Video marketing is here to stay. Whether it’s done on YouTube or through any other social media platform, you can’t deny the impact of video on marketing campaigns.

Facebook has 4 billion daily video streams. Over 300 hours of video content are pushed to YouTube every minute. Instagram, Snapchat, and even Twitter are getting in on the video action. Right now Facebook and Instagram are pushing video content harder than images, links, and other ways you promote online. You can now use a video in your Facebook cover photo area. Video marketing is taking the world by storm, and it’s time to take the plunge.

So how do you use video in your marketing campaigns?

Know Your Audience

If your audience loves a live Q&A, make it happen. If they want to see how to put a product together, show them step by step (with proper camera work, so it doesn’t look like someone is holding a phone camera while turning a screwdriver). If your clients want productivity tips, maybe a top down video or a screencast with a voiceover may work. Know what your audience wants and deliver it via video.

Come Prepared

At a minimum you will need a camera, a microphone (the built in mics on your camera/phone is great for picking up background noises, but not very effective at capturing the voice of your speaker), a tripod, and at least a rough script of what you’re going to say and do during your video. Editing software will depend on what type of videos you’re creating, but there are an incredible amount of tutorials out there to help you find the right package for your needs.

Some things to consider:

You Want to Tell a Story

Your video composition is about telling a story. A solid beginning, middle, and end are necessary. Here’s a format I prefer to follow.

  1. Tell the audience what you’re going to talk about (show the “after” pictures of the product or service, so they know what to expect by the end).
  2. Go through your content.
  3. Provide a summary of what you covered and leave with a call to action.

Live Isn’t Always Better

You can’t walk into a live show and expect it to be perfect. Yet, many businesses try to do that. They don’t do dry runs of their content, set up, or check video quality, and as a result, their live streams lose viewers quickly. Use Live only when it makes sense for your content. An in-depth tutorial on building a cabinet, for instance, would probably be better suited to a pre-recorded and edited video.

Shaky Camerawork is Amateur Hour

I have no doubt that you can name a popular vlogger (video blogger) who uses shaky camera shots in their content. If you’re vlogging, that may be acceptable, but in your marketing campaign, you want professionalism. Take the time to use a tripod, even with your phone. Figure out your composition. You won’t get it right the first time, so take some practice shots with lighting and layout.

Sound is Key to Successful Videos

Wind, background noises, poor mic control, and more can turn your video into a disappointing production. Choose music that doesn’t overpower the message. Make sure the volume of the speaker is at a comfortable level. There is so much more to cover at this point, but you, at least, want to have your key speaker mic’d up. Always test your sound quality before you begin final recording (or live stream).

These were just a few things to get your started. Which aspect of video marketing do you want to know more about?