If you’ve paid attention to trends in the marketing world over the last few years, then you’ve probably noticed that video has become a major player in the content space.
Video is a great way to engage your website visitors. It’s a digestible way to engage with complex topics, search engines love it, and it’s a much more visual and entertaining way of interacting with the same content that might have someone bouncing from a lengthy blog post.
Video is here to stay, and if you want to keep up with people who have been in the multimedia game for a while already, you’re going to need some great ideas for marketing videos moving forward.
These are just a few ways that you can avail video for your future marketing efforts.
Ideas for Marketing Videos You Can Use Right Now
Reusing Existing Blog Content
When it comes to video marketing, reworking existing blog content is the lowest hanging fruit. It stands to reason that you’ve already been writing blog content for your website (if you haven’t you really should be), so why not take what you’ve already written and turn it into a video?
Utilizing content that you’ve already created as a video is a relatively quick process that you can turn around to make newer blog posts more engaging and older posts relevant again.
In some cases, you’ll want to re-work the content a bit. Lengthier, low-level blog post might be turned into a truncated video, making the concepts a little more digestible to your viewers. This way your video isn’t bogged down with too much information, which can cause your viewers to stop watching before it’s over.
Your goal here isn’t to get people to avoid your blog posts altogether after all. Rather, you want them to get hooked by the video, and read on for a more detailed description.
In other cases, you might want to take your blog post word-for-word and turn it into a video. This can work wonders for your SEO as your blog post then effectively acts as a transcript. An example of this would be online video reviews, which frequently take the writers’ thoughts and turn them into a more engaging video essay.
At the outset, explainer videos can seem a little intimidating, but they absolutely don’t have to be.
No one knows your product or service better than you, so no one is better qualified to talk about it. If you have a more complicated offering, like an alarm system for example, your customers might benefit from a series of videos explaining how to perform more complex tasks on the devices.
Additionally, explainer videos can be very appealing to people who are considering your offerings but haven’t yet made a decision. It shows that you’re mindful of your customer’s needs and are willing to make their lives as easy as possible.
In most cases, these videos are as simple as recording yourself talking at a camera against a solid coloured background. Your explainer video doesn’t need to be anything fancy, especially if you don’t have much in the way of video experience.
For the more advanced, you can get creative to produce something like the ever-popular-and-at-this-point-maybe-a-little-played-out whiteboard explainer video.
I’m not suggesting that you do exactly that, but these videos are very popular for a reason. They move quickly, they’re eye catching, and they’re relatively easy to produce. As long as you have a whiteboard, proper lighting and some patience, you can create an explainer video that emulates animation, without the need to learn complex motion graphics.
If you have the know-how or the willingness to learn, however, creating animated explainer videos is a great way to capture the attention of your viewers.
Webinars and Live Video
If you want to create video for ultimate engagement, then you can’t do much better than live video. There’s a little more going on in the technical department when it comes to running with live video, but the freedom to engage with viewers while they’re watching your content is something that no other content type offers.
Webinars serve largely the same purpose as explainer videos do – your goal is to break down some of the more complex aspects of your products or services to an audience who’s considering them as an option.
However, webinars are a little more complicated than simply pointing a camera at yourself and reading from a script. Live video is inherently more emergent, considering you are performing – without a safety net – live in front of an audience. This isn’t something that comes naturally to most people, but it becomes easier over time.
Initially, it’s a good idea to do a few dry runs before you go live, to get a little more comfortable talking in front of the camera. It also helps if you have a second person to work off of – people are much more natural speaking to one another than they are trying to present themselves.
It’s also helpful if you can have someone monitoring the video to watch for any technical hiccups. Webinars and live video are being broadcast in real-time over the internet, which is just asking for something to go wrong. It’s important to have a plan in place in case of malfunction.
Though producing a webinar or live video can be a little more difficult (and a little more stressful), it allows you to connect with your audience in a way that other video types don’t. Because you have a live audience, you’ll be able to field questions they may have that you didn’t get to in your presentation. This can work wonders for your lead generation, as people won’t be waiting around for you to get back to them for days at a time.
This may all sound a bit daunting, but there are platforms out there that make the process a little easier. GoToWebinar, for example, makes hosting a webinar fairly simple. If you’re seeking another platform to host your live videos, there are plenty of places online to do it, like Twitch, Caffeine, or YouTube Live.
Just note, these hosting sites might require the use of streaming/broadcasting software in order for you to manage your scenes and devices. Open Broadcaster Software (OBS) is an easy to use, free platform that allows you to connect to these services relatively hassle free. There’s a bit of a learning curve, but there are tons of tutorials out there that can help get you up to speed.
One area where video is becoming extremely important is on social media.
Whether you’re creating content to boost engagement or you’re looking to create more visually appealing ads that stop people from scrolling past, video is a great way to go.
Platforms like Facebook’s Ads Manager include rudimentary video editing tools, and can even create videos for you provided you’ve uploaded images that play nicely with their video creation tool.
There are even awesome third-party services out there – like Lumen5 – that will generate a video based on a block of text you upload or a landing page you link to, but for a truly custom experience, you’ll want to create your own videos.
Depending on what platform you’re creating the video for, different video lengths tend to perform differently. Here’s a quick rundown on video length best practices by platform:
Long-form videos aren’t out of the question on Facebook, but you have to ask yourself, are people going to stop scrolling on their phone and engage with a ten-minute video? Probably not. The optimal length for a Facebook video tops out at around 2 minutes.
A video ad should hover between 5-15 seconds.
Because Instagram is more mobile focused than Facebook, your optimal time is a little bit shorter. Around 30 seconds is going to be the maximum time that you should shoot for with your videos, with ads remaining around the 5-15 second mark.
Longer-form videos will perform better on IGTV, Instagram’s sister app.
If you’re looking to achieve higher brand awareness, your video should keep to under 30 seconds. If you’re looking to tell your product’s or brand’s story, a longer-form video of up to 10 minutes might be a necessity, but nothing should exceed that length.
Twitter already constrains videos to two minutes and twenty seconds, but most people drop off and scroll by at the 45 second mark. Aim to keep your videos under that length.
While longer form videos might be a necessity in some cases, you can see that there’s a trend among social videos which is to keep your message as brief and to the point as possible.
It’s also a good idea to put yourself in your audience’s shoes when creating social video. For example, most people will likely be viewing your content on their phone with the volume down or on silent. Therefore, it’s a good idea to include subtitles in your social videos.
People allow themselves to get intimidated by the idea of video marketing, but the truth is, there’s nothing to be intimidated about.
We’re all walking around with cameras in our pockets, capable of capturing high quality video. If you’ve got a solid-coloured wall in your office, there’s your backdrop. If you feel like you’re not capable of memorizing your lines, there are applications online that will turn your computer monitor into a teleprompter.
The barrier to entry for video marketing has never been lower, and if you want to up your game a little bit, there are ways to do it without breaking the bank. This lav mic sells on Amazon for $19.99, this tripod for your smartphone will reduce shakiness for under $25.00.
Gone are the days where a full video editing team was the necessity to create video content for your website. Video has become more immediate in recent years, making it much easier to add to your content stack.