Plus de 100 experts partagent leur astuce n°1 pour créer de superbes vidéos marketing

Par exemple, si vous êtes dans le domaine de la santé, produire des vidéos qui présentent vos infirmières, médecins ou personnel de bureau crée des relations. D'après notre propre expérience publicitaire, les vidéos de médecins génèrent le plus d'engagement. Les consommateurs adorent pouvoir les féliciter et partager leurs expériences. Vous serez étonné du nombre de partages, de likes et d'amours qu'une vidéo de médecin reçoit.

Pour les autres professions, laisser les consommateurs voir avec qui ils vont travailler donne au consommateur une chance de voir la personnalité de l'entreprise. Par exemple, si vous êtes un constructeur de maisons, vous pouvez présenter votre vendeur à l'écran. Ce sera probablement la première personne qu'un client potentiel rencontrera. Les voir parler du processus de construction d'une maison, de son parcours et répondre à des questions courantes peut inciter le client potentiel à décrocher le téléphone.

Pour connaître le sujet, nous avons toujours nos clients avec nous du début à la fin du processus de production vidéo, en commençant par une réunion d'admission pour avoir une idée de ce qu'ils recherchent pour développer le scénario, le ton et le message. et aussi à la toute fin lorsque nous sortons la vidéo. De cette façon, nous pouvons parler avec notre sujet, obtenir son avis et le guider dans son parcours marketing.

Pour que les consommateurs comprennent le sujet, pour aider à raconter l'histoire de votre sujet, ainsi que pour les aider à commercialiser leur entreprise ou leur entreprise, vous devez d'abord comprendre le sujet. Si vous ne comprenez pas leur message, les consommateurs ne le comprendront pas.

Liza Gangi Heiskell est diplômée de l'Université de Virginie-Occidentale et lauréate du National Daytime Emmy Award en 2006. Elle a des années d'expérience dans la production d'émissions de télévision par câble et en réseau à New York pour TLC, Discovery, NBC News et le Fox Broadcasting Network. /P>

Jan Gordon

Fondateur et PDG de curatti.com, stratège des médias numériques, influenceur des médias sociaux et auteur

janlgordon

Je pense que la chose la plus importante à retenir pour tout contenu est de se mettre à la place des téléspectateurs (ou lecteurs). Qu'est-ce qui attire d'abord, puis retient votre attention ? Qu'est-ce qui vous donne envie de partager cette superbe vidéo que vous venez de voir ?

Les travaux de génie révolutionnaire ou de pensée incisive seront certainement regardés s'ils sont par quelqu'un qui est déjà très respecté - comme Gary Vaynerchuk. Mais si vous n'avez pas tout à fait cette reconnaissance ou ce respect, la vidéo la plus brillante n'atteindra pas beaucoup d'yeux si elle est longue ou présentée sous forme de conférence.

La meilleure stratégie consiste donc à faire en sorte que votre vidéo soit courte, afin que les gens ne « y reviennent pas quand ils auront plus de temps ». Peu de gens le feront jamais ! Tenez-vous en à un sujet. Si ce sujet est vaste, concentrez-vous sur un seul aspect.

Informer et utiliser les supports les plus visuels. Préparer! L'incertitude dans votre voix, si vous la volez, fera perdre les téléspectateurs à la hâte. Et ne vous présentez pas comme un professeur sévère ! Soyez chaleureux et engageant. Donnez aux gens des raisons de vouloir vous aimer.

Jan Gordon est le Top 20 Global Social Media Influencer 2017, éditeur, auteur, stratège des médias numériques, fondateur et PDG de curatti.com.

Erich Franck

Inbound Marketer certifié Hubspot

erichfranck

N'essayez pas de plaire à tout le monde.

La meilleure façon de vous assurer que votre vidéo est percutante, pertinente et utile est de garder à l'esprit un groupe principal de personnes lors de sa réalisation. Si ce groupe est trop grand, vous devrez probablement revoir vos personas d'acheteur. Si vous pensez que vous avez besoin que votre vidéo touche plusieurs acheteurs, vous avez probablement besoin d'une deuxième (ou troisième, etc.) vidéo.

Mieux vaut faire 2 ou 3 vidéos qui impactent vraiment plusieurs buyer personas, que de faire 1 vidéo qui les "atteint" tous, mais qui n'a pas de mordant.

Erich Franck est originaire du comté de Frederick avec une formation en marketing numérique et en gestion de compte, et est un Inbound Marketer certifié Hubspot. Il est présent dans les domaines de l'image de marque, de la publicité, des médias sociaux et des logements multifamiliaux dans la région de D.C. depuis 6 ans, et ramène ses talents chez lui pour jouer un rôle dans la gestion des comptes ici chez Digital Bard.

Marc Timberlake

Auteur du cours Masterclass sur les médias sociaux

MarkTimberlake

Concentrez-vous sur le type de vidéo auquel "Bob", votre client idéal, répondra .

Mark Timberlake est l'auteur du cours Masterclass sur les médias sociaux le plus vendu.

Andrew Hutchinson

Responsable du contenu et des médias sociaux chez Social Media Today

socialmedia2day

Connaissez votre public.

Il n'y a pas de règles définitives pour le contenu des médias sociaux, ce qui fonctionne pour une entreprise peut ne pas être efficace pour une autre . La clé du succès est de rechercher ceux qui se trouvent dans votre créneau et les intérêts du public avec lequel vous cherchez à vous connecter, puis de formuler une stratégie basée sur l'endroit où vous voyez une intersection entre ces informations et votre message.

Andrew Hutchinson est responsable du contenu et des médias sociaux sur le principal site d'information sur les médias sociaux, Social Media Today.

Serena Mastin

Président chez Pulse Marketing Inc.

Équipe PulseMarketing

Nous effectuons des recherches approfondies sur le marché cible pour identifier les déclencheurs émotionnels et construire le scénario pour se connecter avec le spectateur.

Serena Mastin est présidente de Pulse Marketing Inc. :"nous créons des expériences de marque sincères en créant des messages convaincants, en partageant des histoires et en capturant le public grâce à la conception graphique, à la conception Web, au tournage, à la production vidéo et à la publicité".

Adam Vincenzini

L'un des principaux spécialistes du marketing numérique d'Australie

Adam Vincenzini

Aperçu de l'audience :si vous passez du temps à comprendre ce qui motive votre public et à identifier une vérité humaine pertinente , vous augmentez les chances que votre histoire résonne de manière spectaculaire. Bien comprendre l'histoire et la production de la vidéo en tant que sortie devrait être un fait accompli.

Adam Vincenzini est reconnu comme l'un des principaux spécialistes du marketing numérique en Australie. Il a fondé des agences et dirigé des sociétés de communication mondiales au cours d'une carrière de plus de 16 ans en Australie et au Royaume-Uni.

Marko Saric

Consultant en marketing numérique

markosaric

Pensez au public que vous essayez d'atteindre. Ne vous inquiétez pas de devenir viral et d'obtenir des tonnes de vues. Ne vous inquiétez pas de pousser et de vendre votre produit. Donnez la priorité à votre public cible. Concentrez-vous sur eux et leurs besoins comme votre priorité.

À quelles questions veulent-ils qu'on leur réponde ? Quels problèmes veulent-ils résoudre ? Comment pouvez-vous les aider au mieux à améliorer leur vie et leur situation ? Créer de la valeur comme celle-ci pour de vraies personnes est le meilleur moyen d'obtenir des vues engagées et d'avancer vers la réalisation de vos objectifs.

Marko Saric est un consultant en marketing numérique dont la mission est de vous aider à partager ce que vous aimez et à être découvert par des personnes qui aiment les mêmes choses.

Josías De La Espada

PDG de Pirsonal

josiasdelaespada

Afin de réaliser une excellente vidéo, vous devez savoir qui regardera cette vidéo, où les téléspectateurs se situent géographiquement/culturellement, sur quel appareil, pour quelle raison et quand la vidéo sera-t-elle déclenchée et prête à être visionnée.

De plus, la vidéo est plus efficace lorsque vous la créez pour un individu en fonction de ses besoins spécifiques, de ses goûts et d'autres informations recueillies. Une fois que vous avez recherché les informations précédentes et mis en place un plan, vous devez utiliser toutes les informations contextualisées afin que la vidéo évoque la réaction souhaitée dans l'esprit du spectateur.

Plus le message est adapté à qui verra réellement la vidéo, plus le taux de conversion sera élevé.

Josías De La Espada est le PDG de Pirsonal.

Planifier à l'avance

Briana Booker

Strategiste des médias numériques et consultant en marketing

Defilleàfille

Mon conseil préféré pour créer une excellente vidéo marketing est le suivant :décidez des objectifs pour la campagne, choisissez des statistiques pour la campagne et respectez toujours un storyboard .

