We know how important videos for business are, but why? You probably search for a good movie to watch at least once per month.
What jumps out at you when you do this search?
Is it the long, sometimes boring, movie critique article filled with spoilers? Is it the less than 2 minutes long movie trailer video that tells you all you need to know?
Chances are you choose the movie trailer option every time.
Videos speak volumes on social media. Just like movie trailers, they are the content of choice for many social media users. In fact, HubSpot highlights that videos are no longer only a component of a marketing plan, they form the central focus of a social strategy. Being inundated with all types of content daily makes customers yearn for something that immediately grabs their attention. Creating videos for business may seem daunting, but it doesn't have to be.
Let’s be real. Video creation seems like an intimidating process. You want the quality of the videos you produce to be top-notch. However, you don’t have the money to hire a professional and you believe that you have neither the resources nor the knowledge to create these videos yourself.
This is an issue we will address before discussing creative video content that you can post on social media. You don’t have to be a professional videographer to create the right video content. Here’re some basic items and skills you’ll need to create good quality videos for social media.
Equipment and Skills Needed for DIY Video Creators
A Smartphone with Good Camera Quality
Apple and Samsung’s expert marketing skills have fooled us into believing that these are the only smartphones that can produce good quality images and videos. It’s time to reject that fallacy. Budget camera phones exist that produce great quality videos.
You can’t trust your hands to shoot steady videos (even with smartphones that have built-in stabilizers). You will need a smartphone gimbal. The beauty is that you can get a good smartphone gimbal for less than 100 USD.
The Right Environment
Environment matters. Ensure that the area you choose to film videos has no clutter, fits in with the aesthetic of your brand and has adequate lighting. You may need to purchase a budget-friendly lighting kit so that you have the best lighting.
One of the most annoying aspects of some social media videos is the poor audio quality. Depending on your smartphone’s audio is insufficient. You will need a good microphone (preferably one that syncs with your smartphone). Here are a few options.
Great Screen Presence
Your passion should resonate throughout the video. Think about what your audience wants to hear and how they would want the information to be delivered. The right level of energy will keep the audience engaged throughout the video.
Slideshow creation skills
Not all social media videos for business are filmed. Some are just a few pictures and words put together to some nice music. This type of video is sometimes called a slideshow. It’s a great idea to mix the type of video content you post between slideshows and filmed videos. The types of slideshow videos you can create are described in the next section.
The right software
Whether you’re editing videos you film or creating slideshow videos, you’ll need the right video editing/creation software. The Google PlayStore and Apple App Store have a range of apps that allow you to create and edit videos on your smartphone. One of the best video editing app options can be found here. Some additional options include:
- Apple iMovie
- Lumen 5
- Nero Video
- Corel Video Studio
If you want to create slideshow videos for business(or videos that don’t require any filming), here are some viable software options:
- Promo Video
The Best Types of Videos To Create
Blog promo or quote videos
Promo videos are one type of slideshow videos. They are short and don’t require you to do any filming. Just use images and on-screen text relevant to your blog post so that followers get a sneak peek into what the blog is about. Those who are interested will click to read the article.
Blog promo videos should be 15 to 30 seconds long.
Like blog promo videos, quote videos are short slideshow videos. They highlight appropriate quotes and should be 15 to 30 seconds long. Here is an example from Virtual A team.
Answer customers’ questions
You can create many types of videos. Motivational, technical, behind-the-scenes and so on. However, one of the most impactful types of videos is the how-to video which specifically answers customers’ burning questions. Social media is a great way to learn customers’ pain points. Customers will love your brand even more if you create content that addresses these pain points.
Interview industry experts
It helps when your brand is viewed as a subject-matter expert. Interviewing qualified people in the field can help paint this picture. These interviews could be Facebook or Instagram live posts or regular posts for your social media feed.
Announcements or product reveals
Big announcements or product reveals deserve the right showcase. Short, fun videos are a great way to put these announcements and products in the spotlight. You could do a series of videos that whet consumers’ appetites and a final video of the grand reveal. It’s all about building enough suspense to intrigue customers.
Animated videos for business
Animated videos are a growing trend on social media. Their primary benefit is their ability to break down complex concepts. They work best when they are short and engaging. Think carefully about what appeals to your audience and the type of information they want to hear.
No one can sell your brand better than your own customers. You can compile a video that features short customer testimonials to add credibility to your brand. Remember to keep the video short and ensure that key features of your brand are included.
Tips for Creating Impactful Social Media Videos
Don’t neglect the power of live videos.
