Video has taken the marketing world by storm. It has changed the online landscape forever—and it’s pretty easy to see why. People love watching videos. Whether it’s on YouTube, Facebook, Instagram, LinkedIn, or any other social media, people can’t get enough of them. In fact, most of the time they spend online is spent on watching videos.
Videos are highly visual. The eyes are naturally drawn to them because they’re basically moving pictures.
It has many other benefits that give it the edge over text-based content. Videos can contain more information within an easy to digest format. So aside from getting people’s attention, they can also keep it for a very long time. This type of content can be both entertaining and informative.
The importance of video in this age of social media is undeniable. There are a few impressive statistics to back that up. For starters, 78 percent of people watch videos online every week, while 55 percent view them every day. Experts agree that online videos will make up more than 82 percent of internet traffic by 2022.
If you’re not using video marketing, it’s safe to say you’re getting left behind by the competition. You’re also missing out on a fantastic source of leads and revenue. Now, 81 percent of businesses are using video as a part of their marketing strategy.
While video has become an essential tool in every marketer’s arsenal, it’s not necessarily easy to utilize. Sure, anyone can make video content, but not everyone can make good video content that actually leaves an impact. Today we’re going to give you a few tips on how to improve your video content so you can increase your conversions.
How to Make Good Video Content
Video production is not easy, especially if you’re going for a high quality production. You’ll need to hire different teams of people who specialize in video production. You’ll have your camera department, lighting department, sound, talents, etc. Not everyone has the budget for that.
If it’s your first time dipping your toes into video marketing, we wouldn’t recommend going all out right away. It’s better to familiarize yourself with how to produce content on your own so you know exactly what it entails. You can eventually move on to bigger projects, investing in more equipment and hiring more professionals to help you produce great videos. But for now, you need to understand the basics first.
The tips we have below will help you improve your content no matter what experience or skill level you have. The secret to making great video content is pre-production. Planning and organizing your shoot ahead of time will make the whole process easier. The more time you spend on pre-production, the less time you will have to spend on shooting your video. Remember, you can’t make a knockout video without a plan.
You need to be able to visualize your video before you can make it into reality.
Understand Your Audience
Whether you’re a business owner or a marketer, you probably have a solid idea of who your target audience is. Now it’s just a matter of understanding their video viewing habits. Figure out what type of content they enjoy watching and where they are hanging out online. This will help you reach them with your content more effectively.
A huge part of planning your video content is figuring out what exactly to make a video about. This is where your target audience comes in. Talking about topics they are interested in will boost your engagement significantly. You will be able to attract the people who are most likely to convert into paying customers.
When choosing a topic to cover, you need to consider the value you want to give to your target market. You can make an informative video about complicated topics related to your niche or industry. You can make an entertaining video that showcases your brand and personality. You can show off your latest products, or even cover industry news to establish thought leadership.
Figuring out and defining your audience will make video content planning a lot easier. But remember, your target audience will have different interests—so don’t assume everyone will like the same content. Instead of thinking of them as one big group of people, you need to break them down into specific buyer personas so you can target them with different types of videos.
When you create a video that’s made for everyone, you can sometimes end up with a video that’s not interesting for anyone. But when you write for one specific buyer persona, it’s much easier to relate to them and tell an authentic story.
Write and Revise Your Script
Once you have a topic, it’s time to write your script. This is a key part of the video production process—even if you’re only shooting from home or in your office. Having one will save you lots of time once you have to shoot your video. Your script will be your guide throughout the entire process.
Writing a script will help you cover every point you want to discuss, to make sure nothing gets left out. This will also ensure that your video provides all the information your viewers need.
Knowing exactly what to say during the shoot will not only save you time and energy, but will also eliminate all the “umms” and awkward silences between sentences. Of course you can edit those parts out, but it’s better if your delivery is on point.
Revise your script so that your thoughts are coherent and your viewer can easily follow your thought process. Take them on a journey and use storytelling techniques to keep them engaged throughout the video. But also don’t linger too much on specific points. Make sure everything you need to cover is given enough screen time.
Define your video’s message from the very beginning and write everything around that. You don’t have to cram everything into one video. You want it to be informative but centered around your message. If you have a specific goal for your video, tailor your video for that goal.
