Video marketing is one of the most powerful methods of marketing on the web and has a variety of distinct advantages over other tools.
You know what they say: a picture can tell a thousand words. So imagine what a video can do? If you aren’t already using video marketing as part of your strategy then you definitely should be and through the course of this article we’ll look at all the basics you need to get started.
What is Video Marketing and Why Does it Matter?
Video marketing of course means creating videos that will represent and promote your business, products, services and brand. Often these videos will end up on YouTube but they can just as often be embedded onto a homepage, shared through social media or used on another video uploading site such as Vine or Vimeo.
At any rate, these videos can do wonders for your business. That’s because we’re naturally inclined to sit up and take notice of moving images and because videos have the ability to be emotive and persuasive in ways that text and images can’t come close to. The combination of images, music and narration all edited in a dynamic and eye-grabbing way is simply more effective than any other medium.
And consider this:
- According to research, one minute of video is worth 1.8 million words (from Forrester Research)
- 100 million internet users watch online videos daily
- 90% of online shoppers say their buying decisions have been heavily influenced by video
- YouTube is the second largest search engine in the world – right after Google!
So bearing all this in mind, it makes a lot of sense to start investing time and money into this form of marketing. How do you go about doing that?
What You Will Need?
While a bad workman may blame his tools, it’s true that the right tools can make an awfully big difference when it comes to video marketing. With the right camera and the right editing software you can make your videos considerably more professional and this will have a big impact on the overall outcome.
One of the big benefits of videos bear in mind is how professional they make your business seem: if your videos are glossy and well edited then your audience will presume you have a larger budget and are a more professional company.
With that in mind then, you should invest in a high def camera that’s at least 1080p. You should also look into getting an additional microphone that you can use for recording high quality sound. If you’re strapped for cash, options include renting a camera, or using a smartphone camera such as the Galaxy Note 4 which is actually capable of 4K video recording. Just be careful as they can sometimes struggle with things like focusing and image stabilization.
Also important is the editing software which will allow you to make professional looking cuts between scenes as well as giving you the ability to add texts, effects and more. The best video editing software by far is Adobe Premier which you can get as part of the ‘creative cloud’ package. This also includes Adobe After Effects which is the best tool for adding special effects, filters and more. This is quite an expensive option but it is definitely worth it if you are going to be creating a lot of videos.
If you’re going to try your hand at video marketing, then you need to make sure it looks and sounds professional. Sometimes this means being a little less ambitious and making a simple video well, instead of a complex video badly. For instance, if you don’t have a professional actor/model to star in your video then you’re often better to avoid having people in it at all. In this case, you might instead opt for a slideshow with a voiceover.
If you do record footage yourself, then think about the lighting and the backdrop which will have a big impact. You can stretch a bedsheet across your wall as a way to make a cheap ‘infinite white’ backing.
Another tip is make sure that you film lots but be ruthless in your editing. Slow, lingering shots have a habit of coming across somewhat unprofessional so try and make each edit fast. Record lots though so that you can pick from the very best footage only.
Finally, if you’re going to be speaking in your video then make sure to write a script. This will make you come across a lot more professional and will reduce your ‘ums’ and ‘ahs’ considerably.
Bear in mind these tips and keep practicing until you get the knack for it. In no time at all, you’ll be racking up thousands of views!