Did you know that 87 percent of online marketers are using video content? That’s because videos are engaging, interesting, and informative. Videos have changed the marketing landscape forever—and they’re only becoming more and more popular.
So if you want to get started on launching your own video marketing campaign, now is the right time to do it. Don’t worry, you’re not too late to the party, because videos aren’t going anywhere.
The popularity of video content is unbelievable. People spend most of their time online watching videos. That’s why it’s such a powerful tool for promoting your brand, products, and services. Videos can help you introduce your brand to a much larger audience and build strong relationships with them.
If you’re still not using video content to promote your business, you’re missing out on a fantastic source of leads and revenue. This marketing strategy can have a huge impact on the success of your business.
The best part is that the type of content you publish is entirely up to you. This means you can flex your creative muscles and engage with your viewers in entirely new ways. So if you’re ready to get started on creating your own video content, here is a handy guide on how to do just that.
Choose an Interesting Topic
Even though video marketing is undeniably effective, the fact that so many people are using it is actually a challenge for anyone who wants their content to stand out. If you want to set yourself apart from the crowd, you need to develop a proper video marketing strategy before you even start producing content.
You need to identify your target audience, find out where they are hanging out online, and learn what type of content they are engaging with the most.
With all that in mind, you can choose the right topics to cover with your video content. What you talk about in your videos is entirely up to you. But you want to make every video count. So the best way to make sure people actually watch your content is to choose the right topics.
Your video should give them entertainment, information, or both. Create content that is valuable so you can attract more viewers. Ideally, it should be relevant to your audience’s interests. The content should also relate to your brand or industry.
Select the Right Video Format
Now that you know what message you want to share with your audience, it’s time to choose the right format to help you deliver that message. There are many different video types out there, and they also serve different functions. Feel free to explore your different options to see what works best for you.
Vlogging is the most common type of video format today and it’s also one of the most popular. A lot of influencers and brands have built their empires using regular vlogs.
What’s great about vlogging is that it doesn’t take a whole lot of resources. It doesn’t need an Oscar-worthy production value. You can just give your followers some updates on your journey towards success.
Vlogs are easy to make, and they are very impactful. This authentic approach will appeal to a much larger audience. You can use it to show the faces behind the business.
Brand videos and live videos are similar to vlogs because they provide an insider look at how the business operates. These behind the scenes content are great for gaining the trust of your target audience because they get to see exactly who they are buying from.
Another good way to establish trust is by demonstrating thought leadership. You can do this by giving your viewers helpful information through educational videos. You can post tutorials, how-to guides, webinars, explainer videos, and industry news. This will show people that you are an expert in your industry and that you can give them the value they are looking for.
When people watch videos online, they typically want to learn something or pick up a practical skill. That’s why tutorials are so popular. This is your opportunity to show your viewers that you know what you’re talking about.
If your goal is to promote a particular product or service, you can do a commercial, or a product demo to give people an idea of what they are paying for. Post company culture videos, event videos, and testimonials if you want to provide more social proof.
You should always choose the type of video content that will help you achieve your specific business goals, whether that’s promoting your brand or educating your audience.
Write a Script
With a strategy in place, you can now create a video that will leave a lasting impression. But before you start setting up your cameras, you need to prepare a script. Having a script will help make your shooting process a lot smoother.
There are plenty of video types where you don’t want to go the unscripted route. For example, an unscripted tutorial, webinar, or brand video may look unprofessional.
Certain video types such as vlogs and testimonials can work even without a script, but even then, you still want some sort of structure.
Writing a script also allows you to lay down all the points you want to make. It ensures that every detail you need to highlight is given equal screen time. Overall, this will make your video more cohesive and easier for your audience to follow.
On that note, the most engaging videos are the ones that tell a story. Storytelling is a key element of video marketing. As a content creator, you want your videos to tug at people’s heartstrings. You want to inspire and motivate them. You want them to identify with your brand. That type of connection can be developed with a proper story. So if you can implement this into your script, that could work wonders for your video marketing campaign.
While writing your script, try to add a hook right at the beginning—preferably within the first 30 seconds of your video—so that it could catch people’s attention. People have very short attention spans, especially online where there’s no shortage of video content to watch. So you need to convince them to watch the rest of your video.
Once you’ve written it down, it also becomes easier to edit. Make sure it flows naturally so it will reflect in the final product. Avoid using heavy jargon—and if you absolutely have to, try to explain the terms.
