500 million hours worth of videos are watched on YouTube every day.
Unsurprisingly, video marketing has become one of the most efficient and engaging ways to market and promote a business. It is the present and future of marketing; it has become far less time-consuming than just a few years ago, and has succeeded in becoming cost-efficient, when compared to other traditional forms of marketing.
But to enjoy its benefits, you need to be aware of the strategies and tactics used in creating engaging video content.
Here is a step-by-step guide to making a compelling marketing video.
Create a Production Plan
This one’s a no-brainer.
Planning and researching the topic of your video content will make production, filming, and editing much simpler.
Make sure to identify and target the goal you want to achieve with your marketing video, and then create content that will help you attain that goal.
Remember that writing a script isn’t always a necessity for video production. However, if your content is highly detailed, you should make notes about the essential points as a guide for filming the video.
When creating your marketing video, collect feedback from your team members; this will help you understand how your viewers might respond to your video.
Produce Creative and Unique Content
One of the biggest marketing challenges businesses face is trying to stand out from the crowd and create content that is different from their competitors.
Customers tend to retain more information when it is transferred visually, as compared to text-heavy information. Users may not be as interested or attentive when content is wholly text-based.
Make your visual content marketing more interactive, appealing, and accessible to the average internet user—it needs to add value to the user and be entertaining.
To ensure your content is noticed, create content that showcases the unique personality of your company in a way that is easily understandable and memorable.
“Aim to create content that is fresh and different—examine the content created by your competitors and determine what niche you can produce videos for.”
Internet users love authentic content and appreciate a business’ efforts to encapsulate its authenticity.
Explain Your Product
You understand the products and services offered by your company best. Do not make the mistake of assuming that everyone else knows the ins and out of your business.
Don’t immediately delve into the sales aspect of your product videos—instead, take the time to explain the features and functions of your products to your viewers.
Use your video marketing platform or your business channel to create explainer videos, how-to guides, and demonstrate the usefulness of your products.
“A good strategy is to first pose a problem that your company can solve. If your viewer can relate to the issue in question, they will be more interested by the time you introduce your product.”
Seek inspiration from demo videos or commercials that use these tactics to promote their products through video marketing.
Share discount codes or special offers to people who watch your video.
Creating video content that is helpful to audiences, and provides solutions to consumer problems will result in high engagement and be a great tool to promote your business.
Create Informational Content
There are a lot of videos on the internet, but not all of them get the engagement they should.
You need to create content that offers value to your viewers in exchange for the time they give your video. For example, you can create videos that solve everyday problems or videos that tell stories.
Whatever your final goal for your video marketing strategy, it can be achieved by creating content that will entertain and educate your viewers. Adding value to your videos will fill that gap and eventually result in the growth of your company.
“You can create smart and informational videos for users to boost their social credibility—create fact-based videos about subjects related to your industry, company, or products.”
Such video marketing efforts not only makes the user’s search more profitable for them, but also generates leads to get more clients and boosts company revenues.
Promote Your Video
By now, you have already created excellent video marketing content that has been strategized, is creative and unique, explains your products, and is informational and beneficial to your customer.
Following these steps, the most crucial aspect of creating a marketing video is to promote it.
The best ways to get people to watch your video is to give it a catchy and attractive title.
You can promote your products through YouTube ads for more engagement and increased reach—YouTube is, after all, the second-most popular search engine.
“Also, make sure to create an attractive and content specific thumbnail for your video. Your thumbnail should give the viewer an idea about the content of the video—but avoid using images that are appealing but unrelated to your content.”
You can also cross-promote your videos on different social media platforms to attract more viewers to your marketing videos.
Different users prefer different platforms, so make sure to promote your videos on more than one platform. It is also best to upload the videos directly to the social platforms as native videos perform better than external links.
Getting started with video marketing can be a challenge.
However, the benefits of this modern strategy for promotion and marketing can be significant.
It can take some time to create content that hits the right spot with consumers.
So, you should keep trying to improve your video marketing techniques and content to broaden your business’ horizons.
About the author:
Ronita Mohan is a content marketer at Venngage, the online infographic, and design platform. Ronita is interested in a variety of topics with regards to digital marketing, visual content, and online engagement, which she enjoys researching and writing about.