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You’ve probably heard it a million times before.

‘You should do video, everyone is moving to video, why aren’t you doing video yet?’


But video is expensive, time consuming and requires a lot of equipment right?

Yes, and also no.


Video can come in many different formats and styles, each fitting its purpose. So that’s what you need to start thinking about, what is the purpose of this video and therefore, how should it be created? So let’s have a look at the different styles of video and how each of those should be created.


Advertising - Broadcast quality

You want this to reflect the best in your brand, it has to have great quality video, direction and content to it. This is going to be a video that directly promotes who you are and what you do to the masses, so it has to look the part.


Explainer - High quality

This will be a video that sits on your website and YouTube explaining what you do. It is not to be confused with the advertising style of video as this isn’t something you will promote out to people. They will come and see it if they are interested in your product or service, so it is fairly simple and gets to the point of what it is you do.


Case study - High quality

Similar to the explainer video, this needs to be a good quality video as it is promoting the successes of your product or service. So you want to make sure that it is a clean and interesting video with a high quality look to it to promote your brand as best as possible.


Social media - Medium quality

This kind of video is going to be short, snappy and fun. But because of the shelf life of a social media video, you don’t need to make it cinema quality. It needs to look good enough that people will watch it, but social media sites will generally compress the quality so there is no point going for 8K in VR, because that’s not how it’s going to be consumed. Most likely, it’ll be watched on a phone or tablet.


Vlog - Rough and ready

You can put a lot of time into creating a perfect set and having the best setup with your vlogs, which, will look great and I applaud you for going this far. However, it doesn’t need to be like this. A vlog should be something more natural, it’s a great way to build a connection with your audience, so filming something quick on your phone is perfectly acceptable for this.


So now we have discovered the differences in style and quality of video content, why should we include it in our content strategy?


Because it is the best medium to get attention.


And attention is key for social selling and getting your brands reach to increase.


What makes video so great though?

I’m glad you asked!


Video is one of the best tools out there to increase your sales and conversions, with a whopping 74% of users watching an explainer video about a product going on to then buy it. This is because we can really get to see what the product is and why we should buy it, it builds trust between the brand and the consumer, resulting in these amazing results.


As we mentioned earlier in this blog, you don’t even have to have high production values to have a high performing video. Content is key, with research from Wyzowl showing that the design and quality of the video doesn’t matter nearly as much as the content of it. You need to clearly show what your product or service is about.


Another fun fact about the efficacy of video and how it can help you reach a larger audience is from Moovly, showing that you are 53% more likely to show up on Google if you include video on your website or social channels.


The Rise of YouTube

It’s obvious by now that video is one of the most effective ways to market your business and can offer a lot of benefits to your users as well, giving you that edge over your competitors.


But if it’s not already high on your agenda, maybe this will help push it up:

YouTube has overtaken Facebook as the second most popular website in the world.


This is showing that video is becoming such a popular format, with one of the worlds largest video platforms overtaking one of the largest social media platforms in the world. This high growth has come with a lot of opportunities for marketers to promote their business and get ahead of larger or more well established businesses.


Take your typical SEO keyword research for example. You look at keywords or phrases to write content on and see what the competition is, you find out that basically everything you can write about apart from the very obscure questions are answered by larger competitors meaning you will struggle to get a good ranking on your website for anything written.


Now look at YouTube for those same keywords or phrases, there may be 4 or 5 videos on your chosen subject and most of those will probably be a few years old by now. So this is where you can take your advantage, using this platform you can create these videos that will rank highly because of the lack of competition, and from there you can drive traffic to your website giving you double the benefit.


But what about all the other social platforms?

Well, let me tell you about something we call ‘sweating your assets’. It’s a great little strategy to optimise your content production and works across all platforms and content types.


What you want to be doing is starting by creating a quality video for YouTube. This video can be longer, and in fact you rank higher for anything over 10 minutes, so put a lot of detail and thought into this to give your viewers value. Remember that your viewers need value for them to carry on watching, it’s the same principle as writing a blog.


YouTube videos rank higher when they are over 10 minutes


Once you have this amazing and detailed video, you then go through it and pick out key parts to cut into smaller videos for social media. If you are doing a 5 steps video or something similar you could think about splitting each step into its own video for social.


You can then start thinking longer term.

You’ve put so much effort into that large video it would be a shame for it to go to waste. So what you need to do is decant that into other content styles, so write it up into a blog, use the points as social media posts or develop it into an email marketing chain; the possibilities are endless.


Social media video tips

As mentioned above, creating videos for your different channels can be quite easy and will really help boost engagement for your channels, which in turn can boost sales. But what videos should we be putting out across our channels? Here’s a quick overview of how social media channels handle videos differently:


YouTube: YouTube is the best place for videos to be placed to start with. But you need to remember that over 60% of videos on YouTube are watched on phones, and the sharing rate is higher from mobile phones as well. YouTube has recently added in portrait viewing to help with this high mobile traffic, so think how your video is consumed and create something applicable.


Instagram: There is a limit on the length of videos on Instagram of 60 seconds. So you really need to make sure you are condensing your videos into a quick and valuable format for this platform, and try to make them creative and interesting so as to get the best engagement. You can also chop your video into 15 second segments for stories which is one of the most powerful tools on Instagram.


Facebook: Facebook love video content and will place it higher on your feed than any other content. I don’t know if you have noticed this on yours, but I certainly have. So creating shorter videos from 10 seconds to 2 minutes work really well on this platform. Enough to be interesting but don’t go on for too long.


The bottom line for video marketing is that it does have an incredible engagement rate and can help develop a better customer relationship. It’s harder to fake it on video than it is in images, so really start pushing your video now and get in there before your competitors!


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