When you think about online marketing, a lot of people would automatically think about prints and images. But as we look at our society now, marketing videos are slowly gaining momentum. In recent years, video content has become the most selling marketing strategy in the market, no matter what industry.
In 2019 alone, more than 85% of businesses started publishing video content for their consumers, which is 75% higher in 2018. It’s a great leap considering that people used to see marketing videos as merely an option instead of a necessity.
So, if you’re one of the many businesses wondering how to create an excellent marketing video, it’s best to continue reading. Here are a few easy ways to make unique marketing content without breaking a sweat.
Primary Marketing Video Tips
Tip No. 1: Learn more about your audience
Before you start shooting your video, it’s best to get an idea about your target viewers. Learn as much as you can about them and their preferences regarding video style. It’ll help if you understand their preferred message delivery, too.
Once you’ve figured out your target audience, you’ll better understand the content they want, which can help you decide what you can offer them through your videos.
One of the things that you should remember when creating content is to keep things short and precise. Each material should carry an easily understandable message to create a brand. Depending on your product and your viewers, you can make it funny, emotional, or anything that’ll suit their taste.
Tip No. 2: Create a storyboard
If you want to make a compelling marketing video that will cut through the noise, creating a storyboard is the best way to go. Remember that every interesting marketing video doesn’t happen on a whim. It takes a lot of planning and preparation to make it work.
Setting up a storyboard and shooting script together ensures that all your ideas will push through as planned. It’ll also help you figure out the best shots and angles for your project. Keep in mind spending more time to plan your marketing video will help prevent any chances of missing footage as you go on with your shoot.
Tip No. 3: Create an exciting video
The first few seconds of a marketing video is the most crucial part of any project. That’s why it’s vital to grab your audiences’ attention in the first five seconds of your shoot.
We know that you want to convey a story to your audience that will make them want to try your products. But taking it too seriously might bore your target audience, which can make them lose their interest. That’s why companies these days aim at creating marketing videos that can evoke an emotional response to their viewers.
If you find it too difficult, try to add humor to your content and see if you can make them laugh. Eliciting such emotional responses can help you get your message across and make them react.
Tip No. 4: Add a bit of storytelling
One way to create an exciting video is by incorporating a story that can help convey your message. Keep in mind that there’s nothing more profound than sharing a relatable story to your audience. It adds a human element to your every video, which helps you build trust with the consumers.
A few of the most successful marketing videos even made short video series that centers around an inspirational narrative connected to the product that they’re advertising. If you want to do one for your business, you need to use visuals and videos to evoke various emotional responses from your viewers. You can then finish every video with a clear call-to-action that fits your marketing strategy.
Aside from creating heartfelt videos, another way to capture your audience’s attention is producing educational content. You can create videos that teach your audience how to use your product or how to avoid specific problems related to your product. You can also ask your previous customers about their experience with your products and then feature them in some of your videos. Doing so will help boost your brand trust and can even help you gain more following.
Tip No. 5: Define your project goals
To help you create a compelling story arch, one of the things that you need to prioritize is defining your goal. It’ll help you stay on track and eliminate any chances of wasting your resources.
If you want to stay on track, a few things that you need to remember are planning, shooting, and promoting. These are all essential to the success of your video ad campaign. You should also consider the key metrics to evaluate your video’s performance properly:
- Play rate
- Watch time
- Click-through rate
Tip No. 6: Preparing your presenters
If you’re planning to hire actors or presenters for your project, you need to ensure that proper expectations get set. Letting them know about it will reduce the chances of committing mistakes, which can take a lot of time to reshoot. You should also have a clear vision of what the end product should look like so that you’ll have a clearer picture of what to expect from your presenters.
Reading and memorizing scripts are only a part of every actor’s life. But if you’ll be hiring a presenter, then asking them to do these things won’t be effective. The chances are that these people aren’t used to memorizing pages upon pages of script. Thus, causing them more anxiety than allowing them to have more freedom.
