Within the social media world, video has begun to have a huge impact. According to Forbes Magazine, over 500 million people are watching video on Facebook every day. Internet video traffic will be over eighty percent of all consumer internet traffic in four years. Further, sixty-four percent of consumers purchase after watching branded social video content.
When you’re building a website, adding a video to your site can be incredibly valuable. People spend an average 2.6 times more time on pages with video than without. According to Insivia.com, almost fifty percent of internet users look for videos related to a product or service before visiting a store, so if you have a physical location, video can be really valuable in getting customers to your store. Four times as many customers would rather watch a video about a product than read about it, which makes sense, as more and more people use high-end mobile devices.
Professional vs. DIY Video
People often ask about the importance of a highly polished, professional video versus one produced on a shoe-string budget. The question becomes: what are you doing with your videos? In the social media world, people don’t mind viewing some professional, more expensive videos, but they actually like to see a mixture. Uou may put out of small number of really commercial videos during the year and then do a larger number of DIY videos. On most social media channels, that is what most people want to see; if the video is too slick, people might feel it’s just a commercial, and isn’t authentic.
So, is the video just for your website? Is it for social media? Are you vlogging? From there, you have to make decisions whether or not to hire professionals or buy equipment and learn to use it on your own. Be realistic about your budget and your time. Keep in mind, your video content should be a direct reflection of your brand. If your brand is higher end, you may need to make a larger investment in professional tools and editing so your videos match your brand image.
When you are doing DIY video, you will need to test your mic, test your camera, and make sure the lighting is good. What outfits look best? There is a learning curve which will take time.
Audio is key. When making your own videos, chose the right microphone, make sure you know how to use it, and that people can hear you clearly. The number one way to lose your viewers is for audio to be spotty or difficult to hear.
Tip 1: Know Your Purpose
Ask yourself these questions:
- Why are you creating video content?
- Who does your content serve?
- What do you want viewers to do?
It is really important that videos have value for your audiences and provide them with something educational, entertaining, or useful. A lot of times we talk about intent in digital marketing. Is your intent informational, transactional, or navigational? Think about why are you doing video and what is the purpose of, not just the overarching video strategy, but each individual video. With these answers, you then can start to understand what equipment, the level of quality, and the style is required for success.
Tip 2: Choose Your Distribution Tools
Go where your audiences are online:
- What social media networks do your audiences use?
- What are your competitors successfully using?
- Do different niches need different types of content? For instance, is there long form that your audience need or does your audience want short form? You need to show up for your audience wherever your audience is online.
It’s better to use one distribution tool really well, instead of numerous tools poorly. Be realistic and take time to learn the tool.
Tip 3: Establish Your Style
Use your brand as the cornerstone of your video style. The more intentional your style, the more effective it will be.
Does the value of the video increase when you have a person on screen, show a demo, include graphics, music, etc.? Some people, like a coach, will want to show themselves more on camera. Do you prefer a script or are you more improv-based? What makes you or your team the most comfortable?These are all valid questions to ask when deciding how to start to formulate your video’s style.
How do you want people to feel during and after they watch? Feeling is so important, because the emotional connection is what helps people remember the video and want to share it. If your brand is higher end, you will want to create a higher end style that reflects elegance and beauty.
Tip 4: Create a Consistent Schedule
Consistency is the key to success. How frequently can you create and distribute this content? The more you can engage people by giving them an expectation of a consistent release, the more likely you are to succeed.
Who is involved in creating the video content and what will they do? How frequently can they realistically get this work done? How will you brainstorm and outline topics in advance? Calendar tools are the perfect way to manage this type of content. Do you use project management software like Asana or Basecamp? Google Calendar? Spreadsheets? Consider a process that allows you to see what topics you have covered over the past months and plan for the future.
Be patient and don’t be afraid to try different ideas and approaches.
Tip 5: Track and Report on Results
Knowledge is power. A lot of free video tools allow you to track the number of views you have received and how long people are watching. Which videos were the big wins? Which videos drove the most engagement? What styles of videos are working best? What created the highest level of engagement? As you move forward producing additional video, build off your successes. You don’t necessarily want to copy what has worked well, but use what has gotten results as a blueprint for moving forward.
Put yourself out there. Video is a great way to connect with your customers and fanbase, and establish a much deeper relationship.
For some in-depth case studies on the effectiveness of DIY video, please see this presentation from our founder, Justin Belleme: https://www.youtube.com/watch?v=P5fzyHJRdFY.