6 Tricks to Achieve the Best Results in Video Marketing

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What is Video Marketing?

Video marketing is a great tool that all businesses should consider in their marketing strategy. In the past years, video marketing has grown bigger and bigger, having some of the best results out there.

A study conducted by Wyzowl shows us some incredible results:

Benefits of video marketing

• 89% of video marketers say video, in general, gives them a good return on their investment
• 87% of video marketers say video has increased traffic to their website
• 96% of people have watched an explainer video to learn more about a product or service
• 84% of people say that they have been convinced to buy a product or service by watching a brand’s video

And one last thing, Google loves videos. So, from an SEO perspective videos are a great tool that you can use to show up first on Google. Videos will allow you to increase the time spent by visitors on your website and this sends signals to search engines that your site is a valuable source of information.

1) Live Videos

A study made by Livestream and New York Magazine shows that 80% of people would rather watch a live video than read their content marketing posts.

The same study shows that 87% of users would prefer to watch video online if it meant more behind-the-scenes content. Moreover, 45% of audiences would pay for live video from a favourite team, speaker, or performer.

Why use Live Video?

• Send an important message
• Launch a new product/service, sharing behind-the-scenes information
• Live streaming concerts
• Conferences

PROs:

✔️ It’s free

✔️ You don’t need any cutting-edge technology

✔️ You can do it with your phone

✔️ You don’t need to know anything about video editing

✔️ You don’t need to be tech-savvy to be able to use it

CONs:

❌ You need to have a strategy in mind (why do you do it?)

❌ You need to have a script to know what you are going to speak about

❌ It is best suitable for people who already have a following base (doesn’t need to be a big one)

❌ It needs to be promoted in advance (especially through paid advertising if you don’t have a big follower base)

What type of businesses can use Live Videos?

Beauty/fashion industry, design industry, education industry, entertainment industry, entrepreneurship industry, fitness and sports industry, food industry, fund-raising industry, hospitality industry, learning Industry, marketing & advertising industry, music industry, news media industry, traveling industry.

How do you do a Live Video?

Part 1 - Before going live

• The first, and maybe the most important step is to set an objective - the real purpose of the live video. Ask yourself why you want to do this video, what information do you want to share, what would be the outcome for you or your business.
• Make sure you also choose the format of your video - you can either go for a live Q&A session, a behind the scenes video, storytelling or simply sharing some important news with your audience. The choice is all yours, but do not forget to keep your objective in mind and how can you reach it.
• After you have a clear image of your purpose and you choose the format, you must start planning, by choosing the right platform that you want to use. There are many options out there, but some of the most popular ones are Facebook, Periscope (in partnership with Twitter), YouTube and even Instagram. Each platform has its own specificity, therefore you have to know your purpose first and the audience that you are targeting.‍
• Plan your call to action based on your purpose. The call to action’s role is to help you reach your goal. For example, if you want to expand your audience, make sure you ask people to share the video with some of their friends. Also, do not forget about platform-specific actions your viewers can take, such as reaction button, share button, etc.
• Promote your live video. To reach the full potential of your live video make sure you reach your audience and let them know that you are planning a live video. You can either go organic, choose paid advertising, or even for even better results.

Part 2 - You are going live

• Have a plan in your mind (or even on paper) - you should know how long the live video will be, what topics will be covered, and what you expect your audience to do after the video. And always be prepared for the unexpected.
• Communicate with your audience - encourage communication, by asking questions or by letting them ask you questions.‍
• Keep your audience entertained - we all know that sometimes a video can get dull, at some point, this is why it is important to have a plan and stick to it.

Part 3: After the live session

• Make sure you keep the video available for everyone - in this way people who couldn’t be there during the live session can watch it and share it with others.‍
• Analyse your results - this way you can see what went well and what needs to be improved. Also, make sure you see if you reached your objective and what is the return of investment on this.

2) Q&A Video Sessions

Q&A sessions are a great opportunity to engage with your audience and answer all questions your followers might have about you, your product/service. Ask Me sessions can be a breath of fresh air for your audience and can help you build trust in your brand.

Q&A sessions can be recorded in advance and shared through your social media profiles (Facebook, Instagram, YouTube, etc.) or they can be live.

About 76% of global wireless bandwidth will be used for video delivery by 2025, according to the new annual Ericsson Mobility Report.

PROs:

✔️ It’s a free tool that you can do in-house

✔️ You can record with your phone (you don't have the latest technology)

✔️ It will help you grow your business and build trust in your brand (which translates to increased traffic and conversions) and also you might overcome your       competitors by being so open about your service/product

CONs:

❌ You might need to have some knowledge about video editing

❌ You need to gather questions before

❌ You need some anticipation (promote your Q&A video through paid advertising)

What type of businesses can use Live Videos?