Le storyboard est essentiel car il donne une base pour créer une excellente vidéo marketing conversationnelle. Considérez-le comme une réunion de café ou de brunch avec un bon ami - vous êtes suffisamment à l'aise pour vous sentir confiant mais en même temps prêt à donner le scoop sans peluches. Vous voulez aller droit au but et vous assurer que la vidéo trouve un écho auprès du public. Comment votre vidéo de marketing de marque résonne-t-elle auprès des gens ? Connaître la réponse à cette question :« Comment puis-je vous aider ? ». Si vous pouvez répondre à cette question, vous pouvez rédiger une superbe vidéo marketing.

Je préfère suivre des storyboards plutôt que de lire de longs guides ou manuels, car le storyboard sert de contrôle et d'équilibre pour savoir si vous mettez en évidence les bonnes informations sur vos produits et services. L'objectif est de créer un script facile à suivre et de s'assurer qu'il aide vos publics cibles.

Briana Booker est une stratège des médias numériques et une consultante en marketing, qui dirige les entrepreneurs de tous les secteurs pour créer et exécuter une stratégie en ligne complète qui maximise leurs efforts de marketing médiatique et leurs relations publiques, y compris la création et le développement de contenu, la conception et le développement centrés sur l'utilisateur, l'engagement social et analyse des performances basée sur les données.

Johnny Eaker

Co-fondateur de Cosmic Sauce

johnnyeaker

Avoir un plan vidéo stratégique et quelqu'un pour vous aider à exécuter ce plan. Trop de marques/propriétaires d'entreprise décident qu'ils ont besoin d'une vidéo parce que c'est le truc "chaud" en ce moment sans penser à la façon dont cela est lié aux objectifs généraux de l'entreprise.

Quel problème essayons-nous de résoudre et comment la vidéo peut-elle apporter une solution ? Quels types de vidéos allons-nous faire ? Qui est notre public ? Pourquoi notre public s'intéresse-t-il à ce contenu ? Quel est leur parcours client ? Quel est le plan de diffusion avec ces vidéos ? Si vous ne répondez pas à ces questions de base, vous lancerez une campagne de marketing vidéo de qualité inférieure.

De plus, sans avoir quelqu'un, que ce soit au sein de l'entreprise ou d'une agence, pour diriger cet effort de marketing vidéo est également un moyen infaillible pour qu'une campagne échoue. Quelqu'un doit surveiller la stratégie, le processus de production et les mesures de campagne pour assurer le succès. Embaucher simplement un vidéaste local pour faire une jolie vidéo et placer cette vidéo sur les réseaux sociaux ne garantira pas le succès.

Johnny Eaker est le co-fondateur et stratège en chef de Cosmic Sauce, une agence de marketing vidéo à Columbia, dans le Missouri, où il aide les clients à concevoir des campagnes sur les réseaux sociaux qui génèrent des résultats.

Marc Hobelman

Animateur principal chez Flimp Communications, Inc.

Flimp

Tout est dans le scénario. Assurez-vous d'avoir accordé suffisamment de soin à l'étape de scénarisation, car même si les vidéos évoluent tout au long du projet, une base solide est essentielle .

Marc Hobelman est l'animateur principal de Flimp Communications, Inc.

Gaine de Troie

Expert en production vidéo et stratégie vidéo

troy-gaine-b2441a11

Je suppose que la plupart des gens mentionneront quelque chose dans le sens de Raconter une histoire. C'est aussi l'une de mes convictions, mais pour proposer quelque chose de différent, je vais suggérer de planifier la promotion de votre vidéo .

La plupart des gens font une vidéo, la placent sur Youtube ou Facebook, puis attendent. Les vidéos réussies ne deviennent pas réussies par hasard. Ils font partie d'un plan de marketing et ce plan doit inclure la manière dont vous en ferez la promotion auprès de votre public cible. Cela peut se faire par le biais de messages de blog, d'articles de fond, de messages promus, de newsletters, de chaînes YouTube, de mises à jour régulières, de coentreprises avec d'autres entreprises, etc.

C'est vraiment illimité, mais si, comme la plupart des gens, vous vous limitez à une seule avenue de promotion ou pire, téléchargez simplement sur Internet et espérez que vous finirez par être déçu, quelle que soit la qualité de la vidéo. Planifier, Créer, Promouvoir, Mesurer, Répéter.

Troy Sheather est un expert de premier plan en production vidéo et en stratégie vidéo, basé à Sydney, en Australie. Il a plus de 10 ans d'expérience de travail avec une gamme de clients allant des propriétaires de petites entreprises aux entreprises multinationales. Il se passionne pour l'éducation des clients sur le pouvoir du marketing vidéo et est enthousiasmé par les années à venir dans ce secteur en constante évolution.

Gregory S Wildman

Le fondateur et PDG d'OVC

gwildman

La clé d'une bonne vidéo marketing est de préparer, planifier ce que vous allez dire, et d'être concis et précis . La vidéo marketing moyenne ne doit pas durer plus de 30 secondes.

Gregory S Wildman est le fondateur et PDG d'OVC, INC. Gregory s'est distingué en tant que leader dans l'industrie du marketing juridique. Sa connaissance approfondie des stratégies de marketing Internet a aidé de nombreux clients OVC à être trouvés dans les résultats de recherche, ce qui a amené plus de clients à franchir leurs portes.

Logan Hale

Le propriétaire de V3 Media Marketing

loganhale

Un scénario et une prémisse bien conçus qui répondent aux besoins du public cible .

Logan Hale est le propriétaire de V3 Media Marketing, une société de stratégie, de production et de marketing vidéo commerciale. Logan a obtenu son diplôme à l'UCLA School of Film &Television et a toujours aimé l'art, le cinéma et la musique.

Utilisez le pouvoir des histoires

Ian Cleary

Fondateur de RazorSocial

IanCleary

Mon meilleur conseil marketing est que, quelle que soit la durée de votre vidéo, racontez une histoire à travers elle et toutes les histoires ont un début, un milieu et une fin.

Le début est l'endroit où vous devez attirer l'attention du public avec quelque chose de vraiment intéressant dont il veut en savoir plus. Le milieu est l'endroit où vous donnez l'essentiel de l'histoire et à la fin, vous vous assurez de dire à votre public quoi faire avec cette information.

Même si vous créez une vidéo de 10 secondes, vous devez raconter une histoire.

Ian Cleary est le fondateur de RazorSocial et aide les entreprises à réaliser des projets numériques plus rentables.

Whitney Hahn

Associé directeur de Digital Bard

whitneyhahn

Trouvez le méchant. Chaque client veut être le héros de sa propre histoire, et chaque héros a besoin d'un grand méchant. State Farm Insurance a "Mayhem". Mucinex a ce type de flegme. Les recruteurs ont… tous les stéréotypes de « l'espace de bureau » pour lutter contre. Comment un client personnifierait-il son ennemi juré ?

Une fois que vous avez identifié le méchant, vous pouvez choisir la quantité de parodie que vous voulez en faire ou si vous voulez la jouer directement. Mais choisissez avec soin. Il peut être facile de choisir le mauvais méchant.

Par exemple, nous avons récemment travaillé sur une vidéo de collecte de fonds pour un fonds à but non lucratif qui apporte des équipements de détection et de traitement de pointe pour le cancer du sein à une certaine communauté. Il aurait été facile de faire du cancer le méchant, mais cela aurait été une erreur pour ce projet. Notre méchant était le «traitement à distance», car la perception était qu'il fallait se rendre dans la région métropolitaine à près de 2 heures de route pour obtenir des soins de qualité pour le cancer du sein. En faisant correctement du «traitement à distance» le méchant, nous avons amené le spectateur à imaginer avoir une intervention chirurgicale ou un traitement de chimiothérapie, puis devoir mettre une ceinture de sécurité, s'asseoir dans la circulation et espérer que vous êtes à la maison au lit avant le médicament contre la douleur usé. Sérieusement ? !

Ce méchant du « traitement à distance » a expliqué très clairement pourquoi un téléspectateur devrait soutenir ce fonds et en quoi il est différent de soutenir d'autres organisations à but non lucratif liées au cancer. C'est puissant, émotionnel et efficace.

Trouvez votre méchant, et votre vidéo marketing aura beaucoup plus de clarté et d'impact.

Whitney Hahn est l'associée directrice de Digital Bard et dirige un petit groupe exubérant de spécialistes du marketing vidéo. Elle écrit, parle et consulte sur le pouvoir de la vidéo en ligne et des campagnes de marketing intégrées. Whitney héberge également "The Zesty Marketing Podcast", disponible sur iTunes, Stitcher et plus encore.

Reg Sorrel

Spécialiste de la conversion vidéo chez Online Videos Perth

regsorrell

Mon meilleur conseil pour faire des vidéos marketing tient en un mot. Histoire.

When we say create highly engaging content, what does that actually mean? It means content that retains the attention of the viewer/reader/audience. By telling stories, as long as they are at least amusing, people will want to hang around to get to the end of the story.

