Consumers’ demand for video content is swiftly on the rise; 85% of consumers want to see more video content from brands. But feeling like the production of such content is out of reach is a common sentiment; 83% of marketers would increase their reliance on video as a strategy if there were no obstacles like time, resources, and budget. Here are some reasons spending less resources on your video content might be more productive, and some tips to get started.
Think of all the polished, ad-like videos you come across as you scroll through your news feed. We learn to ignore what is so clearly an ad. But an unedited, low-tech video? That’s a breath of fresh air! And it is more likely to make your clients stop and take a look. Think stock photo versus a photo of your friend this past weekend. Which one are you more likely to engage with? While so many brands are spending big bucks on videographers and post-shoot editing, you might be able to garner more engagement with a simple screen record.
Consumers yearn to be able to connect with brands on an emotional level. Are they more likely to do so by watching a four-figure video production, or interview content that makes them feel like they are on a chat with some friends? Nielsen released a study in 2016 which revealed that ads with an above-average emotional response from consumers caused a 23% increase in sales compared to average advertisements. Reach out and touch your target audience with relatable video content that showcases the personality behind your brand.
There are tons of video platforms that are cost-free, especially with the drastic expansion of the remote workforce. The majority of these platforms allow you to record yourself and multiple other participants as well as execute screen shares. Some of our favorites: Skype, Zoom, and GoToMeeting.
You’d probably be surprised how willing folks are to help your brand if you simply ask. Satisfied customers are one of your most valuable advocates. In fact, customer testimonials have the highest effectiveness rating for content marketing at 89%. See if your customers will sit down with you to share their experience with your brand via a video interview. You can complete an interview with less than 30 minutes set aside and using a free video platform.
Film yourself giving the same tidbits of advice you’d give your customers. (without giving away too much of your “secret-sauce”) Fill viewers in on the latest trends within your industry or talk them through a how-to. Google reports that 65% of people use YouTube to help them solve a problem. You don’t have to interview an expert to help them solve these problems. You are the expert. Remember that you have valuable information to provide related to your field and those with less knowledge will be interested.
Make your video more conversational than scripted. Don’t just ask interviewees how your product has helped them, or why your brand is different. These questions are important, but also see if they have a unique story to tell- something that would interest viewers and make your content more than just your run-of-the-mill customer testimonial. If your team is recording an educational video, avoid just rattling off statistics, bring personality to the content.
Editing takes extra time and money, as well as someone with the experience and tools to do it effectively. But you don’t have to do expensive edits! Again, your consumers want to see there are humans behind your brand. And humans stumble on their words as well as deal with minor tech errors. We do highly recommend editing out anything inappropriate, but this can be done with a free and easy-to-use platform and should take minimal time.
Video content is highly impactful, and it doesn’t have to break the bank. Using a minimal amount of resources, your brand can produce video content that garners attention and receives engagement. For help producing effective video content on a budget or for consulting on best practices and implementation methods, contact 10 Pound Gorilla today.