Video has evolved from being just another tool in a marketer’s arsenal into a necessary component of everyone’s digital marketing campaigns. The reason for this is simple: people love videos and they spend most of their time online watching them.
So if you want to reach your business goals, you need to meet your target market where they are. Find out where they are hanging out online and show them your best video content. Whether it’s on YouTube, your own website, or on one of the biggest social networks like Facebook, Twitter, Instagram, and LinkedIn—you need to be uploading videos on a regular basis.
Experts agree that video is one of the most important developments in the world of marketing. And if you’re still not taking advantage of it, you are missing out on an excellent source of leads and sales. In fact, you can increase your conversion rate by 80 percent by just adding videos on your landing pages. Video marketing will help you reach and engage your target audience online.
So now the question is how do you make a high quality video? Since everyone is making video content, it’s definitely hard to stand out. But with these tips we’ve listed below, you can create videos that catch people’s attention.
Prepare Your Equipment
We’re going to start with this tip just to emphasize that you DON’T need fancy tools to create good videos. So even if you don’t have an expensive camera or your own studio, that’s okay. What matters is that you start creating video content for your brand right now.
The content is usually more important than production value, although having both would be ideal.
That said, to create videos you need a camera, a microphone, a tripod, and a lighting kit. Work with what you have right now—even if it’s just your smartphone. A little resourcefulness will go a long way. Not to mention that smartphones are capable of producing high quality videos these days.
You don’t need a studio either—unless of course you already have a dedicated space to shoot your content.
You can shoot your videos in a quiet, well-lit room and that should be enough to get your message across. As long as the subject is visible and presentable, and the audience can hear what they’re saying, that could work.
But you definitely need a tripod: even just a simple one that holds your smartphone in place. This will ensure that your video is not blurry—and it will look that much more professional. By creating video content with the tools you have right now, you can figure out what you need to invest in later on.
Once you have all the basic equipment covered, you need to download the right editing software for you. Whether you have experience in video editing or not, there are plenty of choices out there that are intuitive and packed with features and functions that make video creation smoother.
When choosing a video editing software, consider your budget and your experience level. If you’re new to video editing and you’re not looking to hire anyone to do it for you, look for a video editing software that’s easy to use. It should have a drag and drop functionality so that cutting and combining clips is easier.
Depending on the effects and elements you want to add to your videos, you may want to look for particular software that offers those features.
Creating a high quality video is more than just about having the right tools. A huge part of it is planning your content and optimizing them to make the biggest impact.
Going Viral Should Not Be Your Sole Objective
Going viral is nice, but it shouldn’t be your top priority. A lot of content creators aim to go viral because it produces an unbelievable amount of traffic and exposure for their brand. But achieving viral stardom is not something that happens very often, and is therefore an unreliable way of reaching success using video marketing.
Not to mention that going viral is only great if you can capitalize on that reach. You can’t do that if you don’t have a solid foundation for your brand yet. You need to have a strong brand so that when one of your videos go viral, people have more to look at and explore.
Your goal should be to create videos that are valuable. This is a better video marketing strategy in the long run because you don’t want to have just one popular video—you want to create a memorable brand. You want to make sure people stick around once they’ve discovered your brand.
At the end of the day, viral videos are just a means to an end.
Forget About Selling for a Second
With that in mind, if you want to create a good video, it needs to be valuable. This means you need to stop thinking about marketing for a second and concentrate on how you can make your target audience’s lives easier.
Unless you’re making a brand video, a product demo, a commercial, or an explainer video, there’s no need to focus on selling. People watch videos because they’re interesting. They immediately switch channels when they feel like they are being sold to.
With every other video type, you need to provide value first, and then sell later. It is counterintuitive for marketers to stop selling, but that’s exactly how video marketing works. You give them value first, and then the sales and conversions will follow.
Provide Value by Educating and Entertaining Your Viewers
There are many ways to provide value to your target audience. But the two main ways to do that are education and entertainment.
Videos can be a powerful tool for educating your audience because a lot of people are visual learners. And compared to text-based content, videos are more likely to hold your audience’s attention. When watching videos, viewers take in more information faster.
Educating your viewers not only benefits them but also benefits your brand as well. It helps you gain their trust while also establishing yourself as a thought leader in your industry. If they trust you, and they think you are an industry leader, people will readily buy from you. They should trust you enough to know that what you’re selling them is actually effective.
Create tutorials, how-to videos, guides, webinars, and explainer videos related to your industry. There are many types of educational videos out there.
Every now and then, you can even put a spotlight on your own products by teaching your viewers how they work. Of course these promotional videos work best once you’ve already earned their trust. So talk about your industry. Explain terms and concepts they don’t understand. Teach them things that only industry experts know. They won’t be able to resist—they’re gonna have to pay attention to your videos.
In fact, tutorials and how-to videos are some of the most effective content for video marketing. People click on these videos because they want to pick up practical knowledge.
