Video Marketing? How is it done?
What is Video Marketing? Video Marketing Content Types. How Can You Produce Video For Your Business? We talked about video production and marketing with many techniques.
Businesses need a video marketing strategy. This is not a new phenomenon, of course. However, the importance of video has grown enormously in recent years. Video marketing is no longer an element of marketing strategy, but a marketing strategy in itself. So video has become one of the main elements of social media. According to Hubspot's research, 4 of the 6 platforms where people watch videos the most are social media platforms.
Why is this important?
Because if you don't produce videos, you will fall behind the competition. However, there is nothing to be afraid of. The simpler and raw video you produce, the more authentic your content will look. The audience attaches importance to this.
Moreover, video production has become more affordable than ever. Even mobile phones of 1500 dolar can shoot 4K quality videos.
But video marketing, from equipment to lighting, editing to color editing, can be a bit complicated. That's why we've compiled everything you need to know about video marketing in this post.
What is Video Marketing?
In its simplest definition, video marketing means promoting a brand's products and services using video. Thanks to video marketing, efforts are made to increase customer interaction and reach new customers in digital and social channels.
Since 2016, the importance of video as a content format has increased. Nowadays, video has turned from a marketing tactic to a full-fledged marketing strategy.
Today, a web page with a video has the capacity to increase the conversion rate by 80%. The word "video" in an article or e-mail title increases the rate of clicking on this article / e-mail by 19%. 90% of customers find it helpful to watch a product video before purchasing a product.
The video has also changed the interaction of salespeople, customer representatives with customers and prospects.
Video is a very effective tool for salespeople to use in the customer's shopping process. There are numerous uses of video for customer service. Information videos, usage videos, customer videos, personalized support videos etc.
In short, video production is something everyone can do. So businesses have no excuse not to take advantage of video marketing techniques.
Let's look at video marketing types now. Thus, you will see what kind of content you can produce in video marketing.
A. Video Marketing Content Types
Before you start shooting videos, you need to determine the video format. The list below will give you the opportunity to get to know your options better.
The demo video shows how a product works. So if you have developed a software, you can take a video explaining how to use the software. Or you are a company that produces disassembled furniture. You can take a video explaining how the drawer you sell is assembled.
2. Introduction Video
Brand videos are often part of extensive advertising campaigns. There are elements such as the company's mission, vision, products and services, office and factory. The purpose of this type of video is to increase the awareness of the company and attract the attention of existing and potential customers.
3. Event Video
Is there an event in your company? Is there an event sponsored by your company? Is a traditional ashura day organized in your company? Here's the event video for that.
You can share sectoral information and convince your target customers in your professionalism by interviewing experts working in your company or people visiting your company.
5. "How Do I?" Video
The training or how-to video is shot to teach your target audience something. For example, when you introduce a new product to the market, you can explain the features of this product with 5-6 short videos.
6. Description Video
This type of video is shot for customers to learn about a product or service. Many explanation videos tell about the problems an imaginary customer has experienced, the process of noticing a solution to this problem and purchasing a product. Or, this format can be used to explain a certain subject with various visuals and interviews, speeches and graphics. So we can say that it is the most widely used video type.
Animation and infographic videos also help to explain difficult-to-explain topics in a simpler and more understandable way. So let's say you have a hair transplant center. It is not possible to show the root of the hair as real. However, by preparing an animation video on this subject, you can explain the hair removal from the neck and the placement of this hair in the place to be transplanted more easily with animation.
8. Customer Evidence Video
Let's say the product you sold worked for a customer a lot. The way to prove this and show it to other prospects is to interview the customer and get their opinion on the product.
9. Live Video
It is a very friendly way to show live video viewers behind the scenes in a company's kitchen. You can broadcast presentations, events and launches live and communicate with the audience in real time. In this way, people understand that you have a sincere identity as well as a corporate identity.
10. 360 Degree Video
The number of cameras that shoot 360 degree video has increased and the price of these cameras has decreased to reasonable levels. These videos, where viewers can navigate 360 degrees in the video, give people the feeling of "as if they were there" and offer a unique experience.
11. Virtual Reality Video
With virtual reality videos, viewers can move around and control various things. Thanks to virtual reality glasses like Oculus Rift and Google Cardboard, it is certain that virtual reality videos will gain more popularity in the coming years. There are also augmented reality videos. There are various uses of the augmented reality videos, on which a digital layer is placed on the known video. In other words, when you point the camera of the phone towards the bedroom of your home, this technology measures the size of your room and offers the most ideal furniture options for the room. IKEA invests enormously in this technology.
