Today, video marketing has become a key element in digital marketing strategies. In this article will be sharing few tips for successful video making. With a few simple tips to make a good video, you will grow in impact and reach your audience with a seductive message and a dynamic presentation.
Before we start, a concise clarification: when we talk about video marketing, we refer to the use of audiovisual files (videos, basically) to achieve a series of objectives within our marketing strategy. It is about adding video to our content strategy to provide an extra freshness, novelty and hook. These videos can be disseminated through corporate social networks or inserted in landing pages, email marketing campaigns, etc.
The use of video marketing has become enormously popular by companies. It reveals that 87% of businesses used video as a marketing tool in the past year, and 83% acknowledged that those videos gave them a good ROI. In addition, almost 80% of consumers admit that they have made the decision to buy a service or app after watching a video on the subject. And they say that they would like to see more brands betting on the audiovisual format to show their products and services. As is known to all that “a picture is worth a thousand words”. So a stunning video is a very persuasive tool to capture the interest of our audience.
So, you may be wondering how to create a viral video or how to improve the quality of a video so that it acquires notoriety. There is no perfect formula for virality (if that were the case, everyone would exploit it). Still, in this article, we want to share tips you should follow to order tasks in audiovisual creation for digital marketing.
7 tips to make videos without dying in the attempt
Know your audience
The first thing you need to do is to know your audience in depth. Videos have great power to connect emotionally with the viewer but to do that. You need to know what their needs, desires, aspirations and tastes are.
The buyer persona is a very effective tool to kick off. It is a document in which you define your ideal client according to pre-established parameters; the buyer persona forces you to ask yourself the right questions and encourages you to find the answer. If you have enough time and resources, it is always useful to conduct surveys or even interviews with real people to get more detailed information. And if not, we will always have the Internet: look for profiles on the networks that match your audience and see what videos they share, what they like and what they don’t … Any type of research on your audience will give you the most valuable clues.
Define your goals
One video can’t do it all. Well, maybe yes, if you find the best idea in the world, but the most common thing is that you need to first define what you are going to create a video for and with what intention, and then you get to work. Wanting more traffic to your website? Get followers on social networks to create community? Generate conversion? Increase your brand awareness and prestige? As you see, the possibilities are many, and depending on what you need, and you will have to adapt your message and format.
Create a script + technical requirements
The recipes on how to make a successful viral video do not exist, and surely there are dozens of viral videos that have emerged spontaneously, without any preparation. But in your case, you’d better take a pen and paper and sit down and think. Plan the video in detail: dialogues, shots, duration … The more measured everything is, the less room for the unforeseen there will be, and that means it saves much time.
Technical requirements should also be taken into consideration: Recording equipment, cameras, microphones, an announcer to record a voiceover? Take everything into account to improve the quality of the video. Even so, it should be noted that today most of us consume video on our mobile, and the image quality does not need to be as high on this device, so if you have few resources but want to try, focus on the creative part and Record it however you can! If the idea is good, it can reach your audience as well.
Think about broadcast channels
As we have mentioned before, a video today can be broadcast on a multitude of channels. Social networks would be the main one. The video platform par excellence is YouTube, with more than 2,000 million active users according to 2020 data. And the range of 16 to 35 years is the one that are mostly consumed by this platform since with age people migrate to television.
Facebook, on the other hand, rewards even shorter videos: those that last between 21 and 44 seconds are the most popular. If you bet on Facebook, you should know that native videos uploaded directly to Facebook are successful and go viral much more than those shared from YouTube; and also, on a positive note, that videos are shared more than any other type of format, so their viral potential on Facebook is enormous.
Finally, Instagram has enabled its Instagram TV option to be able to upload videos of more than one minute. That gives us more flexibility, although the essence of Instagram is its 15-second stories in which, if you are able to condense your message and make it attractive, you have a good chance of succeeding. If you want to save more time and money, I would like to recommend you a video maker called FlexClip to make short videos. It has various templates for youtube videos, facebook video and instagram videos.
Video and SEO go hand in hand: optimize your videos
SEO is an indispensable part of content marketing, and this also includes videos, not just written texts. Research what are the keywords related to the topic of your video, find the terms, hashtags, etc., for which people look for content similar to the one you want to share and incorporate it into the piece you are preparing.
Choose the focus of your video
When we talk purely about content, videos in video marketing can be in many ways. Educational videos, tutorials, success stories, testimonials, informative, product presentation, and a long etcetera. Each approach has its objective: if your product is a little complicated to understand, the tutorials or the videos of “how it works” will be useful to you; If you have just launched it on the market, a descriptive and very informative presentation will like it; If your service has been successful for some time, you can take advantage of it with a video of positive testimonials from established clients to reinforce your brand image. Bet on the route that best suits your needs.
Invest in advertising
How to create a viral video on Facebook? Putting in a little money is sure not to hurt you. The economic investment in the different platforms to promote your video and get it to reach the desired audience is a very common practice and is that every time we enter Facebook or Instagram, sponsored videos appear all the time. And if you notice, many times Facebook video ads match your tastes, so why not take advantage of it and benefit yourself? The video advertising on Facebook or YouTube advertising allows us to filter the public by many variables to refine and maintain greater engagement.
So far, the 7 tips to make a videoon YouTube, Instagram, Facebook or any other platform that supports your marketing campaign. Do not forget that a good audiovisual piece has the ability to multiply the scope of your actions, connect with consumers emotionally and retain them through good storytelling. Try it!