Video Every Business Needs
Once upon a time, a business owner might have been forgiven for questioning whether online video might be yet another ‘trend’ or ‘latest fad’. However, as we hit the second half of 2017, it’s clear that online video content is skyrocketing faster than ever, making up a staggering 80% of all internet traffic this year alone.
It’s a huge statistic but if you ask us, it’s not at all surprising given that video is one of the easiest ways to effectively communicate to people in a world where consumers are time poor and seeing more content than ever before. In addition to being engaging, video increases conversion rates meaning all businesses need to have solid online video content (and ideally, a Strategy) to compete in today’s marketplace. Video rewards you with better ranking results on search engines like Google (aka Search Engine Optimisation or SEO) and sees people staying on your site for 2 minutes longer on average.
Just starting out with video? Need some pointers to guide you in the right direction? Our team at Just Video Production have put our experienced heads together and come up with our top 3 videos we know every business needs.
1. Quality testimonial videos
What’s more powerful than you shouting out to the world how great your business is? Getting your customers to do it for you! A quality testimonial video is one of the most effective ways to demonstrate how you solve your customer’s problems and is a handy tool for any business out there. You’ll notice the best websites dedicate an entire section to testimonials and for good reason too. Think about the process you undertake when looking for information about a product or service – you’re likely to look at reviews, ratings or comments provided by others. Take the work out of it for your customers by creating a testimonial video that rewards your business with credibility and is the perfect PR piece.
It’s important to source the right customers for a testimonial video… the people who believe in your brand and communicate effectively. On camera, you want them to be as natural and comfortable as possible so help them out by giving them a list of questions that helps them to think and create their own script that speaks positively about your business. To say thanks for their time, you can offer the customer a freebie or special offer to show your appreciation.
In this example, you’ll see how a 55 second testimonial is effective in communicating a few key messages, ending with a strong call to action.
2. A team or company presentation video
Commonly called the ‘About Us’ video, the idea of a team or company presentation video is to capture your brand and the people behind it in 2 to 3 minutes. When your customers see the people who are the heartbeat of your business, it allows them to connect with your organisation on a deeper level. The effectiveness of this kind of video comes down to the ability to ensure your team’s personality shines through, while reiterating the importance of team work and showcasing snippets of the ‘how’ behind your work.
When Just Video Production embarked on this Company Profile video for IPMG, we set out to construct a video that included the history of the business and key information about the company such as how many people it employs, what it does, how it differs from its competitors while also showcasing some of the highly reputable brands IPMG works with.
3. Product demonstration videos
Simply said, these videos allow your product to be the star of the show – they explain what your product is and its value to your target market. We love these videos because you can really have a lot of fun with them and inject your company’s personality into the final product. Essentially, these videos are all about showcasing your product from all possible angles, giving viewers a complete picture as to what they can expect.
All of these videos are professional in nature and allow their subjects to showcase the brand in question, its products/services as well as their customers. At Just Video Production, we love all things video and we’re committed to ensuring that businesses of all sizes can tap into and maximise video content without blowing their marketing budget.
5 Questions To Answer Before Filming Video Content
Thanks to Smartphones, computers and the rise of social media, more people are jumping on the video bandwagon than ever before. For people like us who love video, it’s really encouraging to see people whipping out their Smartphones and jumping onto social media and getting involved. Our team has come up with 5 questions that we strongly advise people to answer before they release their video out into the world.
Question #1 – Is my content engaging?
It sounds like a silly question but this one is best answered with this in mind: not everyone will enjoy the topic you choose to talk about. Is your video going to be engaging enough for people who aren’t automatically drawn to the topic at hand? Take a step back and answer this one honestly. In terms of delivery, we always tell people to be themselves on camera. If you’re naturally conservative and you try to make a joke or add humour to your video in an unnatural way, it won’t be beneficial. Likewise, use your judgement. Humour is a great tool but you wouldn’t want to use it in a video that has a very serious subject matter front and centre.
Question #2 – What am I trying to achieve?
