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Video marketing has become an increasingly powerful tool for engaging customers and promoting your business. Whether you’re a budding entrepreneur or a big brand, video marketing can make a huge impact on your business growth.
Videos play a huge part in increasing brand awareness, influencing your customer’s purchase decisions, as well as building engagement and connection with your audience. And people just love videos in general. In fact, 91% of consumers are demanding more video content from brands. If you haven’t jumped to the video marketing bandwagon yet, you’re losing out on huge growth potential.
In this article, we’ll give you a comprehensive guide on how to create compelling and dynamic videos as well as give some examples of video content that you can do for your business.
Let’s dive in.
Best Practices For Making Dynamic Video Marketing Content
1- Make your videos exciting at the start
Did you know that the success of your video marketing relies on its first three seconds?
According to a study done by Facebook, people spend only 2.5 seconds on a content on desktop, while only 1.7 seconds on mobile. If you don’t grab your audience’s attention in the first three seconds, chances are they’ll just scroll over and move on to the next video.
But how do you make your videos exciting? Some ways you can do this are to use storytelling, incorporate humor, include the element of surprise, use eye-catching graphics, or present your main point as soon as possible.
2- Focus on short videos
People’s attention span has been dwindling down. It’s best to keep your videos to no more than 2 minutes for the best results.
Short-form formats such as YouTube Shorts, Instagram Stories, and TikTok videos have been gaining popularity in the past few years. Try to utilize this format more.
3- Pay attention to your thumbnail
Think of your thumbnail as a movie trailer. lt should be enticing enough to grab your audience’s attention, while still providing enough context as to what the video is all about. Your thumbnail can make or break your marketing success.
So how do you create great thumbnails? Some tips are:
- Show a human face – 72% of popular YouTube thumbnails show a person’s face. Video views can even go as high as 2.3 million views if the faces are showing visible emotions such as happiness, sadness, fear, or anger.
- Be colorful – Bright and colorful thumbnails garner 617K more views compared to their less colorful counterparts. Try using colors such as yellow or red, or ensure a good contrast between the background and the main visual point.
- Use text – Text can give additional context to your videos. Make sure the text is large and easy to read.
- Add your logo – Thumbnails with branding or logo have 1.2 million more views compared to videos without. If you don’t have a logo yet for your business, now’s the time to do so. Look into some logo maker tools to get started.
- Have consistent branding – Consistency with your thumbnails is key to making your videos recognizable plus building familiarity with your audience. Use the same color scheme, text placement, layout, graphic style, etc.
4- Use your brand voice
Speaking of branding, make sure you align your video with your brand voice.
If you don’t know what brand voice is, it’s your brand’s personality — the tone, style, or language that is used in all of your marketing materials. Notice how some brands tend to use Gen-Z slang, while some brands like Apple prefer a direct and assured tone? That’s the brand voice.
Try to find a video type that can fit with your branding. If you have funny and relatable branding, you can go for meme-like videos. If you have a friendly and approachable branding, you can go for laid-back videos such as “Day in the Life” or behind the scenes.
5- Make your videos as high-quality as possible
High-quality visuals are crucial in producing a successful video. Be honest, would you want to watch a blurry or shaky video? Probably not.
While you may not have the budget for a production company to shoot your videos, it doesn’t mean you should scrimp on quality. Make sure your video is well-lit, stable, and has good audio. You can do this by investing in a good camera, microphone, and tripod. Consider a gimbal and light reflectors if you have an extra budget as well.
Editing also plays a huge part. You can use software like Adobe Premiere, Final Cut Pro, or Wondershare Filmora. But if you’re looking for free ones, you can use iMovie or Android’s native Photos app editing features.
6- Think of the sounds
Think about how you scroll through your videos. You probably just scroll fast mindlessly and have the sounds off, right? You’re not alone, as 83% of people also watch videos with the sound off.
Take that into consideration when making your videos. Make sure your videos are understandable and entertaining even without sounds. Adding captions can also help. According to a study from Verizon, 80% of viewers are more likely to finish a video if it has subtitles.
- Focus on vertical videos
7- Focus on vertical videos
90% of people watch videos on their mobile phones. This is not surprising with the influx of smartphones plus the added convenience it brings. This is why it’s important to optimize your videos for mobile viewing.
Focus on using vertical videos instead of horizontal ones. A 1080×1920 video dimension should work well for all social media platforms as well as for your mobile phone viewers.
8- Use strong CTA
Call to Action or CTA are cues for your audience. They serve as a guide for what they should do next or what you want them to do. Remember those “Download Now!” “Buy Now!” or “Sign Up Now!” buttons that you see? How about the “Like, share, and subscribe” that you usually hear from your favorite YouTubers? Those are examples of CTA.
A great CTA is direct, straightforward, and eye-catching. Sprinkle them strategically on your videos or use voice-overs to guide your audience accordingly. If your CTAs are in text form or visual (like a button), make sure they visually stand out.
9- Optimize for SEO
SEO is not just limited to blog articles or websites. It also plays a key role in ensuring that your audience can actually see or find your videos.
Make sure your video titles are optimized. Include keywords in your titles, video description, as well as your video file. Make sure to tag your videos with relevant keywords and hashtags.
10- Repurpose your videos
Video production takes a lot of time, energy, and resources. Make the most out of a single video by repurposing it for your other marketing materials.
Instead of just posting on one platform, post it on all relevant social media platforms. Or you can cut a longform YouTube video and turn it into a short TikTok ad. How about splicing multiple videos to make a Reel? Or try converting a short part into a GIF.
Play around with your videos and let your creativity fly. This can also breathe new life into your underperforming videos, as a different format or channel might make them more effective.
Examples of Video Marketing For Your Business
The type of video content that you’ll create should be based on your branding as well as your industry. To put it simply, a tutoring service and a makeup brand will have different audiences and will therefore use different content.
However, there are some videos that are applicable to a variety of businesses. Some examples are:
- Explainer videos
- Behind the scene videos
- Company culture videos
- Interviews or Q&As
- Customer testimonials and reviews
- Product demonstrations
- FAQ or customer support videos
- Webinars
- Social media videos
- Video ads
- Animated videos
Some other types of content that you may consider are live streams, user-generated videos, or influencer videos. Again, think about your audience and choose a video type that will appeal to them. However, don’t be afraid to experiment and try to vary your format from time to time.
Conclusion
The importance of video marketing can’t be understated. They are a must-have for any business that wants to inform, engage, and connect with their customers. Follow the tips above and you should be on your way to creating dynamic and compelling videos for your marketing campaigns.
Janella Malapad
Janella Malapad is an outreach specialist at DesignCrowd. She spends her free time playing volleyball on the court, carrying enthusiasm, and embracing the love of the sport when she’s not lost in the captivating landscapes of poetry. You can reach her through Linkedin or her email janella.malapad@designcrowd.com
