If you’re ever online, the evidence is right in front of your eyes: Video has become a primary marketing tool. If you want to keep visitors on your website or draw followers in on social media, you need to incorporate at least some video.
It’s not hard and you don’t need a lot of expensive equipment says Jennifer Santoro, a young integrative marketing specialist with the delightful title of Chief Happiness Officer for InVidz Smart Video Technology
Jennifer’s a business associate of mine and a whiz with online videos. I asked if she’d share some video-making tips with PR Insider readers, and she came up with some excellent ones.
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“I’ve seen some marketing videos online that are really effective, but I’ve seen lots more that just don’t work,” she said. “Most of the bad ones share some common, easily preventable problems.”
Avoid those pitfalls by following Jennifer’s five tips for making marketing videos:
- Get to the point very. In the age of the “tweet,” marketers have only a few seconds to capture a viewer’s attention. The marketer must put serious thought into what the main point of the video is, and then clearly communicate that message as quickly as possible. The attention span for video watching seems to be about 60 seconds, so every word counts! Don’t use five words when three will do.
- Create authentic. Today’s consumers value authenticity and they can smell B.S. a mile away. Never try to portray yourself or your company as something you’re not. Embrace who you are and what you actually offer; people will relate to and engage with that content. As soon as viewers suspect pretense, their trust will be gone. Take some time for self-reflection about what you offer potential customers and authentically communicate that message.
- Make sure there are no distracting noises.. Rule of thumb: The visual can stink but the audio can’t! Visually, the video can be very simple, but distracting noises in the audio will kill it every time. If you’re on a budget, put your money towards a decent microphone as opposed to a fancy camera. It’s amazing what you can do visually with an iPhone! However, without a proper microphone, the recording will pick up too many distracting noises. Try the Audio-Technica ATR-3350 Lavalier Omnidirectional Condenser Microphone to get started. It’s affordable and compatible with an iPhone; you just need the adapter.
- Make the intention of the video crystal clear. This goes back to No. 1 and the importance of putting serious thought into the point of the video. Too often we get distracted by special effects and features and forget that the video needs to have a clear, concise message. Before you ever pick up your audio equipment and camera, spend significant time clarifying the intention of the video and composing your script around that intention.
- Include a way for viewers to take immediate action. Internet video marketing technology has advanced significantly with the dawn of the smart video, which allows viewers to take immediate action directly from the video itself. We all know the power of the impulse buy! Consumers are much more likely to follow through on a decision if they can act upon it instantly. Therefore, smart videos are a marketing video’s best friend. InVidz.com has made the process extremely easy and affordable. It even offers a free membership to get you started.
Just like so much in life, it’s quality over quantity, Jennifer says. One extremely effective video is better than 10 that don’t work.
If you’re already using video, I hope Jennifer’s tips will help you up your game. And if you haven’t yet given it a try, now’s the time! Keep it simple she says, avoid having a complicated message or lots of visual bells and whistles. You’ll be far more likely to succeed.
That’s the kind of technological advice I like!
Roll cameras and … action!
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