It’s a simple premise. Whether you’re telling your story over the course of one video, or a series of videos only adds to the layers and level of interest in your story. Remember, it’s a marathon, not a sprint, so chunk down your content, tell stories and be consistent. That in itself, is a story.

Reg Sorrell of Online Videos Perth is passionate about helping businesses take advantage of the worlds insatiable appetite for digital content. Having witnessed the world go video crazy, Reg saw the opportunity to take his extensive TV production background and help business leaders produce engaging video content.

Michaela Alexis

linkedin expert and keynote speaker

michaelaalexis

A good marketing video tells a story. A GREAT marketing video not only tells a story, but transports the viewer into your brand’s narrative and makes them feel like the protagonist.

Your audience member needs to feel empowered, they must feel like the hero that slays their own dragons, no matter how big a supporting role your product/service plays to help them get there.

Michaela Alexis is one of North America’s most in-demand speakers on topics related to LinkedIn and personal branding. Over the past decade has managed the online presence of more than 100 high-profile brands, built her own personal brand to over 150,000 followers on LinkedIn, has starred in an Amazon Prime reality TV show called “The Social Movement”, and recently co-wrote a book called Think Video:Smart Video Marketing and #Influencing.

Pedro Katchborian

content coordinator at Green Park Content

pedro-katchborian

Videos should be real, original and tell a story with a purpose that will resonate with your target audience. There has to be a strong message and a strong narrative throughout and the first few seconds must grab the user’s attention to encourage them to continue.

In a world where attention spans are low and many digital platforms class three seconds as a view, we need to ensure those first few seconds count for something. Like any good story, there must be a beginning, a middle and an end with purpose and originality running through the heart of it.

By making sure you’re creating video content you know people want, you know people are searching for and what will ultimately aim to help, inform and educate, you can keep the viewer there for longer to hear what you have to say. We demonstrate this perfectly in our work for Unilever’s ‘All Things Hair’, the content hub for haircare, tips and tricks, each piece of content is carefully crafted, we know it’s what people want and the results speak for themselves.

Pedro Katchborian is content coordinator at Green Park Content, a global brand publishing agency with offices in London, Sao Paulo, Jakarta and Singapore. To date, they’ve produced more than 50,000 videos, images and articles, and generated over 100 million visitors to client sites around the world.

Julie Revelant

The owner of Revelant Writing, Health Journalist

julierevelant

Like any type of content, marketing videos must tell a story . Before writing the script and creating the storyboard, think about your goal for the video and what your audience needs and wants.

Capture your audience’s attention from the beginning with an idea that takes your viewer on a journey. Inform, educate or inspire them. Give them a behind the scenes look at your business for example, teach them something they would not otherwise have known or couldn’t learn from another type of content. Leave them feeling more positive and uplifted and walk away with an idea and a feeling they’ll never forget.

Breathtaking music, amazing graphics, even celebrities can’t make up for strong, compelling storytelling.

Julie Revelant is the owner of Revelant Writing, LLC, a firm that provides content marketing, copywriting and brand journalism services for the healthcare and medical industries. As a health journalist, Julie has written hundreds of stories for magazines and outlets such as EverydayHealth.com, FoxNews.com and FIRST for Women magazine.

Arnie Kuenn

The founder of Vertical Measures, Digital Marketing Expert, Speaker and Author

ArnieK

Be sure to tell a story in your video .

You want to showcase your own personality or even the “personality” behind the product or service. There is nothing more boring than to watch a talking head spewing information or someone trying to be a reporter. Just try to have fun and relax…while telling a story .

Arnie Kuenn est un expert en marketing numérique, conférencier et auteur de renommée internationale. Arnie founded Vertical Measures, a highly respected digital marketing agency.

Courtney Purchon

Head of Marketing for SproutVideo

sproutvideo

Tell a great story. Stories transport viewers emotionally, prompting them to share. They are memorable, compelling, and inspirational.

Start with a hook to grab your audience’s attention. Build the story arch to fit your narrative. Use visuals and music to evoke different emotional responses in your viewers. Finish with a clear call-to-action that fits your goals for the campaign.

Call-to-action created in Wave.video

You do not need a big budget to leverage storytelling for video marketing. Careful pre-planning will do much of the work for you in terms of delivering an effective end result. Consider your goals for the campaign at a high level, then develop your concept in detail through script-writing and storyboarding. If you are outsourcing any parts of the video production process, make sure your aims are clearly communicated to any 3rd parties, and stay heavily involved in the creative process.

For inspiration, this article contains examples of exceptional storytelling by B2B companies.

For specific pointers, this article will walk you through the 11 key ingredients for building a compelling story with video.

Courtney Purchon is the head of marketing for SproutVideo, a video hosting provider for business.

Michael Wood

The Founder of Helium Video

HeliumVideo

I’ve found the most important thing in video is creating a compelling message through storytelling. Video gives us the capability to show so much more than any other medium which is why users love it.

If you are creating a marketing video, get out of the office and talk to your customers, members, or community members and, if possible, incorporate their stories . At the very least you will learn about how they perceive you and help you shape your message.

Michael Wood is the founder of Helium Videos:“I tell personal, business, and community stories through the lens of my camera, and share them with the world through video marketing“.

Veronica Stoddart

travel editor and content consultant

wanderlust13

Each video should be a perfect little story.

Storytelling is the oldest of all the arts, and there’s nothing as powerful or long-lasting as a well-told story. It connects information to emotions to influence, educate, and inspire – which is the goal of effective content marketing, after all.

Veronica Stoddart is an award-winning travel editor and content consultant with more than three decades in travel publishing. A thought leader in travel and tourism, she provides content marketing solutions for travel clients via her consultancy, VS Content Strategies LLC, and as Chief Content Officer for Percepture, a marketing communications agency.

Summer Felix-Mulder

Co-founder of The Draw Shop

TheDrawShop

To make a powerful, high-converting marketing video, make your customer the hero.

Pourquoi? It’s simple:before your customers can care about your brand, you need to show them that you care about their story. So tell it back to them — through your marketing videos! Take them along on their own “hero’s journey.” That way, your customers will see that you understand what they’re going through and what they want.

From there, it becomes easy to introduce your product or service as the solution to their problems and urge them to take action. Now that your customers know how your offer fits into their story, they will have every reason to pay attention and decide if they want to say yes.

There are lots of ways to make “customer-driven” marketing videos. Here are my 3 favorites:

1. Make a case study video about one of your best customers. Tell the story of how they changed their life with the help of your product or service. Make sure that you paint a vivid picture of the customer’s “before” and “after” and how exactly your offer has helped.
2. Create a character who will serve as a stand-in for your target customers. Someone with a similar background, someone who’s dealing with the same problems. You can also create a character who embodies everything they want to be — someone who’s already struggled and came out on top!
3. Make a video that talks directly to the customer instead of at them. Use the words and phrases they’d use to describe their situation, their fears, and their desired results. It will take some research and a few drafts to nail the tone and the content, but the results will be worth it!

Here’s an example of a marketing video (made by my agency, The Draw Shop) that uses this technique to tell a compelling story:

Summer Felix-Mulder is the co-founder of The Draw Shop, LLC, a video animation company focused on sales, marketing and training videos. A copywriter by trade, Summer believes that marketing and storytelling are everything, no matter what business you are in and that video is an essential storytelling tool to getting your audience hooked on your brand.

Dev Sharma

Founder of WPKube

wpkube

Storytelling is the key to making impactful and more memorable marketing videos. If you ask someone to name a marketing video or an advertisement they remember, they’ll immediately recall a video that tells a heart touching story like the #LikeAGirl commercials made by Always.

People remember stories and ones that arouse emotions like empathy and kindness tend to stick around in our minds for long periods of time.

Or, if you can’t come up with a good story, you can always take a much grandeur approach like hiring Jean Claude Van Damme to do an epic split between two moving Volvo trucks.

Personally, I prefer the storytelling approach to be much easier and less expensive.

Dev Sharma is the founder of WPKube, a WordPress resource site which focuses on WordPress Themes, plugins, tutorials, news, and modifications.

Louie Luc

entrepreneur, internet marketer, blogger and podcaster

LouieLuc

Whether you’re a company or a personal brand, storytelling can do wonders when it comes to video marketing.

Put yourself out there, be honest, stay transparent and speak from the heart. If you’re struggling with something, don’t be afraid to let your audience know about it. If you’re excited about a new business opportunity, spill the beans.

Don’t just tell a story, tell YOUR story. That’s exactly what your customers and followers are looking for. They’re looking for people just like them; they’re looking for actual human beings behind companies or personal brands; they’re looking for stories and experiences to which they can relate.

Louie Luc is (almost) all things digital marketing:entrepreneur, internet marketer, blogger and podcaster at OnlineBusiness.FM. He loves teaching others what he knows about online business while sharing his stories and experiences running his authority and niche sites.

