In this digital world, video content is growing at an incredible rate. According to HubSpot Blogs research, 75% of consumers prefer to watch videos instead of scrolling through paragraphs of text on a small screen. Videos are more engaging, and thus more popular, than ever before.

With all these advantages, why should you create videos for free?

You should create videos for free for many reasons. First, videos allow you to stand out from the crowd. If your industry is competitive, having a video that answers common questions or demonstrates the value you offer can gain you a leg up on the competition. Second, videos increase your visibility.

Videos can also function as an elevator pitch for your business. The sound quality and the picture are enough for customers to get a good idea of what your business is about. Third, videos can be more engaging than text-based content. Rather than reading dull text, consumers can watch someone speak clearly and entertainingly about your product or service. Fourth, videos can create a sense of brand loyalty among your customers. If you were to ask them to name a brand they trust, they would most likely point to your company. Finally, creating a video takes less time than writing a blog post or pulling together a series of paragraphs for an article. In the words of HubSpot Blogs, “writing is hard work, and so is producing a quality video.”

Treat Video As a Business Project

If you want to create a marketing video, you need to start by considering it as a business project. Instead of just going into it with the mindset of “this is what I want to say,” you can approach it as a step towards growing your business.

The first and most crucial step is planning. Before you start shooting, you need to sit down and think of all the things you want to say. You can prepare a list of questions you will ask yourself while making the video. For example, you might want to ask:

• Who is my audience?
• What do they need?
• How can I help them?
• What is my video’s main objective?
• How can I make my video stand out?
• What are my video’s strengths?
• What are my video’s weaknesses?

These questions will guide you throughout the video-making process. Instead of just doing the activity and then posting it without much thought, you should try to incorporate the above questions in your conversation. A business video is more effective when it is planned and thought out. It will likely be more interesting to watch.

Find Your Niche

If your business is in the customer-acquisition stage, you need to find your niche. Just like with any other ad, you need to find the type of person you will reach through your video and speak to. In the case of a B2B business, you will want to find the decision-makers that will become your ideal customers. You can also use your video to find your next marketing target audience. Once you have found your niche, you can develop a clear message to bring to the table.

For example, a video about digital marketing would suit B2C companies selling beauty products just as well as an automotive company looking to sell cars. Although the messages may be different, both videos would benefit from including the same elements (e.g. a dashboard with a lot of useful information, sleek animations, etc.).

Make Video Inline With Social Media Channels

Since social media platforms like YouTube and Instagram are the biggest video-sharing platforms, you will want to make sure that your video is in line with the style of the channel.

This means you can either choose to use the same platform or an online service like Vidyard to make your video. Choosing the former has numerous advantages. You can connect with potential customers through social media and build a community. You can also directly communicate with potential customers through your video. Using social media platforms during the marketing process is crucial because it allows you to measure the impact of your campaign. With video marketing, you can measure and analyze the results of your campaign simply by looking at the number of views and likes you get on social media.

One of the biggest mistakes you can make is choosing the wrong format. You need to pick a square thumbnail or an icon that can later be used as a share button. Do not go for the zoomed out, cinematic video format; this only adds to the overall cinematic feel of your video without adding much value. Square, simple, and short are the three key dimensions to keep in mind when choosing a video format.

If you decide to go the DIY route and create your own video, remember to shoot in good lighting conditions with a proper background. Backlighting can really help to define the face of your product or service, especially if you are trying to reach an audience that is mostly composed of men. You should also consider investing in some decent studio or office chairs. They will make a big difference and allow you to feel more creative and comfortable while speaking in front of the camera. Lastly, if you want extra value out of your video, include some high-quality stills of your product or service. As we mentioned above, videos are more engaging when they show something rather than just talking about it. A single still can give the viewer a good sense of the product or service and drive more interest in what you are saying.

Creating a marketing video is not as difficult as you would think. It just takes a bit of time and a willingness to think of new ideas. Your video does not need to be perfect; it just needs to show promise.