The way that people want to consume content is changing at a rapid pace. People no longer want to spend ten minutes reading through a page of text to learn how to do something or to find out about a product. Instead, consumers want a quick overview that gives clear and concise instructions, and that doesn’t take up too much of their time. As such, video is becoming the dominant force in marketing.
For example, take a look at how much video content is on Facebook right now. Zuckerberg (the founder of Facebook) has been quoted as saying 90% of the content on Facebook by 2018 will be video. And if there was one person who can predict how to provide consumers with the technology that they want, it is Zuckerberg. Facebook’s popularity is a clear testament to that.
You would be forgiven for thinking that creating a video isn’t particularly straightforward. If you have ever delved into it previously, even just a few years ago, you would probably have found that you would need to invest in expensive video recorders, tripods, microphones, etc. before you even got anywhere close to the finished version. You then needed to purchase fairly expensive editing software to be able to make any edits to your video, and in hindsight, you may have wished you’d never started or hired professionals instead.
Fortunately for marketers that don’t have endless budgets, there is much better (and free!) software available to use as device manufacturers have seen that there is a clear demand for people to edit their own videos. iMovie for Mac or Windows Movie Maker are two prime examples of this. Once you have learnt how to use the software you can start making your own fantastic videos. To do this, you should focus on the following:
Your video content should be created with your target audience in mind. So, if you are selling cars, your video should include all of the key features a potential buyer would want to find out about such as mileage, safety, your company’s rates, etc.
Take the time to get it as close to perfect as you can. If you have annoying background noise or other distractions, record the video again until you get it looking exactly how you want it to.
A video that is too long can bore an audience, so try and keep it fairly succinct yet with all of the essential information that you need.
If your video is going to include someone speaking, you should script or at least outline what the person needs to say to ensure the key messages come through clearly and smoothly. A couple of practices will help to get it perfected. However, make sure it seems natural and not over-rehearsed.
Once you have finished creating the video, your work is not yet done. You need to spend time getting your video out to people, and you can either use paid services to increase exposure and buy likes for your YouTube video through companies such as Social Media Daily or focus on plugging your video through your social media accounts or email campaigns.