The internet and social media have completely transformed the modern marketing and media landscape, transferring control from traditional TV and radio companies and democratizing publishing in ways never before thought possible.
Just twenty years ago, if a company wanted to promote itself via video, it would have had to invest in expensive production companies and pay often prohibitively expensive advertising rates charged by media companies. However, these days, with the web, smartphones and affordable camera equipment, it’s now possible for all companies to bolster their online marketing with video content.
The power of video
Video has by far the highest engagement rate of online media and stats show that 91.8% of social platform users watch online videos (this number is far higher for services like YouTube and TikTok). If done correctly, video can have a hugely positive impact on your online promotions and help build followers to your social pages.
Tips to make your video stand out
While it’s true you’ll likely achieve better results enlisting the skills of a professional video production and editing company, there is still a proven market for less polished content – and it can even have the effect of creating a greater sense of one-to-one personalization.
If you’re looking to generate your own video content for your firm, below are some tips you should bear in mind:
Rule 101 – know your audience
People are surrounded by media these days from a glut of sources so you must tailor content to your audience to help make it stand out. This means producing video content that grabs and retains your viewers – and, of course, something they’ll find interesting. For example, Canary islands video production company might post content about their previous Tenerife video portfolio.
Make engaging content:
With video, you have the opportunity to show rather than just tell and one of the most effective and engaging ways to grab users is by making how-to, user-guide videos of your products. This is a particularly effective, subtle method of advertising since both you and the viewer benefit.
Remember people are busy
It’s proven that videos under one minute have the best chances of engagement so, while you perhaps feel you’re crafting a one-hour masterpiece worthy of Spielberg himself, most viewers will simply switch off. As a rule, you should always try to keep things succinct and only include the key information.
Use the correct tools for the job:
Modern camera phones film with impeccable detail but it may also be worth investing in some semi-pro camera equipment, microphones, tripods, etc if you plan to use video as a main promotional channel. When it comes to software, there is a huge range of apps available – some are free (like the excellent DaVinci Resolve) while you’ll need to pay for others (e.g. Adobe’s Premiere).
Have a clear message
Linked to the point above, before filming, try to have a very clear idea of what you want to say and how you’re going to project your message. Often it helps to use prompts with your key information. If possible, you should try to avoid reading from a script as this looks unnatural and a little fake – simple bullet points should be enough to ensure you cover everything you need to say.