12. Personal Message Video
Video is a creative format for maintaining a conversation, replying to an email or message. For example, you can celebrate the birthday of an important customer with a video prepared by the company.
B. How Can You Produce Video For Your Business?
Let's get into the video production thing now. In this section, we give detailed information about video production for your business.
Before diving into shooting, camera, editing, music, we have to start with the most basic topic: What is the purpose of this video?
Every decision you make in the video production process should serve the purpose of the video. What should the people watching this video get out of it?
Without a clear purpose, you may find yourself being thrown around in the middle of the shot. This results in mediocre work and wasted labor-time.
When producing a video for your company, it would be nice to ask various questions to the people involved in this process. So you can create a survey on Google Forms and get people's opinion.
Target audience: Which customer group is targeted?
Purpose: Selling tickets? Is it to introduce new products? To increase brand awareness? What?
Media: Where will the video be broadcast? Facebook? Company site? Instagram?
Budget: Producing video can be very expensive or very cheap. It is completely based on your approach and expectations. However, it's always good to set a budget for the video.
End date: When should the video be ready? Between a video that needs to be prepared in a day and a video that needs to be prepared in 3 months, budget, quality, etc. There will be such differences.
Style: What creative help will you need in the video, along with budget, resources, time? Is animation required? Will there be any special effects?
The benchmark for success: How will you know that the video has achieved its purpose? You should set a success criteria for the video and act accordingly. So you run a pub and a famous artist will give a concert on Saturday night. Let's say you prepared the video to increase ticket sales. You have to measure to see that the video increases ticket sales.
Sometimes the video may need to be without a script. So you upload your video without ever cutting it.
However, a scenario is usually needed in the field of video marketing.
If you skip this stage and start working without a script, you may have a lot of difficulty during editing and editing, and you can edit the video in a confused way.
Having a script in hand is a guide that shows you what and how to shoot. Actually, we are not talking about something detailed like a 120-minute movie script here.
So prepare a table with two columns. Write the description on the left and what the camera will shoot on the right. Just write down all the scenes in your video like that.
In addition, don't leave the subject of your video to the last scene. Let people know the subject in the middle of the video. Because people don't watch a video they don't understand until the end. Set your aim in the middle of the video, just like a newspaper article. Pay more attention to this especially in the explanation and training videos.
Note that the main difference between the speeches in the video and the blog posts is the style. A person speaking in a video should use a more comfortable language. Longer and more complex sentences can be used in blog posts, but the video should be in a more "conversational mood".
Businesses stay away from video marketing, thinking that 10,000 dolar professional cameras are needed to shoot video. However, great videos can be shot even with the iPhone.
Shooting with iPhone
Before you start shooting with iPhone, make sure there is sufficient phone memory. Put the phone in airplane mode so there are no calls in the middle of the shot.
Turn on the iPhone camera, place the phone in horizontal position. Instead of zooming in on the talking person, approach yourself so that the image quality does not decrease.
Pay attention to the focus of the iPhone camera while taking videos. Lock the exposure so that there is no glare in the video depending on the image. You can do this by clicking on the part that says AE / AF Lock.
Shooting with DSLR and mirrorless camera
Even if the iPhone is very successful in video shooting, it would be more reasonable to use semi / full professional cameras that are sold at the same price as the iPhone and have many features.
Let's first look at the difference between semi and full professional cameras.
Semi-professional (prosumer) cameras are like the bridge between cheap bass cameras and full professional cameras.
We can give DSLRs and mirrorless cameras as examples of full professional cameras. On these cameras, you can manually adjust many settings and thus become more involved in the image. DSLR and mirrorless cameras take very successful videos as well as photography. In this respect, it would be more reasonable to use these cameras that are sold for between 5 and 10 thousand dollars instead of a $ 50,000 cinema camera.
If we need to give an example: Cameras such as Sony A7 III, Canon 5D Mark III, Fujifilm X-T30, Canon 80D, Panasonic GH5 will do your job.
Controlling the Manual Settings of the Camera: If you are going to use one of the DSLR or mirrorless cameras, you also need to know the frame rate, shutter speed, aperture, ISO and white balance.
No matter which camera you use, these elements are available on all cameras and there are countless videos about these features on Youtube.
We will briefly explain these features for you, but you should know that things like ISO, diaphragm, shutter are the same for a camera what gear or brake is to a car.
Frame rate (number of frames)
Video is actually made up of photos. When you watch a movie, you will see 24 photos in 1 second. Small changes in photos create a perception of movement in the human mind.
