NEWS AND TIPS
By Joshua Brennick
If you are looking to incorporate short videos into your online marketing strategy, this article is for you. These short videos when added correctly can help guide people through the purchasing stage and help you get out of that rut of moving prospects from being familiar with your brand to buying from your brand. This article is intended for you to learn how to create short, cost-effective videos to help convince people to purchase your product or service.
Why Use Short, Fact-Based Video?
The first thing to understand is the basic question of, “why”? According to a Wyzowl survey, 72% of participants prefer to use video to learn about a product or service. What the results from this survey show is that video is a great option for small businesses to connect with, convince, and convert leads into customers. One reason that that is believed to be behind this success is that quick fact videos packed with stats are especially helpful during the convincing phase of the customer journey. If you know this and have the capability to create this crucial final selling piece, why would you not add it into your sales cycle if it means increasing the bottom line? This type of short video is designed to capture the viewer’s attention and explain the key points about a particular concept, product, or service in a visually compelling manner.
The best part about all is is that it is almost free to create quick fact videos since they don’t have to involve elaborate props, actors, or venues. It’s cost-effective video content. All you need is a powerful script along with the right graphics, animation, or visuals to amplify the story.
It’s important to also note a few facts before you begin creating video content. First, the human attention span is getting shorter, which is why it’s important for any piece of content to begin with an attention grabbing start. For example, you can begin with a fact or prediction that grabs the viewer’s attention, leaving them intrigued and wanting to learn more. Then take it to go on to state another startling fact or prediction to further build on the story. After highlighting a concern, give viewers context to understand it better. As the video is coming close to an end, ask a question and leave viewers with a clear and strong call to action (CTA).
An important fact to remember is that in a span of just 60 seconds, a fact video can accurately throw light on an issue. Be sure to use moving visuals, an appropriate background score, and the right amount of words in every frame to give viewers enough breathing room to take in the information.
With that, let’s begin our how-to:
#1: Storyboard a Video That’s 60 Seconds or Less
A storyboard is to a video what an outline is to a blog post. It helps you develop the detail of what every frame should consist of while making sure the story follows strategic flow. Creating a storyboard lets you approach your video in an organized manner and helps the creating process move at a smoother pace since there is a developed action plan.
The body of your storyboard begins with narrowing down to the purpose of the video. Ask yourself what you want to achieve from the quick fact video. Do you want to spread awareness about your product/service? Increase engagement? Generate leads? With a clear goal in mind, you’ll be able to customize the message, script, flow of scenes, and CTA.
Here are the elements you’ll need to gather.
Before you start creating your content, you need to have every scene planned out with the appropriate script. An example could be an existing article you have that you can extract the text from. Make sure that all of the key points you’re addressing are laid out in the desired sequence in a document so it’s easy to deliver and remember the lines. This is important because quick fact videos are meant to be brief and will be most effective if you focus on one message instead of cluttering it with too much information and overwhelming the viewers. Remember that attention span is slowly decreasing in viewers.
Choose relevant visuals that go well with the text and strengthen the message. Also, you will want to be mindful of how background visuals will combine with your text overlays.
A quick fact video will always perform better if you add text overlays to compliment the visual pieces since it’s suppose to be short, quick but informational. This is where you will want to decide which words you want to highlight and how much time to spend on each frame. A recommendation would be to not add more than 120–150 characters per frame to allow viewers enough time to read and digest the information.
Branding Elements for Watermarking
Remember that while branding is important, it needs to be subtle and proportionate. The last thing you want is an overpowering brand logo that takes up more space than it should and interrupts the viewing experience. Use a watermark of your logo rather than an overpowering version that will pull the viewer’s attention away from your content. In this type of video, it’s important to be subtle and proportionate with your branding.
The best way to select a suitable background score is to think of the emotion you want to evoke and the mood you wish to set. Do you want people to feel angry, sad, uplifted, surprised, or some other emotion?
#2: Assemble the Video
Now that you have chosen the various elements of your video, you can start arranging the elements in your chosen video editor as per your storyboard. Since 52% of social media users browse on mobile, it’s important to note that the videos you create need to be mobile-friendly. This means they need to adapt to the screen and not get cluttered. It’s also important that the pace of the video complements the movement of the frames.
Remember, the shorter the fact video, the better. With declining attention spans and content being consumed on the go, short-form videos tend to perform better on social media. People are more likely to be engaged while consuming short videos that provide value in 60 seconds or less. Be mindful of the length of the content and make sure it’s concise.
The Beginning: Use a Hook
You need to open with a hook that instantly captures viewers’ attention. You can start with a question, state a startling fact, or share a message that piques curiosity.
Make sure that the hook is in line with the video’s title so people are assured that they’re viewing what they were promised.
The Middle: Educate Your Viewer
Once you have the viewers attention, you can go on to introduce the concept/problem and follow it up with a solution or leave the viewer with a question to ponder.
The End: Issue a CTA
Just as the beginning seconds of the video are critical, so is ending with a strong CTA. That’s what will drive results and define the success of the video. Make sure to include a clear CTA that tells viewers exactly what they need to do. Always dedicate one whole frame to the CTA so it gets the visibility it deserves and prompts action.
This should go without saying but before you finalize your video, make sure you view it to make sure it runs and sounds appropriately.
#3: Publish Your Video on Social Platforms for Organic Distribution
You didn’t think simply creating a video was all it was did you? Now you need to let the magic you just created shine everywhere. To make your efforts count, promote the video so people will find and watch it. Be sure to directly upload the video to whatever platform(s) of your choice and not provide a simple link that could interrupt the user experience which would disrupt the sales process and goal of the video.
#4: Create Retargeting Ad Campaigns for Warm Audiences
A great way to generate more views is to Identify the key platforms frequented by your target audience and run an ad campaign. Be sure to retarget warm audiences that know of your product. As an example, you can post the teaser as an Instagram story ad that when swiped up directs users to the main video on your Facebook page or Twitter account. Always try to create a synergistic approach with all your social platforms when it comes to ad campaigns.
So in conclusion, businesses that want to add video to their social media marketing strategy are often intimidated by the creation process and rightly so. The good news is that quick fact videos are as easy to create as they are to consume. They’re also tailor-made for social media because they deliver your message in a concise, engaging way. Be sure to track metrics such as video views, number of shares, completion rate, and average view duration to understand how your content is performing and provide stats for optimization of future posts.
JBrand Media was founded in 2013 by Joshua Brennick, 2019 recipient of The Nashua Telegraph "40 Under Forty" award, with the purpose of helping educational institutions and businesses utilize digital marketing to achieve their marketing and sales goals. Since the launch in 2013, JBrand Media has provided successful services to many clients and has gained recognition as being considered your outsourced Chief Digital Marketing Officer.