Web video is a powerful marketing tool that’s gaining in popularity.
Web videos or video infographics are a powerful format that helps viewers remember information better than simple text or images.
The brain is designed to process information much faster when presented with a combination of images, motion, and audio than if it were only images, text, or audio.
It’s no wonder that Web videos are a powerful medium for marketing.
What is the relevance to business
If you want your business to be competitive, then Web video is essential. You don’t have to give up other marketing tools, but adding video will likely make a difference to your sales.
According to AYTM, ( Brafton 2012), web video is a major influencer on consumer purchasing. Searchmetrics ( marketingWeek 2011) reports that video results are found in approximately 70% of the first 100 search results.
Why? Why? You should ask yourself why you aren’t using video yet since the ROI is significant.
Initial Planning
Where do you start? Planning is the first step in any business. Your marketing plan will have identified your target market. Use that information to determine the type of content they want to see.
Remember these things:
You are not attempting to make a television-style advertisement or a sales pitch. You want to provide value for potential customers. Otherwise, they’ll lose interest and move along. You want to engage the viewer in a way that makes them feel good so they will continue watching.
Engagement is, therefore, key. Avoid gimmicks and focus on what your audience wants. Content should be fun and not corporate or stuffy. It should not include lengthy explanations of a product.
Decide on your Call to Action and then consider the reasons why your viewers would share your video or visit your website.
Optimize search. It would be best if you used meta-data that is relevant to your video in order to get it ranked.
These are some of the things to consider during the planning phase. You should, as with any marketing or planning process, ask yourself repeatedly what makes your Web video different from others.
How to Start Production
If you are not technically capable, it is a good idea for you to hire a video production company. Adobe After Effects is a digital motion graphic and compositing program used to create motion graphics and visual effects. It is fully compatible with Adobe’s other design products, such as Illustrator.
You can do it in-house if you have your designer. But make sure that you work with a team of creatives to ensure that each element is well done.
Remember these points:
Begin with the script and make sure it is clear, concise, and succinct. Don’t bore viewers with long speeches. A good Web video will create energy and buzz.
Think about how you can pace your script with your graphics and other audio that you may use. This will allow you to see and hear a rhythmic pattern and progression.
Avoid clutter and keep the background simple. Short phrases and graphics can do the talking.
After Effects (compatible with Mac and Windows) allows you to adjust the file sizes for design elements easily; after Effects, which is consistent with Mac and PC, will enable you to alter the file sizes of design elements easily.
Adobe’s software allows you to use a variety of stock effects to enhance your animations.