How to Create Your First Video Marketing Campaign
Video is a powerful marketing tool, useful for entertainment, attracting new customers and creating a message for your brand. You’ve likely noticed how popular video is on social media platforms such as YouTube and Vimeo, but it’s also growing in popularity on platforms such as Facebook and Instagram.
YouTube has about 1.9 billion monthly active users. Each day on YouTube, people watch more than a billion hours of video. Even though the statistics demonstrate video is a valid form of marketing, you might feel uncertain about how to dive in and develop your first campaign, or how you’ll afford the costs associated with creating videos.
Here are 10 tips for creating marketing videos, even if you’re on a tight budget.
1. Study the Competition
Start by studying any videos your competitors have made. What are they doing well,and what could they improve? Take notes. Next, explore what larger companies have done with their video marketing. Even though your budget may be smaller, you can repeat some of their success by entertaining consumers and reaching them on a personal level.
Creating a video for the first time requires getting past a learning curve. Learn by studying what others have already done.
2. Tell a Story
People have been creating and sharing stories since the first fires of early man. Today, people still love a good story. If nothing else, your video should show a clear story with a beginning, middle and end.
The story can be how your company started, how you helped a customer find success or even a fictional story. The key is grabbing viewers’ interest and keeping it through the end of the video.
Rogers Family Coffee Company features a YouTube video that explains how the company got started and the moment they began to play around with different roasting temperatures and times. The video features the founder and his son, as well as details about their coffee and what makes it and their company unique.
3. Tap Into Emotion
Studies show humans react at the emotional level before they think analytically. In one study, researchers discovered when people associate a positive feeling with a brand, they are about 8.4 times more likely to trust a company.
Figuring out what emotion resonates with your target audience isn’t easy. Some feelings are universal to everyone, but for your specific customer base, think about what problem you solve for them. For example, if you run a security company, you’d tap into the emotions of love for your family and fear about keeping them safe.
When your message resonates with viewers, they’re more likely to share your video and help it go viral.
4. Be Interesting
You’ve probably seen one of those training videos in your life that makes you want to take a long nap. The last thing you want is for your marketing video to be a snoozefest. First, brainstorm a variety of ideas with your staff. Find a concept that hasn’t been overdone. Even if you’re only telling your brand story, think about unique ways of presenting it that differentiate your brand from the competition. Once you have an idea, run it past a group of your top customers and advisers and see what they think.
5. Prepare a Script
Even if you’re planning the finished video will only be a few minutes long, it can take hours to shoot. You’ll need multiple takes, shots from different angles and redos when you make a blooper. A script also allows you to make sure you’re stating things in a way that’s easy to understand, while giving you the opportunity to rehearse and familiarize yourself with the material.
Talley & Twine Watch Company does something a bit different than other brands. The company offers video style profiles of well-known people. They show not only the watch, but how it complements an outfit, and use captions to tell who the person is.
6. Study Your Target Audience
Spend time studying the preferences of your target audience. Once you fully understand the preferences of your buyer persona, make final tweaks to your script and add any elements that speak to that crowd specifically. Understanding your users also helps you see where to post your video. Where does your audience spend most of their time online?
7. Find Your Voice
Your video needs to match the overall tone and personality of your brand. If you run an investment firm, and your brand message is about reliability and serious money management, a funny video isn’t going to match the voice of your company. On the other hand, if you’re a company catering to a younger audience, a stuffy, formal video won’t go over well. Think about the overall personality you convey and match your video to it.
8. Use Quality Equipment
While you can shoot a video with your cellphone, it won’t turn out as well as if you rent professional equipment or invest in a good-quality digital video camera. A tripod is a must because you don’t want shaky images. Consider lighting as well, as harsh shadows make an image unviewable.
Phonebloks offers an informational video that explains their product in detail. Creating a video that shows how your product works doesn’t have to cost a lot of money, but make sure you add labels and show everything from the best view possible.
9. Consider Mobile Viewing
About 70 percent of video viewing on YouTube is via mobile devices. Optimize your video for mobile viewing. Platforms like YouTube will adjust the size automatically, but you don’t want a video that only takes up a tiny portion of the screen. Instead, fill the user’s screen — no matter how small it might be — with your fantastic footage.
10. Write Engaging Descriptions
The description of your video is your opportunity to call the viewer to take action. Not only should the video itself contain a call to action (CTA), but the description of the video should include strong keywords, a CTA and a link to a landing page on your website. Think of your video description as your opportunity to hook the consumer.
Embrace the Process
Embrace video marketing, and know you are more than capable of producing a professional-looking video that engages your customer base. Jump into the process and learn as you go. Over time, your videos will gain traction, and you’ll see results from your efforts.