What is Video Marketing?
Video marketing has undoubtedly revolutionized the way marketers connect with their target audience and turn prospects into customers or even the best brand ambassadors.
On other occasions, a video becomes the best ally for the customer service area or fulfills the purpose of delighting and entertaining users.
Currently, video is all that and more. It is a handy tool in the entire experience a person has with a brand.
This article will discuss the importance of this tool, but we will also review a guide on video marketing.
What are the Types of Video Marketing?
Before you start recording video for your business, you must first determine what you need it for and evaluate what type of video marketing works best for you.
1. Demonstration Videos
- They are those that show how a product or service works.
2. Brand Videos
- It reflects the purpose, vision, or mission of the company. They seek to raise awareness about a company and attract its target audience.
3. Videos of the Event
- They seek to promote the brand through content generated from an activity or event.
4. Interviews with Internal Experts or Opinion Leaders
- It excellent way to build trust and authority with your target audience.
5. Educational or Instructional Videos
- To teach your audience something new or develop the necessary knowledge, they will need to understand your business and solutions better.
6. Explanatory Videos
- Used to help them better understand why they need your product or service.
7. Animated Videos
- They can be an excellent format for understanding concepts that need strong images or explaining an abstract product or service.
8. Case Study and Customer Testimonials
- To reinforce that your product can solve the specific problems of your audience.
9. Live Videos
- Provide a unique, behind-the-scenes view of the company. They tend to get higher participation rates.
10. 360 ° and VR Videos
- It users “rollover” to view content from all angles, as if they were physically inside the range. Allows viewers to experience first-person.
11. Personalized Messages
- Video can be a creative way to last a conversation or reply to someone via email or text message.
- They create a charming and unique moment for your prospects and further take them in the buying process.
- The idea is that the previous list has allowed you to visualize what type of video you need for your business because now we will see how to make that video.
- We have prepared this video marketing guide to plan and record your video and achieve the marketing objectives you have set for yourself. Let’s get started.
The Ultimate Guide to Video Marketing
1. Plan your Video
Before recording or editing a video, start with planning, establish the purpose that the audiovisual piece will have and what actions you should consider to carry it out.
Who is the target audience: current customers, potential customers, after-sales.
What is the goal of the video: brand awareness, product promotion, etc.
From which platforms it will play: For example, if it is a video for social networks, you should consider a series of characteristics and recommendations specific to these platforms.
Set a budget: does the video require any animation? If nobody in your company can do it, you may have to hire someone. The same if you want to have a familiar face or a professional edition. In many cases, creativity can meet enormous budgets, but you will have to invest in microphones, lighting, travel, power for the equipment, etc.
Creative requirements: The necessary skills, technical staff, difficulties, graphic designer, editor, animations, etc.
Establish performance indicators to know if the video met the objectives.
2. The Script
Most videos need a script or at least a preliminary outline. Otherwise, the recording and final editing will be a real torture, and you will waste a lot of time.
Start writing your script the same way you plan a blog post; Identify and list the key points and arrange them logically according to your objectives.
- Topic 1
- Subtopic 1
- Subtopic 2
- Topic 2
- Subtopic 1
- Subtopic 2
- Theme 3
Recommendations for Writing your First Script
- Among the primary considerations regarding the script’s structure, it is to avoid the viewer waiting until the last seconds to understand the video’s purpose.
- The hook has to go to the beginning, especially for educational and explanatory videos.
- Likewise, the language used should be relaxed, clear, and conversational. Avoid complex sentences.
- Instead, connect with your audience by speaking in the first person and in concise language.
- Finally, arrange a meeting with some people to read, comment, and discuss the script. Even the most prominent writers know that the result can always be polished.
3. Know your Camera
- Fear often prevents companies from trying video marketing. But learning how to record videos doesn’t have to be overwhelming.
- Part of video marketing’s success is that anyone can quickly record and post a video on any social media or video platform like YouTube. We owe that to smartphones and mobile devices.
- Recommendations to record with your Smartphone:
- Make sure the expedient has sufficient storage space.
- Enable the “Do Not Disturb” feature to avoid distracting notifications.
- It is opening or turning on the camera, flip the phone horizontally for a better viewing experience.
- Use the zoom as little as possible. It is preferable to move close enough to the target.
- Know your camera.
4. Prepare your Human Team
- Company has collaborators with a talent for acting or who like to be in front of the cameras, consider having them from the beginning. They will be a contribution of knowledge and enthusiasm.
- But if you don’t have someone like that, you’ll have to do most: practice and practice. It doesn’t matter if it’s your first video or your fiftieth; being in front of the camera is scary.
- If problems are memorizing the script, you can use a computer at the camera level to go through the texts and memory aids to facilitate the protagonist’s task and reduce nerves.
