If you have not yet embraced the world of video then please consider this as part of your strategy, if not, then I guarantee that you will be playing catch up. It is estimated that 85% of businesses now use video as a marketing tool. We can easily see the signs. Our Facebook feeds are full of video clips, we have micro-videos on platforms such as Twitter, Instagram and Snapchat, and Stories. If you have teenage children you will know that they spend more time watching YouTube than they do watching regular TV.
The competition is rife, and if you don't want to get left behind then upping your video game is essential. Below are five key elements to consider when creating a video.
There is no magic formula
For your content to have any traction, you need to make sure that your videos include one of these three elements
- Solving a problem
- Adding value to the viewer
- Entertaining your viewer
Great content is not enough
Having great content is not enough. You need to get eyeballs on your content, and this means adding your videos to platforms that have been created for public consumption. Many people feel that adding a video to Vimeo or Wistia makes your videos appear more professional. I agree. If I was creating a professional video and showcasing my products and services then I would certainly add it to Vimeo or Wistia. These videos look so much better when embedded into a website and give that polished look.
BUT, if you are creating videos such as screen sharing a powerpoint, some type of “how to” tutorial video, perhaps a video of your team completing a charity challenge, vlog style, etc. then these types of videos need to be published on a platform that is built for audience consumption, namely Facebook, YouTube, LinkedIn, Twitter or Instagram.
Remember, Facebook & YouTube need to make money!
How do these platforms make money? If you said “advertising” then you would be correct. Therefore Facebook, YouTube and the other social media sites need people to spend more time on their platform. The more time I spend on Facebook as a user, the more adverts Facebook can feed me, which means Facebook make more money. So uploading a YouTube link to your Facebook page will NOT generate good reach for your video, as you are sending users away from Facebook.
Golden rule: Always upload your native video to Facebook. Never add a YouTube link to Facebook.
As promised, there is an art to create a video, and this includes five key elements:
Element #1 – A Hook
A hook is a short “promise”. Your hook should answer any of the following questions and should not be longer than 20 seconds. (the shorter, the better)
- Why should they watch the video?
- Why stick around?
- What's in it for them?
- What pain will you be solving?
- What are the benefits to them for listening to your video?
- Why they don't want to miss out!
There are two places to use a hook:-
- Start of the video > within the first seven seconds
- Throughout the video > reminding them of what is still to come
Element #2 – Video Introduction
Does your video include a very short introduction? Your introduction should be announcing the presenter, and perhaps their credentials, along with a quick overview or summary of the content that you are going to cover. The introduction should not exceed 30 seconds and should be to the point.
Element #3 – Delivery
Deliver your content. I know this sounds crazy, but I have often watched YouTube videos and the presenter has skirted around the main topic and waffled on about everything else except the content I was expecting. Your video needs to be planned. If you create videos on the cuff then this is best left for live streaming, not video creating. Above all, deliver on your promises!
I am often asked how long should a video be? My answer is as long as it needs to be! As long as you get to the point without going off topic and away from the main content. Some of my videos are 1 minute long, others are 40 minutes long. It really does depend on the content and value that you are providing.
Element #4 – Bonus/Offer
Bonuses are things that will help your viewers on the next step of the journey. Always OVER deliver! A bonus could be an action plan, a template, additional tips. Give them the wow factor! Read their mind! You can offer a promise of a bonus at the beginning or middle of your video (hook).
Element #5 – Call to Action
Your call to action should be less than 20 seconds. Please only add ONE call to action. Multiple calls to action throughout your video will have the opposite effect of what you are trying to achieve. To help you decide on a strong call to action think about the business goal of the video. Perhaps it is to grow your audience, increase email opt-ins or drive traffic to a landing sales page?
There are three types of ask:
- Small ask > like, comment, share, subscribe
- Bigger ask > email opt-in, lead magnet
- Huge ask > a sale
If you are just starting out with video creation then your main objective is to grow your audience. You need an audience before you can gain trust. If you are at the infancy stage of video creation then request the small ask. One you have 1000 subscribers to your YouTube Channel, or you have over 2000 fans on your Facebook page then you can perhaps increase your calls to action to a “bigger ask”. Only once you have the complete buy-in from your audience can you progress onto the “huge ask”. No matter what, try to sign off with a similar call to action at the end of each video.
Do you have a YouTube Channel, a vlog or a Facebook page that regularly produces video content? If so, then please place your link below. I am sure we can all learn from each other. If you wish to follow the Green Umbrella YouTube Channel, then click here.