How to Make Your Video Content More Effective

January 20, 2022  •  Leave a Comment

This year, video content will be king. So let’s talk through how you can shake the nerves and make excellent, lead-generating video content for your business brand.

Before I go any further, If you’re a little too nervous at this stage to adopt a video marketing strategy, get in touch for a chat about how I can help you promote your business with video content.

 

We’re living in the age of Tiktok, the social network that has taken the world by storm with its entertaining viral short-form clips. Scroll down your Facebook and Instagram feed and you’re more likely to stop at a video clip than you are at any other kind of post. Why? On average, we give less than 6 seconds of our time to a social media post before moving away. Your content has to grab attention really quickly.

Here's an example of a 20 second video which shows the companies capabilities in aircraft lighting 

It might seem a little intimidating to put yourself and your business in front of a camera but there are ways to produce great visual content with a little bit of time and ingenuity. Video marketing should play a leading role in your inbound marketing strategy; if you don’t embrace it, you’re at risk of falling behind the competition. 

Let’s stop procrastinating and get started. After all, we’ve had a couple of years getting used to seeing our faces on screen thanks to virtual meetings so it’s just a question of taking the next step with confidence.

  1. Do you know your ideal customer?

Before you plan your clips and brave the lens, think about your ideal customer. Will your video content appeal to your target audience? If you’ve done your research you’ll know your customer demographics:

  • where they live
  • their age
  • their gender
  • their interests
  • their education
  • their pain points/problems
  • their purchasing habits. 

Armed with this crucial information you can begin to shape the kind of video content that will specifically appeal to them. Taking the time to research their ‘pain points’ will help you figure out how your business can present itself as the solution. Crafting a video content plan that incorporates language and visuals that attracts the interest of your defined audience will be your next step before uttering the immortal phrase, ‘lights, camera, action’. 

Make your content count and don’t be tempted to post video clips that have nothing valuable to say or don’t include a call to action. The only exception here is when you swap direct selling for more light-hearted, entertaining content. Why should you do that? Constant ‘hard sell’ can get tiring for the viewer.

  1. What’s your end goal?

Embarking on a video marketing campaign is fun and will certainly boost your business profile but do you know why you’re making clips? Is it to sell a particular product or service? Or is it to encourage more social media engagement? Maybe you want to direct people to your website? Working this out is instrumental to your material. Having a clear goal and incorporating a call to action into your content will ensure your video reaches the right people.

  1. Your video content

Now that you’ve agreed upon your target audience, have a clear goal and a firm call to action, you get to the fun part: the content. Whether you’re doing a live stream and answering questions from followers or posting a behind-the-scenes clip of your business operations, you’ll want to engage viewers with short, inviting phrases, share stories from your day and…smile.

Here a few tips that will help you on your way:

  • Be yourself - this may seem obvious but try to come across as naturally as possible: approachable, friendly and knowledgeable. Take the time to practice your script in front of the camera so you can get used to seeing your face on screen. Recording yourself will allow you to see your progress during practice sessions. Yes, it might be painful but it’ll really help build confidence. 
  • Repurpose - you don’t have to start from scratch. Repurposing a written article or blog for video is a great way to start your video journey. You know the subject matter, all you have to do is create a script from already existing content. 
  • Keep it short - as I mentioned earlier, attention spans are getting shorter and shorter, so aim to keep your clips below the 2-minute mark, ideally under a minute. Live streaming is different, naturally, but even then 30-minutes is sufficiently long enough to successfully engage with viewers and get your message across.

 

Remember, it doesn’t have to be perfect, it just has to be authentically you. With regular video content hitting your social media and website, you’ll find yourself building relationships with your customers in a whole new way.

Now that we’ve covered the basics, if you’re ready to get started and explore video marketing further, as a videographer I can provide you with my expertise. I am passionate about creating beautiful images and works of art.  I know that not every video can be a visual masterpiece, but that's my starting point, my vision.  Although I love to be creative and try out new ideas, I understand you have a business to run and you have worked hard to establish your brand image. Together, we can boost your brand to the next level.

Click here for more details about my services.

 


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