The days of being able to pitch a product to a customer using the written word alone are over, and they’ve been over for a long time. Nobody stops to read a written advert when they’re rapidly scrolling their way down a social media news feed. You don’t do it, and so you can be assured that your potential customers don’t do it either! You might, however, pause for a moment to look at a picture or a photograph if it catches your eye. You’re even more likely to take a few seconds to watch an entertaining video if it’s presented well.
We know that video marketing works. If people didn’t want to digest video content, TikTok wouldn’t exist, and there would be no such thing as viral videos. Visual marketing engages with people in ways that written marketing doesn’t, and that’s why video marketing should be a big part of any marketing plan you draw up for your business. Creating a successful marketing video, though, isn’t easy. Very few of us have the skills of Peter Jackson behind a camera, and even fewer of us are Leonardo DiCaprio or Jennifer Lawrence in front of one! Fortunately, you don’t have to be. You just need to know the basics.
Just having a good video won’t necessarily lead to additional sales – pitch and tone are just as important. Think of marketing as a game of online slots; you might have all the right pieces, but you’ll only get the payoff if they line up the right way. Even in the world of Jumpman Casino, we’re seeing video content become more and more popular as part of games, so it looks like the whole world is embracing video marketing! It can be used to sell online slots, bank accounts, used cars, or vegan soup – but it has to be done the right way. Here are a few key points to assist you.
The First Five Seconds Mean Everything
First impressions matter. That might be a tired old cliche, but there’s strong science behind it. People have short attention spans when they’re browsing online, and if you can’t engage them immediately, they’ll move on before you’ve even had the chance to show them your important content. There’s no hard and fast rule as to what makes for a great intro, but you should include a big hook right at the start. Consider starting with a joke, or with an explosion of great video effects. Even a simple introductory graphic might help. A cold open, with nothing more than a person speaking directly to the camera, is unlikely to win you any new friends. Start with a bang, and then follow up with the meat of your message.
Think About Mobile Phones
Your product or service might be designed for a big picture, but it has to be able to be seen and understood on a small screen. It’s highly likely that your viewers are watching your advert on their mobile phones. Mobile web traffic rose by thirty percent between 2016 and 2019, and there’s been more web browsing done on phones than on desktop computers for a very long time now. A viewer will only tilt their phone sideways to see your video in widescreen if they’re very engaged in it, and so think about the portrait format. Get everything in focus right in the middle of your video. Don’t bank on people looking around the edges, and avoid small pictures and small fonts. Bigger is always better in video marketing.
Use Music To Assist You
Silence doesn’t make for a very engaging video, and even if you’re talking quickly, there will still be silence between your words and sentences. Just like music sets the tone for a movie or a television show, it sets the tone for an advert. A video that’s too quiet can come across as awkward or amateurish. Fortunately for you, the internet is full of music that’s free to be used without any fear of copyright claims – but if you really want to push the boat out, consider buying some for your own personal use. People might even come to associate it with your brand.
Use A Voiceover Artist
There’s a certain type of voice that’s used for movie trailers, and you know exactly what that voice sounds like. There’s also a certain type of voice that’s used for more sensitive matters, like life insurance adverts. Your industry will have an expected tone of voice, too. Most of us aren’t blessed with the vocal qualities of a voiceover artist. Only use your own voice if you’re confident that it matches the tone of whatever you’re trying to sell. If you’re not, invest in a voiceover artist to get your message across for you.
Ask For Engagement
Videos that get a lot of responses – be that likes, comments, or shares – appear more prominently and more frequently than those that don’t. Even if you’re paying for placement, your video will look unimportant if it doesn’t get any reactions. If someone sees your video on Facebook, for example – but also sees that it doesn’t have any comments or likes – they’re unlikely to believe that it comes from a trusted source. Asking questions in your video is a good way to do this, but giving something away is an even better route. If people can get a free gift or a similar incentive just by responding to you, they’re more likely to do it!
Professionalism is everything when it comes to the execution of all of the above advice. You need a quality camera, good graphics, professional lighting, and an environment that fits the tone of whatever you’re selling. If you’re not confident in your ability to provide any of these things, go directly to an individual or firm who can provide them for you.
A video that cost a little money to make will serve your purposes far better than a cheap and amateur self-production. Nobody’s expecting Hollywood quality in any advertisement for a small business, but remember that your advertising output is a reflection of the quality of your service. If it looks like you haven’t put any time or effort into it, your viewers and customers will assume that the same is true of your products. Get it right, though, and you could be going viral within days of posting your video!