Marketing videos have taken the world by storm. Videos have changed the industry forever, and it’s easy to see why. People love watching videos so marketers use them to promote their brand.
Viewers can’t get enough of them: they watch it on different social networking platforms, whether it’s on YouTube, Facebook, Instagram, LinkedIn, or TikTok. It’s no surprise that people spend more of their time online watching videos instead of reading text-based content or looking at pictures.
People love videos because the eyes are naturally drawn to them. The movement, the sound, and the interesting topics they cover—videos are easy to digest and highly valuable. Videos can be informative and entertaining at the same time. They can deliver more information within a short period of time.
So not only will videos grab your target audience’s attention, they will also keep that attention for a long time. Videos will keep your audience’s attention long enough for you to deliver your call to action. The benefits of video marketing are undeniable.
Videos are not going anywhere any time soon. In fact, 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 still not producing your own video content, you are getting left behind by your competition. You don’t want to miss out on this fantastic source of leads and revenue. Videos give you the opportunity to introduce your brand to a much larger audience.
Video marketing has a lot of benefits, but the only way to get those benefits is by producing high quality videos. Sure, your content can grab their attention. But if your video is boring or uninteresting, people won’t hesitate to click away. There’s a sea of video content waiting for them out there.
That’s the tricky part. Video production is not an easy process. If you want to know how to create your own marketing video, then you’re in luck. Today we are going to cover everything you need to know about promoting your brand through video content.
How to Make a Marketing Video
Anyone can make a video. But not everyone can make great videos that leave an impact. So to start making high quality videos, you need to know what goes into video production.
Video production comes in three stages: pre-production, production, and post-production. Pre-production is the preparatory phase where you plan everything ahead of time so that you’re ready for the shoot. The more time you spend on pre-production, the easier it is to shoot your video content.
Production is when you gather all your equipment, bring all your people together, and shoot your video. Post-production comes after that and it involves editing and optimizing your video content.
As you can see, it’s not easy to make a video, especially if you’re going for a high quality production. You’ll need to hire different teams of people who specialize in making videos. You’ll have your camera department, lighting department, sound, talents, etc.
But not everyone has the budget for that. So if you’re dipping your toes into video marketing for the first time, there’s no need to go all out right away. You can start with something simple like a vlog or a tutorial. Learn the basics of video content creation so you know from experience how the process goes.
Practice creating your own videos: planning, shooting, and editing your marketing videos should give you plenty of experience. You can then move on to bigger projects with more confidence.
First thing you need to remember is that you can’t make a knockout video without a plan. You should take your pre-production seriously so you can visualize your video. With a good vision, you can execute your ideas more effectively and turn them into reality.
Choose a topic that is relevant to your audience’s interests or cover something they want to know more about. This will help you establish yourself as an industry leader.
Once you’ve selected a topic, create a script for your marketing video. Having one will save you lots of time once you have to shoot your video. You can use your script as a guide throughout the production phase.
With a script, you can cover every point you want to discuss. This will allow your viewers to get as much information from your video as possible. Revise your script so that all your points are delivered concisely and coherently.
From the beginning, you should be able to define your marketing video’s message. If you have a specific goal for your video, tailor your video around that goal. Whether you have a large production team behind you or you’re making everything yourself, a script is an essential tool.
Next, you want to pick the right location for your shoot. Scouting for a location ahead of time is very important so you know what to expect when you set up there to shoot. Professional video production companies have experts that specialize in finding optimal shooting locations. But if you are just making a simple marketing video, you may shoot in the office or just anywhere with plenty of natural lighting.
Having a plain background is good for topics that demand all your viewers’ focus and attention. If you are covering a complex topic or giving them a tutorial, having a background that doesn’t distract them is very important. However, this can also be a bit boring for your viewers.
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.
On the other hand, shooting on location can make your video more interesting because it looks more natural. Just make sure the background doesn’t pull your audience’s attention away from the main subject. Also, try to pick a location that has something to do with your current topic.
Now that you have your location, it’s time to prepare your equipment. Remember, you don’t need a fancy camera or a whole bunch of filming equipment to make good video content. Although production quality matters too, the content of your video is more important.
If your video has entertainment and informative value, people will watch it even if it’s not in HD. Work with what you have. Even your smartphone can produce high quality images for your marketing video.
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 very good. Having a separate microphone is a lifesaver. Keep your shots stable with a simple tripod. You don’t want your viewers to get dizzy.
After doing all these preparations, you’re ready to shoot your video.
Tips on How to Make a Successful Marketing Video
Over time, you may notice that the quality of your marketing videos is improving. It takes a bit of practice and a lot of experience, but eventually you will get the hang of delivering your brand’s message in new and creative ways. These skills can be developed over time.
That said, there are things you can do to improve your marketing video right now.
For starters, your video content will improve significantly if you choose better topics. This comes with having a full understanding of your audience. If you are a marketer or a business owner, you probably know who your target audience is already. Now it’s just a matter of understanding their video viewing habits.
Find out what type of content they love to watch and figure out where they are watching it from. Talk about topics they are interested in and publish your videos in the platforms they are in. Yes, you can share your videos everywhere, but it’s better to focus your energy on the social networking sites that are popular among your target audience. That’s where you need to build your following. Don’t bother promoting your marketing video on a platform that’s not used by your audience.
Think about what value you want to give to your target market. You can teach them a new skill or give them a behind the scenes look at your company. You can entertain them and showcase your personality. You can cover industry news or show off your latest products. Video marketing is very versatile and you can use it to give value in different ways.
Another tip is to start strong and keep your video short. People have short attention spans: yes, even with videos. They will scroll away if your topic isn’t interesting enough. Video marketing experts say you should put your best 8 seconds of content first. That’s a good way to hook your audience and get them to watch the rest of your video.
Generally speaking, shorter videos get more engagement, more views, and more shares. These videos can easily go viral.
Save your longer videos for people who are further along in your sales funnel. They are the ones who want as much information about your products and services as possible because they are closer to making a decision.
For everybody else, grab their attention by posting a shorter video.
Whatever you decide to post, make sure to keep it authentic. You don’t want to alienate your loyal customers or deliver a different message every time. You want to earn people’s trust and build strong relationships over time. To do this, you need to stay true to your brand. Your audience will appreciate it if you keep it real.
Unless you are posting a brand video or product video, don’t be overly promotional. Do not focus on selling. Always focus on delivering value rather than being sales-y. That’s how you attract more people to your brand.
End your videos with calls to action. Now that you’ve successfully convinced them to watch your whole video and now that they are invested in your message, viewers want to know what to do next. Tell them to subscribe to your channel, or visit your website, or make a sale. Tell them what you want them to do.
Even when people like your video content, sometimes they would forget to follow through. So remind them by using a simple call to action at the end of your video.
How Do You Make Free Marketing Videos?
There are a few free tools and software out there that you could use to create free marketing videos. Canva is one example. You can use Canva’s video templates and simple drag and drop tools to create professional-looking videos for your marketing campaign. This tool has a lot of features such as animations, music, stickers, etc. Tools like Canva make marketing video production a breeze.
If you have some of the necessary equipment, you can also make your own marketing videos for free. A lot of brands produce their own videos. There are even free video editing tools out there to help you get started.
Improving your content creation skills will take time, but it’s a helpful tool especially if you are a marketer in this age of social media.
Video marketing is a must these days. In fact, YouTube is the second most visited site, right after Google. Refine your video production skills and start making impactful video content today!