Mordecai Holtz

Content Strategy Coach, Keynote Speaker, Author and Brand Ambassador

mordecaiholtz

Instead of being overtly salesy, an effective video tells a story. Businesses should utilize the emotive power of video by appealing to their customer’s needs and desires.

Mordecai Holtzis the Chief Strategist of Blue Thread Marketing, a boutique Israeli digital agency working with clients that have spanned across 8 countries. He also serves as the New Media Director for the city of Jerusalem’s tourism division.

Bhavik Haria

The Founder of Cincera

bhavikharia

Know your story. This is so simple yet so complicated. The bottom line is every business has a story to share , so make sure that shines through in your video creation process.

Bhavik Haria is the founder of fast-growing video agency Cincera. Cincera work across a wide variety of industries and are constantly innovating new ideas ensuring no videos are the same.

Tamer Tewfik

Video Creator

sqproductions

Find the story first, then LISTEN to where the story leads you during the edit.

Start with the basics. If you selling services or a product, you’ll need to keep the length under two minutes. If you are making a video to inspire people to donate to your organization for a worthy cause, juxtapose the urgency of the cause with the success stories due to past support received. If you have a proven record of great customer service or 5-star reviews of your product, you’ll definitely want to employ powerful customer testimonials in your video. Once you identify the story, you will then be able to produce the footage and find the right resources that will best tell it.

Nothing is more compelling than a well-told story. There’s magic that happens during production. Stories are organic. They have a life and a personality. Pay close attention during production and make notes. People may say something unique, or events will unfold off-camera.

During the edit, following the pre-produced script may feel forced or unnatural. It’s ok to admit that the script may not be the best way to tell the story if you feel the story pulling you in a different creative direction. You need to be comfortable with it and give it a chance. It’s amazing what can happen.

Example:

SJ Periodontics &Dental Implants – Meet the Staff from SQ Productions on Vimeo.

The footage in the first half of the video normally stays on the virtual cutting room floor. It was creatively included in this video because it juxtaposes how nervous people can be before an on-camera interview with how eloquent they can sound when they believe in what they are saying, regardless of the nerves. Following this story resulted in the most powerfully honest and compelling testimonials we’ve ever shot.

Tamer Tewfik uses his creative skills in production to create, as he claims, the best video marketing products possible.

Andrew Lassiter

Digital Strategist and Video Producer

SeaIslandMedia

I firmly believe that ‘the business is the people,’ so conveying the personality and professionalism of the organization is my number one goal when creating video marketing content. Not everyone loves to be in front of the camera, but with good direction I believe that anyone can represent their company in a compelling way that will resonate with viewers.

Technical skills, new camera gear, and editing style are all important aspects of a good creative video, however I believe the most important tip is to be a good director/interviewer and make sure that the narrative comes first , even if that means using a script. There is no substitute for compelling, engaging dialogue when it comes to making a great marketing video.

Andrew Lassiter is a digital strategist and video producer based in Charleston, South Carolina.

Grab the attention right away

Kim Garst

keynote speaker and social media influencer

kimgarstbiz

The old adage “stories sell” is especially true with great marketing videos! Make sure you pull your viewers in with a compelling story.

Your story should “hook” the viewer within the first 3-5 seconds so you want to make sure that you set the stage for the story immediately to keep viewers watching.

Here is a great example:

Kim Garst is a renowned marketing strategist, keynote speaker and an international best-selling author of Will The Real You Please Stand Up, Show Up, Be Authentic and Prosper in Social Media. Kim focuses on helping entrepreneurs grow their business using social and digital media strategies.

Ian Moyse

Social Influencer, Blogger and Keynote speaker

imoyse

Social is awash with content, the 1st step is grabbing attention and engaging the audience.

Making your video grabbing from the thumbnail and the opening scene is key to draw the viewer in. Think of articles or videos you click on, its called “clickbait” for a reason. Then deliver interesting engaging visuals to keep the viewer watching.

Ian Moyse is an EMEA Sales Director at Natterbox, a recognized cloud influencer widely published and used by many leading global technology brands as a Social Influencer, Blogger and Keynote speaker.

Vinay Koshy

Digital marketer, Writer, and Editor

vpkoshy

Focus on crafting the best title and the intro in order to capture your audience’s attention. The rest of the video is important too but the title and intro are what gives you the best chance of getting viewed in an age where your content is probably competing with hundreds of other videos and other content formats.

Vinay Koshy helps brands and businesses use interview style video podcasts to grow their business without wasting time and falling into the content money pit.

Merry Ann Moore

Content Marketing and Communications Strategist

MerryAnnMoore

I could say storytelling, but so often it requires creative concepting beyond the budget of many businesses. A school district tax campaign may just warrant a smartphone, a few clips from students and YouTube’s video editor to get the job done, for example. And some businesses may need salesforce-facing video versus consumer-facing, which also reduces the importance of storytelling.

So my number #1 tip for great marketing video is hooking your audience in the first five seconds , like here:

(which, by the way, is also a great example of product storytelling). Here’s another with a strong visual hook, for a tire company (disclosure:scripted by moi):

Merry Ann Moore is a content marketing and communications strategist. Moore Creative Strategies helps clients sift through the all the latest-and-greatest possibilities with a simple goal:to make your communications both creative and strategic.

Jason Berkowitz

Digital Agency owner and SEO Specialist

jasonberkowitzseo

My favorite tip for video marketing is definitely doing something different/memorable within the first 3 seconds . We all know attention spans don’t last much longer than that so you need to catch viewers’ attention right away.

Jason Berkowitz is a digital agency owner &SEO specialist. Based out of NYC, his agency, Break The Web, focuses on increasing visibility for brands of all sizes.

Judi Fox

Social media content strategist and speaker

judiwfox

Capture the viewers’ attention in the first 3-10 seconds with an editing cut or an “easter egg” type of surprise moment for the consumer to enjoy.

Judi Fox is a sought after social media content strategist with her signature program called “LinkedIn Business Accelerator” and she loves bringing the results and energy into video and social selling strategies.

David Murdico

Creative Director and Managing Partner of Supercool Creative Agency

DavidMurdico

Grab attention from the very beginning! Be funny, quirky or unexpected if at all possible. That’s what we specialize in.

Don’t bore the viewers and don’t make your video too long, with too many verbal/spoken details that can be easily highlighted in text and motion graphics, which shortens the video and makes it more visually appealing.

David Murdico is the creative director and managing partner of Supercool Creative Agency, specializing in video creative, production and social media marketing for startups, brands and businesses worldwide. He’s a contributor to AdAge, iMedia Connection, Hubspot / Agency Post, MediaPost, Business Insider, Business2Community, and many more.

Priit Kallas

Content marketer at FixWillpower

fixwillpower

Focus on the value from the 1st second.

You have to grab the attention of your viewer from the start. Don’t start with 10 seconds of your logo spinning on the screen for “bränding.” Start with the following formula:

1. Ask them an intriguing question with a surprising fact or value that you are going to talk about. For example, “Did you know that *the interesting thing* happens? Do you want to know why?”
2. Next, tell them that you are going to tell them lots of interesting things. For example, “In this video I will help you understand everything about *the interesting thing*.”
3. Now you have to prove that you are going to fulfill that promise. Give them an example of what they are going to get when they watch your video. For example, “For example, *the interesting thing* has these weird properties that give you this value.”

Put it all together into a 10 to 20-second intro that will hook them to your video.

Priit Kallas is a content marketer at FixWillpower. Priit has been working in sales and marketing for more than 20 years. He has built websites that have risen to the top of their niches.

Don’t try to be perfect or too serious

Andrea Vahl

Social Media Consultant and Speaker

AndreaVahlinc

The best marketing videos entertain in some way. When you make the video itself an experience then the video gets watched and shared.

Also, don’t worry about making a mistake. The video doesn’t have to be perfect, just get it out there!

Andrea Vahl is a Social Media Consultant and Speaker and is the co-author of Facebook Marketing All-in-One for Dummies. She speaks and trains all over the world and has appeared in top lists on Entrepreneur.com and Inc.com. She is also a stand up comedienne.

Amy Landino

YouTube series host, author, and speaker

Schmittastic

Stop worrying about algorithms and start creating something you’re excited about.

Your community will find you if you’re patient. If you show more than you tell, you will build a loyal following for life.

Amy Landino is the award-winning host of AmyTV, a YouTube series dedicated to helping women go after the life they want. With millions of views and more than 300,000 subscribers, she is a leading authority on getting digital attention. Amy is a professional speaker, traveling the world to teach businesses how they can get the attention they deserve online and she shares her insights on this in her best-selling book Vlog Like a Boss:How to Kill It Online with Video Blogging.

Dennis Seymour

SaaS Founder and Entrepreneur

denseymour

My advice is different from the norm. My best tip is to actually keep churning out videos.

