Video is one of the most powerful content formats on the Internet. According to YouTube, more than 4 billion hours of video are watched each month on the service. On Facebook, video is weighted more heavily than text only in the EdgeRank algorithm, which determines what shows up on your followers news feeds.
Given that people like to watch and share video, it makes sense to incorporate at least some video content into your digital marketing strategy. Creating compelling and interesting video isnt as difficult as it might seem. Here are seven tips that can get you started.
- Be instructive or educational. The most popular type of video is the how-to how to research, how to download an ebook, etc. People like to learn something new just as much as they like to be entertained. If you can be both instructive and entertaining, youll have a winner.
- Write a script. While many successful videos are impromptu, youre more likely to have success if you start with a little planning. Once you have a topic, working from a script will greatly improve the quality of your video. A script will force you to be succinct and to get to the point quickly.
- Rehearse. Once you have your script, rehearse, just as actors do preferably in front of a camera so that you can self-critique. This allows you to work on voice modulation and expression, body language and emphasis. In addition, youll be able to finetune the script so that it sounds more conversational.
- Keep it short. The rule of thumb is two to three minutes and less is generally better. Audiences generally dont have longer attention spans, so short video tends to do better than longer.
- Create a series. If you do have a complicated subject or a lot to say on a topic, break your video into a series, says Ken Greenberg of HG Media. Cutting it up into smaller pieces gives you an advantage, since it will drive more hits to your website or video channel as viewers look for the next installment.
- Cut away from the Talking Head. Dont keep the camera on the talking head. Action can add a lot of interest to a video, and keep people watching. Greenberg recommends starting a video with footage of a location, and having the narrator start talking off-screen before having him come into the frame.
- Include illustrations or graphics. Another option is to add illustrations or graphics. Cut from your speaker to the illustration and back to add variety.
Have you tried video? What has been your experience? Share your tips in the comments below.