Again in my day, all on-line content was text-based. For those who had two animated .GIFs on an internet site, you needed to wait 30 seconds for the location to load. 4 .jpgs on a website would crash your browser. We have been grateful when posts have been simply phrases! We didn’t whine about “visible stimulation” or “content selection” again then, let me inform you.
In fact, we additionally dressed like this:
So perhaps we didn’t get every part proper. For higher or for worse, the early days of the Web are lengthy gone, and trendy shoppers need video content. Over half of all individuals on-line watch videos daily. They usually’re not simply watching cat movies and Jimmy Fallon clips: 59% of executives say if textual content and video can be found on the identical matter, they like the video. And 54% of senior executives share work-related movies with colleagues weekly.
It’s extraordinarily probably that your audience needs video content. Manufacturers that create helpful, partaking video will shortly surpass their rivals who don’t. So whether or not your model sells child strollers or enterprise-level cloud-based SaaS options, it is sensible to get into video.
Granted, video might be difficult and costly. You would spend hundreds of dollars on gear, rent somebody to shoot and edit the ultimate product, or flip your convention room right into a fully-functioning tv studio. However there’s no have to go that far to see if video matches your content technique.
Listed here are 4 low cost methods to get began with video content marketing. However first:
Make Video A part of Your Content material Advertising Technique
Don’t apply random acts of video. As with all of your content, your video ought to match inside your content marketing strategy. Meaning every video ought to have a transparent goal in thoughts, a plan for amplification, and a method to measure success. Hold the essential questions of any content creation in thoughts:
- Who is that this for?
- Why ought to they watch it (what’s in it for them)?
- How will they discover it?
- What do I would like them to do after they watch it?
Be sure to reply all 4 questions earlier than you begin planning your video content. Upon getting your technique nailed down, you should use these methods to start out creating video with out busting your finances.
The simplest approach to create video content requires no digital camera setup, no appearing expertise, and minimal upfront funding. Slideshow movies mix nonetheless pictures with transition results and overlaid textual content. They’re easy to make, however surprisingly versatile and compelling. The only solution to begin is with Fb’s slideshow creator – it’s a great way to experiment with the shape and in addition create some compelling Fb advertisements.
As soon as you understand the fundamentals, there are many cheap instruments that may create some surprisingly versatile movies. Choices like Moovly and Animoto supply the whole lot from inventory photographs to licensed background music for a nominal month-to-month charge. Right here’s a pattern of how an infographic can turn out to be a compelling animated slideshow with Animoto:
Stay Streaming Video
When you’re able to get extra dynamic together with your video content, you’ll be able to dip a toe into streaming video reside. The obstacles to entry are decrease for stay video versus pre-recorded video; individuals anticipate streams to be casual, low-fi, and off-the-cuff.
All you want for stay streaming is a smartphone and a great web connection. And, in fact, a compelling concept for what you’re going to stream. Listed here are a couple of forms of content which are well-suited for the platform:
- Behind-the-scenes excursions of your facility
- Product demonstrations
- Stay interviews at occasions
- Q&A periods the place you’re taking questions from the viewers
Simply keep in mind to announce your reside streams prematurely, so you’ve got time to construct an viewers. And it’s a good suggestion to have a companion working behind the scenes to remain on prime of feedback and monitor viewers response.
When you use Fb to stream, you’ll get a saved model of the video which you can additional promote to those that missed it stay.
The subsequent degree of video creation is to create polished, edited video, which can or is probably not scripted. A “vlog” is probably the most casual instance of such a content. Vlogs often consist of 1 or two individuals addressing a single digital camera, with some modifying and results added in after the very fact. Consider a vlog as a video blog publish, content which may cowl the identical subjects as your written content, however in a extra visually compelling method.
You possibly can create a vlog with nothing however a smartphone digital camera or laptop computer webcam. However it’s value investing somewhat in lighting, digital camera, and microphone setup for a extra professional-looking finish product. For instance, right here is among the first vlogs that we did for TopRank Advertising, utilizing a webcam and pure lighting:
And right here’s a newer one, utilizing a tripod-mounted digital camera, a number of lights, and lapel microphones:
There’s a marked distinction within the high quality of the video, with a minimal funding in gear.
One of these video may be made with the identical setup you may use for a vlog – an honest high quality digital camera and some lights are all you want. However as an alternative of specializing in individuals studying content, a demo or explainer video focuses on demonstrating a course of or giving a how-to. In case your product providing lends itself to demonstration, it’s straightforward to create compelling video that will get watched.
For instance, right here’s a video made with virtually no finances and a smidge of post-production that at present has almost 40 million views on YouTube:
Tasty’s YouTube channel has nice examples of this sort of video, too. They use time-lapse and intelligent modifying for lightning-fast recipe movies, and have earned over three million subscribers:
Much less demonstration-friendly options (like, say, cloud-based SaaS) can nonetheless use an identical format, with an evidence as an alternative of a demo. Simply make positive your video has these primary fundamentals:
- Make it temporary (lower than 5 minutes)
- Maintain it sensible and helpful
- Make certain it’s understandable with out sound (85% of Fb video is watched on mute)
Lights (non-compulsory), Digital camera (elective), Motion (required)!
Video is quickly consuming the web. As cellular connections get quicker and knowledge caps part out, it should solely get extra well-liked. Your audience is probably going already on the lookout for video content about your business.
You don’t want a considerable funding to attempt video. Begin sluggish, with slideshows that don’t require any particular expertise or gear. Check out reside video for a low-stakes subsequent step. After you have honed your expertise and are able to make minor investments, you possibly can transfer on to scripted, edited content like vlogs and demo movies.
Study extra about creating compelling video content in our interview with Cisco Creative Director of Marketing Tim Washer.