I’m in different startups, so instead of just taking it slow, planning a content calendar with complex branding and whatever, I encourage the team to just keep making videos. Put it up, share with the newsletter, put it up on social for the week and promote a little bit with paid ads. We’ll get the data of how it’s working and converting into sign-ups or actual users. It’s how we can get better (because you’ll be practicing!) and know what your audience wants faster.

We shoot B-rolls, behind the scenes footages, demos, interviews, flights to meet clients, etc. We compile and document as much as possible just so we’d have footage when needed. You don’t have to use all the footage you have just for the next video you make.

Dennis Seymour is a SaaS Founder and Entrepreneur.

Lilach Bullock

Speaker, Lead Conversion Expert, Content Marketing and Outreach Specialist

lilachbullock

My best tip for creating great marketing videos in 2020? Don’t be boring.

There needs to be some kind of value for the people watching your video:either it’s because it’s telling a gripping story, or because it’s funny or shares some really interesting insights – whatever it is, it needs to be interesting and catch people’s attention.

Not only does this help you get more views and shares but it will mean more people will watch until the end – and see your call to action.

Lilach Bullock is a professional speaker, lead conversion expert, content marketing and outreach specialist. She is listed in Forbes as one of the top 20 women social media power influencers and was crowned Social Influencer of Europe by Oracle.

Christine Gritmon

Social media strategist

cgritmon

Keep it a few notches more exciting than feels natural! If you don’t keep it moving, they’ll keep on scrolling.

Christine Gritmon helps small, local businesses be less intimidated by social media so that they can take better advantage of the incredible community-generating opportunities these platforms offer – all with an eye towards strategy, efficiency, and, most of all, personality.

Rachel Lindteigen

President/Founder of Etched Marketing

etchedmarketing

Stop overthinking it. Your video doesn’t have to be perfect to convert. Don’t let technology stop you from making video.

Rachel Lindteigen is the President/Founder of Etched Marketing. She’s been in Marketing for nearly 20 years and now teaches small business owners how to market their businesses like the pros do without spending a fortune.

Sam Hurley

digital marketer and marketing influencer

Sam___Hurley

Aside from ANYTHING else, just:

• Be yourself, while fine-tuning an ideal persona for your target audience
• Don’t be afraid of being different (experiment and find what works best)

Also:

• Brand videos needn’t be so serious! Inject some personality
• Add effects, music and slick cuts to seamlessly blend everything together
• Spend time perfecting your sound/picture quality (essential for first impressions)

Sam Hurley is a lateral-thinking, people-focused digital marketer — holding solid experience in both agency and client-side settings. He now runs his own global personal branding and influencer marketing business:OPTIM-EYEZ.

Jennifer Sultzaberger

The Founder and CEO of #vidit

jennifer-sultzaberger-646403a

The best way to ensure your business marketing videos will be great and to get the most desirable reaction you want from your audience; is to be sure you start recording while you are in the most positive mindset .

Get your energy level where it needs to be prior to recording. Your positive energy sets the tempo of your video marketing message, which will ensure you deliver the best first impression for your viewers.

Jennifer Sultzaberger has over 17 years’ experience in digital marketing. Jennifer’s invented her patented technology of #vidit, a high-performance video campaign platform. Applying her considerable knowledge of (SEO), pay-per-click (PPC) and social media, #vidit delivers superior targeting and response rates, while lowering campaign cost-per-lead (CPL) for improved ROI.

Martin Ray-Jones

Creative Director of Eden Videos Whiteboard Animation Studio

martinrayjones

Regular video content creates a familiarity with your audience that can’t always be measured easily in likes and view count.

Start making regular video content as soon as possible, and improve as you go. Don’t be a perfectionist about it otherwise you’ll never get started.

The sooner you start, the sooner you can start to build this familiarity with your audience that will pay off hugely in the long-term.

Rand Fishkin, Founder of Moz, once said that his famous Whiteboard Friday series would have been canceled early if they based the decision solely on the immediate results they could easily measure.

Have faith in your video content and be persistent, the results will come in time.

Martin Ray-Jones is the creative director of Eden Videos Whiteboard Animation Studio, and has overseen the production of hundreds of marketing and training videos for a wide variety of companies and charities since 2012.

Ian Anderson Gray

founder of the Confident Live Marketing Academy

iagdotme

Don’t try to be perfect. Embrace the wrong and have some fun.

A great place to start is by broadcasting it as a live video. This way it can’t be perfect. It will be raw and much more authentic. If you can, use a tool such as Ecamm Live which saves the video as a high-quality video as well as broadcasting it live. If not, you can always download the video directly from Facebook or YouTube. Then it’s time to have some fun and edit it.

When mistakes happen, use that as a blooper real at the end or spliced up within the video. Use an online editing tool like Wave.video to where you can add your own royalty-free music and sound effects.

Ian Anderson Gray Ian is the founder of the Confident Live Marketing Academy and helps entrepreneurs to level up their impact, authority and profits by using live video confidently. He’s an international speaker, trainer, teacher, and consultant. As well as being a geek, husband, and dad to two kids, Ian is also a professional singer and lives near Manchester in the UK.

Maryrose Lyons

founder of Brightspark Consulting, expert in digital and social media marketing

maryroselyons

Always be happy! Overdo the energy levels, think like a children’s TV presenter, and you will come out well.

Nobody wants to watch videos of people who are not smiling, talking in monotones. They stick around if you are smiling, looking directly at the camera and get to the point fast!

Maryrose Lyons is the founder of Brightspark Consulting and one of Ireland’s leading experts in digital and social media marketing. Great results helping clients win at video marketing consistently and on brand.

Nikola Baldikov

digital marketing manager at Brosix

baldikovn

Basically, when it comes to marketing videos you have two main challenges:describing why your product is the right one for the customer, and to do it in a way that catches their attention. That’s why my best advice for creating a great marketing video is to describe the benefits of your product in a funny way.

I’ve found that humor is by far the best way to captivate your audience long enough for them to learn more about what you’re offering. That’s why we at Brosix created a series of animated videos where we demonstrated the main benefits of our product in a humorous way. We did this by showing potential problem situations you can come upon if you don’t use a tool similar to ours for your communication, and we added jokes and funny parts to the videos to make them.

Nikola Baldikov is a digital marketing manager at Brosix, a secure instant messaging software for business communication. Besides his passion for digital marketing, he is an avid fan of football and loves to dance.

Details make the difference

Andy Crestodina

co-founder and CMO of Orbit Media

andycrestodina

Lighting and microphones are key. If you can’t see it and hear it, it’ll fail for sure. But assuming you’ve got that covered, next pay special attention to the thumbnail. If the thumb is bad, no one will press the play button. That’s another way to fail.

A great thumbnail has a face and the shot is close enough that you can see the whites of their eyes. If they’re too small, it won’t convey emotion. Second, overlay some text to give the visitor an idea for what it’s all about. If there’s no headline on the thumbnail, how will they know what they’ll get if they click? Finally, a slash of color makes all the difference. The more vivid it is, the more likely it’ll be to catch their attention.

Source:Orbit Media

Andy Crestodina is a co-founder and CMO of Orbit Media, an award-winning 38-person digital agency in Chicago.

Over the past 18 years, Andy’s provided guidance to 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs and hosts a little podcast.

Derek Doeing

video marketing specialist

DerekDoeingG2

The best tip I have for marketing videos is to keep it mobile-friendly. Over half of all video is viewed on mobile platforms. Keep this in mind as you’re planning the creation and distribution of your video content. If you want your content seen, don’t make your audience come to you, find them where they’re at and optimize your videos for mobile viewing.

Square-shaped videos perform especially well on most mobile devices so do your research and keep factors like this in mind when putting forth your video marketing strategy.

Derek Doeing is with G2.com specializing in video marketing trends and insights. He’s a recent graduate of Iowa State University and a proud son of Chicago. He can usually be found discussing pop music, politics, and digital marketing on the internet.

Nicky Kriel

social media speaker, author, and trainer

NickyKriel

I believe that many businesses get trapped in the belief that they can either produce cheap, but low-quality videos using smartphones and basic video equipment, or they need to pay a video production company to produce expensive, high quality videos for them. My number one tip for producing great video content quickly and inexpensively is to use templates.

Templates provide a great structure for video content and it is easy to customize the template to fit in with your branding by adding your own images and video clips or using the built-in library. Make sure that you add your logo and use your corporate colours to make the video feel like your own.

When I deliver social media marketing training, I introduce delegates to Wave.video and give them a quick 5-minute demonstration on how it works. I then give them about 15 to 20 minutes to produce their own video. I’m always amazed at the quality of videos they produce and how unique each one is even if they have used the same template.

If my delegates can produce interesting videos with minimum instruction and within a tight time constraint, so can you.

Nicky Kriel is an internationally recognised social media speaker, trainer and author of two social media books. She is regularly ranked as one of the top social media experts in the world. She believes in keeping jargon to the minimum, and focuses on giving practical advice, top tips and guidance.