When people post a video, there is always a motive. It could be to educate their target market, to tell people about a special or offer you’re running for a limited time, to raise awareness about a certain matter… whatever it is, get clear on what exactly you’re trying to achieve with your video. Doing so will help you to ensure you get the best possible results.
Question #3 – Will people watch past the 10 second mark?
And when we say ‘people,’ we don’t mean employees, friends or family members! Think about how noisy every platform is these days. Regardless of whether you’re placing your video on Facebook, YouTube or even on your own website, people are time poor and they typically tune out after a few seconds if you haven’t managed to gain their interest. Upon viewing your final product, stop the video at the 10 second mark and consider if you’d keep watching (if you weren’t the one filming it of course).
Question #4 – Is my video sharable?
We need to talk about a couple of factors here. Everyone wants their video to go viral but honestly ask yourself: is this the kind of video people are going to share? Generally speaking, people will share videos that they find amusing, funny or believe can help others within their network. You also need to make it easy for people to actually share your video – if you’ve uploaded it onto your website but people can’t click a button to share it via email or their social media platforms, you’re making it harder for your video to be shared. Don’t forget to upload your video on YouTube, Facebook, Twitter, LinkedIn and wherever else you can to encourage others to share it.
Question #5 – Do I have a call to action that is enticing and easy to follow?
This one’s really important. After watching your video, what do you actually want people to do? Sign up for an email newsletter, purchase a product, click on a link to find out more information… whatever your call to action is, make it clear and ask yourself if the content within the video relates to what you’re asking people to do. If it doesn’t, you need to go back to the drawing board.
In our books, it’s fantastic that more and more people are becoming interested in filming videos. While DIY videos definitely have their place, it’s wise to consider if a DIY solution is appropriate for your business and what you’re looking to communicate and represent with your video. Remember, your video is an extension and reflection of your company and your brand.
Mistakes To Avoid : 6 Video Marketing Sins
By now, we’re sure you’ve heard how important it is to incorporate video content into your overall marketing strategy. Reports suggest that video will account for 80 per cent of all internet traffic by 2019. It goes without saying that there is a difference between creating a video and creating a video that contributes towards your long-term business goals.
In our line of work, we encounter many businesses, some of which have already dabbled into video marketing and others, who are investigating their options.
Here are the 6 most common video marketing sins we encounter on a regular basis.
Sin #1: Your video doesn’t speak to your target market
Many businesses fall into the trap of wanting to market their products and services to everyone. Those in business for long enough will know that not everyone is going to become a customer. Video is far more effective when focusing on one group of people and how your product or service can assist them and their pain points. When scripting your video, decide who your video will address and be sure to speak in their language. The more defined your audience, the better the result.
Sin #2: It’s too long
As business owners, often, we are incredibly passionate about what we do. Sometimes, this leads to people creating a video that is too long. The ideal length of your video depends on a number of factors but keep this in mind: many thought leaders estimate that you have about 20 seconds to capture your audience’s interest. In other words, you need to lead with strong content. Think about the last time you watched a video that you found disinteresting – how long did you continue watching before switching off? Chances are, it wasn’t too long.
Sin #3: The video is poor quality
Platforms such as Facebook Live and Zoom mean making video content is far easier and more accessible to almost everyone than ever before. There is definitely a place for DIY videos but it’s incredibly important to consider your branding and your messaging when opting for a professional video or a DIY job. For instance, if your target market is high-end customers, you need a polished video. Consider what you’re looking to showcase with your video and use your judgement wisely.
Sin #4: Failing to brand your video
Again, this is more of an issue with DIY content but we feel it’s important to discuss. Ultimately, you want people to remember your company’s name and what you do after watching your video. You can have the best video in the world but if your potential customers don’t walk away remembering your business’ name, you haven’t succeeded with your video marketing. You can easily brand you video with your logo, your website URL, prompts to social media channels and so on. Doing so shouldn’t be an afterthought!
