Human beings are very visual creatures and that makes us naturally more likely to assimilate information presented to us in video format rather than audio or text. According to data from Cisco, by 2021, 80% of all traffic will consist of videos and according to TechCrunch people watch 1 billion hours of YouTube videos per day. Not only that, but 97% of marketers say that video has helped users understand how their products and services work.
If a picture is worth a thousand words, a video can do wonders for our ever decreasing attention spans. When it comes to marketing here are a few more statistics:
- The time spent watching Instagram videos increases by 80% every year, while the amount of social media video production quadrupled.
- When it comes to Facebook, views of sponsored video content have increased by 258% since 2016.
Basically, if you want anyone to give you the time of day on the internet, your best chance is creating video content. And here is the amount of time you can expect to get:
- YouTube: 2 minutes
- Facebook: 1 minute
- Twitter: 45 seconds
- Instagram: 30 seconds.
Even if social media users are less likely to watch an advertisement nowadays, sponsored content, when done right, can go a long way when it comes to building brand recognition, loyalty, trust and boosting sales.
How to do it right
- Become proficient in using social media
If you don’t already use Facebook, Instagram, Twitter, Snapchat etc. download them, install them and play around to get a sense of the user’s experience and perspective.
- Take note of what grabs your attention
Watch some sponsored content videos and write down what grabbed your attention, what was boring, what was catchy, what was iffy.
Come up with some ideas of what kind of content you would like your product or service to be associated with based on what you saw during the research phase.
The most common styles of corporate video production are
- Sincere and inspired
- Satirical and informational
- Epic and exciting
- Trendy and sophisticated
- Hip yet authentic
- Traditional and educational
You can mix and match until you find the best combination for the message you’re trying to convey.
- Get help
At least in the beginning, it might be a good idea to work with a professional specialized in creating quality sponsored content.
If you’d like to create a video by yourself here are a few things to watch out for:
Your videos should be able to express and evoke emotion. You can do this using specific words, music or powerful visuals. The stronger the emotional pull your video has, the more likely it is to be shared.
You can make the kind of content that brightens up someone’s day, that promotes self-empowerment, that makes people laugh, cry, that shocks, that plays on fear and the need to be in control. As long as you do it tastefully and it feels authentic and not manipulative, you can create something that lingers in our collective memory.
Keep it short
Make something catchy and short, if it’s too long our attention spans can’t handle it. Try to compress your message in a short and focused format, you don’t need to give them all the information right now. Just get their attention so they remember your brand name, what you do and what makes you special.
Use engaging sound effects but add captions
Many users will just watch these videos at work or on public transport and will not always be able to turn the sound on, if there are no captions they’ll scroll past you. But in case they do turn their sound on, you don’t want to be boring because… same thing, they’ll keep scrolling.
Have a clear message or objective which is obvious from the first few seconds. Users want to know what they’re watching from the very beginning, if you create false expectation they’re more likely to associate a negative emotion, disappointment, with your brand.
When it comes to picking the most suitable tools for creating social media videos, you should focus on editing possibilities, formats, direct imports, usability and pricing.
Some of the most popular options are:
Adobe Premiere Rush
Adobe has a good reputation for its professional editing software but can be quite intimidating to a novice user. This app is a simplified version that is quite easy to use and intuitive. It operates across devices with almost identical versions, it’s accessible anywhere, you can capture, trim, record voiceovers, add filters, polish audio and choose from their library of transitions.
This app uses AI technology specifically to help marketers create the most attractive content. You can create videos from scratch using premade templates, choose a video editing style on soundtrack from the library, change effects and control the pace of your video, add captions and many other things. It comes with a free trial, so you can read some reviews online and try it out for yourself.
This one is open source, also multiplatform but what sets it apart is its 3D animation suite. The results are realistic without having to perform complex programming. You can use it for simple things like color correction or for something more elaborate like chroma key compositing. It’s also quite user friendly. Did I mention it’s free?
When 81% of businesses prefer to use Facebook for video marketing and 85% of consumers stated they want to see more video content from brands, it might be time for you to dip your toes into the wonderful world of social media video content. Nothing helps get your message across better than a format we are genetically predisposed to find the most engaging.
If you lost focus several times just by reading through this article you know you would have preferred a well edited video with good sound effects, a catchy message and a lingering, contagious vibe. So what are you waiting for?