Tip No. 7: Make it mobile-friendly
Almost everyone does all their transactions on their mobile phones, even when it comes to watching videos. So, you can forget about creating video content made only for PCs or TVs. This time, ensuring that your marketing videos fit every mobile device is the best way to go.
Video streaming sites like YouTube and Vimeo have entirely transformed responsive interfaces in every device. You need to ensure that your content is compatible with any platform, irrespective of the screen size. Ensuring that it runs on every mobile device can increase your viewership by a hundredfold each year.
Tip No. 8: Record only the B-roll footage that you need
If you’re planning to add a few snippets of your team’s behind the scenes footage into the final output or edit a couple of scenes from the video, you need to create a B-roll footage file for it.
B-Roll is any footage that isn’t about your primary subject. It’s an ideal way to show some shots about how satisfied your customers are with your products or even some external shots of your production.
If you need to record a couple of video clips for your project but find it too difficult to do it yourself, one easy way to do it is by using stock B-roll footage. There are a couple of websites that can provide you with video footage that you can use several times.
Tip No. 9: Create a catchy title
Although it doesn’t seem like it, your video’s name says a lot about your content. It can influence the way people will search about or attract the audience.
When creating a title for your project, you need to make sure that it’s eye-catchy enough to grab your audience’s attention. If you want it to rank on every search engine, you need to use the right set of keywords to crawl up to various search algorithms. So, whenever people search for a specific topic, your marketing video will pop up.
Tip No. 10: Follow the rule of thirds
Whether you’re taking photos or shooting videos, you need to consider the composition of the finished product. Whenever you’re using your camera to film your videos, you need to keep in mind the “Rule of Thirds.”
Imagine your screen divided into nine equally divided sectors by two separate vertical and horizontal lines. Now, notice the position of your subjects were two points intersect. These are known as anchor points that act as a guide to draw the eye’s attention in the shot.
Remember that the viewer’s eye naturally goes toward the top left of the anchor point. If you want your viewer’s attention to gravitate towards your subject, placing them in that area will do the trick.
Tip No. 11: Use lighting the smart way
One of the most common factors that can ruin any video is lighting. Although it may seem mundane, doing shots that are either too light or too dark can affect your video’s output. There’s always an option to correct the image’s brightness post-production, but it’s still better to get the shot with the right lighting instead of fixing it later. So, to help you with it, here are a few tips that you need to remember:
1. Natural light vs artificial light. One way to help you with it is by understanding the difference between natural and artificial light. Keep in mind that various light sources have different color temperatures. And each of these color temperatures has a different effect on your video.
2. To maximize the effect of each light temperature, you need to ensure that the primary source of light is even and consistent. If you’re recording your videos indoors, you need to avoid areas with a lot of windows to prevent the daylight from affecting your shot.
3. Now that you’re aware of the effects of light temperature, it’s time to learn more basic settings in your camera. You can see the temperature range by checking the camera’s white balance setting. It’ll tell you what “true white” appears in an environment to avoid color casting.
4. Most cameras these days have an auto-white balance feature, but it might be a better idea to set it off momentarily. Try playing with it and see the results. Setting the white balance feature manually can help you achieve a better color-balanced shot instead of relying on your camera.
5. Refrain from spotlighting. People only do ‘spotlighting’ in theatres and Broadway musicals. So, placing your subject in intense direct light can only cause unflattering reflections on your subject. There are several lighting techniques that you can use to achieve the effects that you want. All you need to do is ensure that your subject has even lighting to minimize shadows or harsh spotlighting on your videos.
Tip No. 12: Always listen to the acoustics of your location
Before you start shooting your videos, it’s always best to check the location’s acoustic setting so that you can get rid of any unnecessary noise. There’s a chance that the area might have too many walls, which can cause echoes in the background. There’s a chance that you can get rid of most of these audio problems during editing. But even a slight echo can be quite challenging to remove.
There’s no need to rent a soundproof conference room to do your shoot. But you need to be sure that you’re aware of the acoustic of the location when you’re looking for areas to shoot the film. Doing so can lessen the worries that you might encounter during the editing process.
