Video Marketing

How to create killer video content in 2020

Video consumption rises by a massive 100% each year. 78% of us watch video content every week while 55% of us watch videos every single day.

It’s safe to say that 2020 is the year of video.

In fact, 82% of all consumer internet traffic will come from video by 2022.

Video content is King, with sites such as YouTube, the world’s largest video platform, now holding the spot of second most popular website out there, with users watching 1 billion hours of YouTube footage every day.

And before you thought it was all cute videos of cats, think again. It’s consumers that are watching videos to help them make purchasing decisions.

In fact, 72% of consumers prefer to learn about a product watching video rather than reading a product description, with 90% stating that video has helped them make decisions before they buy. What’s more, a whopping 54% of consumers are demanding more video content.

That’s why more and more businesses are making video a key player in their marketing strategies – it’s a no brainer.

But, like with everything in the digital marketing world, not all videos are created equal.

Putting out any old video content just won’t cut it. You’ve got to develop a solid strategy in order to drive real returns from your video content.

So, if you want to learn how to create a killer video marketing strategy in 2020, look no further. Here’s our definitive guide to help your business go all in with video marketing this year.

Get in on record – crafting a killer plan

 

Although it’s tempting to jump straight in at the deep end and begin filming, you first need to create a plan.

Before creating any content, you need to first understand who you are creating this content for, why you are creating the content and what you want to achieve from this.

Only then will you produce content that’s topical, relevant and interesting to this audience.

In your plan, brainstorm around the following points:

  • Who is your target audience? Every marketer worth their salt knows that before producing content, they must first define who their audience is. There’s no exception when it comes to creating video. You need to first ask yourself who is this video for? For more help getting to know your audience, find out how to create kickass buyer personas in our handy guide.
  • What is your goal? Whether you’re raising brand awareness, launching a new product or driving traffic to your site, you need to establish what you want your video to achieve. Only then can you accomplish your goal.
  • Establish your budget: every company will have a different budget; the important thing is to set one. Be realistic – take a look at your requirements and explore all your options. If you know you’ll need a designer to create animations for example, you’ll need to account for this.
  • Set your key-performance-indicators: how will you define the success of your video? Note down a few KPIs in line with your video goals and how you will go about measuring these.

Lights, camera, action – decide what type of video to shoot

 

Having set your goals and defined your audience, you can begin to create killer content for them. But how do you know what to film?

When it comes to creating videos for business, there’s tons of choice. Here are a few popular types of video content to help you understand your options:

  • Demo videos: as we’ve already mentioned, a massive 72% of consumers prefer to learn about a product via video. Showing how your product works over video is a highly effective strategy to bagging those all-important customers. What’s more, viewers retain 95% of a message when they watch it through video, meaning this is a real chance to show off your product, its features and benefits.
  • How-to videos: these are super useful for your audience, plus, they give you an opportunity to showcase your products/services and offer them as a solution to your audiences’ problems and frustrations. After all, with 65% of us turning to video to help solve a problem, this is a proven method.
  • Brand videos: more general brand videos are usually part of a company’s larger advertising campaign, used to show off your products, mission, ethos or vision. The goal here is to attract your audience and increase brand awareness. Get it right and it will pay off – after all, 54% of videos lead to an increase in brand awareness.
  • Question and Answer videos: this is a great way to offer more information to your audience. By directly answering their questions, brands can in turn build transparency and trust with their audience.
  • Animated videos: these are great for explaining a range of topics, especially hard-to-grasp concepts, helping easily showcase and simplify these in a fun way.
  • Case-study and customer testimonial videos: 60% of buyers search for reviews and testimonials before purchasing. Potential customers want to be sure that your product or service will solve their problem. A great way of proving this is by sharing case study videos, showing real proof of happy, satisfied customers.
  • Live video: we spend a whopping 1x longer watching live video than we do other types. Whether you live stream a Q&A, event, behind the scenes, product unveiling and so on, doing so will attract strong levels of engagement.

Dont improvise – create a script or outline

 

Although you may have a rough idea of what it is you want to say, it’s never a good idea to freestyle it. This will only come across as unprofessional. When it comes to business videos, it’s best to be prepared.

And it’s not as scary as it sounds. Here’s how to easily create a script for your video:

  • Outline your points: as you would with a blog post, begin your script by creating an outline. Establish your key points and the order you want to discuss them in. Lay these out in short, concise bullet points.
  • Format your points in a table: set each bullet point out in a table format, helping easily and clearly break each point up.
  • Add the audio: create a new column next to each bullet point. Here, referring to the bullet point, write your section of audio. This will be the basis of your script.
  • Edit: once you start talking the audio section out loud you’ll probably pick up on areas that need editing. After all, video language is a whole lot different to language in a blog post. It should be conversational and a lot more relaxed. Unlike in a blog post, you should avoid overkill when it comes to jargon, instead keeping it chatty and easy to follow.

It’s that simple.

