Want to get involved with video creation? Here’s where to start

An introduction to video creation

If you want to impress potential customers, video production is often a great answer. A well-produced, professional-looking video is an ideal way to stand out from competitors, tell viewers who you are and showcase why they should buy from you.

For companies that are looking at this for the first time, it can be a challenging prospect. Many digital marketing pros may consider it to be a costly investment, and if it doesn’t deliver the results you expect, it could be money down the drain.

But there’s no need to panic! Creating stunning videos is easier than you think – especially if you have the support of an experienced video marketing team to help you supercharge your content marketing. Here are a few things you need to know to get started.

Why should video creation be part of your content strategy?

Before you start the camera rolling on your video creation, it’s important to know exactly why you should be creating video and what benefits you can expect to see. This is vital in setting expectations and identifying metrics you’ll use later to determine success.

Why is video creation so important?

Video matters because it gets results. And if you’re avoiding this element of a content strategy because you don’t know where to start, the chances are you’ll already be losing ground to more confident and proactive competitors.

If you’re still not sure, these facts should help make the case for good video creation efforts. According to data from Wyzowl:

• 90 per cent of video marketers say video has helped them generate leads
• 89 per cent of people have been persuaded to buy a product or service by watching a brand video
• 93 per cent of brands acquired a new customer because of a social media video

What are some of the most prominent types of video content?

So you know why you should be investing in video creation. What’s next? The next stage is deciding what type of video content will be best-suited to your brand’s needs and help you meet your marketing goals.

There are countless options when it comes to marketing video production. Do you want a brief ten-second clip to introduce your brand? A step-by-step animation to explain a new product? Or a deep dive on a key topic that showcases your position as a thought leader in your sector?

Making the right decision about where to direct your video marketing budget is crucial. Here are a few of the most popular types of video content you can choose to focus on.

• Social media videos
• Product videos
• Explainer videos
• Animated videos
• Interview/testimonial videos
• Company culture videos
• Webinar/event videos
• Case studies
• Live stream videos
• Employee training videos

What are some essential tips for video creation?

Video can be a great marketing tool if done correctly, but it’s a discipline that takes skill and experience, which is why teaming up with the right partner is so valuable. However, if you are going it alone, there are a few key things that you should always be aware of to ensure you’re doing it right. And even if you are turning to the professionals, it helps to understand some of the basics of what a video template should include.

What is the best video creation advice for beginners?

If you are just getting started with video content creation, it can seem like there’s a lot to think about. However, keep these basics in mind and you’ll be well on your way to producing a high quality video, whether you’re at home, in your office or on location. 

• Tell a story: Good storytelling is at the heart of every strong video, no matter how long it is or what the topic is. Focus on your key message and jot down some key points or takeaways you want to get across.
• Know your audience: Who are your intended viewers and what do you want them to take away from the video? Use personas to identify their key interests or pain points for you to address.
• Have a clear script: A script isn’t just what your actors or voiceover will say. It also sets out the structure of the video and ensures you can organise the content effectively. Review this closely before you start filming to make sure everything you put on camera will make sense.
• Ensure high-quality sound: Investing in a quality microphone is one of the best things you can do to improve the standard of your video – it’s easy to have stunning visuals ruined by muffled and hard to understand audio.
• Don’t forget editing: Using professional video editing software is essential as this offers advanced features including all the high-quality visuals and effects you’ll need to make your final product look polished and professional.

How to create a video for social media?

Social media will likely be one of the first places you focus your video creation efforts. These platforms let you connect directly with customers and are an easy place to start publishing.

All the above tips also apply to social video, but there are a few extra quirks you should be paying attention to. Among the top pointers for social video are the following:

• Keep it short: A minute or less is ideal for social sites, where people’s attention spans are often limited, so make sure you know exactly what you want to say.
• Use strong visuals: Many people will scroll without audio when looking through social sites, so you’ll need your visuals to do the talking.
• Engage early: If you haven’t grabbed your viewer’s attention in the first five seconds, the chances are it’s already too late. Getting your intro right is essential for success on these platforms.
• Optimise for mobile: The majority of people will be checking social channels on their phones (especially if you’re aiming at a B2C audience) so bearing this in mind when it comes to shooting and formatting your video can make a big difference to the final result.

Making professional videos can hugely enhance your digital marketing performance by raising brand awareness and attracting new customers. However, these assets should not be used in isolation. You’ll still need to effectively promote and support your video with additional content as part of a comprehensive digital marketing strategy. If you’re not sure of how to do this, get in touch with Axonn today to learn more.