Making The Video: Tools and Tips for Killer Execution

Business.com / Marketing Solutions / Last Modified: February 22, 2017

Not all videos are equal. And to make sure you stand out from the crowd, your video needs to look the part. Here's how to make it awesome.

So, you've decided to get a video for your business...

That's a smart move. Here's why:

70 percent of marketing professionals report that video converts better than any other medium., the average internet user spends 88 percent more time on a website with video, and 68 percent of marketers feel video is essential for their business.

But not all videos are equal. And to make sure you stand out from the crowd, your first video needs to be perfect. It needs to represent your brand, sell your product, engage the viewer, all while coming in on a budget.

There are many different ways to make a video, and many different types of videos out there. In this article, we are going to give you all the tools and knowledge you need to make your first video awesome.

Related Article: A One-Minute Video Is Worth 1.8M Words: Content Marketing's Newest Weapon

First Things First...

You need to decide what type of video would suit your company best. The four main types of videos used by businesses are:

1. Animated

2. Screen Recorded

3. Live Action

4. Stop-Motion

The price for each video style will vary greatly, depending on how you make your video, and what you want to include in it -- for example, a video that requires fifty+ actors and a location shoot will cost considerably more than just you, sitting at your desk and talking to a camera.

But generally, screen recorded videos tend to be the least expensive and live action videos tend to be the most costly.

While considering what type of video you want, you may also want to consider whether to make the video in-house or use an agency.

Believe it or not, you can make similar videos to all of the ones above in-house -- to some extent. There is software available, like ScreenFlow and CamStudio, for creating screen recorded videos. There is also software available for creating animated videos in-house. Find out all you need to know about these, here.

Live action can be as simple as you facing a camera (as we've just mentioned), and this doesn't mean it will be any less engaging:

Stop-motion can be a tricky process, but it's a great way to make a unique, D.I.Y. video on a budget.

The main benefit of making a video in-house is obviously the money-saving aspect. However, working with agency although more costly, will take a lot of pressure off you and also ensure that your end product will be as good as it possibly can be. Creative agencies are filled with video-loving professionals that make videos day in, day out, so if you've got the budget to spare then working with an agency is a great choice.

Once you have decided what type of video you want, and how you are going to make it, you should probably start thinking about style and story.

Style

Before creating your first video, you should already have a good idea of what your brand style is. Your video will need to be consistent to your current marketing collateral and your website. This means that the visual style of your video will need to reflect your brand colours, brand font, and perhaps most importantly, your logo.

This consistency is important because it helps to paint a clear picture of your brand in the mind of your customers. The more content you have in your brand style, the more you will appear like a thought-leader in the mind of consumers.

Story

All videos should tell a story -- something to keep viewers watching until the end. Whether it's: "Will he get the girl?", "Will the man on the moon get a Christmas present?", "Will that hard drive solve all of that man's problems?!"

Figuring out the story you want to tell can be tough, but that's what copywriters are for! However, the story is not all you should be focussing on. It is also important to ensure that the messaging reflects your brand successfully. For example, if your brand is very corporate and aimed at middle-aged CEOs, then you probably shouldn't create a humorous video, with lots of slang aimed at millennials, and vice versa.

One more thing to consider when creating your first video is length. In most cases, when working with an agency, the length will have an effect on the overall price of your video, so this may restrict what you are able to do. However, when it comes to videos, the shorter, the better. According to Wistia, 50 percent more people will complete a one minute video than a two-minute video, and even less will complete a video longer than that.

Videos are designed to be a teaser -- a short and snappy introduction to your brand that leaves people wanting more. Here at Wyzowl, we have found the ideal video length to be between 1-2 minutes. This is because it's enough time for you to tell your brand story (without giving too much away), but it's not so long that users will switch off before they see the all-important call-to-action.

Related Article: 7 Ways to Use Video to Grow Your Business Other Than Social Media

Final Thoughts

Creating your first video is an exciting process! But, it can be costly and stressful. Luckily, there are experts out there that can help you every step of the way.

Fancy winning a FREE video for your business? Enter this simple survey. Good luck!

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