Used by such giants as Apple, Microsoft, and Sony, video marketing allows companies to get closer to their audiences. Few people can recall the technical characteristics of the first iPhone even if they had it back in the day. Everyone remembers the legendary Steve Jobs presentation speech at MacWorld 2007. How can you attempt to imitate the same grandeur with the limited resources that you have?
How Can You Create Video Marketing Content on a Budget?
The el-cheapo path of video marketing lies through live videos. Popularised by Instagram and Snapchat Stories, this method has been used by multiple small brands to show their daily activities, make unexpected announcements or simply let followers learn more about the lives of the company members. However, not every live video is interesting and engaging. Let us find out how you can use video marketing in a professional manner.
1. Get Your Tools Right
While many influencers seemingly shoot live videos from their iPhones, there is more production and post-processing going on under the hood that you probably cannot see. Your minimum starter kit should include a smartphone with a high-quality camera, a tripod, a high-capacity power bank, and a good external microphone that works with smartphones and cameras. This gear will allow you to shoot videos on your premises and capture live events in the future.
2. Set Up Your Recording Room
If you take a professional tech blogger such as Louis Rossmann who has 1.1+ millions of subscribers on YouTube, you may suddenly find that they use a very small number of shooting locations and camera angles. The reason for that is that your ideal spot for live videos should demonstrate a unique and pleasantly looking background while also having some basic acoustic treatment. Walk around your premises and find a place where you can record videos with minimal disruptions at any time of the day. Then, wrap several Rockwool batts in dense fabric and hang them on the walls in an even pattern to eliminate unpleasant room reflections.
3. Shoot with a Script
As the name implies, the key element of live videos is storytelling. This means that you must start with an attention-catching opening in the opening 5 seconds, create a hook for further development, and keep it interesting until the end. There exist two pro tricks that can instantly boost your attractiveness in this aspect. First, cut some key highlights of the video and put them into a small intro to captivate your audiences with what they are going to see. Second, watch your materials on mute. Remember that most people will first see your videos in their newsfeeds without sound if their phones are set to a silent mode. They still have to see something that grabs their attention (hint: always include subtitles).
What Makes Video Marketing Different?
Well, live videos and videos from events do work wonders for a variety of reasons:
- Live videos show real persons rather than generic brand materials. Some of your employees can even become company faces loved by your followers for their unique personality.
- Even if you pre-record some videos, they still show human reactions and conversational styles that you cannot see in promotional materials.
- Live videos and event videos grant your viewers ‘backstage access’ to the locations and places they cannot see, which stimulates their curiosity.
- You can develop these practices into live-stream interviews. Smaller brand audiences love it when they can chat with you and hear you answer their questions in real time.
Is Video Marketing Worth It?
The effect you are trying to achieve goes beyond showcasing a single product or recording a single interview with a guest expert or your company CEO. Ideally, your live videos should have a larger ‘story arc’ similar to a linkbuilding plan used by a professional link building company. If you are willing to present your brand ‘from the inside’, organise interviews with its key persons and prepare the premises you are going to shoot (manufacturing, shipping operations, product testing, etc.). Plan the live events you are going to visit and always make extensive preparations. This way, you will have arrangements in place to shoot key interviews, visit all the intended spots, and always have backup equipment to avoid any technical interruptions.
What if I Lack Experience and Skills?
Start small. If you have zero experience in video production, starting with a live event stream from a Global Expo may not be your best strategy. Here are some starting tips that can allow you to build up your video marketing competencies with minimal risks of failure.
1. Shoot Interviews with the Company Staff
While also being a form of ‘live’ content, interviews can be pre-recorded. This will give you the necessary leeway to re-shoot the same scenes several times, work in accordance with a script or make several takes to optimise your equipment settings. Company team members may also be more tolerant towards these flaws than busy external experts.
2. Record How-To Live Videos
Finally, educational materials containing insider tips are the best way to show your credibility. They not only explain who needs your products, but also what benefits they can produce. This type of videos is different from traditional promotional videos since it can include several persons sitting in a room and maintaining vivid communication. However, you can also pre-record this format of live materials and experiment with editing and post-processing to improve its quality.
3. Organise Events on Your Premises
Shooting live events may be quite difficult for amateurs since you have to monitor multiple things simultaneously. The lighting may be weird at some spots. You need to know how to use microphones for recording your conversations with other participants. Moreover, there is no script. Effectively, you have to frequently improvise on the spot, which means that you need a lot of experience.
Why not gain it while also promoting your own brand? Organise an excursion to your premises for several hardcore fans from your social media community. Hold a small conference with multiple bloggers or experts. Stream a workplace birthday party for your followers. All of these activities will give you more information about live events recording while also allowing you to work in a familiar and controllable environment.