Tip No. 13: Expect to do multiple takes
No one gets everything during the first shot. Even the most skillful directors and presenters commit mistakes. If you want to make the best video every time, you need to prepare to take several shots of every scene.
On the actual day of the shoot, try your best to run through several takes. Doing so ensures that you won’t miss out on anything that might be wrong with every scene. It’ll also let you edit together the final output using several clips of the same sequence instead of using just one. So, even if you feel like everything well with the first take, consider shooting another one to ensure the quality of your work.
Tip No. 14: Choose your music carefully
Music plays a crucial role in any media project, including videos. It helps the audience relate to scenes better and can even quickly establish positive connotations to a business or a product.
Observe how radio stations create unique jingles that help them build their brand. Music conveys emotions to viewers: Ideally, the music that you play in your content should create a positive vibe that gives the interested customers a similar feeling.
Most marketers often make the mistake of putting less effort into finding the right music. However, some scenes will work best if accompanied by sounds. It works perfectly for scenes that don’t have any scripts or scenes depicting strong emotions.
When choosing the right style for your video, it’s best not to mix different music into one. Overdoing it can create different moods which can distract the audience from understanding the message. So, always remember that less is more when choosing a music track. It’s still better to concentrate on at least one genre of music instead of mixing different music styles in a single video.
Hiring a band to compose a jingle for your company can be expensive. Fortunately, there’s an alternative option that can make things easier for you. It’s entirely possible to buy royalty-free music easily online. All you need to do is find the right track that fits the message that you want to convey to your audience.
When choosing the right music track, take your time and budget into consideration. Find the right mood and match it with your content. Always think about your target viewers when picking the right track.
SoundHills offers one of the best collections of royalty-free music tracks that can bring your content to the next level. Each music track grants you the license to use it anytime you want unlimitedly for your video projects.
Tip No. 15: Arrange all the clips before editing
Now that you’ve completed all the scenes for your video, it’s time to run all files into your software editing program. Most software applications let users create “in” and “out” points for every video clip.
It means that you can trim out parts of the videos to reduce the length of every file. Cutting out a few pieces of the clips will make it easier to adjust each file and put it in the final sequence.
One tip for cutting out scenes is to out the next shot during the subject’s action. For example, if you’re editing a sequence of someone pouring water in a glass before taking the water pitcher, cut to the shot of the subject opening the fridge precisely when the person is holding the fridge door. Cutting away the clips precisely can prevent viewers from getting distracted from the actual scene.
Essential tips when it comes to post-production
Before we discuss more tips about post-production editing, you must familiarize yourself with your preferred editing software application. Various software applications in the market can help you produce professional-quality marketing videos quickly.
Once you’ve already familiarized yourself with it, you can try to edit a few of the clips you already have. When editing a video of someone doing something, ensure that you cut to the next shot while the subject is acting. It’ll make the transition less distracting to the viewers.
After you have all the clips imported directly to your editing software, you can start assembling the rough cut. But before you do so, you need to get all files arranged so you’ll have a better view of what the output will be.
You should also be careful with adding too many transitions and effects to your videos. Unless it’s a parody or a video made to make people laugh, putting too many transitions and effects will only cause people to take your video less seriously. Also, having too many effects can draw people’s attention to the editing, instead of the message.
Don’t expect that you can fix everything during post-production. Although software applications are powerful enough to make any video look professional, you still need to give yourself enough time to go through it to ensure that it’s polished enough for your viewers. Remember that post-production is where you refine your work and shouldn’t be the time to fix any mistakes that you could have avoided if you correctly planned the shoot.
Hopefully, these can help you avoid the most common pitfalls when producing marketing videos. Remember that learning how to make excellent marketing videos takes a lot of time and effort. So, don’t push yourself too hard if you feel like you’re making a few mistakes. It’s all about learning and showcasing that your product is a good idea. So, try to observe how others are doing their marketing videos and see what you can learn from them.
Get yourself inspired by how others use music to their advantage. Remember that music is one of the most effective ways to generate emotions with your customers, send your message across to them, and make your brand unforgettable.