How to Create Video Content for Business

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How to Create Video Content for Business

When compared to images and text, videos are the most engaging and interesting form of content for your customers. In the US alone, there are nearly 250 million digital video viewers and the numbers are steadily increasing.

For businesses, video content opens an easy doorway to engage prospects and convert them into loyal customers. It’s also a known fact that video content significantly reduces the bounce rate of websites and social media videos are the most shared form of content when compared to images and text.

Creating a video content strategy and executing it can do wonders for your business. Even if you’re new to video marketing, take a look at the following steps to see how to create video content for your business.

Have a Video Strategy in Place

Having a video content strategy in place will help you stay focused. It’s similar to how you create a social media content strategy or a blog content calendar, but instead of writing or designing, the main act would be shooting and editing videos or creating animations.

While making the strategy, you should define the main goal first. This could be increasing traffic to your website, driving awareness, enhancing customer engagement, and more. Defining the primary goal will help you build the strategy around it.

The video content strategy should also cover information about the video production budget. Other steps of video strategy include finding your target audience, figuring out what story you want to tell to the viewers, and creating and sticking to a timeline.

Timelines are crucial to ensure that every member involved in video production delivers their output timely. This is especially important if you have different teams handling different aspects, for example, the video production team will be responsible for recording and editing video and the marketing team will be responsible for publishing the content and tracking its metrics.

Experiment With Different Video Types

The best thing about making video content is that there are a huge number of formats or video types to experiment with. The key is to try different formats and see what works best with your viewers.

The following are some of the common video types:

  • Live streaming
  • Vlog
  • Social media shorts
  • Animation
  • Testimonials
  • User-generated content
  • Product demo
  • Product walkthrough
  • Webinar

Even if you’re unsure whether a video format is meant for your business, stick to it for a while and then try another format. Once both video formats have been online for a considerable time, measure the metrics of both and choose the winner. Again, choosing the video type will depend on your target audience.

Record High-Quality Videos

Video production quality plays a crucial role in defining how well-received a video is. Although hiring a professional video production team or investing in a camera and other equipment can do wonders in terms of quality, you can always start small with your smartphone.

You could also try online video editor tools, which in most cases, are beginner-friendly and easy on the pocket. The most important thing is to get started. If you check the initial videos of most businesses, they were shot using minimal equipment and were periodically upgraded.

Optimize Videos

Optimizing videos refers to making sure the content is easily found on social media platforms and on search engines. This includes making sure the titles are search engine friendly and ensuring that the video loads easily without taking up the entire internet bandwidth of the viewer.

If you’re uploading the video on social media platforms like YouTube, you will have to include the right tags, click-worthy titles, and keywords in the video description. Thumbnails should also be made engaging and eye-catching, but it’s always better to stay away from creating ones that are click baits.

At the same time, video descriptions should be accurate and informative. Make sure you highlight the benefits viewers will get after viewing the video. Adding subtitles in multiple languages will also increase the number of people viewing your video.

Optimizing videos for conversions is also important. Including a relevant and clear call to action (CTA), depending on your objective, is crucial. For example, if you’re running a restaurant, the CTA could be a link that opens your business’s location information.

Being consistent with publishing is also important to improve the exposure of your videos. Consistency doesn’t mean publishing every day. It means being accountable to your viewers and meeting their expectations in terms of the content’s quality and frequency.

Distribute Video Content

Content distribution is something most businesses fail to execute properly. In short, content distribution refers to sending your videos to as many places as possible. It’s a great way to engage your audience who are spread across multiple channels. Also, go for social media options which help in driving sales.

Here are some of the ways you can distribute video content:

  • Publish the video on your website or embed the video published on YouTube.
  • Share the video on other social media platforms such as Facebook, Instagram, Twitter, Pinterest, and LinkedIn.
  • Embed video in the emails you send.
  • Include video in your blog posts.

You could also try paid distribution strategies to expand your video’s reach. Paid social media posts, influencer marketing, native advertising, and sponsored content are some of the paid ways of distributing.

Keep an Eye on the Metrics

Any form of marketing effort should be tracked to understand its success. Keeping an eye on the metrics such as the views, watch time, and sign ups or sales due to the video is crucial for understanding what format is most effective.

There are several free and paid tools available to track the metrics. Analyzing metrics will help you uncover several insights, which can help you better understand your audience and how to better cater to their needs.

Engaging with your audience is also important as it helps build relationships. Responding promptly to the viewers’ comments and questions is one way to do it. Most platforms let you enable instant notifications so that you’re always alerted when a viewer leaves a comment.

In Conclusion

Creating and publishing high-quality video content consistently can bring several unique opportunities to your business. Since consumers prefer video over any other form of content, they expect businesses, regardless of their size and industry, to stay connected with them using this content type.

As mentioned earlier, the key is to get started as soon as possible and listen actively to the audience’s needs. More than stressing about the technical aspects of creating video content, focus more on bringing out your business’s true voice using this medium of communication.

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