Videos rule the realm of B2B and B2C marketing.
But how do you get started, and how do you boost your video production skills?
We’ve asked Antoine Bouchacourt, Vice President Asia at video production company Shootsta – and here’s his expert advice on getting your video marketing campaign up and running.
Show is Better than Tell
In 2017, video content made up an estimated 75% of Internet traffic.
“Brands should adapt to changing habits and create more videos,” agrees Antoine.
Why? Because consumers are visual creatures, and video often gets messages across better than text-only formats.
“Showing rather than telling conveys more. It also humanises brands and allows them to connect emotionally with people,” says Antoine.
According to insivia, viewers retain 95% of a message when they watch it in a video, compared to just 10% from text!
Videos: They’re Great B2C and B2B Converters
Getting consumers hooked on your message means potentially converting them to a purchasing customer.
Research by DMB Adobe shows how online shoppers who view demo videos are 1.81 times more likely to purchase than non-viewers.
And that’s not all – a study by Forrester reports how adding a video to your website makes your site six times more likely to convert a “browser” into a paying customer.
In short: good videos generate more sales.
So, How Do You Get Started?
“[Making] videos is not that complex; there are many tools or solutions out there to create quality videos on a regular basis,” shares Antoine.
For free video editing softwares, you might want to start with Windows Movie Maker or iMovie. Or, if your organisation relies on a video-intensive marketing strategy, consider investing in softwares like
Adobe Premiere Pro or Final Cut Pro. These come with more editing features to give your videos that professional touch.
Let’s go through some tips and tricks on producing videos without investing too much time, manpower and budget:
Do It Yourself, or Hire Shooters?
According to the 2018 Open Source Jobs Report, hiring managers are increasingly opting to use and train existing employees, rather than hire outside consultants.
Video is no exception; in-house marketing teams are increasingly shoring up with video whizzes.
But, Antoine notes, “video editing is technical and time-consuming. So, I think brands should focus their energy on creating content, and outsource the editing or post-production.”
Shootsta, for example, lends clients custom camera kits and give them training to shoot their own videos – with a little help from camera operators if necessary.
“[Clients] then upload [their] footage to our cloud-based Hub where we do all the post-production, and send back a professional video in just 24 hours,” Antoine explains.
Whatever you choose, Antoine says, “the best way to get better at anything is to practise.”
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