Sue B. Zimmerman

social media educator, speaker, and business coach

theinstagramexpert

The focus is on you and your face when doing video and not the background. When creating videos it’s important to do away with as many distractions as possible and to keep everything on-brand.

Sue B. Zimmerman is a social media educator, speaker, and business coach. She’s also one of the most popular CreativeLive instructors and has been named by Huffington Post – Top 50 Must-Follow Women Entrepreneurs in 2017.

John Gregory

Strategy &Digital Communications Consultant

gregiej

When using smartphones for creating video content, always remember to place it in airplane mode before you record. It will cut out cellular background noise interference and avoid any annoying interruptions while you are recording.

John Gregory is a Strategy &Digital Communications Consultant at Opencity Inc. John is prolific on Twitter with up to 10,000 tweets a year on behalf of the International Canoe Federation covering Olympic canoeing.

Adam White

the founder of SEOJet

adam.white.906

Having worked in the film industry I can tell you that there is nothing more important than having really good audio in your marketing videos.

I know it sounds crazy that audio is the most important for video but as human beings, we automatically tune out if audio is bad. On the other hand, if you have great audio and terrible video people will still watch.

Invest in a good lavalier (wireless) microphone and a good microphone that connects to your computer. I personally use the Sennheiser EW 112P G4 lavalier microphone (there are cheaper options that will do the trick) and the Blue Yeti USB microphone. Having great audio will keep your audience engaged in your videos longer.

Adam White is the founder of SEOJet, a backlink strategy software that takes the guessing out of building backlinks. He lives in Arizona with his wife and seven kids. In his spare time, he wrote and directed the feature film Inspired Guns.

Aaron Free

Cinematographer, Editor and Studio Manager at Empire Creative Marketing

mistahfree

There are many aspects that go into creating an outstanding marketing video. Story, composition, music, color, and energy can all play vital roles in impacting your target audience. Personally I feel that where most marketing videos fall short is in technical precision. Study framing, lighting, and your camera! Know the limitations and strengths of your equipment and use those to create the most stunning visuals you can.

There are infinite resources available online to grow your technical skill set. Study and utilize them to give your client a strong, polished, and professional piece. If you are not the one doing the filming then be sure to properly vet your filmmaker and ensure that they are utilizing proper technique.

Aaron Free is a cinematographer, editor and studio manager at Empire Creative Marketing in the Houston, Texas area. Aaron is a perfectionist when it comes to creating videos. His eye for detail and creative storytelling experience come together to create polished videos for our clients.

Richard Byrne

President of Byrne Instructional Media

rmbyrne

Put yourself in front of the camera.

People want to know who they’re buying from so put your face and voice out there even if you don’t think you have the prettiest face or voice.

Richard Byrne is the President of Byrne Instructional Media, LLC. which manages multiple websites and training programs for teachers including PracticalEdTech.com and FreeTech4Teachers.com. Tech &Learning Magazine called Richard one of their “people to watch” for the future of educational technology.

Connect with viewers on a human level

Adam Franklin

co-founder of Bluewire Media

adamfranklin

My #1 tip for creating great marketing videos is to share information that is useful to your ideal clients, so they can get to know, like and trust you. The secret is to keep it simple and be yourself!

I like the simplicity of talking directly to the camera (usually my iPhone on a selfie stick), and then I speak like I’m talking 1-on-1 with a client. It keeps it authentic and casual, and allows viewers to connect with me and my message.

It doesn’t need to overly produced or scripted, but if you feel more confident with an autocue, by all means use one – there are plenty of free autocue apps you can use.

Adam Franklin is the co-author of Web Marketing That Works – an Amazon #1 best seller. He is also a professional speaker, university lecturer and co-founder of Bluewire Media.

Jessika Phillips

the founder of NOW Marketing Group

NOWMARKETING

Don’t just create a video. Create an emotional experience with your video. Ask yourself these questions before you get started:

• What is the purpose of the video? Better said, What do we want our viewers to feel, know, experience and leave with from watching the video?
• Who am I envisioning will be watching the video? Knowing your ideal audience will help you select music, messaging, look, feel and purpose. It will also allow you to know if you add in little touches like captions and call to actions.
• Where will the video be hosted? Knowing your audience and purpose of the video will let you know the primary network to craft the video for so the layout is optimized for the platform.
• What images or video will best help you articulate your message for your ideal audience. Having your own video clips and images will help personalize the video and be more relatable.
• Bring the energy! If you’re speaking on video – bring all the energy and personality you’ve got!! The best thing about video is that it’s a humanizer – which means your audience will be able to feel the energy you’re putting off. What will make your audience want to listen, respond and keep them coming back for more?
• How can we make our video craveable? What is the unique aspect of you and your brand that you can add to make it memorable?
• What is your measurement of success and how will you track it? Knowing this ahead of time will help you plan, execute and continue to improve your videos.

Lastly – make sure you have fun! Videos are a great way to build relationships with your audience. If you’re having fun and can feature others in the process it’s a win-win!

Jessika Phillips is a digital marketing strategist and the founder of NOW Marketing Group. The company is now a Forbes recognized Agency Partner and a certified inbound partner with Hubspot.

Neal Schaffer

keynote speaker, author, and consultant

nealschaffer

Great marketing videos speak to your audience as if they were in the same room with you, having a conversation. The more crafted and slick they look, the more of an advertisement they might look like.

When you connect with someone in a human and authentic way, that content will better resonate with your community and you will be better remembered as well.

Neal Schaffer is a digital and social media marketing keynote speaker, author, consultant, and author of The Age of Influence (HarperCollins, 3/2020), the definitive guide to influencer marketing and understanding why digital influence is the key to online success.

Jacob Cass

graphic designer and branding expert

justcreativedesign

Videos have many different purposes but what matters most is making the viewer feel emotion. This not only makes your videos more memorable, but allows your brand to connect with them on a human level.

So when you’re making your next video, think to yourself… what emotion(s) will this make them feel?

Jacob Cass is a prolific graphic designer &branding expert who runs the popular design blog, JUST Creative, which doubles as his award-winning branding &design firm. Jacob helps brands grow by crafting distinctive logos &brand identities that are backed by strategy.

Robert Weller

Content Strategy Coach, Keynote Speaker, Author and Brand Ambassador

robertmweller

My number one tip for creating a marketing video is to make it a conversation.

It’s easy to simply stare into the camera while concentrating on making no mistake in your cautiously pre-written speech but really it’s a lot more engaging if you treat it like a real conversation – imagining your ideal listener/watcher behind the camera and talking to her directly. It is her after all for whom you’re producing the video so be user-centric in every step you take .

Robert Weller is a content strategy coach, keynote speaker, multiple book author and brand ambassador based in Germany. He focuses on improving companies’ customer experience by optimizing their content design. His experience is based on projects with leading brands such as Adobe, Telekom and Wrigley.

Keep it concise

Larry Kim

CEO of MobileMonkey and the founder of WordStream

larrykim

Keep your videos short and concise.

Typically, shorter video clips are more likely to attract attention from viewers than longer ones, especially in social media. The highest-rated duration includes clips that fall from 60-90 seconds.

Make sure you’re able to capture your audience’s attention within that period using high-valued content.

Larry Kim is the CEO of MobileMonkey, the World’s Best Facebook Messenger Marketing Platform and free chatbot builder. He’s also the founder of WordStream, Inc., the leading provider of Google Ads, Facebook Ads and keyword tools used by over a million marketers worldwide. Larry is ranked the #8 most popular author on Medium.

Jordana Borensztajn

Keynote Speaker, Social Media Trainer, Author, and Coach

jordanaborensztajn

It’s 2019 and we have short attention spans. Very short attention spans. (Are you even still reading this? OK, great.)

According to some reports, humans have shorter attention spans than even a goldfish. Now, I don’t know if that statistic is true but it serves as a good warning sign:where and when possible, we should keep our promotional video content short and sweet .

So, grab your video script and planned sequences, and try cutting it in half. OK, have you done it? Impressionnant. Now, try cutting out some more. Trust me, I know it’s not easy. To you, the creator, every message seems crucial and every scene adds to the impact of what you’re trying to achieve. I totally get it. But your audience won’t know that anything is missing. They only see what you show them.

So if you can make a shorter and snappier version that communicates your key messages, with impact, and in less time, then generally it makes it much easier and more enjoyable to digest in this crazy age of endless digital distractions. Plus, whatever you cut can be used to create a second promotional video. So you can repurpose and jazz up the ‘edited out’ content and end up with a two-for-one video content situation. #winning

Jordana Borensztajn is a keynote speaker, social media trainer, author, humourist and presentation skills coach who works with clients to enhance their social media marketing, content marketing, public speaking and creativity skills. Jordana loves dark chocolate, new Apple products and taking selfies with miniature dogs.

Nirav Dave

CTO &Co-Founder at Capsicum Mediaworks LLP

capsicummediaworks

Keeping in mind the short attention span of most customers, the #1 tip to create a great marketing video is to keep it short, simple, and visually engaging. A shorter video gets more clicks, and it increases the odds of a customer watching the video until the end.

