Tag: Video

How to Get Started With Video Marketing

There’s no doubt about it: a successful video marketing campaign will absolutely transform how your business operates.

If you’ve been dreaming about an increase in brand awareness, organic lead generation, and personal connections with your customers – creating video content could be the solution you are looking for.

How?

Let’s take a look at the statistics.

On average, video content is shared 1200 percent more than text and image posts combined – making it the perfect pursuit for businesses looking to increase their organic reach.

Return on investment for video marketing.

Similarly, positive ROI statistics for video content have been booming for years – from 33 percent in 2015 to 87 percent in 2021. Businesses and marketers alike have taken note, diverting budgets towards hiring videographers to create new marketing materials for their website, email outreaches, social media, and even “OTT” video adverts on streaming platforms.

Why? 

It seems the positive results have been due to audience preference, with video content being considered “easy to consume” as well as creating a welcome break from “overabundance of textual information online.” 

For any smaller company with a low budget, creating video content can seem a little intimidating. 

It’s hardly something you can leap into blindly, and understanding the process behind successful video marketing campaigns will help you avoid costly mistakes in the future.

1. Create a Plan, Set Goals, and Measure Them 

As with any successful marketing campaign, you’ll need to start with a plan.

Holding your mobile phone, pointing it in the right direction, and clicking “record” might feel instinctual – but there’s a lot more work that goes on behind the scenes of video content.

Plans will help you slow down, breathe, and give you direction.

If you want your video marketing campaign to be successful, you’ll need as much attention as possible.

Having a plan in place will help you maximize your outreach by posting your video in the right places. Assuming you don’t have completely overlapping audiences, if you want to be sure that you’re reaching every one of your followers, you’ll want to post your video content on all of your social media accounts.

If you play your cards right, you might even see some of your videos go viral.

Additionally, instead of losing progress on a day where you are feeling flat and uninspired, a plan can help you structure content ideas, ensure you have the right tools for the video, and allow you to schedule time to actually edit your footage before posting. 

This will considerably improve the quality of your video content.

Next, you need to make goals based on your plan – and keep track of measurable results.

Consider this: how would you define success?

More sales? A higher CTR? Better engagement on your social media posts?

Take a look at these SMART goals:

SMART goals for video marketing.

SMART is a universally recognized system for creating measurable, trackable, and attainable goals.

If that’s too intense, here’s a condensed cheat-sheet version for your business:

  • Is this goal specific? General goals like “get more subscribers” or “increase traffic” won’t give you much insight in the long run.
  • Is this goal achievable? There’s nothing wrong with being ambitious, but expecting to get 1 million subscribers on YouTube in your first 6 months might be a bit much.
  • Is this goal trackable? The sweet spot of goal-setting is a realistic goal that you can track. Whether you achieve it or not, you’ll end up with valuable data by the end.

Remember: don’t just make goals but actually hold yourself accountable for them.

If you started creating video content today, and six months from now, you had no definitive idea on the future direction of your content, I’d suggest that your campaign was in serious trouble.

Achieving consistent growth with video marketing comes down to two things:

1). Finding what works and recreating it in future videos.
2). Finding what doesn’t work and making sure that it’s not in your future videos.

These are the absolute basics of consistently increasing the effectiveness of your video content.

2. Stick With What You Know

When you draft your plan of action, you’ll likely bounce around ideas for upcoming content or even choose to create a full content strategy.

Before proceeding, you need to remember the importance of staying true to your brand voice and giving your audience what they’ll actually want.

If you’ve been creating educational content on your blog, your best bet would be to start with educational video content and see if that resonates with your audience in the same way.

Stick with what you know.

So many companies are trying so hard to be innovative that they don’t pay attention to the tried-and-tested content types that already work.

Trying to come up with brilliant ideas and then executing them poorly could be harmful to your future video marketing efforts.

When choosing what type of content to make, study the three types of widely-recognized video in the marketing community: 

1). Educational Videos

Educational videos are all about adding value to your audience.

Give them a reason to watch your content, to share, or “follow for more”.