Other than educating your audience, you should add some variety by creating videos that are meant to entertain. These videos should highlight your personality and brand, allowing your viewers to get to know you a little bit better. You could post behind the scenes videos, vlogs, event videos, etc.
Vlogs in particular are very popular. A lot of YouTubers have made a fortune out of vlogging. These are regular updates that give your viewers a closer look at your journey towards success. The best part about vlogging is that it doesn’t need a whole lot of production value. You can showcase your authentic side and connect with people on a more human level.
Even with videos, people can have extremely short attention spans. So make sure you use your first 10 seconds wisely. Your first few sentences should immediately captivate your audience and tell them what to expect for the rest of the video.
If you don’t do this, they’ll click away—it’s that simple. There are so many videos out there that people won’t stick around to watch something that’s not interesting to them. So if your video content does not educate, entertain, or both, you may have to optimize the content you produce.
Create a strong, impactful opening that gives your viewers reason to stay and watch the rest of the video. YouTube tracks audience retention in its analytics section to give you an idea of how well your videos are maintaining audience interest.
Bring your story to life quickly or else people will scroll away almost instantly. In the first few seconds of your video, clarify what it’s about. Give your audience the confidence that what they are about to watch is worth their time.
Don’t be afraid to use teasers or even short clips that are featured further into the video. Some content creators use this technique as a hook to get the audience invested in the video.
Will your video make them laugh? Will it inspire them? Will they learn more about your company? Will it teach them something new? Answer the question for them so they know why they should watch your video.
Sprinkle in Some Humor (If It Makes Sense with Your Brand)
Speaking of making your audience laugh, don’t shy away from a little humor, especially if it makes sense with your brand. Some companies try to project a strictly professional image—which means this tip won’t apply to them. But otherwise, you can inject a bit of humor in your videos.
This is just another way to make your audience connect with you on an authentic and human level. If they can laugh with you, then they can trust you. Even if you don’t go for the comedy route, just make sure you’re not boring them. Think more like a vlogger and less like a college professor. The goal is still to educate your viewers, but you also want to make sure they stick around long enough to learn something.
Show your personality. Tell stories that captivate your audience. Relate those stories to the lessons you’re trying to teach them. Remember that you’re trying to make the video more fun to watch. Think about what sets your business apart and highlight that.
Business owners are often nervous about using comedy and humor because they’re afraid people aren’t going to take them seriously. But it can get your point across more efficiently. It can also show that you are confident in your product and that you are not scared to take creative risks. Some of the most effective commercials are funny, and therefore memorable.
Done well, humor can elevate your video content and set you apart from the competition. If it makes sense with your brand, use humor and inject a bit of lightheartedness into your videos. The takeaway is that you shouldn’t feel constrained by what’s considered “normal” in the corporate world. The internet is an interesting (and often unpredictable) place. Experimenting on the type of content you post can lead to great rewards.
Optimize Your Video for SEO
Creating a good video doesn’t end with rendering your project on your video editing software. You still want to optimize your content as much as possible so that people who might want to watch it will actually get to watch it.
As an entrepreneur, you probably use SEO or Search Engine Optimization for your marketing efforts already. We’re just here to remind you that SEO works wonders for video marketing too. So don’t forget to add those keywords and tags everywhere.
In this case, using keywords that are “overused” in the industry can still benefit you because it will give your video a chance to pop up in search results for those phrases.
Your video description is the prime location for SEO. Include all the relevant keywords in your video description so people can easily find it online. In addition to those common keywords used in your industry, add a few niche keywords that apply to your video specifically. Make sure you use SEO for every single video. Different videos may require different keywords.
Also take advantage of YouTube’s tagging feature. This determines the relevance of your videos, allowing YouTube to group it with similar videos.
Don’t Forget Your Calls to Action
When someone makes it to the end of your video, it’s a pretty clear sign that they enjoyed what you’ve presented them. Take this opportunity to convince them to watch more of your content.
Calls to action are simple yet very effective because sometimes people just forget to click on Subscribe or follow your page. Giving them a gentle reminder to tune in for more content is a great way to keep them engaged.
If customers enjoyed your video, make sure they know what to do after watching it—whether it’s to buy your product or contact your business.
Create an Interesting Thumbnail
This will make or break your entire video. You can create an amazing piece of content and still have nobody paying attention, simply because your thumbnail did not convince them to click on it. Your thumbnail should describe what your video is all about using a still image and a bit of text.
An effective thumbnail grabs your audience’s attention and convinces them that they need to watch your video right now. You can go for the clickbait approach, which is effective a lot of the time, but you have to make sure the actual video delivers on the promise of the thumbnail.
Both Facebook and YouTube allow you to upload a thumbnail alongside your video. Think about the first impression you want to make and design your thumbnail around that.
Video marketing is all about storytelling. If a picture paints a thousand words, imagine the impact video can create. Start creating high quality videos today.