Now here we are. 2021 has arrived and the video time has come alone! I am not telling anything new and it is evident: for a successful marketing campaign, it is no longer enough to develop quality content with an interesting text copy and a captivating image, but you need to know how to tell in a simple, fast and comprehensive way.
- Video catches the eye.
- Video is simple
- it’s fast
- it is exhaustive
- It is easy to read …
- It is viral
Certainly, the video makers have to produce content. Everything is a bit more complicated. A video goes beyond verbal language. Unlike a static image or text content, it has the power to arouse emotions also through sound. A video has more power than 100 photos. Not only do users love videos, but Google too! In fact, inserting video content on your website, according to statistics, will increase the chances of being present in search engine results by 53%
How to choose the right channel to publish your video?
YouTube, Vimeo, but also directly on social networks: Facebook, Instagram, TikTok. Many platforms are available, but choosing the right “place” to publish a video depends mainly on the content. First of all, we must consider that each platform has its own rules: trivially the maximum playback time and the size of the movie (in terms of width/height ratio).
Secondly, we should evaluate which channel we are most likely to find our target audience. We should focus on the channels we are already investing in: it is almost useless to publish on a channel where you are not active. Nobody forbids posting the same content on different channels, but pay attention to the format!
How to make a video?
We assume that a video is not, or shouldn’t be, ever improvisation! (not even for a live video) The steps we can refer to are:
1. Choice of content
It seems obvious, but I have to have in mind what the goal of the video is and decide on its type: whether it is a review (so someone who tells something based on their point of view), that it is part of a fiction/series, whether it’s an animated video or an infographic, whether it’s a video tutorial or an emotional video. When we define the strategy or the video’s content, we try not to think only of us and the fitness center. We must strive to understand the contents that could be interesting for the people who follow the channel.
2. Choice of platform
The choice of publication of the video cannot be done as the last step (as many would think), but it is one of the fundamental steps to define before producing any content. We have many platforms available to publish a video, but unfortunately, or fortunately, each platform has specific characteristics that somehow make it unique. This is why it is important to know where you want to publish to shoot the video correctly. If you want to produce an Instagram story, worry about using your smartphone vertically.
If you want to produce a video on Facebook as a post, the phone will have to use it horizontally. What if you want to publish it on both platforms? An Instagram story lasts 15 seconds, a Facebook video can last hours and this should be the first bell to understand that the contents on the two platforms should be different in some way. For this reason, my advice is to shoot the video both horizontally and vertically (help with a tripod to avoid the flickering effect) and then publish small parts such as Instagram Stories and the entire content as a Facebook post.
3. Construction of the storyboard
This step is often underestimated, but it remains of fundamental importance for the construction of a video. The scenes that will often follow one another will not be able to be shot in an orderly and chronological way, so it will be very important to know each shot’s content to have consistency in the editing phase.
4. Choices of right tools
What will you use to shoot the video? (smartphone, video camera, video editor etc.)
It depends! In this case, the assessment can refer to common sense. In case you need to shoot an institutional presentation video of the center, you can evaluate the investment of some money and ask for a professional’s help. Otherwise, if the video you are going to shoot aims to explain something, you can produce it independently simply using a smartphone or a camera (enjoy camera coupons here).
To return to the useful tools, if you are helped by a professional, follow his instructions, but if you are the one who has to produce the content, you cannot underestimate some decisive aspects, such as:
- Choose the location of the filming also based on the light (do not position yourself with windows, stained glass windows that can annoy, in the dark or near particularly strong light sources)
- Pay attention to sound dispersion (often empty course rooms are not suitable for filming). In this case, the use of a microphone greatly improves the quality of the audio
- The use of tripods allows you to have a constant and steady shot.
- A free video editor to edit your recorded clips.
As in all things, constancy always rewards. Constantly publishing interesting and quality content will raise the perception of the center in terms of value. You cannot expect everything to work correctly right away, as every strategy must be tested. It must be put into practice. Waiting to have the actor trainer, the perfect video camera, stabilizer and the set of lights worthy of the best film studios will not lead you to have good videos but only to procrastinate some too important visibility and strategy actions.
Video is the best support at our disposal to be able to do this. The video’s approach has changed. If yesterday the video content was offered on a one-off basis, perhaps for a specific product or for the need of the moment, now the strategy is to set up a long-term communication to make video a habit. Today, people spend more time watching videos on mobile devices than their time on social networks. So follow the mentioned tips to make your own videos.