Using video to promote your business (part 1)

A decade or so ago, creating video content to promote a brand or product was time consuming and expensive. Then came YouTube and the likes as things have changed massively. It has allowed everyone, big or small, businesses and individuals, to create and share content with everyone, everywhere. The way we consume visual content has changed and in some ways, it has become much easier for smaller businesses to create their own content without big budgets.

Is video for everyone? Is it worth investing in this area to promote your business? The answer is yes. Let’s just clarify that making videos to promote your business is not just creating ads for products. It is not even just about having it on YouTube and hoping it will have thousands of views or become viral. Videos can be used to support a sales pitch – imagine a punchy, upbeat video with some great stats and information about your company, short and sweet. You can create video-tutorials on how to use your product. If you are in the educational sector, you can have short samples of your classes. You can actually have a whole online section on your website with your lessons. If you own a restaurant, or a bakery, you can have videos of the behind the scenes – all the action taking place in the kitchen – or even post recipes.

It might take some time to get a few videos off the ground, especially if you are going to do it in house. If your plans include a series of videos, they have to be added to your planning calendar (together with your social media and online advertising strategy). Don’t be put off about that though, because making a video is much easier and simpler than it used to be and you don’t need fancy equipment to film your videos or hire specialists to do edit them (if you have extra budget, getting someone to do the work for you might be a good idea though). In some cases, all you need is a laptop and a basic video editing tool (and an extra dose of patience, if you are going to do it yourself for the first time).

Different types of video require different types of equipment and structure. If you are planning to have someone on camera, you will need a camera (or a good smartphone) and well-lit space with decent acoustic – remember that the sound has to be clear and the subject needs to be visible. If you are recording a tutorial that only shows a how-to on screen, you will need a software that captures images on your laptop and a decent microphone, if you are recording voice over. It is a good idea to have a plan of what you are going to say, to reduce on recording time to a minimum. It will also help massively with the editing process.

So how about checking your business goals to see if you can add a series of videos to your marketing plans? Make sure your calendar is updated with themes and content you want to record and don’t forget to come back for the part 2 of Using video to promote your business.

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