strategy? Start creating a video today!
Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?