Think about how often you watch videos online. Not necessarily work related, but just any type of video. Maybe whilst scrolling through the Facebook or Twitter feed? One third of all online activity is spent watching videos, with the average person viewing over 32 videos per month. If those stats aren’t enough to sway you B2B business owners, consider this: 75% of executives watch work-related videos on business websites at least once a week.
The point I’m trying to make of course, is if you’re not using video to market your business, then what the hell are you doing? I’m not saying all of your campaigns should be centred around video, but to leave it out completely could mean losing out on an entire audience that you’ve neglected by only using text. So, without further ado, let’s talk film: how you can use it for your company and how you can do it without breaking the bank.
Using film to promote your business
Marketing’s changing and we’re seeing companies use more and more interesting ways of reaching their buyers. A lot of the most successful marketing videos released over the last few years actually had anything to do with the product or company. Sure, they’ll be loosely related, but mostly videos are just used to tell a story whilst evoking an emotional response, then you see the glimpse of the companies logo at the end. This idea sits at the very core of content marketing. Let the story work it’s magic, then make the connection to your company somewhere afterwards. It’s a much less invasive way of connecting with your audience.
Your video marketing should be centred around story-telling, and what with 1 minute of video being estimated to be the equivalent of 1.8 million words, it’s not a stretch to say that video is one of the most effective ways to tell your story.
Videos come in several shapes and sizes and aren’t a one size fits all. As with everything, it greatly depends who you’re targeting it at. There are a few constants though – a couple of lessons we can learn from past successes to get a glimpse of the science of making videos…
Videos that go viral or get a whole hell of a lot retweets share a few things in common. Firstly, they appeal to our emotions. Evoking any kind of emotional reaction in the viewer is sufficient to get a share, but research has found that the most shared content has an upbeat vibe about it. So, keep it happy.
Keep it short and sweet
Almost 50% of viewers will have stopped watching your video before the 1 minute mark has elapsed, so either make your video shorter than a minute or ensure there’s no build up at the start where a viewer has to wait for the action. Most viewers won’t wait around to see your emotional last scene at the 5 minute mark!
Here are a couple of videos that gained a huge amount of shares with barely any mentions of the product at all. Notice it’s all about telling a story, getting an emotional response and then dropping the company logo at the end…
Worlds Toughest Job
Fireman Saves Kitten
Making your own video
You don’t need a huge budget to make an awesome video for your company. The GoPro video above was actually a user submitted video. All you really need is a great idea and some way to link it to your product.
Remember, the idea here is to tell a story. Ideally a story that will invoke a positive emotion in the viewer. If you’re a lawyer who specialises in separations, you might not want to take the comedy route. Or maybe you do – it’d certainly be unexpected and a little controversial. I’ll let you make such decisions yourself.
Get a camera
But you already have a camera on your phone, don’t you? Sure, you’re not going to get the polished products that the big guys are producing, but fortunately, video quality isn’t what makes content sharable. A smartphone camera has made many a video go viral and it will continue to do so!
Download some free editing software for your computer. Mac’s are shipped with iMovie and I believe Windows Movie Maker still comes for free with Windows. That being said, it’s pretty inexpensive to purchase Adobe Premiere now they offer a monthly payment subscription.
If you’ve got a spare £80 lying around, I’d recommend getting an external mic for whatever camera you’re using. The entry-level Rode Microphones start from £60 and are reviewed well. High quality sound can make the entire video feel better produced, so this is definitely an inexpensive area where you can bump up the production.
All that’s left to do is share the video on social media. If you’re going to share it on Twitter or Facebook, add captions to the video. A very high percentage of videos on these networks are watched on mute, so it’s definitely worth adding.
If you’d like any help putting together a video for your company or product, we’re happy to help out. Leave a comment below or drop us an email to firstname.lastname@example.org