What is video marketing?
I know it might sound crazy, but the term “video marketing” doesn’t have to be synonymous with “sales-y ad!” Video marketing can mean creating a fun product tutorial, sharing behind the scenes, providing useful educational content, or inviting others to talk about their experience via a testimonial.
Luckily, (and contrary to popular belief!), video marketing doesn’t have to be complicated and it doesn’t have to be expensive- I’m looking at you, all my hustlers, grinders, and fellow entrepreneurs-on-a-budget. With a little creativity, strategy, and investment in the *right* tools (vs. ALL the tools), you can create great video.
Here are 5 tips on how to create compelling video marketing for your brand.
1) Tell a story
Most businesses tend to start with their story (why their product is great, how amazing the company is, etc). I suggest you flip that around and tell the customer’s story. Tell a story they can see themselves in or that they want to be part of. Use your branding 101 skills here: who is your ideal customer? What do they need and how can you position yourself as the tool that helps them get there? Start with mapping this out first and you’ll already be ahead of the curve.
2) Keep them wanting more
Yes, you want to get the point across. But also yes, the average consumer has a very short attention span. Capture their attention, deliver the message, then shut it down before they have a chance to get bored. There is a time and place for great longform video, but marketing videos are rarely it.
3) Think about the visuals
No one wants to watch a dark, grainy video. Obviously, equipment plays some role here if you want to get technical, but in all reality, you can capture some really decent video with most phones. So get picky about what you can control. Shoot in good lighting. Assuming you don’t have good lighting equipment, find a nice, well-lit (ideally with natural light) space to film in. Keep your hand steady (a tiny tripod will work wonders here). If you are moving or panning, do it as smoothly as possible (I recommend purchasing a small gimbal if it is at all in budget). Lastly, consider the direction you are shooting: is it primarily for Instagram? Shoot vertically. Primarily for Youtube? Shoot horizontally. Can you modify your video for either? Yes. But you should think about where the majority of your viewing traffic will be directed and shoot accordingly.
4) Nail the sound
Make sure your sound is clear. If someone talking on screen is part of the video, be sure your recording equipment is at an optimal distance for good sound. Try to minimize background noise and distractions as much as possible by shooting in either a quiet location, or at a less busy time of day. Consider utilizing a small microphone to amplify the speaker’s voice. It makes a world of difference and doesn’t have to cost a fortune. If you are using the sound only as a voice-over, you’ve got more options. You’ve probably all heard this trick, but in case you haven’t, try recording in a closet full of clothes (or even under a blanket). There’s a lot more to this explanation, but essentially you’re reducing reverb as the soft surfaces trap soundwaves before they bounce back to your mic.
5) Pull it all together
This goes back to the beginning. How are you going to tell your story? There are so many different software options you can use to make edits, but the biggest thing you need is your creativity and your mind. You can figure out how to use whatever software you decide on (Hello, Google). Things to keep in mind: make sure every edit has a purpose. Cut everything that isn’t serving your story. And don’t forget to play to emotions. Video is the perfect place to do this. Introduce some drama with your transitions, make cuts that coincide with key parts of the message, and pick the perfect music to tie it all together.
At the end of the day, just press record. I’m not saying there is never a time or place for professionals or big, expensive equipment. I’m just saying, that time doesn’t have to be ALWAYS, and you don’t need to wait for a huge budget to start creating some really amazing video marketing content for your brand.
Want to learn more about getting started with video marketing and transforming your business leads? Get our Ultimate Guide to Video Marketing here.