There is no excuse: if online video is not at the forefront of your digital marketing campaign, it is time to adapt or die.
Internet users are only getting attached to online videos every day– after all, YouTube is the second-largest search engine
for a reason. According to the latest video marketing statistics, 55% of internet users watch online videos on their day-to-day basis. What’s more interesting is that 1 billion hours of video are watched every day on YouTube alone.
In such cases, it offers opportunities for marketers looking to reach potential customers in these high-growth markets. As a savvy marketer, you shouldn’t miss the chance to boost your brand’s online visibility and drive more people to your marketing funnel.
To help you get it right, here’s some quick guide to tools with tips so you can refine and revamp your next video marketing campaign.
Before we get to the nitty-gritty, it’s crucial to have a solid understanding of why online video is such a powerful marketing tool.
First of all
, it’s because online video is a highly engaging format.
In this era of immediacy, your potential customers are craving quick, convenient, and accessible content to solve their problems. That’s where video comes in handy. As high-performing content, video can provide straightforward, easy-to-digest visual information so the viewers can retain it effortlessly.
Second of all
, online video is all boiled down to humanizing your brand. It means that it does not only give appealing visual content for information but also tells a brand story that can establish an emotional connection with your potential customers.
Remember, video marketing should encourage your potential customers to look further into your brand without directly hard-selling it. Tapping into video marketing allows them to put a face to the services or products; thereby, they engage even stronger with the message you deliver.
If you want to keep going for other reasons why video is such a potent marketing tool, we could write a novel about it. Hence, those two main reasons should be strong enough to prove that video marketing is such a necessity in any digital marketing campaign.
Getting It Right: A Quick Tip
A few marketers tap into video marketing campaigns just for the sake of doing it. As a result, they produce poor-performing video content that doesn’t convert at all.
If you understand the know-how, it’d be much easier to create a compelling video campaign. So, here are some secrets to crafting successful video content for your next marketing campaign.
Video Marketing Toolbox: What You Should Have in Your Arsenal
- Short and Sweet. Your viewers are now busier than ever. So, it’s crucial to keep the length of your video short and be straightforward about how your brand can benefit them from the first few seconds.
- Tell a story. The harder you try direct selling your brand, the quicker the viewers click away. Try to tell an intriguing story that the viewers find hard to forget. Even if they don’t buy your product, they’ll still always remember your brand.
- A strong call to action. Don’t forget to guide the viewers on what to do after they finished watching your campaign videos. Do you want them to purchase a product? Join the newsletter? Or visit your website?
- Mobile-optimized. Today, there are almost 4 billion mobile internet users worldwide. It means that creating mobile-friendly video content is a necessity to encourage mobile users to watch it.
Starting a video marketing campaign can be quite tricky, especially if you’re new to it. There seems like a lot of daunting and overwhelming process to make sure that you’re on the right track.
Luckily, we’ve compiled the affordable essential tools you should have in your video marketing arsenal.
Video Marketing Tools
#1. Scriptwriting Tools
Since video marketing is all about “telling a story,” you need to come up with an out-of-the-box idea to captivate your audiences and make them relate to the story you tell. To help you with that, you can use scriptwriting tools.
With the help of scriptwriting tools, you’d be able to take care of formatting so you can only focus on the ideas of the story— which is the core of the writing process in video production.
An organized, clear script makes it easier for you to craft compelling scenes. It also helps you to deliver your core message in the video seamlessly. The viewers will get a solid grasp of what your campaign video is all about.
Some of the scriptwriting tools you might start to consider using are StudioBinder, Amazon Storywriter, Final Draft, or WriterDuet.
#2. Editing Softwares
Once you’ve written your script, you usually move on to the shooting process. And after you get all the footage you want, you start to edit it.
This is where you take all the usable footage, place them in sequence, and add some effects for your epic brand video. It’s another fun yet extremely crucial process.
Good editing helps you create a positive impression on your potential customers, so they are more likely to remember the video, which translates to remember your brand as well. Once you nail the editing process, you’ll get the brilliant campaign video that converts.
There are thousands of video editing software
out there with advanced tools and impressive special effects that can assist you in creating a compelling campaign video. However, if you ever need references, you can use Filmora, Final Cut Pro, Adobe Premiere, Pinnacle Studio, or Lightworks.
#3. Stock Video Footage
Sometimes, after you think you’ve captured all the footage you need in the production, you’ll realize that you’ve missed something once you sit in the editing room. In such a situation, stock video footage comes the rescue.
Stock video footage sites provide you with thousands of royalty-free HD clips, 4K videos, or even the b-roll in every category. You can easily find what kind of footage you need to leverage your video quality.
Some small businesses or startups often heavily rely on that stock video footage site since they don’t have a suitcase of money or mad video skills. And that’s such a smart way to tackle a high-performing video marketing campaign with a meager budget.
Some of the best places you can find footage for your campaign video are Shutterstock, VideoBlocks, VideoHive, Pexels, FilmSupply, and Videvo.
#4. Sound Recording
If you create a campaign video that needs narration, sound quality should be another thing that needs extra attention. The viewers (your potential customers) should have no trouble understanding what you’re saying in the video.
If they can’t hear what the narration is saying, chances are they’re not going to engage with what you are talking about. That’s how you lose a potential customer.
To make a great sound, you might need to leverage some recording tools such as Audacity, WavePad, RecordPad, Mixcraft, or GoldWave and plugins like EchoRemover
. These tools help you to record audio directly, then proceed to edit and enhance it based on your campaign video needs.
#5. Audio Library
A video mainly consists of two critical elements: visual (pictures) and audio (sounds). The quality of these two should be balanced. Polished, professional audio (in this case, background music and sound effects) can help you to improve video quality by giving it a personality.
Background music and sound effects can effectively set the mood and vibe of your campaign video. It evokes the viewers’ emotions so they can feel connected even more with the story you tell. With its presence, you’d be able to make them feel joy, emotional, or inspired.
Same with stock video footage, you can get all types of audio you need in audio library sites. Some of the most well-known ones are PremiumBeat, AudioJungle, Audioblocks, Ben Sound, Purple Planet, and HookSounds.
#6. Hosting Sites
After all the sweat, blood, and tears you’ve spent to create your campaign video, now you’re almost there. One thing left is to let your potential customers know that you’ve crafted a compelling brand video that catches their attention. In this matter, you need to find the right platform to share it.
Of course, you can share the campaign video on social networks like YouTube, as the best example. But, it doesn’t guarantee your target audiences see the video. That’s where the video marketing hosting sites got you covered.
The hosting sites do much more than just distribute or share your video. They primarily have unique features that social media channels usually don’t. These include analytical reports, engagement rate measurement, targeting options, customized call-to-action, and many more.
With a video marketing hosting site, you’d be able to track how well your campaign video is performing. That way, you can continuously refine and revamp the strategy for the next campaign so you can get the best result.
Some of the popular video marketing hosting sites are Vidyard, Wistia, Brightcove, Vimeo, SproutVideo, uStudio, and more.
Wrapping Up: Spice Up Your Video Marketing Campaign Now
Video content has now become a staple tool in digital marketing campaigns. Without one, a brand might get lost among the crowd. No matter how brilliant your digital campaign ideas, without any video presence, it’ll turn out to be epic fails.
To get you more equipped, we’ve collated 120+ video marketing tools
on a far-reaching list so you can create better, more effective campaign videos.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).