In an era of visual media, more and more companies are turning to video to inform and compel stakeholders.
More than 80% of marketers are investing in video during 2013 to tell their brand’s story and engage stakeholders. Thanks to social sharing on networks like YouTube, Vine, Vimeo, Facebook and Google+, a good video can engage a great many stakeholders with dynamic, compelling content.
Video marketing is easier than you might think, especially when you follow these three tips:
1) Add value
Your video should both entertain viewers and help them do something better. Provide context so customers understand your value proposition.
Tutorials and demos are great video material. Own a flower shop? Show viewers how to arrange seasonal flowers. If you run a clothing store, break down a new fashion trend and show viewers how to put the look together.
What are your employees like? Shoppers appreciate behind-the-scenes videos of your business: they connect customers to your culture. Show off the human side of your brand and let personalities shine through.
2) Master the technical basics
You might not be a video pro, but you can make your videos better with a few simple rules.
Face your actor/subject toward your primary light source. If it’s behind them, they appear dark. Make sure your sound quality is strong. Audio can make or break a video.
Use a tripod or table stand to limit camera motion. Jumpy and sharp camera movements remove attention from the subject.
If using a smartphone or tablet camera, use a free or inexpensive video editing app to tighten up the finished piece.
3) Leave viewers wanting more
People have short attention spans online, so a video should last between 30 and 60 seconds. Some networks only allow you to share a six or 15-second spot.
Break long videos up into smaller clips and release a new segment daily or weekly. If you’re creating a series, hint at the contents of the next video to draw viewers back.
Try ending your video with a question that encourages viewers to leave their thoughts in the comments section. These responses can give you ideas for new, more targeted video content.
Note: creating a great video is only half of the job. You also need to help prospects find, view, and share it. Next week, we’ll show you how.
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