Use a conversational tone instead of being “too professional”. The latter approach can bore your viewers. That’s the last thing you want your video to do. Keep an approachable tone. Before you hit record, read it out loud so you know the whole thing sounds natural.
If you want your video to be simple yet informative, it all starts in the scriptwriting process.
Prepare Your Equipment
No, you don’t need fancy equipment to shoot your own video content. While having the most sophisticated camera is great, it’s not the end of the world if all you have is a smartphone. At the end of the day, the content of your video matters more than its production value.
You can use what you have for now while you work towards upgrading your equipment.
Don’t underestimate your smartphone. Most smartphones can now capture high quality and audio. In fact a lot of entrepreneurs use their smartphones for their own video marketing campaigns.
That said, we do recommend getting at least a tripod so you can capture steady images even with your smartphone. If you want better audio, you can also invest in a simple microphone.
Finally, you will also want to download and install a video editing software. There are tons of free and paid options online. Look for a tool that has all the features you need. This will depend on your skill level and experience in video editing. But there are plenty of options online so don’t be afraid to look for the perfect match.
Find the Best Location for Your Shoot
The location of your shoot will depend on what type of video you are trying to create. There are videos that can be shot with a simple white background, while others need you to shoot in a particular area. It is generally a good idea to shoot in a location that has something to do with your topic.
Shooting on location can make your video a lot more interesting. But no matter where you record your video, just make sure it is well-lit and that the subject’s face can be seen clearly on camera. As long as the background isn’t distracting from the main subject of your video, it should be fine.
Avoid areas that are too noisy or busy, otherwise it will interfere with your audio. Aside from lighting, you also have to think about capturing dialogue and other important audio. Sometimes that can be difficult to achieve with a smartphone. Which is also why shooting in a quiet area in the office is sometimes preferred.
Shoot with Editing in Mind
One basic tip that beginners may not know is that it’s very important to shoot horizontally. Set your phone sideways before recording anything, or else your video will have black bars on the side. You want your content to look as professional as possible, and one simple way to do that is by just shooting with your smartphone in a horizontal position.
Keep your phone level and check the focus before hitting the record button. You don’t want a blurry end result, so tap on your smartphone and it should automatically focus on your subject’s face or whatever it is you are trying to highlight.
Now that you are finally recording your video content, try to keep editing in mind. This means you need to spend more time on shooting the video so you can spend less time on editing it. This is a skill that will naturally develop as you create more and more content.
Go over your script and shoot every scene, including “safety takes” which is another “good” take that you have just in case the original one is accidentally deleted or corrupted. This will save you lots of time so you don’t have to reshoot anything.
Stay organized and rename your clips as you go along. Delete all outtakes right away unless you’re planning to use them for some other video content. Otherwise, they are just taking up space in your camera and clogging up your memory.
If you’re recording yourself and you make a mistake, just pause for a few seconds, reset, and then deliver your line again. You need those few seconds of clear audio so it’s easier to cut your clips while editing. Always hold your camera shots longer than you think you should.
Don’t forget to add a call to action at the end of your video. This is for those who have taken the time to watch—now it’s time to go for a conversion. Convince them to subscribe to your channel, or go to your website, or download your app. Calls to action are very powerful tools in the world of video marketing.
Optimize Your Video
After shooting and editing your video content, there are still a few finishing touches that you need to apply. These techniques will give you the best chances of getting tons of engagement and views on your content.
First, you need to apply the same SEO strategies you are using with your other marketing campaigns. YouTube has become the second largest search engine, and so you need to use the right keywords in your title as well as video description. People use YouTube to search for videos that are relevant to their interests. You want to make it as easy as possible for people who are interested in your content to see your content.
When writing your video title, make sure it is descriptive and short. It needs to inform your audience what the video is all about before they even watch it. You don’t always have to take the clickbait route to get their attention.
The description is where you can insert all the necessary keywords for your SEO. Use tags as well as different keyword variations. Think about what people who watch your video could be looking for, and then include those search phrases into your description.
Finally, your thumbnail is the first thing people will see before they click on your video. This thumbnail will help them decide whether they want to watch your video or not. Use a nice clear picture and some big bold text.
This is the general flow of video content creation. Editing your video will take some practice, so you need to choose a video editing software that works for you and then master all of its ins and outs. And that’s how you create a video for your video marketing campaign. Get started today and engage with a larger audience.