Hint: Nobody wants to get to the end of a video and feel like they’ve wasted their time.

Informative guides, product demonstrations and interesting thought pieces are likely to do really well online as they are great at engaging your audience and making them think.

2). Inspirational Videos

For so-called “inspirational videos”, your job is to capture breathtaking views, change lives, play with emotions, reveal awe-inspiring moments, and produce motivational content designed to fire people up.

3). Entertaining Videos

In this category, you’re trying to get people to laugh or smile.

Your content should intrigue them to investigate your brand further and create a positive experience that they’ll then associate with your brand or product in the future.

If you have no idea where to start: don’t worry, it’s not the end of the world.

Trialing content from each category will help you find your feet, as well as gain audience insight.

As time goes on, you’ll develop a stronger understanding of what type of video content works and what doesn’t.

Trust me, if your audience wants a different type of video, they’ll ask for it.

Pay attention to your comments section! I certainly do.

3.  Start Creating and Stop Holding Yourself Back

Okay, now that we’ve gotten all the planning out of the way, it’s time to dive into the fun part.

Video creation might seem overwhelming at first, but I’ll let you in on a little secret.

Your first video is supposed to be your worst.

Think about it! If every video is an improvement on the last one, it only makes sense that your first video is your worst, right?

Instead of stressing out over every minor detail, just dive into the creative process.

You’ve already made a plan. You have an idea for your first video.

Instead of trying to figure out the perfect way to start your video content creation journey, just get that first video out of the way.

Trust me, it’s only going to get easier.

Don’t get me wrong. You should still try to provide as much value as you can and be as professional as possible.

But expecting this video to be perfect is just unrealistic.

In the world of written content, you provide value by doing everything from offering tangible advice to being a great storyteller.

As far as I’m concerned, the sooner you start actually making relevant content… the better.

Creation means you’ll get feedback. Getting feedback means you can make changes where required, rather than nit-picking when there are no nits. Your audience will be vocal about what they do and don’t like, so you won’t be stranded for long.

It really is that simple.

Don’t have any of those fancy filming tools yet? No problem. I’ve got just the thing!

Go ahead and reach into your pockets for me.

Feel that rectangular piece of metal in there?

If you’ve got a smartphone, you’ve got what it takes to make a video.

It might not be perfect (although their rapidly improving cameras are certainly making a huge difference for low-budget marketers) and that’s absolutely okay.

As your video marketing strategy develops over time, you can upgrade and invest more time and money into video creation.

You can use InVideo as your one-stop solution for video editing and customization.

The best part?

You don’t need to have a ton of experience with design or editing to make awesome videos.

invideo for video marketing

Why stop when you’re ahead?

If you’re seeing positive results but don’t have the time to handle video creation in the long run, look into hiring professionals to put together your videos, invest in a professional camera and lighting equipment to make your editing job easier, and increase your resources with licensed music, images, and fun little animated intros. 

There might never be “the perfect moment” to post your first video, so don’t waste time and just get started.

4. Search Matters

I love discussing the creative process and useful tricks to use in the world of video marketing.

However, there’s more to executing a successful video marketing strategy than what you can see on the surface.

Behind the scenes, SEO is still massively important, whether you’re a fan of it or not.

It’s so important that I made a video for local businesses on how to pull it off without a huge marketing budget.

Let me be clear. If your video content is not being optimized for search, you are almost certainly missing out on free exposure.

Scary, right? Don’t worry. I’ve got a quick fix to get you back on track.

If you’re familiar with SEO for your blog, this is all going to seem oddly familiar.

The same way your article title should have keywords that you’re looking to rank highly for, your video title is going to determine your ranking on sites like YouTube.

Even if you’re familiar with SEO through your blog, this next part might be news for you.

Those description sections under videos on YouTube? Google’s Algorithm trawls through them for its users. For high-performing video marketing through SEO, the general idea here is the same:

  1. Avoid keyword stuffing.
  2. Make sure your keywords are actually relevant.
  3. Do your research and get into the mindset of your customer.

Typically, the best descriptions are those that accurately explain your video in conjunction with keywords.