If you examine your camera, you will see that it can shoot video at 24 frames, 30 frames, 60 or 120 frames per second. 24 frames usually give the most cinematic image. In contrast, 30 frames per second is standard for television broadcasting. You can achieve the effect we call "slow motion" by shooting 60 frames or 120 frames of video and then slowing down this video.
After determining the number of frames per second, it comes to the aperture, shutter speed and ISO.
We can say that aperture is the numbers written on the lens: Values such as 1.8, 5.6, 6.3 are the aperture values of the lens. These values are called f-stops for short.
The smaller the f-stop number, the blurry the back of the object. So if you take a portrait with a 1.8 aperture value, this person will be clear and the background will be blurred. However, if you take the same photo (or video) with a value of 6.3, the background elements will not blur as much as 1.8.
The lower the f-stop number, the more light enters the camera sensor. Therefore, if you set the aperture to 1.4 f-stop instead of 8 f-stop in a low light environment, your video will be more ideally lit.
Shutter speed is the speed at which the curtain in front of the sensor opens and closes. For example, if you are going to shoot a video of 24 frames per second, your shutter speed should be 1/48 (1/50). In other words, the denominator of the shutter speed should always be twice the frame rate.
Thus, your video has a transition called "motion blur" and your video is more pleasing to the eye.
So if the frame rate is 60, that is, if you are going to shoot 60 frames per second, your shutter speed should be 1/120.
ISO value adjusts the sensitivity of the camera sensor to light. For example, if you are going to shoot videos in daylight, the ISO value should be as small as possible. My example 160, 200, 320 is ideal.
However, in an environment where the light is low, if your aperture value cannot decrease to as low as 1.8, 2.2, you can increase the ISO this time so that the video gets more light.
Of course, as the ISO value increases, the "noise" in the video also increases. There may be a difference in quality between a video shot at 6400 ISO and a video shot at 800 ISO.
White balance also shows the color temperature in the environment where you are shooting. For example, if you are shooting outdoors, the color temperature of sunlight is 5200 Kelvin.
If you adjust the color according to tungsten light in daylight, you will see that your video will turn blue.
Therefore, you should adjust the white balance according to the light conditions in your environment. If you take a few pictures by changing the white balance, you'll easily see how the different settings work.
4. Studio - Shooting Environment
If you are shooting in an office setting, there will be things to buy. So it's not just about the camera. Its light, microphone, tripod etc. there is.
However, there is nothing to be afraid of. You don't need to buy industry standard equipment to shoot video in the office.
For example, a tripod is a must. You can take shake-free, clear and clear videos by placing the camera on a tripod. Although the price of tripods varies, you can buy a good enough tripod for $ 150.
Unfortunately, people only focus on image quality and don't pay enough attention to sound quality. We wouldn't exaggerate if we say that the thing that most affects the viewability of a video is sound quality. The scratchy video is watched somehow, but the probability of a video with a scratchy sound is very low.
That's why we recommend you to invest in audio equipment. The Rode brand has great on-camera and lapel microphones. If you buy a Zoom H1 audio recorder, you can get good sound quality.
Let's get to the subject of light. One of the most important things that affect the professionalism of a video and photography is light. Video shot in a dark and dim environment looks extremely amateur. However, in an interview-style video, for example, illuminating two people with two light sources, both from the back and front, provides a professional image.
3-point lighting is a lighting technique that you should definitely learn about.
When you consider light, sound and camera settings, you are ready to establish a small studio in your office. You can turn a less used room in your office into a video studio. We think you will not be building an end-to-end production company for your current business. So you don't need to rent an office to produce content in video marketing.
When you say actors, don't think of theater actors. We are talking about your employees who can be comfortable in front of the camera with the expression of actor. Being comfortable in front of the camera is not for everyone. However, with a little practice, he can pass your employees in front of the camera and shoot videos.
Whether it's your first video or your 50th video; Remember it is difficult to shoot in front of the camera. Therefore, give the people who will be featured in the video the opportunity to practice. Do not have to memorize everything.
Make sure that the person in front of the camera put a laptop or tablet at eye level and get help from the script or the text when necessary. Don't bother to shoot the video all at once. You can put effects or other visuals between different videos during editing.
While shooting the video, don't forget to tip the people in the video when necessary. For example, if you detect a slip of the tongue, "Should we buy this place again?" don't hesitate to say.
And of course shoot everything in the script. At the editing table, "Oh why is this missing?" It is not something you want to worry about.
Don't forget to have fun too. Making videos is a fun process, with mistakes and trial and error.
Follow the rule of thirds rule when filming people. You will get an aesthetically better image. This rule is basically this: There is a "grid" that divides the screen into equal parts. In this grid, people's eyes should coincide with the intersection in the middle. In this way, your composition will be more balanced and aesthetic.
