By the wonderful Jessica Olien. P.S. Personal pep talks and ways to say I love…
Want to create marketing videos? Great idea!
Marketing videos are a wildly popular form of content that captures users’ attention and encourages engagement. Many brands use them to highlight their products and services, educate consumers, show off their team members and discuss company values.
In 2018, 85% of internet users in the U.S. watched online video content, with YouTube ranking number one among video and entertainment sites. Plus, as of 2019, viewers spend an average of six hours and 48 minutes consuming various online videos each week.
If video isn’t part of your marketing strategy, you could be missing out. What are you waiting for? Follow the tips below to create stunning and professional-looking marketing videos.
Make Your Marketing Videos Mobile-Friendly
In 2018, 62% of U.S. internet users claimed they watched video content via a mobile device, such as a smartphone or tablet. As a result, you must optimize your videos for both desktop and mobile. Make sure your video platforms are responsive, meaning they dynamically change based on the accessing device’s capabilities.
If you plan to include text, use a large, legible font that’s easy to read — you don’t want to make viewers squint to see your content. You should also zoom in on important messaging, such as your brand name, contact information, services and products available and your website URL.
Focus on the Story, Not the Sale
While consumers might watch your videos to learn more about your brand, product or service, they don’t want a sales pitch. Instead, you need to create value for the viewer. Tell a story — whether it’s about your company, your employees or your ability to solve problems the user experiences.
An excellent example of storytelling is Budweiser’s “Chicago Cubs World Series” campaign. They use the voice of legendary Cubs broadcaster Harry Caray to imagine what it would have been like if he had covered the Cubs’ World Series win in 2016. The video captures the moment’s emotion while showcasing how Budweiser fits into the subsequent celebrations around Chicago.
Pick the Right Background
If you create a video in your messy office, the production value will look low, and users will question your dedication to developing stellar content. You can use real environments, like your company’s interior or exterior, but be sure to choose a clean and professional space.
Another option is to use a fake background. To do this, you’ll need to use a green screen, curtains or paper. While fake backgrounds are harder to set up, they look more aesthetically pleasing and lend consistency to all of your content.
Use a Professional Voiceover
If you want to give your marketing videos a professional and high-quality look, consider using a voiceover. With the right script, you can convey a concise, clear and passionate idea. You can also add to what’s happening on the screen, deepening your message.
Top Flight Automotive uses the voiceover approach perfectly. While the video showcases the Ford Mustang Shelby, the speaker talks about the car’s history and how it ties into the brand’s current values. In-video text highlights essential information, and the voice adds in additional details for engaged viewers.
Think About the Lighting
If you set your camera up in a dim room, users may have difficulty making out details, and they may question your ability to create attractive content. Natural light is an excellent resource and one you can use both indoors and out.
If you shoot outside, try to start an hour after sunrise or an hour before sunset — these times, often dubbed the golden hours, will offer you the best look. You can also take advantage of a cloudy day to avoid sun glare. If you stay inside, pick a room that gets lots of light through multiple windows. You can also add additional artificial lights, like ceiling and table lamps.
Follow Tried-and-True Rules
There are a few guidelines that videographers follow to capture stunning shots. One of the most common is the rule of thirds. In your camera’s settings, activate the 3×3 grid, which creates intersections across the screen. These lines dictate the best place to put your subject and draw the viewer’s eye.
If you want to do a close-up on someone’s face, one suggestion is to cut off the top of the subject’s head, not their chin. For far-away shots, don’t leave too much space above the subject’s head, as it can distract the viewer.
Create an Instant Hook
Today’s online users have short attention spans, and you have mere seconds to capture their interest. If you want to develop a successful marketing video, spend some time thinking about your hook. How can you engage your audience right off the bat?[Video link, if you want to use it: https://www.youtube.com/watch?v=X5zgG1m-Avg]
One great example is Android’s “Friends Furever” campaign. The first second of the video starts with an orangutan’s arm around a dog. On the next screen, we see a baby chick cuddling with a cat. The video is adorable and irresistible, mimicking a video compilation on YouTube rather than an advertisement. Everyone is instantly hooked, because who doesn’t love cute animals? The video ultimately became the most-shared ad of 2015.
Film in Short Segments
Watch a few marketing videos and look at how often the screen transitions to a new take. A long take can get boring, plus they’re harder to film without making mistakes. A shorter take, on the other hand, engages viewers. It also means less information you have to remember while shooting.
Another benefit of short takes? They make it easier to edit your video in post-production. If you don’t like a take, you can eliminate it without making your video look choppy. It’s also a lot quicker to reshoot something that didn’t turn out the way you expected.
Start Creating Your Marketing Videos Today
Video dominates the marketing sector, and that trend won’t likely change soon. If you want to expand your brand’s reach and engage your target audience, start making stunning videos with the tips above.