Getting people’s attention has become as difficult as prying a smartphone from a teenager’s hands.
Believe me, I once tried it and it didn’t end well.
Speaking of smartphones, do you know that the most consumed content type on mobile devices (which have surpassed desktop devices in usage) is a video? No wonder prying a smartphone from a teen (or anyone else for that matter) is a suicide mission.
And that’s why you need to learn how to make a video – or tons of them.
That’s because the video is the most powerful way to grab attention and keep people engaged.
The Power of Video
Is video that powerful?
And no, not just because we are a bit biased (of course we are, after all, we are video geeks). Bias aside, research has proven many times over that video is the way to go if you need to pass on valuable information – in any industry and for any purpose.
Check out these video statistics and you’ll have no choice but to become a video acolyte.
- According to a Google report, YouTube reaches more 18-49 year-olds in a week than all cable networks combined.
- 54% of consumers want brands to create more video content this year – HubSpot.
- Branded video content is now being viewed 258% more times on Facebook (and 99% on YouTube) now than it was in 2016.
Source: Smart Insights
So what makes the video so powerful?
The answer is simple.
Video can turn even the most complex message into an easy to digest one. And all that while being entertaining. That is, if you pull it off well.
And that’s why we’ll be looking at how to make a video – the right way.
7 Scenarios Where Video Is The Best Content Format
One of the biggest mistakes you can ever make is to think a video is not for you.
As long as your audience enjoys watching videos, then it is definitely a content format you need to invest in. And yes, you can use video in any situation. Let’s quickly look at some scenarios in which video can be the best content format to use:
1. Product descriptions, demos, and reviews
People are visual creatures. Because of that, they appreciate products they can see more than those they simply read about. So video plays an important role in product descriptions, demos, and reviews.
2. Tutorial (how-to) videos
Need to teach users how to use your product? Then create a video showing them how. Because it makes it easy to pass on information, your audience will also find it easy to know how to use your product. And ease of use is one of the biggest selling points in a competitive industry.
3. Vlogs (video blogs)
Blogs are great for building a community. And one of the fastest ways to start and create one is by posting more video content than articles. That’s what vlogging is. Properly done, you can create videos that can drive people to your website and turn them into raving fans.
4. Video interviews
Need to nail the job on the next rung of your career ladder? Then you need to know how to make a video – a video interview to be more precise. With many companies looking to cut down expenses associated with recruitment, video interviews have become more common. Besides, the way you create one also shows a lot about you.
5. Video presentations
Giving a presentation is one of the most difficult things to do. And no, it’s not because of stage fright. It’s because of getting people’s attention and keeping it is difficult. This is where video presentations come in handy. You can use videos in your presentations to make them more engaging, entertaining, and educational.
6. Video testimonials
Trust plays a big role in convincing people to do business with you. And the best way to gain trust is via testimonials. Especially video testimonials made by real people.
7. Video email
Another great use of video is in a video email. Instead of just creating text-based emails, you can spice things up by including videos in your emails. Done well, this will definitely keep your list warm and ever ready to take up your offer.
How (Not) To Make A Video – 4 Things To Avoid
Now that you know how powerful video is (and why) and the many ways you can put it to use, there’s one more critical aspect we need to look at.
What’s more important than learning how to make a video?
Learning how NOT to make a video.
Yes, this is equally important as it will help you avoid common pitfalls most newbies (and even seasoned professionals) fall into. So, let’s quickly look at 4 critical things you need to avoid as you make your video.
1. Making your video too long
One of the biggest mistakes videographers (professional and novice) make is making their videos too long. Especially if the purpose of your video is to sell a product, you must be careful to hit the sweet spot when it comes to video length. Make it too long and it will soon become boring. Yet if you make your video too short, you’ll leave your audience with more questions than answers. And both are not good for sales.
So how do you find the sweet spot for your video?
Well, the best length for a video is determined by the purpose of the video. A good product promotion video, for example, has to a maximum of 2 minutes if you’re to keep your audience engaged and interested. On the other hand, a review video will have to be longer since you’re explaining different aspects of the product.
