The ultimate guide to video marketing in 2023 is provided here. This comprehensive manual will teach you:
- What it takes to make great video content
- How to market your video content
- How to improve conversions by using videos
And many more…
Therefore this course is for you if you’re ready to “all in” on video. Let’s begin straight away.
Chapter1: Fundamentals to Video Marketing
I’ll help you understand the key concepts in this chapter. If you’re new to video or want to be sure you’re going in the right direction, you’ll benefit from this chapter.
We’ll talk about trickier pointers, plans, and case examples in later chapters. But let’s focus on the fundamentals of video marketing for the time being.
What is Video Marketing?
Planning, producing, editing, releasing, and promoting video material in an effort to market a company, service, or goods is known as video marketing. YouTube, Facebook, Snapchat, Vimeo, and Instagram are popular video marketing platforms used by businesses.
Why is Video Marketing Important?
Online, video is fast taking over as the default content type. In fact, it’s hardly a stretch to call 2023 “the year of video.”
Let’s now quickly review some important video marketing data.
By 2022, the video will account for 82% of all internet traffic. It won’t be much longer than that. According to Alexa, the second most visited website on the planet is YouTube, the largest video platform in the world. People don’t only browse YouTube, either.
There, they spend a great deal of time. In reality, 1 billion hours of YouTube videos are watched daily as of YouTube. (It surpasses the sum of Netflix and Facebook videos.) The typical user only uses their mobile device for 40 minutes per day to watch YouTube.
Even social media platforms that are not often thought of as being focused on video are moving toward video.
In fact, in the US, 60% of internet users now use Facebook to watch videos. When you look closer, web video is much more than just funny cat videos.
In fact, video is being used by customers to make judgments about what to buy and where to buy it. 72% of shoppers say they would rather watch a product-related video than read a product description. A video is searched for by 50% of internet users before going to a store. Also, 90% of consumers claim that seeing videos “aided them in decision-making”.
Why Are More Businesses Going with Videos?
It should come as no surprise that more companies are incorporating video into their marketing strategies.
86% of companies currently use video to sell their goods and services. 80% of marketers say they are satisfied with the return on investment they receive from video commercials. 93% of marketers claim that using video has increased their consumer base. And perhaps the most intriguing fact of all…
99% of marketers said they intend to continue utilizing video as part of their digital marketing this year because it has such a high ROI.
How Can You Create a Strategy for Video Marketing?
The video was once a method that was occasionally thrown into content marketing.
Yet in order to be successful with video marketing today, you must have a sound plan in place.
Your video marketing plan should include the following:
- Examining the ailments of your clients
- Creating subjects that address the issues of your audience
- Creating a distinctive style and feel for the videos for your brand Outlining or scripting the video material
- Taking pictures and editing your videos
- Using video in your text-based marketing materials
- Distributing your content on specialized video channels and social media (like YouTube)
- Evaluating the effectiveness of your films
- Adapting your content strategy in light of statistics and customer response
Chapter2: Video Contents Templates
I’m going to provide you with four tried-and-true video content templates in this chapter. You can use these comprehensive templates to prepare, outline, script, and shoot your videos.
These many video formats can be used for landing sites, social media posts, and the homepage of your company. Thus these templates will be helpful if you’ve ever battled with the video creation process.
Template 1: How to Video
The How-to Video is exactly what it says it is…
It’s a video that demonstrates how to accomplish various tasks, such as pushups and cake baking. How-to videos will be the mainstay of many businesses. In actuality, how-to videos resemble the video form of blog posts. They are not intended to immediately convert individuals.
But, how-to films ARE excellent for promoting your business to potential clients. Thus, I advise including them in your video marketing along with product demos.
This is a breakdown of each component:
Your preview should primarily serve to reassure your audience that they are in the appropriate spot. You don’t have to explain the significance of your issue to the audience. They already understand its significance if they have found your video.
