Videos are an incredibly helpful marketing tool that a surprising number of businesses aren’t using. Not only do they provide an interactive space for their audience to learn about their product or service, but they’re much more shareable and fun than other marketing techniques.
It’s a simple fact: people enjoy watching videos. They’ll watch videos on almost any social media platform, and they’ll watch them on their phones or computers. People can watch a video while they’re procrastinating at home or riding the bus to work.
In a Q4 2015 earnings call in January, Facebook reported that consumers are watching 100 million hours of video on their platform every day! As a growing number of people are watching videos, more and more businesses and brands are beginning to incorporate video into their marketing campaigns.
Historically, video marketing has been reserved for big brands with big budgets. However, in recent years, video creation has become much more attainable for smaller businesses — in no small part due to easy-to-use editing tools and apps.
Brad Jefferson, CEO of Animoto, a cloud-based video creation service, says that consumers have come to expect video from businesses of all sizes.
“In a study we conducted last year, we found that four times as many consumers would rather watch a video about a product than read about it, and 25% of consumers actually lose interest in companies that aren’t using video. Those are powerful stats. At Animoto, our mission is to make it easy for anyone to create professional video and harness its power.”
It’s one thing to make a video – it’s a whole other thing to make a good video. There are a few things that will turn a viewer off immediately, including bad audio. There’s something about low-quality sound that consumers will not deal with, although for the most part low-quality video seems to be more acceptable.
What you really want from your video is to evoke an emotional response. Aim to convince your viewers that your business is a great one and that it would benefit them to come to spend their money.
One very efficient way of doing this is to create a vibrant and likeable personality for your business. Display that personality in your videos. For more information, here’s an extract from an article on Hubspot’s blog by Lauren Colman:
Have you ever made a purchase just because you loved the personality of the brand? Chances are, it was a piece of visual content—perhaps a video—that you instantly connected with because it was just so likable. Aim to create that kind of video content. If people decide they like you, they’ll show you by becoming customers.
How to do it
Be honest with yourself about your on-camera skills. Is your business partner more charismatic? Put him or her in front of the camera, instead. Talking into a mic and speaking to an unseen audience may seem easy, but it often is not. Do several takes, upload them all, and edit out awkward pauses. Practice trimming and splitting clips until your transitions look natural.
People love to learn about the personality of a brand by getting a glimpse behind the curtain. If you’re making a physical product, some footage of the manufacturing process is an excellent way to make your product relatable.
Don’t be afraid to whip out your cell phone if you’re missing a moment, be it putting the final touches on a great-looking product or your lead developer falling asleep at his desk.
Here’s another thing many marketers struggle with: how long, ideally, should a video be? It needs to be long enough to say everything you need it to, but of course you don’t want to deter your customers with a lengthy advertisement that they’ll never watch from start to finish.
Video length is one aspect of marketing that many people have looked into. Studies have concluded that most customers have shorter attention spans than ever. That should come as no surprise. There’s so much content on the internet that the moment you view something, you’re pulled in another direction.
These days’ shorter videos have far higher conversion rates than longer ones. Remember that most people are going to be watching your video in a 30-second window before they get off the bus. So, the ideal length of a video today is about a minute. The longer your videos get, the higher the bounce rates.
Don’t lose the chance to get your message across because you’ve insisted on creating a feature.
Now you’ve seen why videos are so good for marketers, you might consider adding them to your strategy. If you decide to make a video after this just keep these few tips in mind and you should do great.