Video marketing is becoming a tool that businesses can no longer ignore. The combination of plummeting costs, expanding presence, simplified production, and easy distribution has created a perfect environment for high-impact promotional videos on any budget. But not all videos are created equal. Here are six things to consider:
- Don’t Advertise. The best videos tell a compelling story without becoming just another advertisement. One entrepreneur created a new way to stay in touch with friends and family as a result of the death of his brother. Why did you decide to do what you’re doing? Find the most compelling, heart-warming, intriguing aspect of your business and tell the story.
- Keep it Short and Simple. With a little effort, you’ll be able to think of hours of content. Now, chop that content into 1-3 minute stand-alone segments. Don’t put seven dog-training tips into one video; make each tip a separate video.
- Consider the “How To.” The purpose of a “how to” video isn’t to provide step-by-step instructions for a viewer to create a product. The purpose is to capture viewer interest. One jet ski manufacturer shot a video showing how they make their jet skis at the factory. It was a huge success, even though not a single viewer made their own jet ski.
- Make it YOU. The best videos are those that include a lot of personality. If your employees are zany, off-the-wall characters, let viewers see that in your videos. If you are passionate about what you do, make sure your videos show that passion. One way to avoid being too scripted is to talk about things that you normally talk about. If you normally sell office space by walking around with potential tenants, do the same on your video.
- Practice Presentation. Most people tend to have monotone voices and do strange things with their hands when they’re being filmed. Learn what you need to work on and practice — but not too much. Too much practice can kill spontaneity.
- Pull the Trigger. Believe it or not, one of the biggest challenges in producing videos for your business is simply trying too hard to make it perfect. You’re not producing an epic film, and it is entirely possible to post 10 videos in one day. Find the right balance between quantity and quality.
Using these tips, you can produce popular videos to create a comfort level about doing business with you.
By Chuck Chamberlain, ELP Editor-in-Chief