Video may have killed the radio star back in 1978 but it’s proving to be a very successful form of marketing in the digital age. If you haven’t used it already, it’s time to produce your first marketing video — and here’s why.
In our fast-paced daily life, we use our smartphone and tablets as a one-stop source of information and content. This has fuelled the popularity of video marketing — it’s visually stimulating content with great graphics and motivating music, perfect for capturing attention in a busy world.
The rise of video
According to a 2013 online survey on video marketing trends by Flimp Media:
- 93% of marketing professionals used online video in 2013 for marketing and communications
- 70% are optimising video for SEO
- 82% said that video marketing has had a positive impact on their business.
What’s more, video is shared more than any other source of online content — video market research company Invodo has found that over half of consumers feel more confident about buying a product or service after watching a video.
And with the rolling out of 4G and platforms such as You Tube, Vimeo and Wistia, video content has never been simpler to create. The accessibility and affordability of video recording equipment means that it not as expensive to make a video today. Starting from as little at £40 for a one-minute video, there is a video production company out there to suit your needs and budget.
Tips on making a video
- Make a note of your main marketing objectives — do you want more views on your website? Do you want to raise awareness? Thinking about your goals will help you focus on the creative content of the video.
- Write a script tailored around your main messages/objectives. Keep your videos as short and professional as possible — anything between 60-90 seconds should keep the viewer’s attention.
- Consider practical issues such as the background, lighting, style of presentation, noise and disruptions. If you’re using animation, create a storyboard. Gather as many images of your product/brand as you can.
- Embed your video on a platform, such as a blog, making your video easier to share, and boosting SEO benefits.
- Try creating short video bursts using the likes of Instagram and Vine to give the consumer a blast of your product. Or think about a series of videos — keeping the topic short and sweet but leaving the viewer wanting to see more.
- Lastly, post links to your videos on social media sites and ask your followers, nicely, to share your video.
Sara Parker is marketing officer at Face for Business.