You know video is getting big. Especially for consumer facing business. Ninety-five percent (95%) of the up-and-coming Generation Z uses YouTube. Fifty percent (50%) say they can’t live without it. Millennials, those pesky 23 to 37-year-olds watch YouTube regularly – typically to learn something new, like how to install that new kitchen faucet. And eighty percent (80%) of Millennials consult videos about product or brand before making a purchase.
But, if video is the future, how can your retail, bank, or credit union ensure you deliver? Here are eight tips for better video marketing straight from INBOUND 2018.*
- There are 5 types of videos every business needs to make.
- “How To” – Seventy percent (70%) of Millennials watch “how to” videos. These videos are quickly replacing instruction manuals and how to books due to their more visual nature. From laundry to crafts, lawn care, home improvements, and more – YouTube is quickly becoming the knowledge base Millennials and Gen Z use to learn and implement.
- FAQ – Have a lot of questions about specific products or services? The FAQ page is becoming old hat. Jazz it up with video explainers to appeal to on-the-go customers, members, and account holders.
- Products & Services – Whether simple or complex, your products and services deserve to be featured and discussed. It will garner not only more attention but also improve SEO by boosting time on page.
- Best Fit – Many people get confused about whether a product or service is right for them. A quick video can make it clear who your target audience should be and how they can benefit. You’d be surprised how you can improve conversions.
- Bio Videos (for emails) – Sales representatives can humanize themselves and increase outreach response by including an introductory bio video in their email signatures.
- Videos DO NOT have to be 2 minutes or less – Only boring videos need to be short. Some of the top watches on YouTube are 27 minutes. But people still sat through them. Videos can be as long as they have to be…as long as they are interesting. That being said, no one wants to sit through your five minute commercial.
- Content Research is Key – Before creating, titling, and placing keywords for a video, it is often best to research what questions are actually being asked. Answerthepublic.com is a great resource for discovering what questions and search terms people are actually using in association with keywords for your business.
- Script It! Prep It! – Just like a presentation, a video should have a well-rehearsed script that helps capture viewers and motivate them through the rest of your screen time. A simple method to remember is A-P-P: Agree, Promise, Preview. g. I am sure you agree that video is an essential part of future marketing. What if I told you there were 8 tips that could immediately help you improve your video marketing? In this video I will cover types of video content, video development myths, scripting, framing, and more…
- Framing & Lighting Matter
- While it takes practice, a well-lit video makes for easier viewing. Spend some time preparing and staging your video space to ensure proper lighting.
- Framing is a big part of ensuring not only video view-ability but also use. The rule of thirds, illustrated here, tells us that head/action space should take place around the upper cross-hairs to the right and left of center. This is not only more visually appealing, it also allows space for text, graphics or effects in the space opened up to either side.
- Equipment – The proliferation of HD cameras on smartphones has made starter video equipment far more affordable. A couple wired microphones, y connector, clip, tripod, and an LED light typically run around $100 - $300. For those looking for something more professional, costs are more likely to run closer to $4,000.
- Editing – Editing is essential for quality video. And, for every one minute of video, there is usually around one hour of editing needed to place an introduction sequence, add music, cut and transition, and create closed captions. Some additional notes:
- 85% of Facebook video is watched without sound.
- Facebook and YouTube have automatically generated captions.
- Stock photo sites often have stock intro graphics. For inexpensive custom jobs there is always Fiverr or other freelance sites.
- If you wish to edit your own video – Adobe After Effects, Final Cut Pro X, and Camtasia are a few of the professional grade programs available.
- Promote! – Standard platforms for fast video promotion include YouTube, Facebook, LinkedIn, and email. Facebook and LinkedIn allow for targeted audiences. YouTube allows you to include links in the description but also has an option to allow an end link as an annotation as long as you register as a YouTube Partner.
These 8 tips should help you launch and/or improve your video strategy for the upcoming year. Happy filming!
*As presented by Antoine Dupont, President and CEO of Katapult Marketing