Create Video Content 🎞
Online video has changed the way we absorb information and has become a key way for people to satisfy their entertainment needs.
Why have Video Content on a Website?
Video already accounts for 80% of all consumer Internet traffic. If small businesses don’t include it as part of their Content Marketing plans then they risk losing business to those who do.
Consider how popular video has become—YouTube alone has over 1.8 billion visitors each month! And video doesn't stop there; it's continually adapting to social trends and advances in technology. TikTok is a prime example. In just two years, this social media site based around the concept of sharing 15 second video clips, now rivals companies like Netflix and Facebook, with more than one billion downloads in 150 markets worldwide.
This illustrates that fact that creating successful video is not just about high-quality resolution and graphics—though these things do help—it's also about producing engaging, audience specific information, in an easy-to-digest form.
Video content can be created to suit a range of budgets. You can hire a production company to produce content for you, or use an online tool to produce your own. With the progress of technology, and the ability to record video becoming almost ubiquitous on smart phones, making quality 'home' video content is now well within the means of even the smallest businesses.
Incorporating multimedia elements into your content enriches the quality of your website, improves the amount of time visitors spend on your page, and increases social sharing.
Ideas for Content
When planning video content you need to consider your audience and ensure you video will be relevant to them. Check out your competition to see what they're doing—and what they're not, and don't forget to gather ideas from your colleagues and staff.
Ideas for your video content include:
- Product demos—showcasing new products or new features. You could show your product in use, or how to properly maintain it.
- Detailed explanations of complex concepts—which would you prefer to absorb, a short video or a 5-page document?
- Training tutorials or 'how-tos'—conveying instructions such as assembling a product or using it.
- Answering customer questions—establishing yourself as an expert in your industry.
- Interviewing industry experts
- Recording customer testimonials—people give extra validity to someone outside of your business endorsing your products
- A 'Meet the team' or office tour—conveying your business's personality and building trust, letting you customers see who you are.
- A Vlog—a regular quality video blog can get customers revisiting your site and keep your brand ‘front of mind’.
Tips for Creating Video Content
- Ask why?
Why am I making this video? Why would someone want to watch it and share it? (If it’s hard to think of a reason, then go back to the drawing board!)
- Don’t make it too much like an ad
People watch videos because it entertains or informs not because they want a sales pitch. - Market it
Once you’ve made it, don’t forget to market it. Promote your video across multiple channels—your website, social media, blog posts, resource centre. Even consider having it in several locations on your website.
- Don’t stop at one
A video is a bit like a blog post: regular posting of different content has the greatest effect. You to create a loyal bunch of followers who keep coming back for information.
- Consider your Content Marketing Plan
Make sure your videos adhere to your plan and complement your content strategy. Consider your audience, what devices they use and which social media they follow, so you can figure out the best ways of delivering your content to them.
- Make it shareable
Ensure you have made it easy for viewers to share your video (the ultimate would be for it to go viral). Consider the the limits of some sites, for example Vine 6 seconds, Instagram and TikTok 15 seconds, and work to these parameters.
- Optimise it for SEO
Put keywords in your video filenames, titles, and tags.
- Get a channel
Two of the most popular video hosting sites are YouTube and Vimeo. Getting a channel with either gives you a place where you can keep all your videos together, provide a short description of your business, and link to your website. Your can then promote your channel by providing links to it on your website or in emails.
Getting Started
Initially the thought of creating a video for your business may seem daunting, but TweakYourBiz.com has some great tips for getting started.
Some examples of online tools that assist with video content creation include:
Need help then get in touch?
If you have any questions or need advice, you can get in touch with the Digital Journey team at 📧 hello@digitaljourney.org.