When creating a video, follow the principle of ‘Show, don’t tell.’ This will help you get a better response. Also, to engage users, make sure that the video is informational and not solely promotional. A video should offer valuable information that resonates with your target audience. This will help increase shares and garner higher returns.

Nirav Dave is the CTO &Co-Founder at Capsicum Mediaworks LLP, web designing &website development company.

Address real problems

Florin Muresan

CEO of Squirrly

florin_muresan

Read tons of questions received by your support team, so that when you make the video you’ll certainly address real problems . Your customers will love you for that. Plus, if your customers were thinking about those, it makes sense that your new prospects also need answers to those questions.

Being in touch with your customer service team when preparing your next marketing video is crucial to success.

Florin Muresan is the CEO of Squirrly, helping people go from “Never Found” to “Always Found” on search engines.

Kyle Bailey

SEO, Content, Social and Sales Consultant

thekylebailey

Pertinence. The NUMBER ONE wast of energy that I’ve seen from my consultations with small business owners is video.

Why?

I’ll tell you.

Video is expensive. That is, it’s expensive if you do it the traditional way. You can pay upwards of $3,000-$4,000 easily for a 60-120 second video.

It will look GREAT, because there are a lot of talented video people out there, but comparing apples to apples, video is the most expensive form of content, so a swing and a miss on video hurts a lot more than missing on a blog post or other content marketing.

Here’s where the problem comes in:The video is not relevant to the customer’s needs. It’s written from the POV of the business owner, and not the customer. Make a video that is relevant to the core problem you solve for your customer, and you’ll win.

Pertinence. It’s king, and it’s always been king.

Kyle Bailey is a SEO, content, social and sales consultant:“I solve problems and tell stories, sometimes in that order”.

Anna O’Byrne

Chief Copywriter at Captivate Content Inc.

meetyouupstream

There are many, many great copywriting formulas that work for video scripts. I tend to follow the Ray Edwards one. Introduce the problem &agitate – make the viewer understand that you get what they’re aspiring towards or struggling with . Then, introduce your solution. Back it with proofs (awards, testimonials, stats, etc.). Finally, make an offer and ask for a response.

Every business should have one video with this classic pitch.

Anna O’Byrne is a chief copywriter at Captivate Content Inc.

Raghav Mathur

Co-founder and CEO of Black Shell Media, Author

Xinasha

Remember the context in which your audience will be viewing your video. They’re not looking for a sales pitch or a self-promotional video. They want to consume native content on the channel they are browsing.

Make sure you tailor your video content appropriately for the channel you are marketing on. Deliver genuine value through your video first, before pushing your sales pitch .

Raghav Mathur is the co-founder and CEO of Black Shell Media, a marketing agency supporting tech and gaming startups. Raghav is a published author and prolific blogger, and has spoken at key events including SXSW and PAX.

Jonathan Aufray

co-founder and CEO at Growth Hackers

jonathanaufray

To create great marketing videos, try to be authentic, yourself and provide value in your video. If you try to be too ‘salesy’, your viewers won’t be receptive.

For instance, take a video of yourself with a smartphone, dress casually and give tips/insights that help your target audience. By giving free value first, you’ll receive inbound leads and people will feel more confident to get in touch with you.

Jonathan Aufray is the co-founder and CEO at Growth Hackers. Growth Hackers helps startups, SMBs, entrepreneurs, marketers, and organizations grow with digital marketing and growth hacking.

Jonathan Stefansky

CEO and Co-founder of Viewbix

jstefansky

The key to making a great marketing video is to turn your elevator pitch into a video . To clarify, the elevator pitch for your business is a simple and clear message that identifies the problem you’re solving and how you’re uniquely solving that problem.

This should be the basis of your marketing video. During the planning and production phases, you should be continually ensuring that this is the message that is being presented to your audience. Although your video will be longer than the elevator pitch, all the supporting content should be focused around this central message.

If you stick to this, then when your viewers are finished watching the video, they’ll understand exactly what you do, how you do it and how it can help them and hopefully lead to a lot more business for you!

Jonathan Stefansky is the CEO and co-founder of Viewbix. He has an extensive background is both sales and marketing as well as technology, working as a leading executive in leading firms like Akamai, Goldman Sachs &Co and IDT Global Services.

Daniel Daines-Huty

chief marketing nerd at Ampmycontent

InboundAscend

All good direct response marketing follows a set structure:

1. Call out to the pain of life before
2. Talk about the life they want after
3. Bridge the gap of how to get there
4. Share your story
5. Remove objections
6. Make your offer
7. Stack the benefits
8. Make the offer again

And that’s it – as simple as that!

Daniel Daines-Huty is a chief marketing nerd at Ampmycontent.

Omar Kattan

Managing Director &CSO at Sandstorm Digital FZE

omarkattan

Make product/service marketing videos that address your customer pain points (benefits not features) and make them short and sweet (15 seconds or less). Don’t forget to include a clear call to action at the end.

Omar Kattan is Managing Director &CSO at Sandstorm Digital FZE. He has over 25 years experience in corporate and branding strategy, marketing communications and advertising, spanning MENA and Europe.

Joe Williams

Digital Marketer and online SEO trainer at Tribe SEO

josephwilliams

I follow Donald Miller’s “one-liner” marketing formula. It comes in three steps:

Step one:The Problem. Is starts by answering “What’s the pain point you help your customer resolve?” It needs to be clear, relatable and something the customer really cares about.

Step two:The Solution. “What’s your unique solution to that pain point?” This is where your product is described in a way that’s different, and/or better than alternatives.

And step three:The Result. “How does your customer’s life look after their pain is resolved?” This is the transformation of what your customer can achieve by doing business with you and the results they can expect.

Joe Williams is a Digital Marketer and online SEO trainer at Tribe SEO. He’s on a mission to make SEO simple, fun and profitable. He’s been featured in Search Engine Watch, the Guardian and Cosmopolitan.

Embrace your brand

Brittany Berger

content marketing consultant

thatbberg

When you’re creating video, brand voice and energy come through even more than in written copy. Which means it’s not something that you can ignore.

While I don’t script out videos word for word, I do outline not just the content, but how a brand voice will impact that content. I’ll make sure ahead of time that the brand personality is clear through things like on-brand jokes, language, and references.

Brittany Berger is a strategically lazy content marketing teacher who helps burnt out and overwhelmed marketers stop doing the MOST with their content, and start using the goldmine of old content they’re sitting on through smart updating, optimizing, and remixing.

Dave Serino

The Founder and Chief Digital Strategist of TwoSix Digital

DaveSerino

The best tip on using video for promotional marketing in today’s social environment is to be sure you deliver your branding, message and call to action as soon as possible within the content . We have always been conditioned to draw the consumer into the experience with compelling imagery and visual storytelling, engage them with a memorable hook and then provide a branded call to action. The average time always ran between :30 and :60-seconds for a standard video spot.

In today’s digital environment, the majority of video consumption is happening within social media applications, on mobile devices and with the sound muted. The average attention span also continues to decrease. So, when developing your video promotions, you must begin with compelling imagery to draw in the consumer – or create a “thumb stopper”, immediately incorporate your branding component in the form of a graphics or content and then work into the engagement hook and final call to action. And, remember the new promotional times have also decreased greatly. It now starts with 6 to 7 seconds on YouTube pre-roll ads and moves up to about a maximum of one minute.

So, the earlier you can visually deliver your brand message and call to action in the video, the more successful your video promotions will be!

Dave Serino is the founder and chief digital strategist at TwoSix Digital. He has been extensively involved in the digital and online marketing process from more than 22 years.

Rebekah Radice

The Founder of RadiantLA, Author

RebekahRadice

The best marketing video is one that’s authentic and true to the brand. Too often, I see marketers mimicking what they’ve seen rather than paving their own path.

To build a business online, you must inspire confidence and trust. You can only do this when who you are is accurately depicted in what people see on screen.

That means you have to stop trying to be your competition. Instead, take what you know and translate that into videos that solve a real problem . Have the courage to answer the questions no one else in your market will.

When you genuinely help others improve their lives, their businesses, and their outcome… you gain a loyal audience and potential customer for life.

Rebekah Radice is the founder of RadiantLA, a premier training and development firm, the author of “Social Media Mastery:A Comprehensive Guide to Strategic Growth”, and creator of the best selling course, “The Smart Guide to Marketing Your Business on Social Media.”

Madeline Johnson

Marketing and Media Strategist

madelinemariejohnson

Show, don’t tell.

Demonstrate your product or service, don’t just use a talking head to explain the benefits.

Madeline Johnson is a marketing &media strategist specializing in health, wellness, fitness, and nutrition.