Overall, balance storytelling and metrics. Maybe even consider getting a copywriter involved if you are unsure what to write.

SEO is the cornerstone of any truly effective content strategy, and it’s especially important when it comes to video marketing.

5. Partner With Influencers

It wasn’t too long ago that “celebrity endorsement”’ was something that only the world’s biggest brands could actually afford.

Smaller brands and local businesses could only sit back and watch athletes and actors use their mass appeal to help these businesses sell more of their products.

Don’t worry, though, things have changed.

Micro-influencers are on the rise.

They have their own loyal following and a unique understanding of how to appeal to the people in their industry.

Frankly? They can be pretty darn effective.

With the explosion of the internet and social media, our marketplaces look completely different, consumer habits have us browsing for the best price online, and marketing landscapes are almost unrecognizable. 

The best influencers are able to run with your vision for content and provide you with unique and valuable insight on what would work best for their audience. 

Plus, there’s no denying that having your brand presented to a group of anywhere from 100,000 to several million dedicated followers can be massively impactful.

Just take a look at how Dude Perfect partnered with Hasbro to promote the company’s new Nerf product, the Mega Magnus.

Effectively teaming up with influencers comes down to two things.

  1. Choosing your influencers wisely! If your brand is family-friendly, don’t reach out to someone who’s known for being controversial.
  2. Communicating! Don’t assume that you and the influencer are on the same page. It’ll inevitably lead to miscommunication, and you may end up with content you didn’t want.

6. Use Ads to Their Full Potential 

Just because you’re trying something new in the form of video content, there’s no reason to forget the principles of marketing that you’ve used with previous content.

If you’ve been implementing a well-rounded marketing strategy, you should be drawing from both organic and paid traffic.

If you’re completely new to this, or you just want a refresher on how to maximize your ads, this part is for you.

Let’s take a look at the Facebook ads targeting mechanics.

Using Facebook, brands can easily tailor their ads to suit a variety of different users.

Your ads can target users based on key demographics such as their age, gender, location, interest, and much more.

Because of social media analysis, you’ll even know what your typical daily reach is.

Social media analysis for video marketing.

The best part?

You can customize each individual ad to maximize its relevance.

For example, let’s say that you created two videos.

The first video is for people getting ready to retire, and the second video is for people who just graduated college.

Instead of presenting your entire audience with an ad that likely won’t be very useful for them, you can ensure that each video gets its own category and is presented to relevant parties.

When you increase the quality of your video marketing by ensuring your ads are targeted, you’ll inevitably convert more users into customers.

Of course, Facebook isn’t the only place where you could choose to invest in ads.

Which brings up an important question: where should you be spending your money on ads?

Well, remember all the way back in the first section, when I mentioned that posting in a variety of different places would help you in the long term?

This is where that seemingly minor detail comes in handy.

Now that you’ve collected enough information on which platforms work best for your video marketing content, it’s time to put that data to use.

Armed with those metrics, you’ll be able to identify where your content is getting the most attention.

From there, it’s as simple as having a higher ad budget on those platforms.

If your audience likes to consume your videos on Instagram, Instagram ads it is.

If they love Facebook, promote your content on Facebook.

If you’re getting the most exposure out of YouTube, invest in YouTube ads.

Ride the wave of momentum, capitalize on your minor victories, and sooner or later, your video marketing will take off.

Video Marketing Frequently Asked Questions  

How can I start video marketing?

Starting on your video marketing journey is easy. Just follow our 6 steps to maximize your chance at success:

1). Create a Plan, Set Goals, and Measure Them 
2). Stick With What You Know
3). Start Creating and Stop Holding Yourself Back
4). Search Matters
5). Partner With Influencers
6). Use Ads to Their Full Potential

How do I start an online video marketing campaign?

Starting an online video marketing campaign has become easier due to social media. Instead of paying hundreds and thousands of dollars to get your video advert on TV, you can upload video content to your Facebook, Instagram, LinkedIn, or YouTube accounts anytime you want, at any budget you want. 

How do I get started with creating a video?

