Including video in your digital marketing strategy is a must in 2022.
Out of all the content types – photos, blogs, email – nothing garners a high ROI than video.
While the upsides are endless, they require a little more effort to create. You have to write a script, record content, and edit. Thankfully, there are numerous editing tools and software that make the entire production process easier.
We’ll get into that later. But first, let’s break down all the things you need to know to produce the perfect marketing video for your brand.
Video Marketing Trends to Look Out for in 2022
The realm of video is constantly changing. If you’re looking for ways to keep your video marketing strategy current in 2022, we have four critical trends that you should note.
One of the biggest trends, made prominent by TikTok, is the popularity of short-form videos. The fast, entertaining bite-sized content is easily consumable and can generate just as much engagement as a much longer video.
While they can come in many forms, interactive videos allow viewers to take action during or after the video – give ratings, visit a link, or answer questions. Experiment with these to increase engagement and improve the user experience.
Videos are now making their way into e-commerce. New features and tools now allow viewers to click and buy directly from the clip. This eliminates the struggle of having to search and find the featured product. Now you can quickly convert a viewer into a buyer.
Captioning and on-screen text are trends that have become a necessity. Often, videos will play automatically on your Facebook or Instagram feed, but they’re muted. It helps to have text in the frame so that the user can follow along with or without sound.
Types of Marketing Videos
With these rising trends in mind, here are the types of videos you can choose to showcase your brand.
Let people see the human side of your business. For example, show them the production process of your product or employees in action. It’s one way to tell your company story and build a solid personal connection with the viewer.
Explainer videos are exactly what they sound like. They explain why the viewer needs your product. They’re usually presented with animated stories that align with the viewer’s stage in the buyer’s journey.
Having customers provide positive feedback on how your product or service solved their problem can boost your credibility and build trust with potential buyers. They don’t have to be lengthy – these can be as short as 10-20 second snippets.
People want to familiarize themselves with a product before purchasing. That’s why it helps to have an informative unboxing video that goes in-depth about the parts and features. Demos could be just the thing that influences the buyer’s decision.
Mini-docs that explore your mission, purpose, and values are a clever and subtle way for people to connect with your brand. This video type is more cinematic and technical, requiring more effort. The result is fantastic quality content.
How to Make an Engaging Marketing Video
Once you decide on a format, it’s time to enter production. Here are the steps to making a marketing video.
Make a plan
First, you need to figure out the purpose of your video. What are your goals? Who is your target audience? When is the publish date? Answering these questions will give you a strong foundation in terms of the content of your project.
Video production is a time-sensitive medium. You don’t want to waste time doing reshoots and re-edits. So spend serious time determining the main topic and subtopics you’d like to discuss.
Pro-Tip: Keep it simple. Don’t overload your video with tons of information. Otherwise, you overwhelm or even confuse the viewer. Instead, pick one niche topic and expand on it.
Write the script
Just like any film production, you need to have a script. It dictates everything that will be in the video, on- and off-screen. They include any lines of dialogue, visuals, and audio elements.
If you’ve never done one before, here’s an introductory video marketing script outline to get you started:
- Attention-grabbing hook
- The problem
- The solution
Pro-Tip: Grab your viewers’ attention within the first 3 seconds. Our attention spans are getting shorter, and the first three seconds determine whether we’ll continue to watch the rest of the content. So be sure to say or show something bold that will hook the viewer in.
Record your footage
When you complete your script, you can now get into the filming stage. While a DSLR helps, your phone’s camera will work just as well. At the end of the day, it’s the content that matters.
But there are some things to keep in mind when shooting. First, have good lighting. Whether you’re using natural or LED light, you want your subject to be well lit, so the viewer knows who to focus on.
Second, a tripod may be necessary to achieve proper shot composition. Not everyone has a film crew, and you may have to do things solo. That’s why it’s handy to have a camera stand to hold the camera for you and keep your footage steady.
Edit & Publish
It’s time to put it all together. Upload and organize the clips in the order you have them in your script. Cut out any awkward pauses and poorly framed shots for flow and clarity.
This is also the fun part because you can get super creative by adding text, effects, and music to make your video pop. After that, it’s just a matter of which video editing tool you want to use – and we have several recommendations.
5 Creative Tools for Video Marketing
Here are some of the best editing tools for your marketing video.
Animoto is one of the most popular free online video editors for marketers. Its easy-to-use interface allows people with little to no experience to craft fun, high-quality brand videos. In addition, they have their own library of music and stock images, along with the ability to add text and your logo. This is especially ideal for those looking to create a quick promo ad.
One of our hidden favorites is the Movavi Video Editor. It has the features of a professional editor but the ease and simplicity of a basic one. Along with adding transitions and special effects, they also have a stabilizer tool and a chroma-key feature – ideal for green screen footage. This online program has all you need to produce the best visual content, from short ads to mini-docs.
If you prefer a more animated style, then Biteable may just be the thing for you. Their editing software allows you to animate anything and everything to create a visual that will capture the viewers’ attention from beginning to end.
Another tool for animation lovers is Vyond. It’s a spectacular online editor where you can create custom animated characters and objects that move around while you’re telling your brand’s story. Give this tool a try and take your explainer video to the next level.
Are you a professional editing savant? Meet DaVinci Resolve – the perfect all-around software. It has all the advanced features of Premiere Pro and After Effects – but for free. With control over the color, visual effects, sound design, you can achieve your ideal marketing video.
Create your brand video
All these tools will help you create quality video content in no time, whether you’re a beginner or a pro. So elevate your video marketing game and start creating content that will engage your viewers and drive more traffic to your website.