Video length also depends on your audience. For example, if you’re targeting the consumer market, your videos will have to be short and punchy. However, if you’re targeting a B2B audience, they must be longer as this kind of buyer needs a lot of information before making a purchase.
2. Jam-packing your video with information
As much as it is tempting to put as much information as possible into your video, avoid this at all costs. Doing this will not only leave your audience overwhelmed, but it will also lead to higher rates of disengagement.
The trick around this problem is to create short, snackable videos that your customers can digest easily. This is beneficial to you and your audience as it:
Keeps them coming back for more.
Gives you more touch-points to use as trust boosters.
3. Poor branding
Your videos are the perfect opportunity to build awareness. Make sure your brand is clearly visible in every video. To do this, make sure the following elements are clear in your videos:
- Brand personality
- Your brand colors
Elements like your logo and brand colors can be placed on your background or edited into your video.
4. Weak CTA
A CTA is one of the most important elements of any asset you create for the purpose of fulfilling any business goal. Unfortunately, most people never take the time to create a compelling CTA for their videos.
That is one of the biggest sins you can commit when creating a video whose purpose is to drive sales.
As you craft your video script, spend time on creating a CTA that:
- Is personalized
- Will connect with your audience
- Will inspire your audience to take action
Remember, people always need to be told what to do. Don’t expect them to figure it out themselves.
How To Make A Video Your Audience Will Love – 10 Blockbuster Tips
Virality is never a matter of luck.
It’s always a matter carefully planning your video strategy and expertly crafting your video. Here are a few pointers on what you can do to make a video that stands a great chance of wowing your audience:
1. Define your goals
As fun as it is, making a video, is not just about exercising your creative muscles. Every video you create should help you achieve a particular business goal. Whether it’s a simple product description/review or full-blown video sales letter, knowing the goal of the video is essential for the production process.
2. Always work with a script/storyboard
No matter what kind of video you’re creating, work with a script. If you want to make a video your audience will love, you will have to plan and storyboard it very carefully. While spontaneity is good, the chances of it resulting in an awesome video are pretty slim. Carefully crafting a script or storyboard boosts your chances of creating a viral video.
3. Tell a story
People love stories. That’s why storytelling should be at the centre of your video creation. Even if your video is more of an informational one, you can still use a story to illustrate your main point or the main benefits of your product.
4. Nail your introduction
Engagement is usually determined by how well you hook your audience at the beginning of the video. For this reason, create a stellar introduction that stands out.
5. Inject a bit of excitement
Take a cue from Michael Bay and inject just the right amount of excitement into your video. This will trigger the increase of adrenaline, resulting in a higher chance of people clicking your CTA. One great way of achieving this is by using upbeat music. You can also use clips of your product in action.
6. Capture the heart
Study your audience and find out what makes them tick. Using that data, create a video they’ll connect to on an emotional level.
7. Use the right visuals
It goes without saying, visuals play a critical role in your video. Whether you create a video using pictures or use an actor (or do it yourself), make sure the visuals augment your message and don’t just serve as aesthetic elements.
8. Invest in the right tools
While it’s tempting to use the first free video editing software you find on Google, resist that temptation. Instead, invest in a professional video editing app that will give your video a polished Hollywood-esque look.
9. Focus on quality
With 500 hours worth of video content uploaded to YouTube alone in a single day, the competition to get eyeballs on your video is stiff. Thankfully, you have a good shot at ensuring your video stands out – by focusing on quality.
10. Take a cue from the porn industry
One reason the porn industry commands the highest number of views on their videos is they create content for everyone’s taste. Create videos specifically targeted to each sub-niche of your audience. This will show them you care about their specific needs, thereby endearing them to you.
Going Viral – Now That You’ve Made Your Video, Here’s How to Effectively Market It
You’ve created your video.
And an amazing one, if I may say so.
