Visual assets have become an essential marketing tool for businesses. As users scroll through their social feeds, this content is more effective at grabbing their attention compared to text alone. With the rise of multimedia posts across platforms, videos have particularly become more widespread and common.
According to Small Biz Trends, online consumers significantly prefer video to any other form of content. A whopping 60% of millennials, for instance, enjoy watching a video compared to reading a newsletter. For tips on creating spectacular video content, Business News Daily talked to three marketing experts for some advice for small business owners.
1. Don't lose your audience's attention
Ashley Boyce, a video editor and graphic designer for Vyral Marketing, stresses the importance of grabbing your audience in the first three to five seconds of your video. In that time, too, the audience should already know what your video will be about.
So what about after those first few starting seconds? Well, it depends. Celina Levin, founder of the DIY fashion and beauty blog Sartorial Petite, explains that length varies based on the video's topic or subject.
"You want to hold on to your audience long enough to get your points and information/call to action across, but you don't want to saturate your video with content that might drag on or seem boring," she explained. "If you're doing a DIY video, a 30-minute video is less than ideal, as people will get bored and skip through it."
2. Try removing audio
Many Facebook, Twitter, and Instagram users view videos without any audio whatsoever. Think about it: If you don't have headphones, but you're scrolling through your news feed in public, you're not likely to grab earbuds to watch a 30-second video.
Business consultant Kendra Valentine suggests approaching videos as moving images. A solid goal is to grab the viewer's attention without using audio. Experiment with removing audio from your clip entirely to test the strategy on your own.
"You are making a montage of images and more likely than not, you should have some text weaved into the content for people to read quickly, since we are not so at ease while scrolling through a feed that we will take time to interpret every post that pops up," Valentine elaborates.
3. Understand the importance of SEO
Your video should be easily searchable so your audience can find it. Levin adds those using YouTube should focus on both long and short-tailed keywords. If you're posting video content on other social networks, be sure to use popular and relevant hashtags.
"If your business is clothing or jewelry, try typing into YouTube's search bar for various 'how to wear' phrases, or identify what is trending," she mentioned.
4. Humanize your brand
To produce video content, you don't need a fancy studio anymore. In fact, recording in your business's natural habitat is encouraged. The setting of your workplace humanizes it, giving your audience an inside look. Beyond the basics, aesthetics shouldn't be your main focus.
"You want something of good quality, but it doesn't need to look like a professional studio produced the work," Boyce mentioned. "It's good for small businesses to stay on the same level as their demographic and show that they are human, too."
Additionally, Valentine stresses that the days of eye candy are over. What's most important is communicating something to your audience directly; otherwise, you could lose some serious time and money.
"Content is created constantly these days, so you should invest in making sure it has a clear message or purpose and a clear intended audience," Valentine explains. "Your video needs to warrant the time your audience takes to view it by providing clear value to them."
No matter how long or short or flashy or simple, all experts agree your videos should have some sort business goal or objective besides apart from selling a product or boasting a website.
"Success is in the eye of the beholder, so to speak," Levin mentioned. "In the end, a successful video depends on the goals you want said video to accomplish."