Top 20 Tips for Video Production / Video Marketing in 2021
As is revealed over at runrex.com, it is predicted that the average person will spend about 100 minutes per day in 2021 watching online videos, and with 88% of video marketers reporting that video gives them a positive ROI, you will be missing out big time if you fail to make the most of this medium this year. To help you along, here are the top 20 tips for video production and video marketing in 2021.
Don’t be left behind
With almost everyone being online nowadays, aided and abated by the increased internet coverage and the fact that smartphones are cheaper than ever before as covered over at guttulus.com, as well as the ever-growing popularity of video content, then you don’t want to be left out or left behind. You only need to see how quickly TikTok has grown over the last couple of months to grasp why video marketing is crucial for any business in 2021.
Plan out your video
One of the most important video production tips is making sure you plan out your video before you get started. As discussed over at runrex.com, this means knowing who your target audience is so that you can create a video that speaks to them as well as knowing what the main goals of your video are which may include driving new audiences, educating your audience, demonstrating the uses of your product or service, and so forth. You also need to know where your video will live, the due date, as well as the creative requirements, all of which are part of the planning.
Script your video
When producing a video, you need to have a script in place as the last thing you want is to be winging it in front of the camera. A script ensures that you communicate with the voice and word-choice that you desire, and sticking to one will cut out the chances for filler words or rambling which take away from the key messages of your video. As per the gurus over at guttulus.com, unless your video only contains visuals, it will benefit massively from a script.
Tailor your videos to each stage of the sales channel
When planning what type of video to produce, you need to consider which stage of the sales funnel the audience you are targeting will be on. This is important since, for example, a consumer who has no prior knowledge of your brand will be turned off by a video that is focused on making a sale. Similarly, a consumer on the verge of purchase won’t find value in a video providing a broad overview of your brand.
Types of videos for each stage of the sales funnel
As a continuation of the previous point, it is important to know which types of videos suit each stage of the sale funnel. Some of the best videos for the awareness phase of the sales funnel include explainer videos that walk consumers through a product or topic of interest as well as team interview videos that showcase the dynamic personalities that make up your team. Some of the best video formats for the consideration phase include product videos that show your product in action and display the benefits of using it and customer testimonial videos that feature a positive brand experience. Some of the beneficial video formats for the conversion phase include in-depth product demonstrations that go over the ins and outs of how to use your product effectively and personalized videos that use each prospect’s name on their messaging.
Pick the right types of videos
There are several types of videos you can choose from as far as video marketing is concerned, and they include website videos, product videos, how-to videos, training videos, company profile videos, app demo videos, and many others. You should pick the right type of video based on your goals and what you are looking to achieve with your video marketing campaigns as covered in detail over at runrex.com.
Have a budget in place
An important video production tip to consider is making sure you have a budget in place for your video marketing campaign. A budget, according to the gurus over at guttulus.com, will benefit you massively in the creative process when it comes to developing concepts and making production decisions as it sets boundaries and ensures that you don’t spend more than you can afford.
Consider using some of your employees as actors
The ultimate success of your video will in part depend on the skills of any actors/actresses that you use. Given the cost implications of hiring professional actors, a pro tip, especially for small businesses, is using company employees to fill certain roles instead of hiring professional actors as discussed over at runrex.com.
Zero-cost locations
The location of your video also plays an important role in its success. However, location costs can also be a huge cost factor, which is why a pro-tip is to try out what is referred to as “zero-cost locations” for the setting of the video. They include a park, a quiet avenue, or any other appropriate venue that will not charge you any fee.
Try to reduce your production days
The length of time that must go into the production can also drive up video costs, which is why you should try and keep your production days to the minimum possible. Some of the ways you can do this include designing your concept for single-day production as well as filming at locations that are near to each other and don’t require a lot of traveling time.
Structure your videos properly
If your videos are to perform well, they need to have the right structure. According to the gurus over at guttulus.com, some of the essential parts of a video that effectively reaches out to its target audience include the hook, which is what makes the audience stay, the problem, which is intended to make the viewer feel the problem and ensure that they are invested in finding a solution, the solution, which should be unique to your product or service, as well as the CTA, which tells them what they are supposed to do next.
Keep it vertical
Given that most people watch video content through smartphones, it is important to create videos for smartphones, tablets, and other mobile devices. As explained over at runrex.com, this means producing vertical videos to ensure that viewers don’t need to turn their phones on their side to watch your videos.
Leverage live-streaming and virtual events
Between events going virtual as a result of the pandemic, and people working from home, live-streaming is on the rise, and while it isn’t necessarily for everyone, it is something you should try out in 2021 according to guttulus.com. Some of the benefits of live streaming include the fact that it allows for live chats and is more personal, among many others.
Leverage short-form videos
Thanks to Instagram Reels and TikTok, short-form content is on the rise. Audiences have been shown to respond well to short-form videos, with over half of the people who watch such content watching the whole way through. While lengthy videos have their time and place, it is high time you think about how you can create easily digestible content and even convert existing content into short-form, bite-sized videos.
Don’t forget about SEO
Video is great for SEO and as a result, Google has been prioritizing video and including video in search results. Therefore, by adding video to your content, you will likely rank higher in searches. You should, therefore, look to repurpose old blog posts, social media content, and so forth. Maintaining an active YouTube channel while linking back to your website is also important.
Silence
As discussed over at runrex.com, the majority of people out there autoplay videos silently as they scroll through their feeds. This means that having closed captions or subtitles for your videos is key in 2021, making sure that they are clear so that your messages get through.
Keep it simple
The pandemic has led to a greater emphasis on remote production of videos, which has, in turn, led to a shifting of standards for what is acceptable as far as business videos on social media go. As per the gurus over at guttulus.com, expectations have shifted away from studio-quality backdrops and lighting, which means that, for most businesses, what you say is more important than how you say it. More and more people are recording videos through their smartphones, and while you still need to get sound and lighting right, if you want to be seen as relatable, you should consider doing the same as well.
The importance of diversity
The events of the past year have led to a situation where diversity in front of and behind the camera is more important now than ever before. As explained over at runrex.com, you don’t want to land into trouble like Pepsi and H&M, which faced backlash because of problematic content. It is important to show diversity with your video production and show that your brand is an inclusive one.
Make sure your videos are accessible to all
Inclusive video production goes far beyond just having a diverse team, as inclusive creation also looks at all aspects of the video, keeping in mind that there are people who can’t watch videos in a “traditional” way. In 2021, you should, therefore, aim to create accessible videos to ensure that a wider audience can enjoy your content. Other than including subtitles and closed captions as mentioned earlier, you should also choose colors with good contrast for your videos, make a transcript available, and avoid flashing content.
Format for everything
Since the number of platforms for sharing video content continues to grow, formatting your videos to match these platforms remains a challenge. While the standard 16:9 works well in many places, you should take it a step further to produce for different social platforms to help your videos stand out. This means that you should plan to crop, maximize your depth of field, create standalone teasers, as well as be conscious of video length.
The above discussion only just begins to scratch the surface as far as this topic is concerned, and you can uncover more tips by checking out the ever-reliable runrex.com and guttulus.com.