However, making a video is just half the battle won. Now you have to make sure you get some eyeballs on it. Consider these viral video marketing tips:
Pay Attention To Video SEO
With video fast rising as the king of online content, SEO for video has now become a necessity. Here’s how to increase the chances of your video being found:
- Use the right video platform. Depending on your goals, the right platform will determine how your content gets found. For instance, if your goal is brand awareness, platforms like YouTube can suffice. However, if lead generation is your goal, you will need to host your videos on a platform that will direct viewers to your website.
- Publish a transcript of your video. Publishing a transcript of your video gives you the opportunity to rank for keywords related to your video. Transcripts (and captions) also help improve user experience as viewers can enjoy your video even with the sound off.
- Craft engaging video titles and descriptions. As is the case with blog post SEO, your titles and descriptions play a big role in how your video will rank. Do your keyword research and craft titles and descriptions users won’t be able to resist.
- Optimize the page the video is on. Make sure the page hosting your video is optimized to rank well. This includes implementing on-page and technical SEO best practices. And as a general rule, if you plan on putting more than one video on the same page, make sure the one you want to rank for is the first one. Google only indexes the first video on a page.
Video SEO is an essential component of your video marketing strategy and should thus be a priority.
Don’t Overlook Your Video Thumbnail
Your thumbnail is like the cover of a book. It determines if people will engage with your video. A few tips for creating interesting thumbnails include:
- Using a human face (smiling of course). Because people relate better with other people, thumbnails that have a smiling human face have been proven to drive more engagement.
- A relevant image. The thumbnail serves the purpose of giving people a glimpse of what your video is all about. To do this, use an image that depicts what the video’s main content is.
- Clarity is key. Because of their small size, you must ensure your thumbnail image is clear. Even if your video content is pure gold, if the thumbnail is unclear, chances are people will not play your video.
Small as it is, your video thumbnail plays a big role in your video marketing efforts. Give it the love it deserves.
Leverage The Power Of Social Media
Social media is one of the most powerful marketing machines of all time. Used well, it can drive an avalanche of visitors to your video. To do that, consider:
- Sharing your video on your social platforms. Social media is all about community. Build a community of followers interested in your product and share your videos with them. By sharing and liking your video content, they will help you reach a wider audience.
- Running sponsored posts. Besides organic reach, also consider running sponsored posts. Done well, these will help you reach an audience you wouldn’t be able to reach organically. And don’t worry, most social media platforms are budget-friendly with paid campaigns.
- Don’t be afraid of asking for help. Yes, don’t be afraid of asking your network to share your content. Everyone loves to be of help. All they are waiting for is the ask.
With most social media platforms being video-friendly, there’s no good reason in the universe why you shouldn’t leverage social media to promote your videos.
Drive Views (And Sales) Via Email
It’s impossible to talk about marketing and promoting your video without mentioning email marketing. While it may seem to be old tech, email is still one of the most effective marketing channels around. And it will help you draw eyeballs to your video. Here’s how to do it:
- Grow your email list. Growing an email list of people who are interested in your product is key to your video marketing success.
- Segment your list. The beauty of email marketing is in the way it affords you the ability to target the right audience by segmenting your list. When you make a video for a particular demographic, segmentation will enable you to show the video to the right people.
- Send your video. You have 2 ways to do this – you can either embed your video into the email or use a link to direct them to the video. Either way, make sure you have a well crafted (and compelling) call-to-action to encourage them to click on your video.
With a decent enough email list, you can easily get eyeballs on your blockbuster video. Not only that, but you’ll also be able to drive sales and boost your bottom line.
How To Make A Video Your Audience Will Love – Take the First Step
They say procrastination is the thief of time. In business, it also robs you of your profits. If you’re still debating about whether you should create a video to sell your product or not, I’ve got 2 words for you – do it! You definitely won’t regret it.
Thanks to technological advancements, video production has become affordable for everyone, making it a no brainer to leverage it in your marketing. So take that first step by booking a demo of our award-winning video editing software.