How to Create Marketing Videos - 10 Important Points

June 16, 2017

This is the first of a 3-part blog series that will share information from several recent webinars I had the opportunity to watch regarding video creation, specifically for business people. This post will provide a brief overview of the presentation.

 

 

Click here or on the picture to access the presentation on the BriteTALK website.

 

 

 

Why is this information important? According to KPCB’s Internet Trends forecast, 74% of all online traffic in 2017 will be videos. It is notable that 2017 is the first year in which more money has been spent on digital marketing (online video marketing) than on traditional TV advertising (Source: eMarketer). This coupled with the ability for almost anyone to make videos and post them to any number of social media sites has made online videos a great way for businesses to get their brand out in front of a larger audience than ever before.

 

That said, creating a video is a bit like cooking. The great thing about doing either one is that you don’t have to be an expert or have a large budget to make something people will really enjoy. I would gladly choose my grandmother’s french-fries and gravy over many gourmet meals. However, while you don’t have to be an expert, both endeavors take practice, preparation, and at least a little bit of passion.

 

I recently watched the above mentioned webinar entitled “Lessons Learned by an Accidental Video Creator.” It is a video that I would highly recommend watching. The presenter, Doug Thomas, was a lot of fun to listen to. The interesting thing about Doug is that he that he does not like to be on camera. Sound familiar? This is something I hear from many professionals I meet while training them to use our video marketing apps. The solution to this problem basically comes down to editing your videos enough that you get over seeing yourself on camera. This is something I am still working on.

 

I am going to list 10-points that I found interesting from this presentation. However, if I were to summarize the presentation as succinctly as possibly, it would come down to the following 3 things:

1) Simplicity

2) Passion

3) Good Audio

 

Here are the 10-points that I took away from Doug’s presentation:

 

1) Start Fast – Spend 40% of your time on the first 10-seconds. The beginning of the video is what is either going to grab your audience and keep them watching or make them look for something else. Keep any introductions extremely brief. Get to the point.

 

2) Think in Visuals – Take out excessive words. Let your images do most of the talking whenever possible.

 

3) Creative Text – This was in reference to closed captioning, which we will highlight even further in one of the next posts. An important point was made that this is not only to benefit the deaf. Captioning is extremely valuable for business people who may be working in environments where they cannot turn up the sound or on Facebook where videos often begin playing without sound.

 

4) Think Frugal – Expensive equipment is not necessary to make a good video. An external microphone plugged into a quality smart phone is all you need in many instances.

 

5) Sound Equipment – This basically goes along with point #4. Doug and other experts agree that if you are going to spend money on anything, it should be on a microphone. The reasoning is that if the image quality is great but the sound quality is bad, your message will be lost and most people will not watch your video.

 

6) Be Aware of Your Space – Be mindful of items (or signage) in the background. If you work at a Ford dealership, the Chevrolet sign from across the street should not show up in the background of your video (if at all possible). You would also want to be careful of logos on your clothing. And if you are filming in your office space, it is not a bad idea to at least clean up the space that will be visible on the camera. I remember watching a commercial of a woman selling insurance. The commercial showed her sitting at her desk. Her desk was so cluttered, all I could imagine was my paperwork getting lost.

 

7) Spend Time Learning to Edit – He mentioned that you can pick up some good techniques just by thinking about what editing techniques are being used in your favorite TV shows. Watch the transitions they use to go from one scene to the next and the positioning of the cameras. He mentioned software, such as Audacity (a free audio editor). We have two apps, Dealer Video Suite and Real Estate Vids, that are designed to help business professionals easily create videos. One of my favorite video editors is GoPro Splice. It is free app that I picked up for my iPhone. It is fairly easy to use, and while it does not have all the bells and whistles of a full-feature editor, it can do quite a bit. (Here are two example videos shot with only an iPhone and then edited with the Splice and Dealer Video Suite apps).

 

 

 

8) Passion Over Production – Doug talks about how the best videos come from things you are passionate about. Sometimes the things we are passionate about are things we do not like. Can you create a video that highlights a solution? For example, image you are a real estate agent that finds a certain part of the home buying process a pain in the butt. Can you make a video that will educate your customers on how to make that process easier?

 

9) Use Analogies – Think of your product or service, and then try to explain with a SIMPLE analogy. Imagine that you were trying to explain the analogy to a child. Point of caution: do not use analogies that could be misinterpreted as offensive or that are not understood easily understood by your target audience.

 

10) Make Time and Space to Create – “... if you get into the right mood, then your mode of thinking will become much more creative. But if you’re racing around all day, ticking things off a list, looking at your watch, making phone calls and generally just keeping all the balls in the air, you are not going to have any creative ideas.” – John Cleese

 

Our next post will review the basics of creating video content.

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