Include captions

Donna Moritz

Visual Content Strategist and founder of Socially Sorted

sociallysorted

We, humans, watch a LOT (a lot!) of video. But it’s also becoming pretty well known that we watch a lot of that video with the sound turned off too! Being able to quickly and easily add video captions to your videos is super important, from Instagram Stories to YouTube videos (and everything in between).

Lucky for us, it has never been easier to add video captions to video. You can use a tool like Wave.video to add text to match your story or message. Or you can go face-to-camera and add captions afterwards by using a tool or service. Quicc is a great app for doing this via AI (in minutes!). Or if you prefer the popular letterbox style videos, try Splasheo. It’s a great service for getting letterboxed-captions added to videos, with a very quick turnaround.

Either way, add back the captions and give your videos the voice they deserve!

Donna Moritz is a Visual Content Strategist and founder of Socially Sorted, listed by Forbes as a “Top 5 Social Media Blog You Need to Know About in 2019”. Donna helps brands leverage the power of visual storytelling and content strategy in their business and is a keynote speaker internationally.

Krishna De

Social Business and Video Marketing Strategist, Professional Speaker and Educator

KrishnaDe

No matter what platform you are using, look for ways to include captions and call outs on your video . This means that the content of your video will be accessible and able to be understood by a larger audience, PLUS it has the benefit of providing the viewer an insight into what the video is about, even if they choose to watch the video with the turn off the sound. Mashable, for example, did a great job with adding neat captions to this video:

This also means that you can use the captions to reinforce your call to action, which can increase leads and sales for your product or service. This might seem complex but there are many resources available for us to use. Here are three ways to get you started in creating captions:

– use video creation software on desktop or mobile that have templates which enable you to add captions as you create the video;

– take advantage of the freely available automatic captioning tools on social video platforms such as Facebook and YouTube (remember to review the captions to correct any spelling errors);

– or if you prefer, you can outsource the production of subtitles to third party providers.

Krishna De is a social business and video marketing strategist, professional speaker and educator. She guides executives, PR and marketing professionals in how to integrate social media, online video and live streaming into their communication plans.

Vivek Raghavan

Co-founder of WowMakers Explainer Videos

WowMakers

Good thumbnail and text overlay !

Vivek Raghavan is the co-founder of WowMakers Explainer Videos.

Amanda DiSilvestro

Marketing Manager and author

ADiSilvestro

Honestly, this differs platform to platform, but we started putting captions, or a transcription of dialogue, on our Facebook videos and it really did make a world of difference in terms of our conversion rates.

This has always been a best practice but not something we prioritized, but I wish we had done this sooner!

Amanda DiSilvestro writes digital content that helps businesses grow their website traffic and establish thought leadership through her freelance writing at Plan, Write, GO. She is also a passionate traveler, working as the Marketing Manager for Discover Corps by day.

Promote wisely

Mari Smith

Premier Facebook Marketing Expert

marismith

Repurpose your Facebook Live videos using Wave.video in vertical 4:5 format for use in promotional campaigns.

Craft a strategic plan for your Facebook Live video broadcasts, deliver plenty of good value with great soundbites you can then excerpt. Using a tool like Ecamm Live for your broadcast, you’ll have the HD recording automatically on your hard drive. Select clips, load to Wave.video and create the ‘letterbox’ effect with text top and bottom, add fun emojis and a strong call-to-action.

How to Create a Letterbox Style for Your Videos | Tutorial

Conseil bonus : you can also do the very same process with vertical 9:16 format for your Stories and create a series of great marketing Story videos for your organic and paid campaigns.

Mari Smith is the Premier Facebook Marketing Expert and is often referred to as “the Queen of Facebook.” Forbes magazine says, “Even Facebook asks for her help.” Facebook hired Mari to teach businesses throughout the US and help create Blueprint certification programs. Mari is a top keynote speaker, corporate social media strategist and brand ambassador for numerous organizations. She is an expert webinar leader, dynamic live webcast host and author of The New Relationship Marketing.

Tabitha Jean Naylor

certified Inbound Marketing Consultant

tabithanaylor

For the sake of saving resources, I see a lot of businesses producing one video and pushing it out an absolutely every possible platform. My favorite video marketing tip is to step away from this non-strategy, and instead optimize video content for different platforms.

When you think about it, this really makes sense. YouTube, Facebook, Instagram, etc., all appeal to different demographics. These audiences intuitively crave something different from the brands they interact with online. A one-size-fits-all video marketing strategy is going to fall short in optimizing audience reach.

And what about the segment of your audience that you’re reaching through multiple platforms? They’re going to grow tired of seeing the same video content repeatedly. Differentiating your video strategy based on the platform is a way to keep your brand image fresh and relevant as you increase engagement with your audience.

Tabitha Jean Naylor Tabitha Jean Naylor is the owner of TabithaNaylor.com and a certified Inbound Marketing Consultant with over 15 years of sales and marketing experience.

Stephanie Liu

Digital Marketing Strategist and live streamer

stephanie-liu

The key to a successful live broadcast is promoting the show beforehand.

Treat your live stream as an actual event especially if you’re broadcasting to Facebook. Even if fans of your Facebook Business Page receives a notification when you start streaming, you want to give your viewers enough lead time to block out time on their calendars to stop, look, and listen to your show.

One of the best ways to promote your show in advance is to get viewers buzzing before you actually go live. For Lights, Camera, Live, we typically promote a show a week in advance by creating short promo videos of our guests. We’ll update our Facebook Cover with a promo video and create 1-minute teasers to get viewers excited.

Another pro-tip for promoting a show is to create a Facebook Event. In the description, we highlight why viewers should tune in, what the topic is, how the show will impact viewers, and what will happen if they don’t tune.

In addition to creating a Facebook Event, set aside time to create a scheduled broadcast link. You can do this in most third-party live streaming apps like Ecamm and BeLive. When you schedule a live stream, you can promote the permalink to your email list, across your social channels, and share it to the Facebook Event so attendees know exactly where to go.

Remember, if your audience don’t know about your show, they won’t go. Therefore, set your show up for success by promoting at least a week in advance.

Stephanie Liu is a Digital Marketing Strategist and live streamer. She is the founder of Captivate on Command™, owns a boutique social media agency in San Diego, and produces four Facebook Live shows including Lights, Camera, Live®, 360 Marketing Squad Live, and the Midwest Digital Marketing Conference live series.

Keith Keller

Twitter Video Specialist

KeithKeller

Consider some “2 Minute Teasers”.

Twitter allows for up to 140 seconds now and these can be a great way to feed people back to your longer YouTube or LinkedIn videos.

It really is a fantastic way to get additional views on your existing videos.

Keith Keller is considered by many to be one of the world’s leading authorities on Twitter marketing, especially Twitter Video Marketing. He is now regularly invited to speak on podcasts, webinars and telesummits around the globe. Keith has his own podcast series on iTunes called “Crack the Twitter Code” and offers one-on-one consulting to clients all over the world via Zoom.

Ann Smarty

brand manager at Internet Marketing Ninjas

seosmarty

I am an SEO, so I tend to optimize everything, including marketing videos. I always try to get all of my content assets bring in organic visibility, both in Google search and inside a native video platform (e.g. Youtube search and video recommendations).

I described my process optimizing videos for organic visibility here:3 Ways to Improve Your YouTube Watch Time.

In a nutshell:

• Research your keywords and use them in the video title
• Create unique text content to include into video descriptions using tools like Text Optimizer
• Use keywords and related terms you find in Text Optimizer to come up with both tags and hashtags to use
• Use Youtube Timestamps to put together a clickable table of contents to drive people deeper into the video

Obviously, these are not very exciting tasks to perform is but it needs to be done. After all, keyword research and content creation tasks are likely to be much easier than putting a good video together.

Ann Smarty is brand manager at Internet Marketing Ninjas and founder of ViralContentBee.com.

Laura Lash Fitzgerald

Digital Marketing Expert and Trainer

digitalmarketingexperthouston

There are many elements involved in a good video (audio, strategy, etc.) but if you are going to invest time and money into making a video, be sure to create your own YouTube channel and optimize it.

A video is one of those leveraged activities meaning you make the video once and it continues to work for you , so be sure your YouTube channel is optimized for keywords, links to all of your important sites, and portrays the best image possible for your business.

Laura Lash Fitzgerald is a digital marketing expert and trainer.

Mel Carson

The Founder and Principal Strategist of Delightful Communications

MelCarson

At Delightful Communications, we encourage our clients to think about the potential ROI from their video work by leveraging different lengths and content slices for different platforms .

When story-boarding video, it’s not just about one version, it’s about ensuring your message will translate across different social channels. What might work on YouTube at a minute in length probably won’t work on Instagram where attention spans are shorter.

Bonus tip:Add closed captions for people watching with sound off and because all brands should be taking accessibility into account with their marketing.

Mel Carson is the founder &principal strategist at Delightful Communications – a Seattle-based Modern Marketing and Digital PR agency. Mel’s mission is to help businesses and their people be more discoverable, shareable and memorable.