The human brain processes visual information 60,000 times faster than it does spoken word and 70 percent of marketing professionals say they get the best results by using video content. So, why aren’t you using video?
Yes, creating video content can seem like a daunting task. An Tran, vlogger and founder of “MTL Food Snob,” and Stephen Gardner, president and creative director of Gardner Productions Inc., can help you get started. In the webinar, “Become the Next Marketing DiCaprio: Winning video content strategies for every marketer’s budget,” both Tran and Gardner showed how they continue to succeed in the world of video, and how marketers can, too.
Here are the top three things you should know when you decide to take a dive into the world of video content.
1. Story Line
Gardener says every video needs to have a story line. “Don’t just tell your story, show it.”
A good story line will catch your audience's attention and keep them interested. This is important — YouTube ranks videos based on average watch time. You want to keep your viewers eyes on your video for as long as possible, and creating an interesting story line can help with this.
Having a plan before you start will help you focus on the message of the video. Plan your video in a pre-production meeting with your team. To create a story line, map out what video shots and dialogue you will need. Brainstorm ideas so when the day comes to film, you are prepared.
2. Social Media
Social media is crucial to the success of your video content. Tran says she uses social media to accompany her posts on the food blog.
First, promote your video on social networks. Send a tweet letting people know when look for the finished video and give them an idea of what it will contain. During the production process, put a behind-the-scenes photo on Instagram. It will intrigue the audience and remind them to keep an eye out. When the video is ready to go live, take a short clip from it to post on social media. You can post a quick clip on Instagram or Facebook to grab attention.
Once the video content is out in the world, go to social media for audience interaction. Tran says she looks to her comment section for feedback and ideas from her viewers.
As always, don’t force it — know your social media audience and don’t stray from what your brand is all about.
3. Feature Humans
How do you evoke an emotional response from the audience? Show humans in the video. Harold Sumption, founder of the International Fundraising Congress said, “First, capture their hearts and minds, and their wallets will follow.”
Higher profit, of course, is the end goal of a marketing campaign. Accomplish that goal by emotionally connecting with your audience. According to Gardner, emotion that is backed up by compelling facts drives people to act — to buy your product, invest in your company or try your service.
Tran says she saw a higher view count on her blog when she started featuring humans in the content. She went from 100 views her first month to 250 views after she incorporated people in the pictures and videos. Even her Instagram posts received more likes when they show pictures of people. For Tran, more views and likes equals more exposure, and that leads to a higher profit.
Once your video content is ready to go, Gardner says it’s important to make sure the video plays well on mobile phones, not just laptops and desktops.
For more tips on creating great video content, register to view the webinar in its entirety here.