How to Make Digital Marketing Videos
Marketing is a tricky business. The consumer wants to see what the product is worth right off the bat. And digital videos provide the groundwork for you to be able to do that. People love watching videos and this trend doesn’t seem to slow down. Rather the amount of people who watch videos on a social platform keeps increasing exponentially.
As a result of that digital marketing, videos have become an essential portion of a marketing strategy. Videos are a powerful marketing tool in this digitally enhanced world.
Making digital marketing videos is still a relatively new concept tool and you may still have some doubts. Is it worth considering using videos for your business? Do you have enough resources to create digital video content in your marketing?
The answer is simple: Yes, it is. Video making is versatile and easy to implement if you’re given the proper instructions. The videos don’t have to be perfect. Research shows that consumers prefer raw and somewhat unedited videos as they seem more authentic. What matters in the marketing video the most is the content and authenticity.
Part 1: Steps to Make Digital Marketing Videos
Making a video is not a complex process. However,we provide you the necessary guidelines you need to create a substantial video that will aid your marketing strategy. These are the 4 steps you need to follow to create a digital marketing video.
1. Plan your video
Make critical decisions in your creative process as to what you want to be in your videos and how you’re going to implement your plan. Research on your topic and look up research search terms that are relevant to your business and industry. Search Engine Optimization (SEO) tools are frequently used for this purpose. Use SEO based keywords in your title and your Meta description to optimize your place in the search engine results.
Incorporate keywords organically so they look genuine. Adding the keywords just for the sake of it would deter the whole marketing strategy and will give people a bad look.
Planning the video should answer the following aspects:
- The budget of the video
- Resources needed to make the video
- The target audience
- The goal of the marketing video
- The date on which it needs to air
- And most importantly,what content will the video give
Plan the audio, the editing, and video frames of the digital marketing video. This will ensure that you don’t waste your time later on with re-shooting, re-framing, re-editing, etc.
2. Script your video
Your video needs a script to go through or some sort of written description of the scenes that are to be added to the video.
Writing a script may come easily to some of you but if you’re having problems follow these basic tips:
- Write down the script in key points initially and sort through them.
- Try to link up the audio script with the visual script i.e. the dialogue with the visual scenes taking place in the video.
- Don't try to be discrete or unnecessarily mysterious at the start of your video. Have a gripping beginning.
- The language in the script should be relaxedand conversational. It should be concise and complex sentence structures and eloquent clauses should be avoided where possible.
3. Shoot for the edit.
Luckily,you don't need a really expensive camera or microphone to make your video. Nowadays,the camera in your smartphone is efficient enough for you to shoot your marketing video. IOS cameras have the necessary editing tools that will help you adjust your camera outlook to your advantage. However,if you want to go through the DSLR route for a more professional look then some top of the line options include the Sony Alpha a7SII, Nikon D810, and Canon EOS 5D Mark III.
For a more cost-effective option, the Canon EOS 7D Mark II, Canon 80D, Nikon d3300, or Canon EOS Rebel T6 can be used. If you choose a DSLR, there are a few settings you need to understand and practice on frame rate, shutter speed, ISO, aperture, and color balance. Dive in and learn as much you can about these settings and how different combinations work to create different looks.
You need a studio or a considerable space to shoot your planned video. When you begin building your in-office studio, you can inadvertently end up spending a lot of your budget. A good camera is not the only tool you need for this project. You also require:
- A tripod
To ensure a steady shot. Handheld cameras do not give a polished professional finish that you need.
- A microphone
Invest in quality sound equipment. The lavalier microphone (the small piece that clips below the collar of the talent's shirt) is a popular choice in most videos.
- Lighting system
A lighting system can consist of some extension cords and bulbs. A lot of money is not needed to be spent to have good lighting.
The traditional setup of video lights is known as three-point lighting which involves three lights placed strategically around the subject to help create the most appealing image.
- Other things to consider:
Bring some furniture into the office if it's too empty as empty spaces can accuse echo problems in the audio.Pay attention to fans or air conditioning noises that may affect the audio. Turn off the extra lights in the room that may deter the lighting system that you have already set up.
4. Edit your video.
Okay, you've filmed your video footage. Congratulations. You've finished half of the work that was needed to create a digital marketing video. Now you have to edit it.
Video editing can be tricky and may seem overwhelming but with guidance a little practice you can get the hang of it.
What you need to start your editing process is good software. There is various software on the internet with various price points that will help you get your job done. You need to choose one based on your skill levels and budget. You make digital marketing videos for free on some software.
Apart from trimming and layering a video in your editing process,another important concept is music. Most marketing videos rely on the appeal of music to attract the audience to their product. Mere words are not enough to grab the consumer. The video needs to be well rounded in every aspect.
Music should be an important factor as it can alter the video's tone entirely and the right music will elevate it. But music isn't free and before adding any file you should look up its copyright laws to avoid infringement.
Tips for adding music:
- Add music that is easy to loop. It will save time in looking up for another audio.
- Intro and outro music should be catchy and should leave a lasting impression on the audience.
- Look carefully into the pacing of the music to avoid it having collisions with the dialogues or voice-overs.
Voice overs are another essential element. They give a more professional finish to the video and might be better than using live audio from the video. Voice overs can be smooth and can be paced according to the finished edited video.
Tips on recording a voice-over:
- Find a good quiet location with no external sounds or unnecessary people.
- Read and practice your script thoroughly before recording
- Record multiple takes to make sure the best voiceover is chosen
- Stay hydrated and do vocal exercise before starting to record the voiceover
Best Tool to Create Marketing Videos
This software is popular in the editing world as it is easy to use and includes a variety of features. You can:
- Capture anything on your screen with a simple screen capture setting
- Edit your capture or any other footage
- Add annotations, stickers, and captions. They can be custom made to your desire
- Add transitions and effects
- Export your capture in MOV, MP4 and GIF formats and can be shared on social media.
Videos give more insight to the consumer about the product which can cause an increase in sales. With the best video recordering tool mentioned above, the visual information transmitted to the views will boost engagement levels as vision is our most dominant sense. Consumers are often uncertain when ordering online products due to fears of fraud and inadequacy but videos can help foster a sort of trust in the consumer and they would be more inclined to buy the product if the video showcases it well.
Videos are the perfect base to explain your product on. Difficult concepts can be explained through action or animation. Animation marketing videos can bring concepts to life when text and live-action videos are unable to do so. They catch the viewer's eye if they are done artistically and bring about a good increase in viewership.