It goes without saying that video rules the marketing landscape in the modern age we are living in. Data from research institutions suggests video outperforms photo and written content across the board on the internet as well as on platforms such as Instagram and Facebook. Video also regularly retains audiences for more time than photo and written content. As much as some of us don’t want to admit it, video and audio content are taking a stronghold in marketing campaigns. Why? Because they are PASSIVE. It is incredibly easy to sit and watch a video or put on a podcast while you’re doing something else. These mediums are essential for you to be investing in, but for the sake of this article we will stick to videos (More on podcasts in another article). If that’s not enough to convince you, here’s five quick reasons why video should be at the top of your marketing checklist:
Reason #1: Video creates awareness – Social media platforms love video content. Why might you ask? Because, video keeps people on the platform longer. The more time someone spends on the platform, the more ads the platform can present to you and the more money they can make. Pretty simple. However, in the magical and mysterious world of algorithms, video content is more likely to be promoted heavily on sites like Instagram and Facebook, putting your video at the top of someone’s timeline rather than a photo. This will provide more exposure for you and your company.
Reason #2: YouTube is a hidden gem – For those that maybe didn’t know, Google owns YouTube. So what? For your business, this means that your videos can actually improve your search engine results (some call this search engine optimization or SEO for short) for your business and help you rank higher in the Google search results when people look for your business. SEO is very complex and if I gave you everything you needed to know about it, this article could easily be 100 pages long. Fear not! More on SEO in the future. Bottom line is, with the proper video tags, YouTube can work wonders for your business.
Reason #3: Connection – Imagine if your client was essentially able to see you and was also able to get to know your business before they ever met with you. Well, with the gift of the high quality video that is so readily available to use today, this is very possible and encouraged! If you can create high quality videos that showcase you and your business, you can engage with potential clients and these potential clients will be more comfortable booking with you because they’ve already gotten to know about you.
Reason #4 You look like a boss – When you can speak articulately and intelligently on your craft and business, not only do you increase buying confidence, but it positions you as an expert in their eyes and the eyes of others. To be looked at in this light means you have a higher probability of being booked and I bet you’ll end up learning something new in the process of making these videos.
Reason #5 Video is straight up helpful – When’s the last time you watched a video to help you figure out how to do something on YouTube. Mine was this morning. When you can create meaningful content in a way that can help someone else, not only does it feel good, but the person that watched the video will remember that. So, if you put out a video called “Top 10 Tips for Booking a Florist” and a couple gets genuine value and information out of the video, you will stick out in their mind when it comes time to book a florist. Plus, you helped someone else, so you can definitely feel good about that. 🙂
So, you might be thinking to yourself, “this all sounds great, but I don’t know the first thing about making videos!” That’s okay, everyone starts somewhere so here are additional tips to help you start off on the right foot making high quality videos.
Tip #1 Your phone camera is probably good enough – This isn’t a hollywood production set. If you have an iPhone or Android phone less than 3 years old, your camera is high enough quality to start making videos. If you find your videos to be catching on and you develop a following, then maybe consider upgrading to a full-on camera.
Tip #2 It’s LIT – As a Videographer and Photographer by trade, I can tell you without a shadow of a doubt that lighting drastically improves the quality and depth of a video. If you are able to, I would highly recommend getting some form of a light. A ring light would work to start out as they are relatively inexpensive. Well lit videos will always perform better than videos that aren’t. So get lit.
Tip #3 Audio is underrated – If you can afford an external mic for your setup, I would recommend a mic before upgrading a camera. Audio is so underrated and poor audio is enough for a person to stop watching your video. External cell phone mics are cheap and they will sound lightyears better than the on board mic in your phone.
Tip #4 Editing is easy – What a time to be alive. You can literally edit videos on your phone with ease. You don’t need complex, technical editing software to edit your videos, iMovie or apps like VEED on your phone are enough. If you don’t know how to use these apps, there are literally tons of videos on YouTube (See what I did there 😉 pertaining to how these apps work.
Tip #5 YouTube – So, you’ve made a couple videos and you’re pretty happy with them. Now it’s time to get them on YouTube. If you want to please the almighty YouTube algorithm, it is suggested that your video is at least 10 minutes long. For reasons stated above, longer content performs better because it keeps users on the platform longer. If you can’t make 10 minute long videos, don’t sweat, there are many other factors that go into video exposure. When you’re uploading, make sure you add tags that are relevant to the video. This will help people find your videos when they search for you or topics related to the video. Free services like TubeBuddy are also extremely helpful with optimizing your videos for YouTube. Additionally, you can essentially kill two birds with one stone by posting snippets of the video you just made on your Instagram, Facebook, Snapchat, Tik Tok, you name it. Just make sure everything links back to your website so people know how to find you! Congratulations, you are officially a YouTubing WIZARD.
Most importantly, have fun with it and be YOURSELF. People are very good at reading someone being inauthentic or forceful on these platforms and it pays in the end to be true to who you are. You have something to offer someone and somewhere, someone will find what you’re doing valuable. So don’t get discouraged and enjoy the process. Happy creating. Cheers!
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