Also try to shoot B-roll. Apart from the main subject of the B-roll video (eg interview), they are different videos related to the place and the subject. For example, if a person is describing a new coffee machine in the form of an interview, take additional images such as the use of the machine, different buttons, coffee preparation. So your video will be richer and more satisfying.
Do not forget that you will edit the images while shooting. For example, wait a certain amount of time at the beginning and end of the video. Don't get people talking directly. Ask them to wait for a 5-6 seconds and then take the word.
Prevent the editor from having tough times during the editing process by shooting lots of B-rolls. So, for example, if you are shooting a coffee machine promotional video, have the baristas talk next to the interview of the product manager who designed this machine. Take advantage of their opinions about the product. Shoot the product from different angles and focal lengths.
If you are using two cameras, place one camera directly in front of the player and the other at a 45-degree angle from this camera. For example, if one has a 50mm focal length, the other should have a slightly wider angle (24mm). Thus, there is a more natural transition between the two videos.
7. Editing and Color Editing
You shot the video. It's time for editing and color editing. At this point, there are various programs for editing, but we recommend Final Cut if you are an Apple user and Adobe Premiere if you are a Windows user.
Color regulation is a discipline in itself. You wouldn't expect every editor to be an expert in color editing, but still a good editor will do a good job of color editing. If there is too much shadow in the video, these areas can be opened, if there is a problem with the white balance of the video, an optimal setting can be made. So we cannot end by explaining the elements of the color scheme. However, depending on the atmosphere you want to achieve, you can color edit your video as you wish, using various presets. Note the difference between the raw image in the photo above and the color-edited image.
Video and music… Music can completely change the feel of a video. Let's make this clear once.
You should use music that will not pose a copyright problem for the music and sound effects you will add to your video.
You edited your video, added music. If your video may need voice-over. Sometimes just an interview or a conversation is enough, sometimes you may need a higher voice.
You can take advantage of private studios for this job. However, if you don't have to go to a professional studio, go to a quiet room and close the window. If possible, traffic etc. Voice over your video with a quality voice microphone in a time period when there is no external noise.
In this regard, the tone of the video determines the voice actor. Davudi and powerful sound gives the same effect to your video. However, if you want to create a childish and happy tone, a cheerful female voice would be more ideal.
After the voice over, listen to a few people and identify possible problems. In some places, horn sound from outside, etc. may have entered for example. Remember that you do not have to read the whole text at once while recording the voice. You can better read chunks of 500-word text. It is easier to give the feeling and naturalness of being read in one go during editing.
C. On Which Platforms Can You Upload Your Video?
Let's say you shot your video.
Where should you install it?
There are many options at this point, but we will consider two of the most ideal video-focused platforms: Youtube and Vimeo.
We wouldn't be exaggerating if we say "Video = Youtube". Owned by Google, Youtube is the world's second largest search engine (after Google) and the third most visited website in the world.
5 billion videos are watched every day on Youtube. Moreover, uploading videos to Youtube, opening a channel, etc. completely free.
In addition to having such a huge human population active on Youtube, Youtube, which offers many options such as channel opening, video optimization, subscription, is the ideal medium where you can upload your video.
By making a playlist of your similar themed videos, you can make it easier for people to watch your other videos, for example on Youtube.
So although Youtube is a great place to share your video, there are some disadvantages. While you are promoting your own brand, other brands may place ads in front of your video. This is exactly how advertising on YouTube works.
But in any case, Youtube is number one for video marketing. 83% of people prefer Youtube to other video platforms. In other words, a person who enters Youtube once does not just watch a single video and spend a serious amount of time on this platform.
Vimeo, the second largest video platform after Youtube, has a relatively low monthly view volume (715 million).
Vimeo is a medium that stands out with its simple interface. Unlike Youtube, Vimeo has fewer advertisements, and the number of distractions for the viewers is less.
One of the features that distinguish Vimeo is that the image quality and professionalism of the uploaded videos in Vimeo is higher than that of Youtube.
Offering different premium or pro membership options for companies, Vimeo provides access to more statistics about the video.
If you have prepared a video with high artistic and production value, you do not want this video to boil over on Youtube. At this point, Vimeo is a more ideal and more aesthetic medium. The fact that Vimeo is a platform where less time is spent compared to Youtube is one of the rare features of Vimeo.
D. How Can You Benefit From Video Marketing?
Companies are usually excited about making a video for once. It prepares videos for websites and Youtube channels at a great cost. However, this excitement and desire goes away after a while. Some companies, on the other hand, really take the video business seriously.