Live video streaming has been magical for many brands. These videos allow you to interact with your audience while the video is being filmed and have been used to display such things as behind-the-scenes footage and live coverage of events. Here are some examples of live video streaming done right.
Additionally, social media users appreciate opportunities to directly interact with the brands they love. Live videos provide opportunities for question and answer sessions. These sessions are also a good tool for learning customers’ pain points.
Social media users scroll through their newsfeeds throughout the day. There are times when they may be in places where they can’t play the video’s sound. Adding subtitles will help them enjoy the video without losing the intended message. Additionally, users who are hearing-impaired will still be able to enjoy the video.
Use attention-grabbers early in the video
The purpose of the video should be clear from the get-go. Social media users attention spans are short. If you don’t grab their attention within the first 10 seconds, chances are they won’t stick around long enough to engage with your video. Your hook should, therefore, be in the first or second frame of your video.
Have a video marketing strategy
Some businesses tend to think that all content used in social media marketing must be a part of paid advertising campaigns. That is far from the truth. You need content on your page that will actively engage your followers and provide them with useful information.
Having a plan for the content that you will post weekly is important for achieving this objective. This plan will help you have a focused approach towards your video content. It can help you organize videos based on themes for each month. Additionally, it will help you link the video content to the other types of content that you post.
Include a call-to-action.
Your videos form an integral part of your sales funnel. A prompt should be given for viewers to complete some action related to the next stage of the sales funnel. That action could be to subscribe to your newsletter, follow your social media page or leave a comment. Whatever the action, it’s important for you to clearly state what you want them to do.
Choose the right platform.
Each platform has different video requirements. Instagram only allows one-minute videos on their main page. However, longer videos can be uploaded on IGTV. Here are the recommended video lengths for each platform from the Women in Business Network:
- Facebook: less than 2 minutes (Note: as of May, 2019, Facebook is now favoring videos 3 minute or longer.)
- Twitter: less than 45 seconds
- Instagram: less than 1 minute
- YouTube: less than 2 minutes
- Linked In: between 30 seconds and 5 minutes
Allowable video length is one criterion for choosing the right social media platform. It’s also important for you to understand the purpose of each platform. Here’re some features of each platform that you should pay attention to:
- Facebook is best for community building.
- Instagram and Pinterest are great for visual content.
- YouTube is the leading site for video content.
Therefore, it’s important for you to understand the purpose of your social media profile and how this purpose fits into your video marketing plan.
The I-C-E Strategy for Creating a Sound Video Marketing Plan
A sound video marketing strategy was mentioned as an important component of impactful social media videos. The I-C-E strategy can help you make that video marketing plan a reality.
This is where you brainstorm ideas for a possible series of video content that you can post. Choose a theme for the month and consider the best types of videos for business that will help bring that theme across.
For instance, let’s say that you chose “Building Strong Families” as your theme for May since May is Child’s Month and includes Teacher’s Day and Mother’s Day. You are a life coach who wants to sell your most recent online life plan course. Your audience is middle-aged working mothers. Here are a series of videos that could possibly work for the month, week by week.
1st Week: An animated video about how to schedule family time despite having hectic schedules.
2nd Week: A tribute to mother’s video that emphasizes how having the right life plan can help mothers give their best to their families.
3rd Week: A testimonial video from a mother who has benefitted from your life plan course.
4th Week: A Facebook Live interview with a female entrepreneur who has found a way to strike a healthy work-life balance and build a strong family
Brainstorming gives you the ideas. It’s now time to ring those ideas to life. The example above showed different types of videos. Each type of video will require special video creation and editing software. Some will require filming. Be clear about everything that you will need and how you will create the video from the get-go.
Another important consideration for the creation phase is the objective for the videos. What do you want customers to do after watching? Ensure that there is a clear call-to-action so that this goal is achieved.
All social media campaigns should have an evaluation phase. There should be a clear indication of whether the videos for business have helped you achieve your objective. If they haven’t, carefully consider what could have been done differently to create success.
Using Your Videos For Business
Videos receive the highest engagement on social media. Savvy life coaches know that they should post a variety of content on social media, but videos take precedence. Several types of video exist. However, the videos used on your social media accounts depend on your video marketing campaign and the nature of the social media site.
The I-C-E strategy will help you create a sound video marketing campaign. However, you may still need assistance creating some of the videos. The Virtual A Team can help you create stunning slideshow and animated videos. Contact us today so that we can help you get started.