Three How-To’s on Creating Dynamic Video

Handling Comms During COVID-19? We've compiled our best resources.

Three How-To's on Creating Dynamic VideoIn an era of visual media, more and more companies are turning to video to inform and compel stakeholders.

More than 80% of marketers are investing in video during 2013 to tell their brand’s story and engage stakeholders. Thanks to social sharing on networks like YouTube, Vine, Vimeo, Facebook and Google+, a good video can engage a great many stakeholders with dynamic, compelling content.

Video marketing is easier than you might think, especially when you follow these three tips:

1) Add value

Your video should both entertain viewers and help them do something better. Provide context so customers understand your value proposition.

Tutorials and demos are great video material. Own a flower shop? Show viewers how to arrange seasonal flowers. If you run a clothing store, break down a new fashion trend and show viewers how to put the look together.

What are your employees like? Shoppers appreciate behind-the-scenes videos of your business: they connect customers to your culture. Show off the human side of your brand and let personalities shine through.

2) Master the technical basics

You might not be a video pro, but you can make your videos better with a few simple rules.

Face your actor/subject toward your primary light source. If it’s behind them, they appear dark. Make sure your sound quality is strong. Audio can make or break a video.

Use a tripod or table stand to limit camera motion. Jumpy and sharp camera movements remove attention from the subject.

If using a smartphone or tablet camera, use a free or inexpensive video editing app to tighten up the finished piece.

3) Leave viewers wanting more

People have short attention spans online, so a video should last between 30 and 60 seconds. Some networks only allow you to share a six or 15-second spot.

Break long videos up into smaller clips and release a new segment daily or weekly. If you’re creating a series, hint at the contents of the next video to draw viewers back.

Try ending your video with a question that encourages viewers to leave their thoughts in the comments section. These responses can give you ideas for new, more targeted video content.

Note: creating a great video is only half of the job. You also need to help prospects find, view, and share it. Next week, we’ll show you how.

Need better email results? Take a content-first approach to email marketing and generate huge returns! Join Vocus and MarketingSherpa’s Content Creates Clickthroughs! webinar next Wednesday and learn how. Register here!

About Cision Contributor

This post was written by a guest Cision contributor.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.