They say a picture paints a thousand words. High praise, right? Try saying 1,000 words one after the other; that’ll take you the better part of an afternoon! Your standard video typically runs at 24 frames per second – in other words, 24 pictures per second. So, if one picture paints a thousand words, what about 24 pictures? You get where I'm going with this. Videos are a powerful tool for marketing your business because they allow you to say more with fewer words.
Think about the last YouTube ad or TV commercial that had you glued to your screen. Chances are, it wasn't loaded with tonnes of information; the best ads are simple, clever and are full of stunning visuals that get the message across quickly and clearly. And that's the beauty of using videos for your marketing campaigns.
Is it any wonder then that video marketing has taken off with such gusto? During the pandemic, the average Briton is estimated to have spent around a third of their day (or at least five hours each day) watching videos.
What do you reckon that is in pictures? Mind = Blown.
This is up from one and a half hours pre-pandemic and hasn’t yet fallen back to this level since (that is if it ever will).
It appears that now more than ever, video is here to stay. If you think there are a lot of videos today, buckle your seat belts because there’ll be a whole lot more in the future.
From a marketing perspective, video is a treasure trove of opportunities.
The use of videos for marketing purposes isn’t anything new, but what’s changed is the medium of video itself. Nowadays, the technology for producing video is more accessible and advanced than ever before. Furthermore, we can now contain and export our videos with something as ubiquitous as a smartphone, shareable to almost any hosting platform imaginable.
This newly revivified form of video is a tool that essentially has both infinite power and infinite reach, and it has totally revolutionised digital marketing.
Video has risen to become the second most popular format of content used on social media platforms to increase audience engagement. YouTube is the second most visited website after Google.com, with Facebook and Twitter rising to third and fourth place having invested a considerable amount of resources into their video hosting.
The mere presence of a video on a webpage is enough to increase its SEO (Search Engine Optimisation) as it increases the likelihood of visitors staying to watch it, with 31% of marketers using video for this very purpose. Even webpages without native uploads are shown to benefit from having videos present.
The line between videos for entertainment and marketing has become so very blurred, and consequently, there are many styles to choose from to market your product or service. Here are just a few you can use.
That’s not all! In addition to the format of the video, you need to settle on a creative style.
'What’s a creative style', you ask? Put it this way: the format is the skeleton of your video; the structure is there but it needs some substance too. The creative style is the muscle to the format’s bones.
Let’s say you have a commercial, do you want it to be a narrative piece following unnamed characters related to your product somehow? What about a mini-doc (mini-documentary) centred around people whose lives have been impacted by what you provide? An animation? How are you going to relate what you’re marketing to the way you market it?
Now begins the pre-production. From here you’re going to work from the ground up, planning and/or preparing the shoot. This is the most important phase of any video production as you’ll be referring to everything laid down in pre-production as the process develops, so anything written down now is invaluable advice to your future selves.