More and more companies decide to use video in their marketing strategy. In fact, a Hubspot survey reveals that more than 50% of consumers prefer to watch promotional videos over other types of advertising content, why is that? According to Susan Weinschenk, Ph.D., also known as “The Brain Lady,” and author of six books on consumer behavior, video intensifies our attention and focus, as we have been designed to pay attention to movement and noise. For this reason, the use of video has gone from being a simple marketing tactic to one of the main advertising strategies for most businesses – according to a study by Wyzowl, 91% of marketers consider video an important part of their business. marketing strategy. Thanks to new technologies, consumers are watching and sharing video on a scale never seen before, and luckily, affordable, high-quality cameras have made video content production an achievable reality for everyone. Here we will introduce you in step how to make a video to promote your company, going through what are the most popular types of video, how to produce it and how to edit it.
Where do I begin?
Until recently, producing high-quality videos that were packed with exciting and engaging visual content to promote a business or brand was a tactic unique to high-budget companies dedicated to marketing. But thanks to technological and communication advances, the production of videos to promote your company is more profitable than ever.
So we have this article for you in which you will find practical and specific tips to create a one-minute promotional video.
Let’s see then the steps to follow to create a quality video to promote your company.
1 Get a Basic Recording Kit
To shoot video content, you will need 3 basic elements:
A camera : based on your budget, it can range from using your mobile phone to a professional video camera. You can shoot great high-quality video simply with your smartphone’s camera; Filmmakers such as Steven Soderbergh and Sean Baker have confirmed this to us by shooting award-winning movies with iPhone 5s cameras. Later we will talk about light and background to make your video look great.
A microphone : we know most of the cameras come with a built-in microphone, we suggest investing in an appropriate microphone to capture your message and ensure that there is not a lot of background noise. After all, in a world with so many different types of content and more than 400 hours of video uploaded every second to platforms like YouTube, you have to create good quality content so that your audience decides to take part of their time to interact with your video.
Editing software : you may need to trim, edit and finish your video, so you need to work with the right software. Currently there are many free options like Movie Maker for Windows or iMovie for Mac; there are also professional programs like Adobe AfterEffects and there are many online tools for creating promo videos in minutes with various templates like FlexClip, Animoto, Etc. We will teach you later how to make your experience with the editing software enjoyable and simple, and to edit your videos so that the story evokes the best reaction from the viewers.
2 Create a Content Strategy
Videos are one of the most powerful marketing tool because they have a strong emotional effect on viewers like no other format. They are ideal for establishing a deeper relationship with potential consumers by conveying feelings through a visual experience. A well-made video gives viewers an opportunity to experience something and consider how they would feel in the given situation.
Within the content strategy, you should consider what type of video you want to create to promote your business. To encourage your audience and get them to interact with your content, you need to get your brand to tell a story that inspires and delights . Next we will talk about the types of video that will be able to execute that plan:
Best known for the phrase most used when searching for content, “How-To’s.” As consumers, when we want to know something, we cannot miss Google or YouTube to find the answers or solutions. According to Google, searches for educational videos are up 70% year-over-year .
Every time a potential client encounters your business or service, they will want to know what the experience of other clients has been in order to ensure that they will make the right decision when choosing your company.
Companies that benefit from these videos are many, as you can take control of what would end up being an online review and turn it into a story that evokes positive feelings in your potential customers.
In ord benefits of your best product there is no better description than a video, where you can explain and showcase what makes it special. ¿ Why is a great way to promote your company? Well, the data is clear: a study by McKinsey Insights has revealed that in a world with a lot of products to choose from, when the consumer has a test of the experience or the product in action, they are much more likely to buy it.
For your video to be memorable it must have an interesting dialogue , the narration must be fluid; It should be long enough to explain the product but not long enough to bore the viewer. It must be professional but above all it must evoke empathy in the viewer and establish a relationship .
Another theme that is repeated a lot in successful product videos is taking part of the video time to focus on the problem that exists in the life of the consumer and how the product offered by the company is the solution.
This is the type of video that could be in the “About The Company” section of your website. The aim of this video is to tell the viewer about the essence of the brand and the business. It’s one of the best way to promote your business and differentiate yourself from your competitors.
erA good presentation video is used to share your business vision with your audience . It is the ideal opportunity to share with the audience everything that makes you proud of your business: the strengths, the small and big details, the achievements and even a little of the history. Remember that it must be short and entertaining to captivate the viewer.
3 Video Production
So now you know the most effective types of videos to promote your business, it’s time to make your type of video. Before do this, you must first identify your visitors.
To know your audience is vital to your marketing strategy : it will guide you from the moment you develop your content strategy, until the final moment when your video becomes a piece worth sharing.
To know the requirements and needs of your audience will help you determine what kind of video will be best, and you can organize the information in a way that makes sense to the viewer and can evoke the feelings that will connect it with your business.
Knowing who your video is aimed at will allow you to effectively communicate your message, and achieve your fundamental goal: increase your sales .
4 Choose a Platform for Video
You have two ways to upload your video online : You can host the promo videos directly on your website, or there are some social platforms that you can use to share them, such as YouTube or Vimeo.
The second way is the most effective one, because not only does it allow you to easily share and embed your video on your web page, it also gives you a huge outreach opportunity.
Considering YouTube as part of your strategy will give you the opportunity to tap into the massive audience that this popular video platform offers . Currently, it is the largest social video platform in the world.
YouTube offers a fairly friendly and easy-to-use interface for those who don’t have much practice uploading videos. The ideal would be to create your own channel for your company and associate it with your other social networks to keep the audience together and give them a sense of community.
Now you know from the previous content about how to make a promotional video for your company and what are the best tools to record, edit and publish it. You can get a conlusion that making a professional video does not necessarily require a large production team.
Just remember that you are producing a video to convey emotions and call for action. Let your creativity lead the process and study your target audience. With this in mind, you can create an engaging visual experience that is tailored to your needs.