Video marketing is not an adventure when it comes to money, time and effort.
First of all, you should have a clear goal in video marketing and a clear strategy to achieve this goal.
In the context of video marketing, a marketing and sales oriented approach is required. In other words, the attention of the viewers (potential customers) should be attracted by the video content, the video should benefit these people.
In every video, viewers should identify a problem and try to offer a solution to it.
In this part of our article, we will look at the types of videos you should produce and what you should focus on in each type of video.
a. Take attention
The first stage of video marketing is to get people's attention, to inform a person watching a video about your brand.
At this stage, consumers identify a problem they encounter and look for a solution to this problem. For this reason, you should empathize with the viewers in your attention-oriented videos; you must provide a solution to them with your service or products.
In other words, the main purpose of attention-grabbing videos should be to reach more people and build a sense of trust.
Company promotional videos, "how-to" videos, social videos promoting brand identity fall under this category.
In such videos, care should be taken not to talk about the product too much. Instead, focus should be on the identity and values of the brand.
b. Converting viewers into customers
After you get people right with your video, you should try to turn them into potential customers. For this, you should direct the people watching the video to an action, for example, you should receive the e-mails of these people and make them a member of your website.
Formats such as webinar (webinar) and product promotion video are ideal for this.
Thanks to your videos, you attracted a person's attention, you directed this person to your website and this person became a member of your website.
Now it is time to lead this person to shop. There is an essential point here: You have to make this person think "how they will feel when you buy your products". So this person should think of himself as buying the product. Let us state that people who are at the stage of purchasing a product watch exactly 4 times more product videos instead of reading about the product. People always look at the videos about the product before making a purchase.
The video format is also ideal here for providing information about the product, offering solutions and an emotional activation in the customer.
Interviews with people who buy your products and services, product promotional films, videos about the areas in which the product can be used will accelerate the purchasing decision of the customer.
d. To provide after-sales service
Let's say the customer bought the product. You can continue to benefit from video marketing. Video marketing is also a very effective method for the after-sales process.
At this point, you should continue to produce video content for people who buy products or services. In other words, the customer should see that you continue to share information and content about the product they purchased. Thus, the customer sees that the product that you already own continues to be promoted by you and establishes an emotional set up about the product and your brand; becomes an honorary ambassador of your brand.
Special thank-you videos and training videos on how to use the product fall under this category. Showing how the products and services you sell are used in video format eliminates many potential customer questions and complaints from the very first moment and provides a smooth customer experience.
E. How Should You Analyze Video Results?
At this point you now know how to make videos and where to upload them.
Now is the time to analyze the videos you produce and how you contribute to your business.
Before starting a marketing campaign, you should know your main goal. The same goes for video marketing.
Would it make your brand more known?
Should it increase traffic to your website?
Does it make you sell more?
You should set at least two such goals and then measure how the videos you produce serve those goals.
When setting a goal, you should consider your customer (audience) audience. What is the average age of your audience? What city do they live in? What types of content are they interested in?
These types of questions directly affect the type and format of the videos you will produce.
For example, if your main goal with video marketing is to promote your brand, you should introduce your brand in your videos, explain the production process, and talk about the features of your products.
Then you need to measure the performance of your videos statistically.
Number of views: Shows how many people watch your videos or how many times. In order for a video to be considered as a watch on Youtube, a person should watch your video for at least 30 seconds, while watching 3 seconds on Facebook is sufficient.
Playback rate: Shows how much of your video is watched. For example, if your 3-minute video is watched for an average of 15 seconds, this is not a good indicator. It means that your target audience isn't paying enough attention to the video. If a large proportion of a video is watched, Youtube will rank this video to the top.
Comment and sharing: Similarly, the more shares and comments a video gets, Youtube thinks people have found something valuable in that video and moves your video to the top. Therefore, in your videos, tell your viewers to share and comment in an appropriate language.
Completion rate: The ratio of the number of people who watched your video until the end and the number of people who clicked on your video. Remember, the more people are watching your video to the end, the better your video is. Being able to watch a video from start to finish means that you are producing good content, as people's attention is dispersed so quickly these days.
Conversion rate: This is also called conversion rate. So let's say at the end of your video you asked people to go to your website and download the free ebook. How many of the people who watched the video did this? This ratio is called the conversion rate.
Time on page: You have a blog post on your website. How many minutes are people staying on your page when they click this article? When you add a video to this article, how many minutes do these people stop? Statistics show that when a post has a video, people spend more time on that page. This of course means that your page is beneficial for Google and Google places your page higher in search results.