Be equipped – what youll need

 

Now you’re ready to start shooting, you’ll need to invest in some equipment:

  • Recording device: those on a budget may choose to shoot with their mobile phone which can be a great and easy option. However, brands with a healthy budget may wish to invest in a professional camera. Remember, this will also require time to master using your camera – you can check out this handy guide on using a professional camera if that’s your chosen route.
  • Tripod: as you might have guessed, the handheld method you use for vlogging won’t cut it when it comes to creating professional business videos. Whether you invest in a table mount for shooting with your phone or a full-size tripod for use with cameras, there are tons to choose from out there with something for every budget.
  • Audio equipment: whilst there is always the option of using your phone’s internal microphone, it could be a good idea to invest in a more powerful microphone. This will ensure that all sound is picked up and is of a high enough quality. Again, there are loads of microphones on the market, but a great option is a shotgun microphone which remains outside the shot.
  • Lighting: we’ve got our camera, audio equipment, now it’s time for lighting. Thankfully, lights are super affordable to easy to pick up. Once you’ve got your lights, use the proven method of 3-point lighting to ensure the area is well-lit and balanced.

Video

Equipment to the ready, you’re good to go. Whether you’re the star of the show or you’ve brought in some actors to help you out, it’s time to start shooting.

Report Central’s top tip is to remember that composition is key. Think about the rule of thirds which is a well-known method in photography and videography to create balance. This is the concept of dividing your frame into three thirds and situating the actor or object accordingly.

You can read all about the rule of thirds in this handy guide.

And remember, keep all your outtakes – they might just come in handy when it comes to the editing process.

Practice makes perfect – edit your footage

 

You’ve filmed your footage and are well and truly on your way to creating killer video content.

The next step is to get editing.

Thankfully, there are tons of handy tools across all budgets and for all abilities out there that can help with this step.

For beginners:

  • Biteable: this handy, easy to use tool takes care of much of the technical side of things for you. Once you’ve created an account, simply select what type of video you’re creating – for example a promotional video – and Biteable will suggest a range of templates you can use, or you can create your own from scratch. Next, upload, edit and rearrange your video scenes, add text, audio and animations and off you go.

Intermediate level:

  • Apple iMovie: this tool is compatible with Apple Macs, iPads and iPhones, allowing users to create and edit videos, cut clips together, adding music, filters, special effects, text and sound effects.

Pro level:

  • Adobe Premiere Pro: those more comfortable with video editing should consider a tool like Adobe Premiere Pro. This tool is set apart from other options by its ability to include advance, built-in colour correction and grading tools. It’s got all the other mods and cons you could hope for to create an awesome, professional video.

Share, share, share

 

Now you’ve created a killer video for your audience, it’s time to share it with them.

There are several platforms to share your content on, including:

  • YouTube: as we’ve already mentioned, YouTube is the second largest website in the word. There are a whopping 9 billion visitors to the platform every single month. That’s half of all internet users. With 30 million video views on YouTube every single day, it’s a great place to share your footage. It is important to bear in mind that a massive 85% of YouTube videos are watched without sound, meaning it’s important to add annotations, text or subtitles to your videos to maximise their reach. For more help with all things YouTube, make sure to check out our handy guide to using YouTube for business here.
  • Vimeo: the second largest video hosting platform with 715 million monthly views, Vimeo is another great place to share your video content.
  • Social Media: social media posts that include videos gain 48% more views than those without. Facebook users watch an average of 8 billion videos per day, which rack up the highest levels of engagement at 9%. Whilst on Instagram, 75% of users take action following viewing a brand’s video.

Analyse the results

 

Like with any good strategy, the best way to go on to refine and improve it is to analyse the results. This will show you what’s worked well and what hasn’t – important information needed to inform your strategy going forward.

There are a few metrics it’s important to understand in order to measure your success against your specific goals:

  • View count: the number of times your video has been viewed – this is the reach your video has achieved. If one of your goals was to increase brand awareness, this is a great measure of whether you’ve achieved that.
  • Play rate: this is the how many people played your video, divided by the number of impressions it received. This is super useful for establishing how relevant your video is to your audience, signifying how many of the people who saw it actually played it.
  • Click-through-rate: the number of times your call to action was clicked. This is great to see how effective your video’s call to action was at encouraging viewers to act.
  • Conversion rate: how many people converted after watching your video, whether this was to sign up to your mailing list or head to your website, this is super useful for determining how effective your video was at driving conversions.

Next steps – ready to create a killer video marketing strategy?

 

An already huge trend in the world of digital, video is merely set to grow bigger in 2020, so why not stay ahead of the curve when it comes to creating killer video content that will take your business to new heights?

 

We hope you enjoyed this definitive guide to video marketing for businesses. For more tips, tricks and help with all things video, get in touch with Report Central today.

learn how report central drives results

Request a free consultation with our team of experts.

FREE CONSULTATION

Share this blog post:

award nominations and accreditations.