Creating video content requires five main steps:

1. Create a goal
2. Film
3. Edit
4. Publish
5. Promote

There’s no limit on who can post video content online, so just start recording and strike for gold.

How does video marketing work?

Video marketing works by providing users with content in a popular format. On top of paid reach, video marketing is great for generating organic leads and boosting brand awareness. It gives businesses the chance to create authentic, personable relationships with their customers.

What budget should I allocate to video marketing?

Video marketing doesn’t technically require any budget at all. While higher quality videos tend to perform better, using your mobile phone and free editing services can, and does, work for many businesses. Marketing budgets should be approximately 11 percent of your overall annual budget, but how much – or how little – you spend on paid adverts, videographers, professional cameras, and editing services is entirely up to you. 

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Video Marketing Conclusion

I’m not going to give you the impression that video marketing is easy. It’s tough, and it will challenge you. 

Creating compelling content can be an uphill battle sometimes, particularly when you’re first getting started. Your first video isn’t going to be amazing.

Which is totally okay! 

Leave perfection to the artists. Out here in the marketing world, I’ll settle for meaningful progress.

Come up with a strategy, and then execute that strategy by creating content as soon as you can. Measure your results, and take advantage of the (free) platforms and resources at your disposal.

Video marketing may not be an easy way to build your brand, but once you get the hang of it, you’ll wonder why you waited this long to get started.

It’s time to add video marketing to your content strategy. 

If you’ve already experimented with video marketing, what’s working for you? How have your paid ads on sites like Facebook and Instagram worked out?

10 Automated Video Creation Tools, Tips, and Resources

Video content creation can be a massive headache. I get it. Even for seasoned marketers, creating compelling content is a challenge. The real uphill battle is trying to create that level of content regularly. That’s why we’re taking a closer look at automated video creation and some of the best tools your brand can use … Continue reading 10 Automated Video Creation Tools, Tips, and Resources

10 Automated Video Creation Tools, Tips, and Resources

Video content creation can be a massive headache. I get it.

Even for seasoned marketers, creating compelling content is a challenge. The real uphill battle is trying to create that level of content regularly.

That’s why we’re taking a closer look at automated video creation and some of the best tools your brand can use to expand its content strategy.

Here’s the thing—automated content doesn’t have to be terrible. When you produce an hour-long, high-quality interview, you’ve also produced several pieces of smaller, high-quality content.

All you have to do is repackage those valuable tidbits and present them to your audience.

Here’s how.

What Is Automated Video Creation?

Automated video creation is the act of using video editing software to automatically create short, interesting videos you can use for marketing and promoting your content.

Let’s say you recorded a podcast this week and released it to your audience. You received decent engagement, but you quickly noticed a problem. Many of your viewers aren’t watching the entire podcast.

Some viewers love to sit and consume two hours of content at once. Others want minute-long highlight clips, and simply aren’t interested in long-form content. By identifying key moments and topics discussed in your podcast, you can create bite-sized clips and videos that are more digestible. Plus, having long-form content that’s well produced arms you with plenty of future clips to use.

That’s where automated video creation comes in. Make no mistake, there’s a big difference between linking your podcast in your Instagram Bio and posting a 45-second highlight video with top-notch editing.

If you’re making several pieces of long-form content every week (interviews, podcasts, etc.), sifting through hours of content to find highlights and memorable moments can quickly become time-consuming.

By automating that process, you can regularly create custom, high-quality videos. As a result, you’ll add variety to your content, while being able to test unique marketing strategies quickly. For example, you can rapidly A/B test different format styles, or try two highlights against each other to see what resonates with your audience.

5 Tips for Automated Video Creation

Before we dive into specific automated video creation tools, it’s important to understand how your automated video creation journey should unfold. Savvy marketers always develop a clear plan of attack for marketing initiatives, so we’re walking you through the general checkpoints of the automation process.

1. Determine Your Automated Video Creation Priorities

Before you choose a platform, establish your video creation objectives. If you want to test a specific format, find platforms that support that testing. Beyond that, determine what features will serve your team best.

