Visual content and especially videos are on the rise, and people favor watching something over reading or scrolling through written content, however well written, informative or catchy it may be. Did you know that 300 hours of video are uploaded to YouTube every minute, and around 5 billion videos are watched on YouTube each day? With the advances in technology, what was once the domain of people with a certain amount of technical know-how and production capabilities, as well as the access to equipment, is now, thanks to the smartphone and its high resolution cameras, the domain of pretty much anyone. Snapchat, Boomerang, Periscope, Instagram and Facebook video, to name but a few of the more popular apps, have all joined YouTube as places to upload and share videos. In fact, Facebook recently launched a “live” feature, where people can record and share videos in real time. Do a search and it’s likely you will find a video on pretty much any topic, from DYU activities, to how to tutorials on assembling a computer or gadget, learning how to use a gadget, hacks to make the most of a product you bought, and a lot more.
For a business, testimonial video, user generated videos, and product demos are a great way to utilize the power of video, without having to worry or concentrate or expend much effort (time or money) into production design and quality. Maybe you shoot on a high end smartphone, maybe you have an SLR camera on hand, or maybe you use the video software on your tablet or laptop. Either ways, all you have to do really, is get the person, the product, and the script together, and hit record. Editing such content will be simple and again, thanks to the proliferation of tech, there are softwares you can download that make short work of the task. Or ask your users to record themselves using and talking about, your product – a zero cost initiative, and one that offers high engagement with customers. Take a look at this GoPro video – the company has mastered the use of user generated content: https://www.youtube.com/watch?v=chJ0HFpQ0A4. And here are a couple of well-done product videos from big companies: Introducing Amazon Echo; Introducing Apple Pencil
Short videos are informational and can help you answer common customer queries, showcase a product or service, and put your brand in front of the customer. Did you know that the presence of video material keeps visitors on your site, an average of two minutes longer? Or that having a video thumbnail pop up in search results makes people twice as likely to click on a link?
Video helps create trust. So, having video testimonials that are visual, with a speaker, enhances the trust factor much more so than just having the words written with the client company and designation of the person quoted. Hearing and seeing someone talk about your product/service/team really drive the point home. So, whenever possible you should look to getting your customer speak on video, be it in the form of a testimonial or a case study or use case explanation. Here are some good ones: Why customers love Dropbox Business and XPS 13 Ultrabook: Find out why customers love the XPS 13 Ultrabook from Dell | Dell Australia
You can also use video as a call to action, like a quiz that people take, or sharing a new website/microsite or page you want your clients to know about and visit. Video is a great way to garner attention, and can also be used as a way to sway opinion – video, being a visual medium, acts as an influencer much faster and more easily than the written word. This is especially true given today’s growing millennial workforce which wants everything in short, snappy, snippet form, as well as for busy executives with little time to spare.
No video should ever cross the two minute mark, and ideally, 90 seconds should be your aim. Now, while it can be easy to get carried away by the ability to insert graphics, music, and so on, in your video, at the very root, much like any other medium, be it interactive or not, the content is important and you should make sure you have a tight script before you embark on your video production. And once you have that video, go ahead, propagate it, across platforms, so that you maximize the coverage it gets. When you’re video is attractive, informative, and/or entertaining, you will soon find people wanting, and coming back, for more. And that, after all, is the goal – engagement!
And here’s one of the most talked about product videos of recent times: Volvo Trucks – The Epic Split feat. Van Damme