Beauty/Fashion industry, Cryptocurrency industry, Design industry, Education industry, Electronics industry, Entertainment industry, Entrepreneurship industry, Financial Services industry, Fitness and sports industry, Food industry, Fund-Raising industry, Health care industry, Hospitality industry, Insurance industry, Law industry, learning industry, Marketing & Advertising industry, News Media Industry, Real Estate industry, Retail industry, Traveling industry, etc.  

How do you do a Q&A Session? 

• Before you start planning your Q&A session you must know that there are several types of Q&A videos, such as: Planned live streaming sessions, Spontaneous live videos, Periodical live Q&A sessions. Also, keep in mind that you can choose another speaker, so you do not have to be the actual speaker.
• Whichever choice you chose your first step should be giving it a purpose, therefore you will understand why you are doing this Q&A session and what results you expect.
• After you have a broad picture of your aim you should choose the right platform where the video should be published - Facebook, Instagram, YouTube, etc. You can choose as many as you wish if your audience is there.
• Before you start recording or going live if you chose the live option, you should do some research and see what your audience wants to find out about you or a specific topic. You can publish some posts on your social profiles and ask people to send your questions or curiosities as you are planning a Q&A session (always give them the context so they can understand why you need those questions).
• If you have all the questions ready you will need: a phone that records video in high quality or a professional camera, a tripod and you might also need a ring light (some ring lights come with a tripod, a live streaming option and even a remote so you can start and stop recording without standing).
• During the video do not forget to engage with your audience, even if it is not live-streamed. Also, make sure you add some Call to Actions during the video (to subscribe, to share it, to leave a comment)
• After you finish recording the video, you should keep in mind that you might need to make some edits - cut some parts if you were stuttering or you are being interrupted, edit the colours to look more appealing and other edits. ‍
• Start promoting your video on all social media platforms that you are using, either organic or through paid advertising (or both). Invite people to watch your video, share it and comment if they have questions. ‍
• Always analyse the results. Only by analysing the results you can see what worked and what did not and make the right decisions.

3) Video Tutorials

Tutorial videos are a powerful tool if used correctly. Nowadays everybody shares tutorials on YouTube, especially. This is because tutorials are giving you the chance to share your knowledge, to help people, to be seen as an authority in your industry and to bring value to your brand, by providing useful information.

Tutorials are not for everyone, as this type of video has some specific lineaments that you need to pay attention to.

A study conducted by Wyzowl outlines that 66% of consumers prefer watching a video to reading about a product. 

PROs:

✔️ A great video marketing tool

✔️ An effective tool that will help you become a leading expert in your industry

✔️ You can film it with your phone if your phone records in an excellent quality

✔️ A free tool that you can doin-house

CONs:

❌ These are some more advanced videos; therefore, you will need some video editing knowledge

❌ It takes more time to do it

❌ You might need more tools, than just your phone, such as a tripod and some special lights

What type of businesses can use Video Tutorials? 

Agriculture industry, Automotive industry, Beauty/Fashion industry ,Cleaning industry, Construction industry, Design industry, Education industry, Electronics industry, Fitness and Sports industry, Food industry, Marketing& Advertising industry, Music industry, Photography industry, Traveling industry, etc.

How to do a tutorial video?

Part 1 - Before video recording

• The main purpose of a tutorial video is to solve a problem; therefore, you need to identify the problem that needs to be solved. It should be interesting for your audience and be a great match for your industry. As an example, if you are a business coach you can make a tutorial about business expenses.
• Tell people what they will learn by watching your tutorial. Just complete this sentence, “By the end of this video, you will be able to…..” ‍
• Choose the platform where this video will be published. You can choose the main platform you are using, but for many people, YouTube is their first option for this kind of video.

Part 2 - You can start recording

• To publish good quality content, you will need: a phone that records video in high quality or a professional camera, a tripod and you might also need a ring light (some ring lights come with a tripod, a live streaming option and even a remote so you can start and stop recording without standing).
• After you finish recording the video, you should keep in mind that you might need to make some edits - cut some parts if you were stuttering or you’re being interrupted, edit the colours to look more appealing and other edits.

Part 3 - After publishing the video

• ‍Start promoting your video on all social media platforms that you are using, either organic or through paid advertising (or both). Invite people to watch your video, share it and comment if they have questions. ‍
• Always analyse the results. Only by analysing the results you can see what worked and what didn’t and make the right decisions.

4) IGTV

IGTV or InstagramTV allows you to upload longer vertical videos on Instagram. You can use it as a standalone app or in tandem with Instagram as it is integrated into the platform.

Everybody is on Instagram nowadays, which means that a part of your audience might be there already, too. Therefore IGTV videos are a great way to share longer videos about your product/service and raise awareness of your brand.