Steps or Tips
Depending on your video, you might list a few steps. Perhaps offer a list of suggestions. In other words, not every component of action or advice needs to be discussed. Yes, you should provide specifics on each step. But, after you’ve covered the essentials, move on to the following stage.
Online users are generally recognized for having relatively short attention spans. Also, your audience will lose interest if you keep talking about the same subject.
What comes after you’ve completed the previous step?
Well, I wouldn’t suggest abruptly finishing your video. That is rather startling. Instead, at your video’s conclusion, you should briefly touch on three key points:
- A brief review
- Following steps examples
Instead, I briefly summarize what they discovered. Now begin the video’s transition to its conclusion. And if you can think of any other instances where this procedure has benefited a friend, a client, or you, please share them now. Most likely, you’ve already provided a few instances in the video’s part on the steps. But, feel free to tack on another here.
This last illustration encourages people to apply what they have learned. Let everyone know what to expect after that.
It may be to subscribe to your channel if they are viewing your YouTube video. You may ask people to sign up for your newsletter if you’re posting the video on your own website.
Template 2: Product Demo
Video is the best medium for demonstrating how your product works.
Introduce the Product
Many product demonstration videos begin by discussing why their offering is so excellent. And it’s a MAJOR error.
Yes, you are allowed to introduce your film with a product showcase. only for a split second. This is so since showcasing your product isn’t the objective here (yet). Instead, the objective of this section is to briefly (and I mean briefly!) describe the issue that your solution addresses.
This is a tried-and-true infomercial approach that works flawlessly with product videos. You’ve probably seen an infomercial if you’ve ever flipped through the channels at 3 in the morning.
Yet if you pay close attention, you’ll see that 80–90% of the infomercial isn’t actually about the product. It has to do with the issue the product resolves.
Tease the Solution
After hitting the viewer’s pain points, it’s time to suggest a better course of action.
There are various methods for doing this. Reviewing common solutions used by people to address the problem you just raised is the first step.
It’s finally time for the enjoyable part: showcasing your product. In this section of your film, you will finally introduce your product or service. Nothing spectacular is required here. Just display a beautiful image of your goods and an intriguing introduction.
Features and Benefits
It’s time to discuss some of the main features and advantages of your new product now that people have seen it. These advantages heavily rely on the kind of goods you’re showcasing.
If it’s software, you want to demonstrate all the amazing things it can accomplish. If your product is a supplement, you should describe its main components and how they work.
Call To Action
It’s time for a CTA now. This will often be a CTA to make a purchase. But, that does rely on your offering. Consider that you are selling a Rs. 5,000 piece of factory machinery. Then, your CTA may be “book a demo” or “learn more”.
In either case, you should provide your viewer with a clear action to take after watching your movie.
Template 4: The Case Study
Case studies have been proven to increase conversion rates for landing pages, webinars, and other platforms.
And I strongly suggest using video client testimonials if you want to see more success with them. Nothing is more persuasive than witnessing a real, live person gushing about how wonderful your business is. Text cannot possibly compare.
Here’s how to organize your video case studies and testimonials for the most impact in light of that.
The Brief Background Story
Your case study should begin by providing an answer to the following query:
“Who is this?” you ask.
Avoid having your customer praise you at the beginning of your case study film. Ask your consumer to instead give you a brief overview of who they are and where they are in life. Your audience will then have a chance to connect with that character.
This section’s primary objective is to describe your customer’s situation PRIOR to their use of your solution.
This may be a client of yours who works as a fitness instructor talking about how they struggled with their weight after delivering their first child. Conversely, if you market productivity products, it can be a stressed-out executive discussing their feelings of overwhelm.
It’s time to discuss the outcomes now that your consumer has defined who they are and where they are coming from.
I’ve said it before, but I don’t suggest telling your consumers what to say or how to say it. Encourage them, however, to provide precise results in their own words if at all possible.
Furthermore, keep in mind that the outcomes don’t have to be astonishing. In fact, because they are easier to relate to, moderate results, like dropping 10 pounds, can occasionally be preferable.