- It’s essential for everyone’s comfort that the work process has a dose of fun while still keeping an eye on what’s happening on set, such as making sure all the microphones are on or noticing if the lighting changes.
- You learn from experience that you repeatedly record each scene, trying different intentions and voice inflections. And when you feel like you’ve found the right one, do one more.
Panoramic shots: Allow the viewer to see the whole scene. These are great to use when presenting the stage at the beginning of a video.
Mid-shots: Tighter shots that focus on the subject or part of the scene. The typical approach to an interview could be considered a medium shot.
Close-ups: It uses to show details, such as someone’s hands typing on a keyboard or pouring a cup of coffee.
Continuity: It is the process of combining the different shots without the video or the message losing coherence. Sometimes these are small details, like a cup of water on a desk staying in the same place in every shot.
5. The Edition
- You have already filmed the video. Excellent! You are halfway there. Now it’s time to edit and shape the audiovisual project.
- Video editing can be confusing. At first, it’s easy to get overwhelmed.
- Fortunately, there are many video editing options depending on your skills, operating system, and budget. There are even able programs and mobile apps:
- “Clipchamp is a browser-based video editor that is compatible with macOS and Windows. Just ready your device and your browser then you’re ready to edit your video.”
- iMovie is Apple’s video editing software. Compatible with Mac and other iOS devices.
- It’s simple, easy to use, and free on all Apple products.
- It allows you to create and edit your videos by cutting clips, adding titles, music, sound effects, necessary color correction, filters, and special effects.
- It is an outstanding choice if you are starting.
- Adobe Premiere Pro is the leading video editing program used by amateurs and professionals alike.
- With a customizable interface and many advanced editing tools, it makes it easy to collaborate with other editors, establish your material, and sync with other plans in the Adobe suite, such as After Effects and Photoshop.
- The only downside to Premiere is the price.
6. The Voice Over
The voiceover is the narration of the video that separate from the person speaking on camera. It is a handy tool to make your content more emotional and fluid.
Not all videos have a voiceover, but if you want to include it, this is what you have to consider.
Find a location: If you can’t go to a professional studio, choose a quiet room away from outside noise, such as sirens, opening and closing doors, and people on the phone. Read the script out loud and pay attention to the acoustics of the room. Does your voice echo? If so, consider a different space or add furniture to fill the room.
Prepare: Practice makes perfect! Before recording, read the script several times and note pauses, transitions, and difficult words.
Try and listen: Think you can record the perfect voice in one take? We recommend repeating the text out loud several times as a vocal warm-up. If you hear popping or whistling coming from your mouth, try standing further away from the microphone.
Chill out! Make sure to read slowly, pause, and take breaks while recording your voice. Sometimes all you want is a sip of water.
How to Analyze the Results of Video Marketing?
Before the initiation of any marketing campaign, it is essential to determine your main objective. It could increase brand awareness, engagement, or even conversions for a free trial of an app.
It’s crucial to choose just one or two goals for each video to lose focus on the message. When you think about these goals, you should consider the personality of your target audience.
All these questions can help determine what type of video you should make and where you should post it (Youtube, Vimeo, Website, Facebook, etc.).
For example, suppose your target audience is unfamiliar with your company. In that case, you probably need to focus on brand awareness on a robust platform like YouTube, which also has its video optimization techniques.
1. Several Views
- The number of times your video has been view also called reach.
- It should note that each platform measures a visit differently.
- For example, a statement on YouTube is 30 seconds, while a picture on Facebook is only 3 seconds, so we recommend reading each one’s characteristics well.
2. Playback Rate
- The percentage of people who watched the video divided by the number of impressions it receives.
- This metric helps determine how relevant or engaging your video is to your audience.
- If thousands of people watch your video, but only a handful of people watch it, it’s probably time to optimize your content.
3. Sharing and Comments
- Comments and social shares are good indicators of your content’s relevance to your target audience.
- If a user watches the video and takes the time to share it, we have done an excellent job.
- And the more times it is shared, the more it will see.
4. Video Completion
- If you took the time to make a video, you want people to see the entire video.
- The ending of a video is the number of times a video play in its entirety.
- This metric can be more dependable than view count when trying to determine the success of your video.
5. Completion Rate
- The completion rate is the number of people who completed your video divided by the number of people who viewed it.
- Are all people falling at a certain point? It could be a sign that the happiness is generating the expected interest.
6. Bounce Rate and Time on Page
- If you are thinking of adding the video to a web page, look at the bounce rate and the number of time people spent on the page before leaving it.
- I guess after so much information. You may feel a bit overwhelmed.
- It is normal. All the work that video marketing requires may seem daunting at first.
- Still, with a little practice and patience, high-quality content can quickly produce, so if you’re ready, grab a camera and start filming—time to do video marketing.
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