According to Facebook surveys, Instagram is being used as a discovery tool - 83% of Instagram users discover new products and services on the platform while 80% of people decide either to make a purchase or not.  

PROs:

✔️ It is a free tool. You just need an Instagram account and you’re good to go

✔️ You can record everything with your phone. It is recommended to use your phone

✔️ Videos can be up to 60 minutes long - regular users can make videos up to 10 minutes long and verified users can make videos up to an hour-long

✔️ You can share original content

CON’s:

❌ It is available only on smartphones

❌ You might need some video editing knowledge

❌ Your core audience might not be there, as the average IGTV user is up to 30years old

❌ It can be hard to gain the spotlight as this is still a fresh tool and people are not used yet to check the IGTV section

What type of businesses can use IGTV? 

Automotive industry, beauty/fashion industry, design industry, electronics industry, entertainment industry, entrepreneurship industry, fitness and sports industry, food industry, hospitality industry, marketing & advertising industry, music industry, photography industry, retail industry, traveling industry, etc.

How do to create an IGTV channel?

Part 1 - Before you start recording

• Before you start recording you need to create your IGTV channel (if you don't have one already).To do so you need to sign in to the IGTV app and then click on the settings gear icon in the right-hand corner, and then click “create channel.” (This step is optional as you can upload videos directly from the Instagram app, too.)
• IGTV has some special requirements, therefore, before you start recording you must know what to expect.

• ‍Videos must be one minute long.‍
• The maximum length your video can be 15 minutes when uploading from a mobile device and 60 minutes when uploading from the web.
• The format acceptable to upload is MP4.‍
• You can upload a vertical video with an aspect ratio of 9:16 or a horizontal video with an aspect ratio of 16:9.‍
• Videos should have a minimum frame rate of 30FPS (frames per second) and a minimum resolution of 720 pixels.‍
• The maximum file size for videos that are 10minutes or less is 650MB. The maximum file size for videos up to 60 minutes is 3.6GB.
• The recommended size for cover photos is 420pxby 654px (or 1:1.55 ratio).

Now that you know all requirements, you should start planning. The first step is setting a goal for your video - to promote your product/service, to engage with your audience, to raise awareness, to share some behind the scenes information, etc.  

After you have a goal, you must choose a place where you can record the video and gather all the equipment you will need (a phone that records videos in excellent quality or a professional camera, a tripod and a ring light).

Part 2 - Start recording

• ‍Be as engaging as possible and speak passionately about the topic, as Instagram is a special platform, where users consume content in large doses. The idea is to stand out from the crowd and to be convincing.

Part 3 - After you record the video

• Make sure your video follows all Instagram requirements. If it doesn’t you might need to make some edits before uploading it.
• To upload the video, you can go on your Instagram profile and select the IGTV icon. Click upload and choose the video you want to upload. Make sure you add all the details needed (Title, Description, and a Cover Photo) and add a preview of the video on your profile by selecting the option that says ‘add a preview’.
• You can also upload a video from the IGTV app. More information about this process can be found here.
• After you upload your video, you can start promoting it.
• Make sure you analyse the results, the insights. Try and reply to all the comments and engage with your followers.

5) Webinars

Webinar stands for web-based seminars. These videos are online presentations that help you help others. What does that mean? It means that during a webinar you can share useful information about a specific topic and gather people from allover the world.

Webinars are a great way to demonstrate your value and your knowledge on a topic. This means that you will be seen as the leading expert on a specific subject and build trust in your services, which can lead to one thing - sales. 

Studies show that webinars are a great way to generate high-quality leads. Also, a study made by Go to Webinar outlines that B2B professionals “ranks webinars among the top three content types that they find most engaging and most frequently consumed”.

PROs:

✔️ You build a list - every person that signs up for your       webinar becomes a valuable lead that you can convert later

✔️ If you record your webinar (usually webinars are live videos       so you can interact with your audience) you can use it by       sharing on other platforms that you are using

✔️ You build brand awareness and set the brand voice

✔️ Anyone can sign up, which means that you will grow your audience worldwide

CONs:

❌ You might need to use webinar software to broadcast your webinar

❌ Running a webinar can cost anywhere between $100 and $3,000 depending on promotion and technology, according tooutgrow.co

❌ You need a high-quality camera

❌ Technical difficulties might interfere

What type of businesses can use Webinars?

Education industry, entrepreneurship industry, financial industry, fund-raising industry, insurance industry, IT Services industry, law industry, learning industry, marketing & advertising industry, news media industry, recruiting industry, telecommunication industry, etc.  

How to do a Webinar?

 Part 1 - Before going live.