Now it’s time for your client to respond to the query.
Now that you have these four templates in your possession, let’s talk about video tools and gear.
Chapter3: Video Equipment Checklist
Do you need to make a purchase to produce high-quality videos? Yes.
Is it necessary to spend a fortune on this equipment? Nope. In fact, you can typically buy everything you need to film Excellent videos for under $300. Also, I’ll demonstrate a few budget-friendly tricks you may employ to create professional-quality videos.
Let’s start now.
Indeed, cameras and microphones are crucial. But where you aim is more significant than anything else.
The world’s best camera is yours to possess. But, if you film in a closet, your video will be terrible. On the other hand, you can create incredibly beautiful videos with an iPhone if you shoot in a well-lit space.
Having said that, there are a few various locations you can choose from while shooting marketing videos.
Your Home or Office
The majority of houses and workplaces may be transformed into temporary video studios.
Stated that the following considerations should be made when shooting at home:
- Homes and offices aren’t built up for audio recording (why would they be? ), so pay special attention to echo and noise. So make sure there aren’t any external disturbances or a lot of echo (reverb) in the space. A wonderful video can be ruined by poor audio.
- A tidy background Look for a space with a plain background. Or perhaps a neutral, motionless background (like a bookshelf).
- Constant lighting: Natural light looks fantastic. Yet, it is erratic. As a result, make sure your room has shutters or drapes you may use to adjust the lighting.
A Pro Studio
After filming a few videos in home, I soon came to the following conclusion:
The videos appeared alright. But, I was spending HOURS putting up and pulling down soundproofing, lights, and backgrounds. I finally went to a real video studio after turning my living room into a highly lighted, cluttered film studio. This time, the movies not only sounded wonderful, but they also looked great. Convenience is a significant benefit of employing a studio.
Sure, you MIGHT be able to record movies of studio quality in your home or place of business. But every time you want to shoot, you also need to set it up (and take it down).
The advantage of on-location filming is that it has a vibrant and interesting appearance.
Why? Taking into account that the location shoots made our shots ten times more challenging. Lighting, audio, noise, snow, rain, and other variables will have an impact on your shoot.
As a result, I advise avoiding on-location photography while you’re first starting out. Feel free to liven things up with an on-location shoot as you get proficient with the fundamentals.
It’s time to choose a camera now that you have a location. There are literally tens of thousands of cameras available. However, I advise utilizing a DSLR camera.
- First off, they’re not too expensive.
- They are also simple to use.
You won’t know how good you have it if you’re used to filming on your iPhone until you’ve used a high-end video camera. There are many functions and settings on high-end video cameras that you’ll never use. Yes, there is a learning curve with DSLRs. Nonetheless, they are essentially point-and-shoot.
- The videos seem fantastic.
With a DSLR and good lighting, you can capture professional-quality films. Many of them even support 4K today.
A tripod is necessary if you want to film professional videos. There is no way to avoid it. Thankfully, there are many tripods available that are made exclusively for DSLRs.
It is advisable to look for tripods with “video heads” like this one. Compared to tripods with photo heads, they are simpler to use during video shoots
Most cameras, including DSLRs, have an integrated microphone. You need an external mic if you want your videos to sound and look fantastic.
A boom mic or a lav mic are your two primary choices. I like lav microphones better. They are easy to use. Also, the audio typically sounds amazing because they are close to your subject’s mouth.
A lav mic’s drawback is that the sound may be muted if you chose to tuck it under your shirt. Also, if it is not properly positioned, it may chafe on your clothing or chest. You may have to deal with some additional noise as a result of post-production.
Additionally, if money is tight, you can really capture audio on your iPhone. It’s not the best. Yet, it is preferable than using the microphone on your camera.
There are countless alternatives available when it comes to lighting. Generally speaking, I advise using lighting with a softbox.
Box lights produce gentle, pleasing light, which explains why. The only other consideration with lighting is that there is virtually never enough of it.
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Depending on where you shoot, you’ll only need a few different lights for the majority of your images (studio, home, or outside).
