“Video is the greatest thing that happened after Google. There, I said it.” I came across this remarkable quote from a web article, which is undeniably true! People love to consume video. And with screens in our pockets, on walls and work desks, the video-consumption statistics keep getting more and more mind-boggling!
- On Facebook alone, 100 million hours of video is being watched daily.
- Youtube viewers consume more than an hour of video per day on their mobiles.
- 4 times as many consumers would rather watch a video about a product than reading about it.
- Not only does video on landing pages accelerate conversions by 80% , but it has also been observed, that the mere mention of ‘video’ in subject lines during email marketing increases open rates by 9%.
- 90% of consumers say that videos help them in making major purchase decisions.
These very metrics are the reason which has inspired companies around the globe, to tap-in and enter into video production!
In fact, 45% of businesses have YouTube as a part of their inbound marketing processes. 300 hours of marketing videos are being uploaded on Youtube every minute.
In 2018, renowned social media giants like Facebook, Twitter & Instagram channelized their efforts towards encouraging users to share and engage with video content on their platforms. In 2019, I’m telling you, expect this to double up!
According to Hubspot, 2019 is the year for video as a holistic business entity where video content will be produced in an ultrapractical, engaging and assessable way.
So what are the means to achieve the end?
More specifically, what are the necessary steps to create awesome video content?
Plan - Chart it & Track it!
I’m aware that this sounds like the caption from any traditional guide-style article but it holds great value! While you’re creating goals for your brand or business in the marketing world, here are some questions to consider:
Is this goal -
It’s wise to avoid generalised goals like “Increase web traffic” and “Bring in more subscribers”, as they do not get you anywhere in the long run.
Set pragmatic goals while not letting go off your ambition. For e.g., if you’ve started a Youtube channel for your company, then 80-100K subscribers within a year is attainable with the right effort and dedication.
Realistic goals also need to be tracked. In Neil Patel’s words “Achieving consistent growth with video content comes down to two things:
- Finding what works and recreating it in future videos, and
- Finding what doesn’t work and making sure that it’s not in your future videos.”
Your video promotion efforts should have maximum outreach potential, so you need to be proactive with your campaigning. Anywhere you see a ripe chance, be it, Facebook, Twitter, Instagram, Snapchat or even Whatsapp, go ahead and post your video! Your goals may be Short-term or Long-term, the above-mentioned steps help you gather overlapping audiences and wider reach.
What kind of content are you looking for?
Before you set out to create a video, you must decide on the kind of video you want to create. There are 3 widely accepted forms of video content in the marketing industry:
It could be a video about how your product is made, an animated infographic explaining your brand story or about current industrial trends.
You can come up with thought-provoking content, something which motivates your audience to seek positivity, inner peace and strengthened convictions.
They are those who have the power to make your audience laugh, smile, curious and even sit down to think. As the name suggests the motto of the video is ‘entertainment’.
In a nutshell, your decision rests on the kind of industry and type of products/ services you offer. For instance, if the scope lies into a lot of details, essential facts and you think that your blogs could be put to good use, then an educational video would be the best choice for you. The destination of these videos is to up the curiosity quotient in your audience. The content should be compelling enough to get them in touch with you.
Just do it.
You’ve planned out your goals, the type of content, and even the directional flow of your content. Now comes the fun part- creating it!
Wait… What’s stopping you? Thinking too much? Inhibitions? Or anxieties? Face it- your first video is going to be your worst. So, trying to figure out the perfect way for video content creation only delays your journey and prospects further! Instead of stressing over minute details, dive into the creative process & just get done with it!
Easier said than done, you say.
But then think about it - if every video is a better version than your last, it’s quite natural that your first video is your worst. Makes sense?
‘Value’ gives absolute ‘Power’
Your video campaign will be successful only if it gives a clear value proposition. For e.g., a video about Online Payment App may explain features like powerful software, speedy transaction, etc. On the contrary, it would be much better if the video assured 100% transparency in transfer - valuing customers safety and security, a speedy transaction that reduces the time & effort taken in banking in addition to providing quick assistance during a crisis period.
Instead of sounding like a sales pitch: quality, convenience, service, competitive pricing, we have a message that the viewer will remember because it adds value to him or her. The brand message must be able to put a visceral image into the minds of their customers.
Don’t just tell’em. Show’em!
The greatest quality of a video is that it is immersive!
If all one had, was bullet points eliciting USPs (Unique Selling Points), features and CTA (Call-to-action) then a pamphlet would’ve been enough. A video, therefore, should tell the audience much more than that. This can be done by researching a bit more, finding unique and more number of benefits, or by eliciting how a current problem or issue can be tackled, solved and in what way can it improve people’s lives. Another important aspect is the presentation which includes lighting, colour contrast, graphic designing, appealing visuals and pleasant voice-over. Not to forget it has to be shot from a clean environment. One can also experiment with various angles from where the video can be sho