At Alice PR, training is at the core of our work: from social media to media interviews skills to how to deal with a crisis.
In our experience, there are certain questions that pop up time and time again. So in this week’s blog, we’re going to try to and answer as many as we can for you in our new FAQ series.
This week, we’re focusing on questions participants often ask at our video marketing training.
Do we really need to use video?
Yes, it should be an integral part of your overall marketing plan for your business. The facts speak for themselves:
- 81% of businesses use video as a marketing tool in 2018. That’s up from 63% in 2017.
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
- YouTube is the second most visited site in the world.
- Companies that use videos in their marketing have 27% higher click-through rate and 34% higher conversion rates than those that don’t.
- VP for EMEA for Facebook, Nicola Mendelsohn, has predicted that the platform will be all video in less than five years.
- Google loves videos: you’re 53 times more likely to show up first on Google if you have a video embedded on your website.
What are the advantages of going live?
Though, almost dead-in-the-water now, the emergence of Snapchat back in 2011 challenged other formats like Instagram, and Facebook to up their game and provide an opportunity to their users to ‘go live’. The advantage of going live is that it provides original, and candid footage of your company. People want more personal – less polished. However, going live requires a lot of planning – you need to have a plan in place and be ready.
What are the rules for video formats?
- Don’t feel like you have to create some sort of super production. An honest and candid approach generally tends to work best for social media.
- Before you start recording, plan your shots.
- Create a storyboard to map out your shots.
- If using your smartphone, ensure that it’s set to aeroplane mode. The last thing you want when you’re capturing a great shot is your phone ringing in the middle of it!
- For live video / stories, use your phone in portrait mode. For regular video, use landscape.
Is it ever acceptable to have background noise?
It depends on the kind of video. The general rule is that your video is only as good as the sound on it. If you are doing an interview, then your sound needs to be clear and crisp with no background noise. So using a lapel mic, which can be picked up quite cheaply, is recommended.
However, if you are doing a live video – for example your company ran a competition and you are doing a live draw on Facebook – you might have the noise of box with the tickets in it being rustled, or voices in the background creating a buzz around the announcement. In this situation, it’s not critical to have complete silence – and it’s actually of benefit – to ensure that the audience feels part of a genuine experience.
Are there stock photo / video and graphic design tools I can use?
Sometimes it’s necessary to use design tools or stock footage, depending on the type of video you are creating. In this instance, you might need to find some royalty free images or an easy to use design package. You might also need to edit your video using something a little more sophisticated than your in-built video editor on your phone. We have found the following to be useful:
Movavi: Video editing software
Canva: Design tool
How do I share video and what are your best tips for views?
You can share video across all social platforms – either creating the video within those platforms or shooting and editing the video and then uploading it to the page.
- Facebook algorithms are more inclined to show videos that are uploaded directly onto the platform, rather than the page publishing a post with a link to YouTube. Facebook native videos perform up to 4 times better than all other video formats.
- If you’re creating video for Instagram, make the first few seconds count. Instagram users scroll through content quickly, so it’s important to make an instant impact.
- For Twitter, re-purpose existing content to make quick, snappy videos, making sure to use relevant hashtags to engage with target audiences.