Online Video Marketing

With changes in Twitter and Facebook keeping a great presence now demands increasing attention is paid to online video marketing. Videos are now autoplayed which means there is no volume heard but the action is important and if a story is going to be told when the actions of the actors in the video aren’t clear text needs to be visible in the story so that some sense can be made of what is being seen, even if it’s just a one sentence or phrase. You have already seen the development of Facebook away from largely text based posts to pictures and this development is going to morph into more videos being posted. So important is the use of videos in improving company presence that the first exercise in Google squared Digital Course is to create a video.

When producing or commissioning a video you need to think what it is f0or. It could be promotional so aimed at selling an item, a demonstration aimed at showing you have the knowledge whether it’s how to knit, crochet, use chopsticks or whatever or aimed at gaining trust from prospects who may consider buying from you. When you post any information about yourself or your company you are building the brand.

As with any other promotional effort it is not just a case of producing the material i.e. printing a leaflet or producing the video, you also need to ensure that not only is it published but that you promote it so that folk find it. With so much content we live in a digitally distracted life and the video needs to have a quick impact.

If producing a sales video it is well worth paying to get this done professionally but sometimes you can produce videos for other reasons as part of building your brand. This could include a recording of a Google hangout for example or a presentation you have done on a particular topic or a link to a TED talk you have done.

Videos to be used in social channels are aimed at creating interest hence conversational based videos can work well in these channels. It is not just a case of knowing how to produce the video itself so people will watch it but it’s also necessary to think about the content. The best way of going about this is to break the elements of the video production down into a small project and isolate the core components of the story you are going to tell. As in any form of communication you need an introduction, body which contains the message and a conclusion. In a video the elements you need are lead shots, cut aways of action such as case studies based on what your organisation does, call to actions which include messages such as call now and phone number or sign up to the newsletter, an outro which is the ending, music which needs to be copyright free and your voice over.

It’s best to wear plain clothes rather than patterned as they look better. Spend some time looking at other videos to see what words for you. Its not always appropriate to look directly at the camera. The subject should be off centre rather than dead centre and room needs to be left above the head. The background needs to be plain or look good so closed blinds, plain walls etc can be good. A vase of flowers can help. Look at interviews conducted on BBC by journalists of subjects such as actors or politicians. The environment is staged and controlled.

The way you put your story together can differ according to the storytelling technique you are going to use. Remember also you are looking at highlighting the benefits of what you do to the customer e.g. I do not just make face cream, I make women more beautiful. Websites worth visiting which detail story telling techniques include George Lucus and Hero’s Journey Principle are worth looking up.

In a short video introducing people to you on your website the length needs to be no more than 2 minutes, 1 min 50 secs is really the most. In a lead shot you would not look directly at the camera and if you produce answers to questions you tend to use a better voice. This means you can either work as a duo or have an assistant holding up questions which you then answer. If your video is questions and answers then you look directly to the camera and use a working environment as a background.

The kit you need to do it with a mobile includes and external microphone with audio in and out, a tripod, something to grab and hold the mobile phone which can be attached to the tripod such as a clamp, Joby grip or the top of a selfie stick, lighting unless you film outside and editing software such as Screen Flow for a Mac or Sony Movie Studio.

It’s worth doing a lot of filming at the same time so you build up video clip folders of  lead shots, case studies, graphics etc.


Good luck with your efforts.

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