Creating and revising your script will help you make a professional video for your marketing campaign. So don’t worry if you have to go through several drafts to perfect your script—you want the best version for your video. Whether you have a large production team behind you or you’re making everything yourself, a script is an essential tool.
Think About the Run-Time
This may seem like a minor thing, but your video’s run-time can actually impact your viewership. As a general rule, shorter videos do much better when it comes to engaging with an audience. Even with videos, people have short attention spans.
If a video is over 20 minutes long, only 25 percent of your viewers will watch the whole thing. If it’s less than 60 seconds, more than half of your viewers are likely to stick around until the end.
So if you do want to go for a longer video, make sure it’s both interesting and entertaining. The importance of maintaining your audience’s interest becomes more apparent when you’re creating a long video. Your run-time will be dictated by your script, so revising it to only include the most crucial points is necessary.
Longer videos are generally used for people who are near the end of your sales funnel and are almost ready to purchase. These are the viewers who want to know as much about your products and services as possible.
Shorter videos, on the other hand, are used to catch the attention of new leads and prospects. These bite-sized videos can make a huge impression so use them wisely.
Generally speaking, the sweet spot for videos is 2 to 4 minutes long. But again, this depends on what type of video you’re making and what you’re trying to say. If your video is engaging, time is not as critical as a factor.
You want your video to make a strong impression immediately. There is a sea of content out there and people won’t hesitate to click away if your video doesn’t catch their interest right away. Your video’s title and topic will convince them to give it a shot, but if the video itself isn’t engaging, they will not stick around.
Experts say that marketers should put their best 8 seconds of content first. That’s how long the average attention span is these days, and you have to work around that.
It’s not as bad as it sounds. Eight seconds is plenty of time to establish your video’s message or get your audience hooked. Yes, this forces you to get creative with how you’re going to make your audience pay attention. But it’s also an opportunity to create a strong impression while also informing your viewers about what they are about to watch.
If you’re making a video to entertain your audience, you should start with a joke right away. If it’s a vlog or an event video, you should take an amusing clip from the middle of the video, and put it in front. If you’re posting an educational video, open it with an interesting piece of information that your audience doesn’t know yet.
Don’t underestimate your viewers. They don’t need an in-depth introduction that goes on for too long. If you feel like you’re just rambling in front of the camera, cut it short. Go back to your script and keep it concise. Go straight to the point.
Pick the Right Location
Location is everything when it comes to video production. That’s why film productions have location managers who specialize in finding the right locations for the shoot. Being able to scout locations on your own will come in handy as you produce more video content.
Location will dictate the background of your video. You can keep a flat background or make it dynamic: each one has its own advantages and disadvantages. The background is yet another opportunity for you to tell your story, deliver your message, and show off your brand.
A plain, colored background is good if you want to keep your viewer’s attention on the subject. This background is perfect for when you want to insert effects, elements, and other visuals into the video. You can give them extra information without overloading them visually.
If you want to use this type of background, you can shoot at home or in the office. Just look for a plain wall in a nice, well-lit room. Alternatively, you can use a green screen.
Keep in mind that just because you’re shooting indoors doesn’t mean you have to stick with just a plain wall. You can have a few decorations or furniture as long as they are not distracting from the main subject.
Shooting in your office can make the video less boring visually—which is the main disadvantage of using a plain background. It can even help you gain your audience’s trust, because you’re welcoming them into your world and showing them what it’s like behind the scenes.
Shooting outdoors will make your video look more visually appealing and dynamic. It can automatically make your video a lot more interesting. That’s why travel videos are so popular.
If you’re shooting on location, you can’t just pick any place though. You need to pick a location that relates to your message; otherwise it’s just going to be distracting. People might even get confused about why you chose to shoot your video there instead of anywhere else. Make sure the background serves the story.
Before you shoot your video, don’t forget to visit your chosen location at least once. This will help you plan your setup ahead of time to make sure everything lines up perfectly. This way, if your location doesn’t work out, you can quickly look for another.
Light Up Your Shot
The location of your shoot will determine how you light your shot. Remember that lighting is very important because you want people to see your subject. Picking a well-lit area to shoot your video is always a great idea, unless you’re going for a dramatic effect. In that case, using shadows and a bit of darkness is the perfect technique.
