Video usage and consumption is most certainly on the rise (our 2018 trends piece failed to disappoint). Just take a look at these staggering video marketing stats below that will have you reaching for your camera in no time. Speaking of cameras, you don’t need to have the latest 4k RED Epic professional camera to create a well-made video. So pull that iPhone out of your pocket and start filming!
- 81% of businesses use video as a marketing tool now, up from 63% in 2017
- Viewers retain 95% of a message when they watch it in video compared to 10% when reading it in text.
- The average user spends 88% more time on a website with video.
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
Wondering how you can kickstart your video marketing strategy? Here are five ways you can start. Each example is listed by the scale of difficulty, the first being the easiest to create with the least amount of experience.
1. Animated GIF’s
If you don’t have any experience with shooting or editing videos and are looking for somewhere to start, this is your first step. We’ve all seen them, from funny memes to promotional emails, GIFs are a great way to capture attention while keeping file sizes down, making them a perfect fit for email and display ads.
Want to create your own GIF from a series of photos? If you’re a Photoshop user, bring those JPEGs to life with this tutorial. Want to create one from a short video clip (a ‘boomerang’ as the kids say) try this free app.
Take this example from a post-purchase email from Allbirds, a simple yet effective way to get your attention.
2. Event Recap
Planning a fundraising event, alumni weekend, or keynote speaker? Think about how much more enticing it would be to link to a 1-minute clip of last year’s event in your series of invite emails. Let your audience see for themselves how much fun your event was. The raffles & giveaways they might have won, or the special guests that they missed out on. And the food, remember how amazing it was?
Want to take this a step further? Use the event as a chance to gather micro-content from the day itself. Maybe gather five different 15-second interview clips with industry-leaders, clients, and students. Get a video marketing 2 for 1 by showing your product in action at an industry event.
This recap from INBOUND 2017 does an excellent job showing quick highlights of the inspirational speakers that were present and all the fun the attendees had at the event.
3. Video Homepage
For most of us, a stock photo sticks out like a sore thumb. Don’t get me wrong, that image you have on your homepage of the “young working professionals collaborating in an office” is definitely a testament to your hardworking, team-oriented staff but at what expense? Where’s the personality?
Of course, this is not to say that you should go running your latest white water rafting highlight video with dramatic special effects set to “Sail” by Awolnation. In fact, keep the sound off altogether or at least optional, as auto-playing videos is a controversial subject in itself. Tasteful is the real key word here. You want to create something captivating but not annoying.
A great example of a video homepage is the RI Tourism website. The stunning aerial imagery of the RI coastline, followed by shots of the restaurant scene, fun things to do in the city, and wildlife make for an enticing draw.
4. Product Videos
Did you know that by 2019, global consumer Internet video traffic will account for 80% of all consumer internet traffic (via: SmallBizTrends). That means that if you’re not pushing out any video, you’re missing out on all of the exposure other brands get from theirs. Don’t just tell people how awesome your product or service is, SHOW them with video.
What makes a great product video? The key here is not to just show all the bells and whistles of your product or service, but to show how it fits into the bigger picture of your customers’ lives. Start with a problem and end with the solution. The best way to get people interested in your product is to explain how it will solve their problem, so focus on the pain points. Also, try telling a bit of a story that shows who the people behind your brand are, people like to feel like they are “on the inside.”
In the great fight for attention in the digital space, videos have a ton of placement options. Whether you plan to use a video marketing for a sponsored ad, in-stream or pre-roll ad, or just want to share organically with your followers, know the platform-specific specs and time limits BEFORE you shoot. If you plan the shoot correctly and have an experienced editor, often times you can repurpose the same video for multiple mediums.
Untuckit does a great job in this 30-second spot below showing how their product is the perfect solution for a common issue that many men have, finding a shirt that looks good untucked.
5. Explainer Videos
Similar to product videos, explainer videos are great for an intricate product or service best understood with a video demonstration. Think intangibles like software, patented technology, theories or ideas etc. Often featuring illustrative imagery, explainer videos are anything but cartoons and distill complex information into a digestible format.
So the next time you try to tell one of your potential customers how your patented ultra-secure data piracy scanning software works, think about how easy it would be to show them a 1-minute explainer video on the matter. After all, how do you expect people to buy your product if they don’t even know what it is or how it works?
Unless your pretty video savvy, leave these up to the professionals as they usually require significant processing speed to render all the 3D elements and involve a storyboarding and copywriting process.
The fun animations and rockin’ soundtrack used on this Spotify explainer video lend itself perfectly to the type of service they offer. No need for a voiceover on this one.
So let out your inner Spielberg and start creating your next video marketing masterpiece!
Dave is a Paid Search Strategist at Incentric. Fascinated by the way buyers make purchase decisions, you’ll usually find him optimizing a PPC campaign, researching keywords or trying to keep up with the latest Google trends. If not that, he’s probably out on the water or up in the mountains, depending on the season.