Sin #5: Your call to action is unclear
We see this one often when a video is trying to do too much. A video that tries to jam-pack too much information into a short period of time ends up confusing people more than anything. You need to direct your potential customers as to what you want them to do after watching the video. Popular calls to action include: “Visit our website,” “Head in-store” or “Give us a call now.” Never assume people will connect the dots and know what to do next.
Sin #6: You haven’t put together a strategy to market your video
Like any other form of marketing, you need to make a commitment to video to see real results. The chances of you making one video and seeing it go viral within a 24-48 hour period are unlikely. You need to consider where you’ll place and promote your video and then monitor your video analytics regularly to determine what’s working and what isn’t. What dictates your strategy from the beginning is what you’re aiming to achieve with your video content and how that will contribute to your long-term business goals.
How To Make A Video On A Budget
There’s good reason video is the latest digital trend – Insivia are reporting that one-third of all online activity these days is spent watching video. When you stop and consider your own habits as a consumer, this statistic is not at all surprising.
- What hits you as soon as you log onto Facebook? Video.
- What notifications are Instagram pushing more and more? Video.
- How do you churn up all of that time on YouTube? Video.
More and more, video is becoming part of our daily lives and thanks to the likes of Facebook Live and Instagram stories, we’re all invited to have a little bit of fun. More businesses are experimenting with DIY video as part of their marketing mix and quality video production is now more affordable than ever. Back when we started out in this business, only the big corporates could afford to make a video and then promote it via TV commercials and so on. The rise of the internet has been a big game changer because it’s made video and its promotion, accessible to almost everyone.
Most companies know they need to get into the video game but allow their fear of blowing their company’s budget to hold them back. The team at Just Video Production have put our heads together and come up with 5 basic pointers that’ll steer you in the right direction as you embark on the wonderful journey that is video production.
Tip #1: Do your homework
Chances are, some of your competitors are already experimenting with video. Take a look at their videos and then study which videos seem to be doing the best and think about why. You’ll find that different content pieces perform differently across different social media channels. For example, a video that scores a heap of shares and likes on Facebook, might miss the mark on Twitter. An easy way to save money to begin with is to avoid replicating what you know doesn’t work with your audience.
Tip #2: Understand why you’re making any video
What is your goal in making this video? We’re not talking about the desire to go viral but more about whether the video is being made to inform, to entertain, to disrupt your market and so on. Properly ascertaining the why ahead of time ensures you go into the pre-production phase with a clear head and idea as to what your video needs to do in order to be successful.
Tip #3: Know you’re not making a Hollywood blockbuster
Given how long we’ve worked in the industry, you can imagine how many times clients come to us with these larger than life ideas. We love this kind of thinking! Unfortunately, when you’re on a lower budget, you need to understand that replicating something like the Matrix Neo bullet time scene, isn’t going to happen. And honestly, if you’re making a video for professional purposes, you don’t want special and fancy effects detracting away from your key messages anyway.
Tip #4: Ask the right questions when engaging with a third party
At Just Video Production, we have a very deliberate way of working. We meet with our clients to understand their unique needs and business goals beforehand and then from there, provide a fixed quote and timeline for the project before work begins. Don’t fall into the trap of paying an hourly rate for video services or not getting an ETA as to when your video will be ready to go. This simply isn’t the ideal way to start any business relationship and is likely to cause grief in the long-term.
Tip #5: Realise the hard work begins once your video is made
Uploading your video to YouTube and hoping people will stumble across it, isn’t the kind of strategy that’s likely to generate results. Think about all of the channels you’ve got on-hand, which typically perform best and then how you can tap into this and leverage it. Some of our most successful clients have been clever in partnering with other businesses that provide complementary services to help them to push their video in what becomes a mutually beneficial relationship. While not impossible, thinking your video is magically going to go viral because you’ve just uploaded it somewhere, is unlikely. Put a strategy together and do everything you can to spread the word about your video.
Of course, our number one tip is to contact us to chat about your video production needs. We’ve worked with different sized companies across numerous sectors and can show you samples of our work. Our Just Video Production team is incredibly passionate about what we do and we’d love to help you to get started with video or on your next project.