Chapter4: How to Make Awesome Videos
In this chapter, I’ll show you how to make awesome-looking videos, whether you use a high-end camera or your smartphone to record your films.
It includes a ton of sophisticated suggestions and techniques I’ve picked up through the course of making videos. You’ll learn a lot from this chapter if you’ve ever pondered how to make the most of your camera, microphone, and lighting.
Use Script or Outline
I had to learn this lesson the hard way. It’s not necessary to write out every word in advance. Even so, I do advise creating a thorough plan that includes everything you want to discuss. Your finished video material will be incredibly sharp as a result.
Use 3 Point Lighting
In other terms, you light up the following three areas:
- The Background
- The Topic
- Ambient lighting
Your lighting can appear incredibly out of balance if none of these three sections are adequately lighted. But, your films will appear extremely bright if there is enough ambient light in the space, on your subject, and directly on the backdrop.
Setup Sound Proofing
You can use the best microphone available. But, your audio will sound bad if you shoot in a room with a lot of echoes. Throw some heavy yoga mats on the floor if you want a cheap option. The majority of echo is caused by sound reverberating off the floor and ceiling. Yoga mats also prevent sound from up-and-down bouncing.
Chapter5: Edit Videos Like a Pro
So, you recently captured a lot of videos. It’s time to edit your films like a pro, though. I’ll show you specifically how to use color correction, edits, and on-screen graphics in this chapter to make your films appear beautiful.
Let’s start now.
The most overlooked step in the editing process is undoubtedly color fixing. In fact, color correction can drastically change the way your movie looks and feels in a good way.
Lots of Cuts
Jump cuts are commonplace now because of vlogs and Instagram Stories. So don’t be afraid to split your video up into numerous fragments. Now connect them all together using jump cuts.
These transitions keep your movie moving, which helps increase viewer retention. They also make it simple to remove “umms,” “ahhs,” and other material from your final video that you probably don’t want.
Shooting For The Edit
One of the biggest mistakes committed in the early phases was to shoot a ton of stuff that was completely disorganized. As a result, the best option nowadays is to plan and record videos with the editing process in mind.
Chapter6: Advanced Strategies and Techniques
It’s time to get into some advanced stuff now that you understand the fundamentals of video marketing.
I’ll demonstrate several cutting-edge video techniques I employ to improve my videos in particular.
Nail the 5-10 Seconds
Your video’s opening seconds are incredibly important. So make sure your video immediately captures the interest of your audience. Thus, stay away from animated logos.
The Sequel Technique
It goes without saying that YouTube is a very well-liked search engine. That being said, getting views on your YouTube videos is not the only option.
Another best option is Recommended Video. In some cases, suggested videos generate more monthly views for channels than a YouTube search does.
Mix Things Up
Make your video content really lively, in other words.
According to a good rule of thumb, you should update your video once every 20 seconds. This can be as easy as a camera angle shift. Alternatively, it might feature a more complicated transition, such as to a b-roll or animation. In either case, switching to changing the format of your video will make it more fascinating, interesting, and ultimately one that viewers will watch all the way through.
Test Longer Videos
Videos longer than five minutes are generally avoided by users. People’s attention spans are notoriously short, they typically claim. A video longer than a few minutes is not something anyone wants to see. And I can personally attest that long-form video content is possible to succeed with.
Use a Consistent Look and Feel
Each of your films should have a consistent look and feel if one of your objectives is to increase brand awareness. This does not imply that you must always photograph in the same location with the same background. Instead, guarantee that the branding and tone of every video are consistent.
From personal experience, I can assure you that creating videos may be STRESSFUL. Well, using comedy to lighten the mood AND improve your films is simple.
Our updated guide to video marketing in 2023 was fun, I hope you liked it.
Which approach from today’s instruction are you going to attempt first, I now want to hear from you?
Will you begin by using a consistent Look? or begin with a sequel Technique? Post a comment below and let me know what technique you are using.