Video marketing has exploded in popularity over the past decade, thanks in large part to the proliferation of mobile devices and the demand for on-demand content. In the past, video content was heavy and resource-intensive, making it difficult to view on slower internet connections. These limitations have since disappeared, and today, video is the preferred medium for many consumers.
Video is highly engaging and interactive, with the ability to capture the viewer’s attention through motion and visual interest. It is also easily monetizable, making it a winning combination for businesses looking to promote their products or services.
Television sets revolutionized the way we consume entertainment, news, and more long before the internet came onto the scene. So, why do we still see poorly produced video content today?
As a marketer, you may have asked yourself where to focus your efforts when it comes to creating content that will engage your audience and drive better results. Video content should not be difficult to create, process, and optimize, and should be treated like any other ad type.
Video content is effective as both ads and organic content, with the goal of generating higher exposure and driving engagement. The key is to create high-quality, interesting content around relevant topics, products, and services.
Many people believe that producing good video content is expensive, and while this can be true, it is also not necessarily the case. In the past, you would have needed to work with video production studios or hire a team to handle video production. Today, there are many services that offer tools to help you create great results, as well as automatic video editing algorithms and small agencies or freelancers. Even the ad platforms themselves offer resources for developing easy videos, such as creation tools for still images or animations. Many “vloggers” are also able to create high-quality videos using just a cellphone camera, DSLR camera, and easy-to-use video editing software.
To create effective video content, there are a few basic principles to keep in mind:
- The product or service being promoted should be clear from the outset. Viewers should understand what you are talking about within the first 15-20 seconds of the video.
- The call to action should be clear and specific. Know what you want the viewer to do, and make sure your script and motion align with this goal.
- The setting should be carefully considered. The background, lights, and sound all play a role in the overall appearance of the video. If you don’t have a production professional with you, be sure to get inspiration from other videos and choose a setting that is appropriate for your scenario.
While high-quality video production used to require expensive equipment, it is now possible to produce professional-looking videos with just a smartphone and some basic accessories. Many newer smartphones have the capability to shoot in 4K quality and can be paired with a Bluetooth microphone or boom mic. A cheap gimbal can also help stabilize the shot. For more advanced productions, it may be worth working with a professional, whether it be a freelancer or a small production company.
The bottom line is that video is a powerful marketing tool that can drive better results when done right. It is important to focus on creating clear and engaging content that aligns with your business goals, and to choose a setting and production style that is appropriate for your brand. Don’t be afraid to embrace video as a means of promoting your products or services, as it is likely to be highly effective in reaching your audience.
