Do Videos Help Your Brand?

“Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” – Robert Weiss

Each year the same thing is said repeatedly when it comes to making videos for your business or product. “This year will be the year for video.” It’s a farce. There’s never a specific year that’ll be a break-out year for video – every year is the year for video. And there’s a good reason for this too. According to a recent Cisco study, 82 percent of consumer internet traffic will be done via video by 2021.

The use of video among small businesses is hitting a stride and solidifying itself as the “must-have” marketing tactic. This might come as a surprise, but 61 percent of all businesses are using some form of video content in their digital marketing plans. Granted some of these videos can be one-offs with no other purpose than to portray one product and nothing beyond that. But, the use of video among marketing plans is more readily becoming a must.

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How to Create Video Content Marketing The Right Way

Did you know videos increase people’s understanding of your product or service by 74%? Click-through rates increase 2-3 times when a video is included in an email.  Let’s go over some do’s and don’ts when creating video content marketing for your company.

  • DO have a plan of action before hitting record. Don’t just create videos because you read a blog telling you to. These videos should be complementary to your company’s marketing strategy and voice.
  • DON’T read straight from a script. Write down some key talking points and talk to the camera with a conversational tone. People will quickly move on from your video after a few seconds of your monotone voice reading word from word of a script. This will take some practice so don’t get frustrated if you need a few tries to get comfortable.
  • DO invest in some quality video and audio equipment. A smartphone will not cut it if you want to be taken serious. Audio is as important as a good camera. I recommend a wireless lavalier microphone. Using the microphone built on the camera is a gamble because your voice will not be as clear from the distance. If people struggle to hear what you are saying they will quickly exit out of your video. If you don’t want to invest that kind of money early on, hire a video professional to shoot and edit your videos until you’re comfortable investing in your own equipment.
  • DON’T distract your audience with flashy and unnecessary transitions or animations. Most of the editing software will give you some different creative tools to add to your video but stay away from these unless they go along with your video. If you are unsure if they go along with your video the answer is always No.
  • DO tag your videos with keyword-rich description that is detailed and informative. Include pertinent keywords in your title as well. Before tagging your video search your keywords and see what kind of videos come up on YouTube.
  • DON’T go on long tangents. If you have read my previous blogs on making videos then you should know to stick to 60 seconds give or take. Anything longer than 90 seconds and you are risking your audience from moving on and missing part of your message.

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Video will be a vital part of your marketing plan, if it’s not already. If you are finally taking the plunge into video content marketing and still have questions we would love to talk.