• ‍Before you go live make sure you have a plan. To plan a successful webinar, you have to pick your topic carefully. Also, make sure you plan your objective, as it is closely connected with the topic you chose. But before you choose the topic, you must know that there are different types of webinars, but these are the best for you.‍
• Educational webinars - this type of webinar is used when you want to educate your audience or to share your knowledge. You can also ask for expert help to be the speaker of the webinar.
• Product webinars - during the webinar you will be showcasing your product, sharing useful information about your product/service with the audience. You will be able to get real-time feedback on your product/tool. ‍
• Lead generation and list building - webinars are a great way to build your list and generate valuable leads. As long as you provide valuable information to the audience, you will build a strong relationship with them, and they will trust you with their email address.‍
• Customer retention and nurturing - webinars are a great tool to attract new customers, at the same time it is a good opportunity to engage with your old customers and build long-lasting relationships, by sharing useful information about your new products.
• After you pick the topic, think about who is going to be the speaker and maybe do some thinking about adding an assistant, if you feel like it’s needed.
• With the topic in your mind, plan the content of the webinar. Think about the content of the webinar as the scenario of a movie.   
• Make sure you keep the presentation engaging for your audience, and also useful, by providing valuable information. Don’t forget that usually, webinars last about 40 to 60 minutes.
• To publish good quality content, you will need: a working laptop camera, a microphone which allows you to adjust its settings for better sound quality, a good internet connection and you might want to use a ring light for better image (some ring lights come with a tripod, a live streaming option and even a remote so you can start and stop recording without standing).
• After you planned everything, don’t forget to promote your webinar. Even if it’s a free webinar or one that people need to pay for, promotion is an important part of the whole process.
• Before the webinar, send reminders to the people that signed up for the webinar, as some might forget the date or the time.

 Part 2 - Going live

• The time had come to go live. Get familiar with your audience and don’t forget to follow the agenda you already have planned for the day.
• If you are planning to also record the webinar, make sure you mention the recording to the audience from the beginning of the webinar.

Part 3 - After the webinar

• When the webinar is over following up on it. If you recorded the webinar, send the recording to all attendees, especially to those who couldn’t attend the webinar.
• Don’t forget to ask for feedback, as you use their recommendations to improve future webinars.
• Send them additional resources and guide them through your sales funnel, to convert.  

6) Explainer Videos

Explainer videos are a smart marketing tool that have a great success rate. You can use an explainer video to display your service/product better, in a very creative way. Usually, these videos work best when placed on the homepage of your website, but you can also share them on all platforms that you are using.

Don’t be afraid to use an explainer video. According to a study conducted by The Draw Shop, 77% of viewers watch an explainer video for up to 2 minutes and this is because 90% of all our mental stimulus comes from visual and audio aids.

Moreover, another study outlines that 76% of business owners who already use videos on their website said that videos helped them to increase traffic and to minimise support queries.

Additionally, it is significant because based on HubSpot, roughly 54 percent of individuals prefer video content over any additional material.

What are the 3 types of Explainer Videos?

1) Live Action Explainer Videos

2) Animated Explainer Videos

3) Whiteboard Explainer Videos ‍

PROs:

✔️ It’s a great way to display your product/service

✔️ If it’s well done, people will share it on social media, which means free advertising

✔️ Senior executives prefer videos, therefore, if you are selling products or services business to business, you will capture their attention and might have a great       impact on their decision

✔️ Explainer videos are some of Google’s favourite things. If you are using an explainer video, there are more chances for your website to appear on the first page‍

CON’s:

❌ You might need to work with a video production company

❌ This will cost you time and money

What type of businesses can use Explainer Videos?

Agriculture industry, AI & machine learning industry, automotive industry, construction industry, cryptocurrency industry, education industry, entrepreneurship industry, financial services industry, fund-raising industry, human resources industry, insurance industry, IT services industry, law industry, learning industry, manufacturing industry, marketing & advertising industry, retail industry, telecommunication industry, transport industry, traveling industry, etc.

How to create an Explainer Video? 

• When creating an explainer video, you must keep in mind that the most effective videos last about 60 to 90 seconds. Therefore, you must be on point and make sure you describe your business successfully
• The first step is writing the script. This is one of the most important steps, as the script of the video can influence the success and effectiveness of it
• When writing the script, you can ask yourself some questions that will help you identify the key messages (who is your target audience?, what problems are you trying to solve?, what is the tone of voice you want to use?, think about a call to action)
• After you have the script and everything is clear in your mind, the best way to get this done is by using a video production company that focuses on explainer video creation‍
• Start your research and ask for offers‍
• You can also do it by yourself, but there would be a lot of work and resources that you must invest in, and the result might not be the one you wish for
• After you have the explainer video you can publish it on your homepage and on all other social profiles you are using