But since you’re filming sales videos, you will rarely have to go for the drama anyway. So use plenty of lighting to bring your video to life.
If you’re shooting indoors, use your windows for some natural lighting. If you can’t invest on actual lighting equipment, use what’s available. Sometimes you can even use lamps, although they’re not ideal.
Shooting outdoors can be tricky, especially if you’re shooting during the daytime. The lighting outside can cast shadows everywhere, particularly when the sun is directly above you. It’s best to shoot outside in the early morning when the sunlight is softer. It will give your subject a radiant glow, and it will make the scene more vibrant.
Prepare Your Equipment
Some entrepreneurs are hesitant to try out video marketing despite how powerful it is—and their main concern is equipment. But you don’t need to have a fancy camera or a whole bunch of filming equipment to make good video content.
Although production quality matters too, it’s not as important as the content of your video. This means if your video has entertainment and informative value, people will stick around even if it’s not in HD.
So work with what you have and get started on producing your video content. The sooner you begin, the sooner you can enhance your content creation skills.
You can definitely use your smartphone to film your videos. Smartphones can produce high quality images now, so there’s really no excuse. As long as you are filming horizontally, and you’re keeping your shots steady, you can create good videos.
If there’s anything you really need to invest on, it’s a microphone. Audio is very important, and unfortunately, the audio quality captured by smartphones is not that good. People are less forgiving when it comes to audio. They will watch a video even if it’s not high quality, but they will click away instantly if they can’t understand what you’re saying. So having a separate microphone is a lifesaver.
A tripod, even a cheap one, is also a good investment because you can set it up anywhere and keep your shots steady. You don’t want your viewers getting dizzy.
So now that you have those essentials, you’re ready to start making your video content.
Rehearse Your Script
Whether you’re appearing in front of the camera, or you’ve hired a talent to speak for your brand, you should always rehearse before shooting. Practicing the dialogue should be a lot easier now that you have your script and you know exactly what your video is all about.
You can practice your shots, which is important if you want to use some camera movement here and there. If you’ve created a shot list (basically a detailed list of all the shots you need to take), you can use that to keep your rehearsal session organized.
If you’re not comfortable in front of the camera, it’s time to break through that barrier and get used to it. The more you shoot and edit yourself in your videos, the more comfortable you will become. As for body language, just relax and speak in a natural tone. Your viewers will appreciate your confidence. It will show them that you know what you’re talking about and that you’re someone they can trust. This can influence their buying decisions.
Keep it Authentic
One important tip when making video content is to keep it as authentic as possible. This is the most effective way to earn your viewers’ trust. This will benefit your brand in the long run as you make stronger connections with members of your community.
Keep it authentic and stop being overly promotional. Authenticity is a great way to get your audience on-board with your brand—and you need their support in order to grow.
Video marketing is the perfect way to showcase your brand and highlight everything that makes it unique. Don’t try to be like your competition. It’s better to stand out from the crowd.
Use Calls to Action
If you were to break down your content, 99 percent of it should be valuable content. The remaining 1 percent should be your call to action. You don’t want your entire video to be selling something—unless of course it’s a product demo. People hate being sold to. The minute they feel like you’re just selling to them, they tune out.
Yes, you can still do your signature greetings, sign-offs, and other references to your brand. But save your calls to action for the end of your video. People who’ve reached that point are already engaged with your message and are waiting for what to do next.
You can ask them to visit your website, click a link, or make a purchase. It’s up to you.
These are some of the decisions new video content creators don’t even consider. When they get out there to shoot their video, they realize that there’s a lot that goes into video production that they need to think about. But now that you know these tips, you can improve all your future videos. You can plan and prepare everything you need ahead of time.
Video marketing is a must in 2021. In fact, YouTube is the second most visited site, right after Google. 97 percent of marketers agree that video has helped increase user understanding of their product or service. 76 percent of them say that it helped increase their sales. So if you’re wondering if this is all worth the effort, it definitely is!
So don’t miss out on this amazing source of revenue. You can expose your brand to a larger audience, establish industry leadership, gain people’s trust, build relationships, and give value to your community—all with your video marketing campaign. Refine your video production skills and start making impactful video content today!