Video Marketing: Why You Need It and How to Get Started

What Gives Video Marketing an Edge?

It’s common knowledge that people respond to images. They’re eye-catching and easy to consume. Videos are even more powerful than standalone graphics. Through video, companies can support brand recognition and reinforce brand messaging while also providing meaningful information to their prospects and clients. Use videos to introduce new products or services, share customer success stories, broadcast interviews with company thought leaders, post blogs, supplement static or traditional advertising and educate prospects, clients and other audiences.

Fortunately, most social media and search engine algorithms reward the use of video, particularly native video (or videos published directly to the platform rather than through links). This means your video content is more likely to appear in newsfeeds or as recommended content than textual content. For example, Facebook’s algorithm is designed to suggest content based on the types of posts an individual often interacts with. In 2019, Facebook acknowledged that the most favorable medium for its users was video. As such, video can propel your content to reach more audiences simply because of its medium. Similarly, when you search for content via Google or other engines, a strong video presence about a topic often means video is the first search result. By incorporating video, you can boost the likelihood that your content will be discovered by your target audiences.

Options for Building and Sharing Video

Producing, publishing and distributing video can seem like an overwhelming task, especially for marketers with limited experience in the medium. Fortunately, there are a number of options available.

1.Full-service video production. The first thing that likely comes to mind is the type of full-service video production typically used for commercials or large-scale promotions. This often involves the use of script writers, sound engineers, directors, editors and talent, which represents the fear of big-budget numbers. However, full-service video producers are often experts in how to properly distribute video content for maximum results. If you have room in your budget and large-scale video coincides with your brand, bringing an outside company with expertise can garner some highly desirable outcomes.

2.Animation services. Animation is another great option that can make a major impact on your audience. It offers the flexibility of creation without requiring the many moving parts of live-action video production. Animation allows for flexibility in content, quick turnaround on the creative end and is often viable for both short- or long-form content.

3.Video editing software. For marketers who need something simple or are just dipping their toes into video production, there are a number of options for in-house creation and editing on a smaller scale. Video makers like ClipChamp and AdobeSparkVideo have easy-to-use features that can make your videos look professional without extensive expertise and budget requirements. Many of these platforms enable users to create simple slideshow videos out of images and text, including mobile-based video software that crafts phone footage into professional video. Examples include FilmoraGo and Filmmaker Pro.

4.GIF/short animation creators. If you’re not comfortable with video production, consider starting with simple animated images such as GIFs. These perform similarly to video on websites and social media platforms. Rather than investing a lot of time and energy into complicated video production, start by animating a short, looping video with easy-to-use platforms such as Giphy, which allows users to upload video or images and turn them into quick animated versions effortlessly.

4.Live video streaming. Live streaming is rapidly becoming one of the most popular forms of online content. In 2019, internet users watched 1.1 billion hours of live video. For businesses, live streaming is a great option for events, thought leader panels, product demonstrations and releases. Live streaming options include Persicope and YouTube as well as social platform streaming on Facebook or LinkedIn. Some platforms offer the ability to notify your followers automatically when streams are occurring.

Mastering B2B Video Marketing: Types of Videos that Drive a Marketing Strategy Success

Plan and write a script

Now, it’s time to start the actual content creation. Choose a video content marketing idea and follow these steps:

1. Outline your script. Create a structured outline that clearly highlights the key points you want to get across. Make sure to organize your content logically, ensuring a smooth flow throughout.
2. Keep it conversational. Once you have completed your outline, make sure that you write your script in a conversational tone. Avoid overly technical language or jargon. Review and edit your script for clarity and conciseness by removing unnecessary words or repetitions.
3. Hook your audience. Capture your audience’s attention from the beginning by using a compelling hook within the first few seconds of the video to pique interest and encourage viewers to keep watching until the end.
4. Create a call to action (CTA). Determine the action you want viewers to take after they watch your video — whether it’s visiting your website, interacting with the post, subscribing, or making a purchase — and incorporate a clear and compelling CTA related to those actions within your video.
5. Incorporate visual direction. Incorporate visual guidance into your script, indicating where visuals, movements, transitions, facial expressions, or graphics should appear. This will help the video team better understand the video’s intended visual elements.
6. Mind your timing. Consider the ideal video length for each platform on which you plan to post your videos. Ensure that your script fits within the timeframe required to maintain viewer engagement.
7. Practice and seek feedback. Practice delivering your script and refine it as needed. Share your script with colleagues and gather feedback to ensure your message effectively communicates and resonates with the intended audience.