5 (Plus) Tips for Creating Compelling Videos
People on both ends of B2B and B2C want a deeper relationship with your brand. Using video to tell a deeper story is a great opportunity to engage an audience. Don’t be afraid to “drink your own Kool-Aid,” as they say.
But video has to be seen first. It’s called “discoverable content.” When people want something, they search for it. Case in point: When Google understands that there is a video offered on a site, it will usually display a thumbnail as part of the search result for that page. I always ask clients what they plan on doing with their videos. Embedding a video via an iframe direct from YouTube, using Google’s Schema.org markups, using Facebook share tags, or just making sure they put them up front and center on their sites is simple best practice. Bottom line: Make sure your audience can find content easily.
FS: What are some top tips you can offer nonprofits when it comes to producing videos?
JG: 1. Video represents new rules in terms of content development. As you build your video library and propose work, you need to make sure you think about the story and keep content concise. The average length of a corporate video is 3.5 minutes, but I suggest keeping the production as short as possible. If viewers don’t connect with the message, they will drop out after the first 10 seconds.
2. Videos used in the marketing funnel should include a call to action or next step, either implicitly or explicitly. Keep the end in mind.
3. Remember that your audience is inundated with text, information and offers, the majority of which never get read. That’s why incorporating video and making it discoverable in content-based marketing is so important.
4. Hold your camera steady, have good lighting and, most importantly, make sure the sound can be, well, heard! Without good audio, the video will fall flat and fail from the first second.