Why Video Marketing Is The Path To Success
You’ve heard the buzz about how great videos can be for your brand but you’re not sure if it applies to you, where to start or what to do with the video once you have it. The answer is that all brands no matter the product or services can benefit from content marketing, videos specifically. You Tube is the second highest search engine behind Google making it the #1 social media platform. 94% of adults ages 18 – 24 and 73% of all adults use You Tube consistently on a weekly basis. Why? Have you ever found yourself clicking on a YouTube Video or checking out a stream on Facebook or Instagram Stories and next thing you know, 15 minutes go by and you’re 5 videos in? That’s because the human brain is wired to consume visual content versus the written word. Your brain processes visual information 60,000 times faster than text-only content. Studies show that viewers are likely to retain 95% of what they view vs 10% of what they read. A single minute of video is worth about 1.8 million words. (Forrester) Studies also show that in the coming years, approximately 74% of all internet traffic will be video (Brafton).
A video is the ultimate opportunity for brands to tell their story, send a message, connect with their audience on a deeper level and inspire an action. Businesses can use videos as a way to introduce their team, product or services, focusing on explainers, product demos, how-tos, testimonials and behind the scenes. The customer journey starts with the need to consume content. Those consumers look to the internet to find that content. They want to learn how to do something, be inspired, entertained or gain knowledge. If you don’t have content for your audience to consume, you are missing the boat. Having valuable content geared towards your audience hosted on your website, YouTube channel and social media pages increases your brands visibility, engagement, traffic and time spent on your site. Don’t forget, Google sees all, so when consumers are spending all that time exploring your brand and learning more about your company, your SEO rankings are climbing their way to the top!
While quick off the cuff I-phone videos are great for social media, a professional video that is well edited within platform guidelines and specs, and has a core message as well as entertainment value is key to having successful results with your video marketing campaigns. Building brand trust and credibility is of the utmost importance when it comes to video. So now that you’ve got a better understanding of how it all works, here’s a checklist to get you started.
Video Checklist For Planning Your Shoot:
Identify Your Goal
Decide what the main purpose of your video will be.
Identify your target audience and research the best ways to reach them.
Choose which platforms you will be showcasing your video on to decide the appropriate video length and editing.
Set expectations of what you are hoping your results will be.
Consider what your call to action will be so your video will inspire your audience to do something.
Come up with an advertising / promotional strategy for increased results and ROI. Consider using you videos for targeted ads on YouTube and social media.
Think long term. An overall brand video is great but think ahead to how your videos can become a series that will keep your potential consumers coming back for more.
Create a Budget
Do you need models, props, décor?
Will there be a location fee?
Do you need a stylist or director of photography?
Research and source a great videographer that has experience creating short format videos for specific online platforms.
Create An Outline For Your Shoot
Focus on one core message and key points you want to portray.
Decide on the overall look and feel you want to achieve.
Create a shot list of specific scenarios you want to include.
Create a dialogue for any on camera speaking.
Create a list of voiceover quotes.
Create a list of possible text overlays or graphics you would like to include.
Create a storyboard to effectively communicate the plan to everyone invloved.
Execution
Be organized and prepared on shoot day to maximize your time. Have a timeline, shot list and shoot schedule. All outfits, props and decor should be labeled and ready to go.
Shoot more than you think you need so you have options for multiple versions and cuts.
Post your video on all of your social media channels as well as your website. A brand video on your homepage will increase time on site and user engagement.
Consider a press release to get your video out there. Press Releases are an easy and affordable way to get your content featured.