If your marketing team has little to no experience with automated video creation, a tool that prioritizes ease of use can make the video creation process easier. Marketing teams with plenty of video creation experience might need automation tools that offer more customization.

2. Decide on a Platform

As you narrow down your search, take a closer look at how each platform functions. Some platforms offer limited features aimed at supporting brands with little to no video marketing budget. Other platforms want to support your marketing efforts from start to finish.

While many of these platforms sound similar, they focus on different elements that can elevate your content creation.

3. Upload Your Content

So, you’ve established your video creation priorities, and you’ve chosen your platform. Now you can actually create your content. Upload your video and let the tool start to work its magic.

If you’re focused on automating as much of the experience as possible, you won’t need to do much other than confirming certain edits. On the other hand, choosing a platform with plenty of depth means you’ll be able to customize your content fairly easily.

4. Choose Your Visual Elements

When customizing your video content, visual elements like text animation effects can elevate the quality. Other effects like overlays and moving graphics can be implemented without much trouble, as long as you’re using the right automated video creation tool. Make sure your visual elements are consistent with your brand presentation.

5. Publish Your Content

Once you’ve customized your content and created a high-quality video, it’s time to send your content live. With some tools, you’ll even be able to publish your content directly after editing. Instead of signing into each of your brand’s social media platforms, automation means you can post on all of them at the same time.

10 Tools for Automated Video Creation

Now that you understand the process, it’s time to look at the automated video creation tools available. While many of these tools function similarly, they each have distinct features that make them unique.

1. Moovly

Moovly prides itself on being a user-friendly, in-browser automated video creation tool. In addition, they offer a tool that doesn’t demand constant software updates or even any design skills.

Tools for Automated Video Creation - Moovly

Looking for support with your footage-based videos? They can help. Want to experiment with cartoon or doodle styles? Moovly can create those videos, too. If you’re looking for a lightweight solution with plenty of customization options, Moovly might be the right tool for your brand.

2. Adobe

Adobe’s priority when it comes to video creation is efficiency. Using AI technology, they save users time and effort when editing. Some of the more interesting features include auto reframing, where Adobe automatically reframes the subject of a video shot in widescreen when exporting to social platforms.

Their AI also uses color match, changing your content’s color and light values, based on your customized reference point. To be clear, they aren’t just copying a specific color reference point onto your clips. Instead, the AI analyzes every selected clip and tweaks them until they properly match your reference point.

3. Wibbitz

Wibbitz is an automated video creation tool that speeds up production by offering a variety of useful templates and one-click solutions. One feature marketers will appreciate is the easy customization options. Wibbitz provides users with access to logo watermarks, video intros and outros, text overlays, and a full-spectrum color palette.

This automated video creation platform lets you maximize your reach by converting your best videos into impactful social media videos.

4. Kamua

Another browser-based tool, Kamua claims their product will have you working nearly 90 percent faster, without any previous video editing experience. They also feature automatic captioning in over 60 languages, saving you from having to transcribe hours and hours of content.

Kamua’s AutoCut feature actually automates video edits, by finding cut points in your content and letting you decide what to keep. Plus, their AutoCrop feature instantly turns your YouTube videos into TikTok videos.

5. Typito

If you’re limited by a modest marketing budget, Typito could be a great automated video creation tool. Not only is it free to start with, but each of their pricing plans are designed with reasonable budgets in mind.

Tools for Automated Video Creation - Typito

Of course, it’s worth figuring out exactly what Typito is offering. They provide an easy drag and drop editor and a brand kit, along with 600,000 free images and over 500 free templates.

6. Rocketium

Rocketium understands the digital media landscape is constantly shifting. That frequent change demands an approach to marketing that’s as flexible as it is accurate. That’s why Rocketium aims to accomplish two goals. Eliminating repetitive creative work is their first goal, saving brands the hassle of creating completely new content for new campaigns.

From there, Rocketium aims to make targeted marketing even easier. They use an AI copywriter to help you craft the right visual for different products and unique target audiences. Teams with demanding content calendars should take a look at this tool.

