Let’s Get Technical: How to Create Video Content
By now you should already know that if you’re not creating video, you’re missing out on some serious audience engagement and revenue growth (if you don’t feel like clicking the link, here’s a taste of the stats you’re missing out on: 64 percent of users are more likely to buy a product online after watching a video… including video on a landing page can increase conversion by 80 percent… 75 percent of online video viewers have interacted with an online video ad this month… is your jaw dropping yet?).
But I understand why you might not be ready to dive into the video marketing trend. Of course you want to create video. But maybe you just don’t think you have the skills or tools to get started.
Well, I’m here to tell you that you do. And before you start with the excuse that “you’ve tried creating videos with little-to-no success,” I’m going to show you how to do it better next time.
All you need is a little technical guidance.
Video 101: Screen and live recordings
There are two types of videos you can create: a screen recording and a live recording.
If you want to record something on your website or provide a tutorial on how to do something on a computer, you can make a screen recording. Here’s an example of what I mean:
These are perfect if you don’t want to just have someone explain how to do something; instead, you can show them exactly how to do it. Screen recordings can live on their own, or they can supplement a live recording with actual humans in it (which I talk more about later in this post).
A quick piece of advice before you start: screen recordings will capture sound, so be sure to record in a quiet room. While this means avoiding locations where people are talking, consider subtle noises like the sound of an air conditioner or other humming appliances.
For more information on how to create a screen recording, what equipment to use and advice on editing, watch this video featuring our very own video education specialist, Jay Moore:
Want to include a friendly face in your video? Live recordings (also referred to as “talking head” videos) are the way to go.
Before you start, be sure to consider these essentials: lighting, audio and on-screen talent.
Jay wrote about this in a previous post, but here are some highlights:
Pay attention to lighting to ensure you capture clear and clean visuals. Now that doesn’t mean you have to purchase expensive lighting equipment to achieve this look. Instead, aim for locations or rooms that are well-lit.
A standard camera that films video is all you need; even your iPhone will work just fine (just don’t use your laptop).
For audio, Jay recommends an iPhone compatible clip-on mic. Also, try to find a location that has as little environmental noises as possible (e.g., HVAC systems, people talking, birds chirping).
To prep your on-screen talent, I recommend preparing a script or outline of what the person in your video will be talking about. This will help you or your colleague stay on track.
For more detailed information on live filming, being on camera and reading scripts, check out this video:
Pro Tip: Need help on what to say in your videos? Learn more.
Adding the final touches: Video hosting & calls to action
Hosting your videos online makes it possible for your audience to easily watch them. It also gives you a link to share with others.
Our team’s favorites include Vimeo and YouTube. While both are great locations for hosting, they differ in price (Vimeo has a freemium plan, but requires a paid account for added features, while YouTube is free for all). Wistia is another great hosting platform, but we recommend it as you scale up your video content strategy.
Each platform also includes basic analytics, which allows you to see how viewers are engaging with your video content. From number of plays to how long someone watches a video, these statistics can help you identify what is and isn’t working in your video strategy.
Although the differences between each platform may be minor, be sure to do your research to find one that meets your needs (and budget).
Hosting with these providers also makes it possible to add calls to action (CTAs) within your videos. This allows you to drive viewers back to your website or encourage them to subscribe to your email list.
For more information on choosing a video hosting platform and adding CTAs, watch the video below:
Spread the word: Sharing your video
Once your video is complete, you can share it through email, social media, your website… any location where you interact with your online audience.
Although I may be biased in suggesting email as a must-have channel for sharing your awesome videos, the proof is in the data: according to Hubspot, adding video to your emails can lead to a 200-300 percent increase in click-through rates!
So, it’s a no-brainer. For more information on adding video to your next email, check out this video below:
What will you create with video?
Now that you’re equipped to create engaging video content, it’s time to get started.
Have other questions about creating videos? Ask away in the comments below and we’ll get back to you shortly.
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