Video content is everywhere and it is extremely engaging and easily shareable. This makes it an important tool for promoting brands and artists.
We aren’t saying you should ditch the blog that you’ve been busting your butt to build or turn your emails into aggregators of video links. What we are saying is that you 100% need to use video for marketing to promote your work.
If you’re already doing this, good for you! If you aren’t, we can help you discover a killer place to kick things off.
Video is the rapidly rising star in the land of content creation
We’ve all found ourselves going down a video-based rabbit hole on some social media site or another. If anything, that serves as a pretty immediate example to show you just how powerful video can be.
According to research by Wyzowl, up to 86% of people say they wanted to see more videos from the brands they liked in 2021. This is an ongoing trend too–a Content Trends report published by Hubspot in 2017 found that over 50% of people wanted to see videos from the brands they supported more than any other type of content.
Wyzowl also points out that video helps to support sales, helps customer retention, improves customer experiences, pulls more people to websites, and more: “Eighty-one percent of people say a brand’s video has convinced them to purchase a product or service, and 79 percent of people say a video has convinced them to buy a piece of software or an application. Video has the power to show and promote products in ways text and photos can’t, making it a key tool in the sales process.”
The results are in and it is clear that video content has a lot of influence. What you need to do is learn how to use it for your brand.
Tips from the pros: Video creation guidelines to get you started
Whether you are starting from zero or you’ve already been trying your hand at creating video content, there is always space to learn from some of the professionals out there. We talked to some videography experts, including our very own Elizabeth Gore–founder of Lone Wolf Productions and production guru at RM Creative Services– to pull together some advice that can help you up your game.
Find the video tools that work with you now and don’t be afraid to grow later
There is more than one budget-friendly tool out there for creating and editing video content. And, from where we are standing, the experts agree that it is smart to find what works to help you learn so that you can “up the ante” when you are ready.
Content creator and Creative Circus grad Sam Delos Reyes gave their vote to both Premiere Rush and the Prequel app for starters. They point out these apps are free with some in-app purchases.
“Premiere Rush is a free, mobile version of Adobe® Premiere Pro that allows you to do basic edits and, on some devices, the app’s camera function can shoot in 4k,” Reyes told us. “If you’re making video content for Instagram Stories and other similar channels, the filters on Prequel can help take your projects up a notch. You can also do your own basic edits in this app, as well as customize the filters they already have– giving you control over how much effect each aspect of the filter has on your project.”
Videographer and photographer Elizabeth Gore offered the idea of using Adobe Premiere’s trial period to get experience with the program, or using Movavi™to help anyone who is a visual learner. “Take advantage of Adobe’s 14-day trial period, and you can get used to Movavi™ before you subscribe to the Plus version. Take a video you’ve worked on in the past (not something for a current client), and really work through the process of editing the video from the ground up–that’ll get you rolling with learning the basic functions and moving on to more advanced features that won’t feel so foreign.”
Liz also points out that there is nothing wrong with using iMovie or Windows Movie Maker either. “Using any free or preloaded software should not be shunned; work the crap out of those programs until you’re familiar enough with editing functions to move on to more advanced software where you can truly customize every aspect of your videos.”
By the way, when it comes to using these programs as a beginner, don’t be afraid to learn from seemingly untraditional resources. “When I started, I used my phone for iMovie, but when I went to college they talked about Adobe® Premiere Pro. I actually learned how to use Premiere through YouTube,” says Edwin Daboub, videographer for Sumerian Records. From there, I learned Photoshop and After Effects. I’m continuing to learn new things as I go; it’s never ending, which is why I like working in this field.”
Be creative but stay on brand to let people know what you are about and capture attention.
Thanks to the opportunities created with modern technology, it can feel like the sky is the limit with what you can do in your videos. We are long gone from the days when you could see the wires that controlled the monster in a horror flick. That said, just because you can doesn’t mean that you should. No matter what you are shooting video for, you still need to make sure it matches your brand.
“When creating content for your brand, it’s important to remember to stick to the brand identity,” Sam emphasizes. “If you have a solid branding package, you’ll find it easier to create content that feels cohesive.”
Brand videography shouldn’t be bland. Sam offers this advice when it comes to on-brand creative videography: “Find ways to make a personal connection to your audience where you aren’t trying to sell or promote something. If you are a band or a musician, let your listeners know the people or the message behind the art. If you’re a small business, use videos to show more than just your products and show people why you do what you do.”
Make sure to make it multi-platform friendly
Ever seen a reposted TikTok that has a caption at the top that is cut in half? Yeah, we hate that too. Don’t fall into the trap.
Format your videos for multiple platforms so any important visuals are fully visible. It is okay to create a couple of different versions if needed so you can get the most from the video content you’ve worked so hard to create. Just make sure that uploading to one platform like TikTok doesn’t lead to posting an awkwardly formatted version on Facebook or Instagram.
Be smart about which trends you choose to follow
Ah, trends. They are fickle, aren’t they? But while trends can seem like a great way to boost the number of eyes on your video content, be careful what trends you hop on
“Avoid making video content that focuses on harmful or dangerous viral challenges like the milk crate or cinnamon challenge,” advises Liz. “They may get a large number of views immediately, but you won’t be successful in replicating your results down the line, but you most assuredly will receive an extreme amount of public backlash and character defamation. By all means, respond to trends and follow them, but your focus for video content ideas is better centered on unique and original creations that can be added to your public portfolio and attract ideal clients.”
Still wondering how to get started or where to shoot that brand video idea buzzing around in your head? We can help. RM Creative Services provides expert videography content services and can even help you plan your shooting schedule. Send a message to firstname.lastname@example.org or visit our Contact page to get started.
Written by Brianna Fries, a California-based writer and editor. You can discover more of her work at briwritesthings.com.
Are you struggling with adding video into your marketing or social media strategy? Are you confused as to how social media videos work? Are you overwhelmed by the concept of making and editing social media videos? Are you having trouble deciding if Instagram or TikTok is the better choice for your brand? Are you having trouble figuring out just exactly where to begin? Then you’re in luck! Introducing the RM Creative Services “Short-Form Video Virtual Workshop!” In just 20 minutes, we will provide a step-by-step guide that includes comprehensive information and best practices to help you transition into an experienced…