VIDEO MARKETING =LINK=

The length of time someone spends looking at a post as they scroll through social media is the same amount of time it takes to snap your fingers. The motion in video naturally captures short attention spans and makes people pause. They remember more of the content seen in videos than the content they only read or hear.

VIDEO MARKETING

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Every business is a good fit for video marketing. Since the invention of the television, video has become an invaluable part of the digital marketing toolbox. Advances in technology will allow organizations in any industry to optimize content for their audiences.

As they move through the conversion funnel, your video content is an opportunity to change their mindset. The next video marketing message can start to answer their questions and give them more information. If your audience is returning customers, your message will most likely cycle back to emotion to nurture and foster the connection they have with your brand.

Also think about what emotion you want your story to impart on the viewer as you craft your story. Do you want them to laugh? Should they feel inspired or happy after watching your video? Whatever emotion you want your viewers to have, think about that as you write your script. Everything from the props and the location to the colors and the wardrobe will communicate this, so choose every detail wisely!

Social content videos are short video clips created solely for social media platforms like Instagram, TikTok, Facebook, LinkedIn, and more. These are usually fun, playful, engaging, and designed to be shared. They can include lifestyle shots, a montage of scenes relating to your product or service, short interview sound bites or quotes, or just a beautiful shot of your product.

Explainer videos are videos that teach your audience more about your company, brand, product, or service. Like social content videos, almost any video can be an explainer video, the only requirement is a focus on how your company solves a particular problem.

Explainer videos are excellent introductions to your brand. They should quickly and efficiently explain what your company does and why that matters. Typically under three minutes, explainers end with a strong call to action and offer a simple solution to a complex problem.

A product video tells your audience about your best-selling products or services and their top features. It shows your product in action and helps increase consumer confidence in your company or brand.

A lifestyle video is any video that appeals directly to your target demographic, helping them visualize how your product or service fits into their way of life. Beautiful visuals, actions shots, and stunning imagery should set the mood and epitomize the lifestyle you want to associate with your product.

Animated videos have the power to engage and captivate your audience like no other. Animation is an interesting style because it can be used independently of the content in your video; almost any type of video can be made in the style of animation. But animation is especially powerful when it comes to explaining difficult-to-understand concepts or technology.

Search algorithms are increasingly prioritizing web pages with video and videos now appear in 55 percent of Google keyword searches. Besides helping your website rank on relevant searches, videos also make your snippet (or the actual result listing content) bigger and more eye-catching, meaning searchers will likely see it before they see other results on the page.

Publishing your video across all your owned channels is probably the easiest way to distribute your video, and the one method that cannot be ignored. It includes every channel you own, like your website, PDFs, digital documents, email lists, ecommerce pages, apps, and more. These channels are the primary sources of information about your company and brand, so use every single one you can intelligently and with purpose.

Because you own these channels, there should be no issue using them to distribute your video. With a simple website update or email blast, your video can be in front of more people, telling your brand story to those who most want to hear it.

View count is important here, but so is your number of unique visitors and brand awareness and recall lift. Luckily, most video hosting platforms share these data points, so they should be easy to come by. Lifts in viewer perception are a little more difficult to find, but are often measured by surveys or quick questionnaires on platforms like Facebook and YouTube.

Keep an eye on those crucial watch metrics (views, view-through rate, impressions), but also focus on metrics like return visits and repeat purchases. These will show you just how trusted your brand is, and how successful your video is at delighting post-purchase.

You also want to use your data and insights to adjust your future video strategy. View-through rate should inform the length of your video, audience demographics should inform content, characters, and voice-over in your video, and most successful distribution channels should inform where to prioritize distribution efforts. Use this data to create a more detailed strategy next time around so you can set up any future marketing videos you create for success.

But between strategy, equipment, and editing software, video marketing is still pretty complicated. Keep reading to learn everything you need to know about video marketing strategy or use the links below to jump to a specific section.

Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.

Before you set up, record, or edit anything, start with a video marketing strategy. Why? Because every decision made during the video creation process will point back to your video's purpose and what action you'd like your audience to complete after watching it.

Think of video as a shorter, quicker, and less expensive version of your favorite film. While a video needs fewer resources to succeed, it can still be a time-consuming and expensive process. You can save time and money with planning and project management.

Create a clear timeline for every step of the process and plan for occasional delays. Even a small video production relies on the skills of many different people. So, you want to make sure that even with unexpected challenges and changes you can still deliver your video on time.

With your budget, skills, and resources in mind, think about the creative roadblocks that might arise. Do you need a designer to create lower third graphics? Are you going to create an animated video or a live-action video?

You can default to using the metrics available in your platform of choice. But this can make it difficult to figure out if your video strategy is performing over time. It can also make it difficult to measure the effectiveness of multichannel video strategies.

At this point, the consumer is weighing their options and deciding on the purchase. So the goal of these videos is to make your audience visualize themselves successfully using your product or service.

You also want your customers to tell their connections about their experience or promote your brand themselves. So, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists.

Instructional videos can teach your audience something new. These marketing videos can also build the foundational knowledge they'll need to better understand your business and solutions. Your sales and service teams can use videos like this as they work with customers.

This type of video can help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company's core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business's solution.

One of the best ways to prove this is by creating case study videos that feature your satisfied, loyal customers. These folks are your best advocates. Get them on camera describing their challenges and how your company helped solve them.

Use HubSpot Video Hosting or Loom to record yourself recapping an important meeting or giving personalized recommendations. These videos create a delightful, unique moment for your prospects and can drive them deeper into the purchase journey.

Most video scripts are probably shorter than you think. Keep a script timer handy to check your script length as you write and edit. For example, a 350-word script equates to a video that is nearly 2 minutes long.

Lavaliers can be wired or wireless. But lavaliers can be uncomfortable and distracting for the talent (who has to have a wire threaded down his or her shirt) and for the viewer (who has to see a microphone for the whole video).

Three-point lighting is a traditional setup for video lights. It involves three lights placed strategically around the subject. This approach creates a soft light that makes your subjects look their best on camera.

For example, if your marketing team wants photo stills from your video shoot to use for the blog, get those photos before breaking down the set. This will help your team get more value out of your time and resources.

Video experts often credit 24fps with a more "cinematic" look, while 30fps is more common, especially for videos that need to be projected or broadcast on a larger screen. Ask the end-user of your video what they prefer. Then, be sure your resolution is at least 1920 x 1080 to maintain quality footage.

What does aperture mean for your video? When a lot of light comes into the camera, you get a brighter image and a shallow depth of field. This is great for when you want your subject to stand out against a background.

If you're just starting out with manual video settings, don't get overwhelmed. It takes time and a lot of practice. While understanding aperture, shutter speed, and ISO can help you shoot great videos, there is one more important factor: white balance. 041b061a72