7. Animaker

Developing unique creative content within an automation tool might not sound optimal, but tools like Animaker prove it’s certainly within their power. Armed with their templates, you can make a video in five minutes, according to their official website.

8. OFFEO

OFFEO’s appeal can be broken down into four subsections. Their near limitless supply of assets means that users will have access to hundreds of templates. Being easy to use and browser based, OFFEO lets you animate your content, leveraging the skill of their professional designers to provide you with high-quality animation.

9. Magisto

As an end-to-end video marketing tool, Magisto aims to support users at every stage of the marketing process. When it comes to creation, you can expect the support of a computerized video editor.

Magisto lets you host and distribute video content on your website using their native player. Take those optimized videos and then use engagement analytics to gain clarity about your marketing initiatives.

10. InVideo

For the truly budget-conscious, InVideo offers some fantastic automated video creation support, absolutely free. While there are certain features locked behind paid subscriptions, there are plenty of tools available to users on the free plan.

Tools for Automated Video Creation - InVideo

You can export 60 videos per month, with a maximum duration of 15 minutes. Transcription is automatic, as well as over 4,500 handcrafted templates. You’ll even have access to branding presets, intros, outros, and team sharing.

If you’re on the fence about automated video creation tools, feel free to try InVideo out and see how it improves your marketing efforts.

Automated Video Creation FAQs

Can you automate video editing?

Absolutely, you can! With the help of AI, you can begin automating your video editing, as much or as little as you’d like.

How can I add subtitles to a video automatically?

There are plenty of tools that can do this for you, some offering support in over 60 languages.

Do I need video editing experience?

While it’s certainly a positive, there are several user-friendly platforms that don’t require any previous editing or design experience.

Do I have to pay for an automated video creation tool?

Not always! Some tools are completely free; the only drawback is they lack some key features.

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Automated Video Creation Conclusion

No matter what industry you’re in, there’s no getting around the fact that audiences want quality content. If your brand doesn’t produce something new and exciting on a regular basis, you run the risk of losing your audience’s attention.

Instead of trying to constantly reinvent the wheel, consider using an automated video creation platform to break in-depth content down into digestible clips and share them on social media.

It might seem like a simple solution, but it’s a powerful way to offer more consistent content, expand your reach, and potentially create a genuine moment of engagement with your audience.

Why do you want to automate your video creation? How do you think it will help your brand?

How to Use Customer Reviews in Images and Video Ads

Choosing the right content for your image and video ads can be challenging.

What message will actually get consumers to take the plunge and buy your product?

Regardless of how thorough your digital marketing plan is, there’s no one simple solution for ad success that applies to every campaign.

Or is there?

Instead of looking inside of your organization for inspiration, look to past and current consumers to help you share the greatness of your product.

How can you do this? By harnessing the power of reviews your satisfied customers have already given. 93 percent of consumers read online reviews before they make a purchasing decision. If you can incorporate authentic, positive reviews into your ads, you can set yourself apart from your competition and show your audience your worth.

In this blog post, we’ll break down six strategies for successfully using customer reviews to craft effective video and visual ads.

Why Should You Use Customer Reviews in Your Advertising Images and Videos

When a potential customer hears about your business or product, they’re going to go straight to the internet to find out more about it.

They’re not just looking for slick visuals: They’re looking for reviews from other consumers.

Also, 85 percent of consumers trust online reviews from strangers more than those from their friends and family.

When customer reviews are used in advertising material, you eliminate the middle step of consumers combing the internet for information.

Instead, you build immediate consumer trust with these user-generated descriptors of your service or product.

How to Use Customer Reviews in Your Advertising Images and Videos

There are countless ways to incorporate customer reviews into your marketing strategy. Below, we break down six strategies to let customer reviews do your marketing for you.

  1. Pick an Ad Theme and Find Customer Reviews on That Theme

    Ads can be powerful and evoke complex emotions.

    As you craft your testimonial campaign, decide which emotion you want your ad to embody. These include:
    -comfort
    -beauty
    -family
    -self-confidence
    -patriotism
    -courage

    Coca-Cola, for example, routinely adheres to the theme of friends and family. Invariably, when you see a Coke ad, you see this theme manifested either through imagery of copy.

