Innovast Digital Marketing

Using Video for a Competitive Edge

There have been significant changes is how people are absorbing visual content these days. Fewer of us are watching television. For the younger generation — viewers under the age of 25 — more and more of them are consuming video on their smartphones and tablets, and for longer periods of time. These viewers are likely to be watching multiple videos, back-to-back. In fact, YouTube is now more widely watched than cable TV.

The world is going mobile.

With faster Internet connections and everyone carrying a small screen everywhere they go, it’s easier to watch than to read, and that’s what your target audience is doing.

Video clips are usable on various platforms. Feature a video on your website or blog and then share that video clip on social platforms, where a click will take the user back to your content.

According to Social Media Examiner, 76% of marketers plan to increase their use of YouTube and video marketing in 2016.

Also consider this — Forrester Research recently reported that web pages featuring video are 50 times more likely to get organic first page rankings on search engines over traditional, text-based pages. For businesses seeking to market to end users, tapping into the medium that they prefer is a no-brainer. Here‘s a huge opportunity to show behind the scenes footage, interview experts in your field, demonstrate product use, and reveal what’s unique about your business and the people that make it all come together.

How to Get Started with Video

Your smartphone can do wonders! No need to worry about perfection. This isn’t about creating slick, professionally produced scenes. Be real and offer authentic, sharable material. From a viewer’s perspective, this approach is preferred, as it builds a greater sense of trust.

When it comes to actually filming your videos, I have a few recommendations.

Use an external microphone. These can be purchased online for just about $20 and will readily plug into your smartphone or tablet. Using a mic will make a world of difference in sound quality when someone is speaking, diminishing the background noise that can be distracting.

Secondly, if you’re going to be interviewing, use a tripod for a steady screen. It’s much easier for viewers to focus on what is being said without any unnecessary motion. These can be purchased online as well, in the same $20 price range.

Basic editing is pretty simple with Apple’s iMovie or Microsoft Movie Maker, which both allow you to trim footage, use transitions such as fade in/out effects, and add background music. Remember not to make your videos too lengthy. People today have short attention spans.

Feature your finished video clip on your website, blog, newsletter, social media and more. Not only will your content be consumed in greater volume, your online footprint will get a boost in search engines!

Karen Etchells is a Digital Marketing Strategist with  Innovast Digital Marketing, helping businesses find success online with Website Design, Internet Marketing, SEO, Social Media Management, and Email Marketing.

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