In Marketing

Nowadays, people have short attention spans that are only growing shorter. If you’re producing mountains of written content on your website, it’s likely many people will lose interest in it. This is where the power of video content comes into play.

Video is a fantastic tool that provides significant advantages when it comes to engaging people with your content. Over half of the people visiting websites will click on a video if one is available. Videos are a keen way to show off company culture, products, services, and various other aspects of your company.

As a medium, video shows creativity and captivates viewers. An entertaining video can have considerably more impact than other kinds of content and keep people coming back for more.

Barriers to Production

Unfortunately, many businesses are not creating videos. Maybe it’s a lack of experience with video creation platforms. Maybe it’s the perceived expense involved. Or, maybe it’s simply not knowing where to begin.

Luckily, there are plenty of inexpensive and easy ways to produce material that stands out.

Video Production Programs

Video is easier to produce than you might think. Plenty of programs are easy to learn and have low monthly rates. Here are a few popular programs:

  • iMovie is a free, easy-to-learn video editing program for Macs. It’s intuitive interface is perfect for beginners.
  • Moovly produces fun animated videos with a platform that’s easy to learn. It offers beginners a free 30-day trial with paid packages that range from $24.92 to $125 a month.
  • Vyond is very similar to moovly if you take the time to learn the platform. Vyond also offers a free 30-day trial, and features paid packages ranging from $39 to $159 a month.
  • Adobe Premiere Pro is a timeline-based video editing program developed by Adobe Systems. Adobe Premiere Pro starts at just $20.99 a month.

Types of Video Content

Different kinds of videos can serve different purposes; the question is which type is right for you? Here are some of the more common ones that businesses use:

  • Overview videos – This type of video is designed to give you a quick overview of the numerous features of your company along with your products or services.
  • Talking Heads – These videos show your head and shoulders while you talk into the camera. They are particularly effective for promo videos, “about me” videos, or a “first impression” video on your home page.
  • How-to/Explainer/Live Demos – An easy way to explain, show off, and demonstrate how to use products you are selling. This might involve a screen recording, a DIY, or other forms of B-roll (background video).
  • Unboxing videos – A popular type of video that shows what to expect when you purchase a certain type of product. Unboxings are popular in technology and are a great way to show off first impressions of your product.
  • Video Testimonials– Testimonials are an effective way to build credibility and are often used as a focal point on landing or homepages. They often utilize the “talking head” video type but don’t have to. Testimonials can be used on a sales page to promote a specific product or service or elsewhere on your site.
  • Product Launch Series – Often used for product unveilings and promotions, launch series videos are content heavy and are released in a handful of videos. These are not considered sales videos. The idea is to provide value and establish credibility before releasing the final “pitch” video at the end of the series.

Production Tips

There are a few general rules you want to keep in mind when it comes to producing video content.

  • Make sure your videos remain relatively short. A two to five-minute video is typically a good length.
  • Keep your videos objective and make sure they stay on topic. Focusing on one idea per video will make your material easier to follow.
  • Use different platforms to share your content. Posting videos on different social media platforms and websites will allow different demographics to view your content.

The power of YouTube

Statistically, people will engage more with your content if they can watch a video. Since Google is the world’s leading search engine, not to mention the owner of the world’s second largest search engine—YouTube—it’s extremely likely users will find your video content on one of those two platforms.

Having a YouTube channel where you can upload content is a smart way to get people to notice your products or services. Not only will they see it, but people can subscribe to your channel, and get notifications to every video you upload.

Your Turn

If you don’t have many – or any videos at all – try making a couple. Remember to focus on quality over quantity. Videos tell stories, so even the simplest video can go a long way. Creating videos might be exactly what your company needs to engage even the laziest of viewers.

If you’re looking for a way to enhance your video marketing, we’ll gladly help you with the process. Here at Headline Consultants, we can develop a video script for you that will help engage your audience and keep your content fresh. Click here, and let’s go!

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