    Think about the values associated with your brand and your mission.
    Dedicated to innovation? Select that theme and then source your existing quotes that highlight your cutting-edge tools.

    Regardless of which ad theme you choose, by pairing a sentiment with corresponding copy, you’ll inevitably craft an arresting, powerful testimonial that will make your product stand out to potential consumers.
    customer reviews - coke ad

  2. Pick a Great Customer Review and Create an Image or Video Around the Review

    While great reviews are worth their weight in gold, not displaying these testimonials properly can make them essentially valueless.

    To make sure your reviews get the attention they deserve, build an image (or a video if that’s more your brand’s speed) that is eye-catching and engaging.

    Easier said than done?

    Below we included five must-know design tips.

    Layout
    Organize your testimonial by keeping user experience (UX) at the forefront of your design. This includes strategic use of white space and placement of text and visual content. This will allow you to create an organized, consumable image that is easy to deduce meaning from.

    Unique Visuals
    The internet is flooded with so-so quality, cookie-cutter images. To make your customer review stand out, incorporate brand-appropriate images and colors, breaking up the monotony of visuals.

    Color
    Color can be used to stop a viewer in their tracks and evoke emotion. As you craft your testimonial images, decide what message the colors in your graphic should be sending.

    Typography
    Outside of the overall appearance of your testimonial graphic or video, typography can play a massive role in emphasizing the most important elements of your customers’ quotes. Consider bolding and bright colors to highlight pain points so the viewer immediately knows this quote is relevant to them.

    Simple
    While you want your testimonial to stand out, you don’t want visuals to overshadow the message. When it comes to designing these images, adhere to the three Cs of Google Marketing: clear, concise, and compelling.

  3. Pick a Customer Review and Use It to Amplify Your Social Shares

    An undecided shopper can morph into a dedicated buyer by engaging with other members of your audience.

    In fact, one out of every four individuals follow brands whose products they are interested in on social media. By monitoring your social channels and responses from customers, these shoppers can make a more informed decision about the strength and utility of your product.

    To show off your customer’s feedback, use client testimonials and reviews in your social strategy to further highlight just how wonderful your product is.

    When you share customer feedback on social media, you boost brand credibility, increase engagement, and ideally, grow your bottom line.

    Want some inspiration for getting reviews onto your social channels?

    Check out this testimonial from a Maybelline user:

    customer review - instagram ad
    By sharing the tweet, the makeup company underlines the efficacy of its product and fosters trust and community as well.

  4. Pick a Customer Review and Use It in Your Search Strategy

    Search engines aren’t solely interested in how well you optimize your listing; they are also a source of constant monitoring, which includes what consumers are saying about your brand or your product.

    By using reviews in your Google and Microsoft listings, you can prominently display how consumers feel about your offering. What’s more, collecting new content regularly can earn you featured snippets and Google Seller Ratings, boosting your overall search visibility.

    Check out this ad from Lego for The Simpsons™ House:

    lego uses extensions to include customer reviews in google listing

    The stars, rating, and number of reviews alert interested viewers that the product is well-liked among buyers and that a significant number of people have purchased it. These extensions on a classic search engine listing help foster trust before potential consumers visit your site.

  5. Pick a Great Customer Review and Use It in Your Email Marketing Strategy

    Regardless of what your email marketing strategy is, it can benefit from including customer reviews. Given the medium’s historically high return on investment (ROI), this channel is the perfect place to include images or videos spotlighting customer reviews.

    When you share these testimonials in emails, you not only build credibility, but you are also more likely to increase your click-through rate (CTR).

    Through using customer-created narratives, you can both share experiences of your consumer base, while simultaneously demonstrating what readers can anticipate when they become customers.

    Check out this example from natural skincare company Naturopathica:

    natural skincare company customer reviews
    While this content isn’t built into their email template, sharing a visual that includes reviews and customers’ first names and last initials humanizes the review, making it more believable and relatable.

    Here, the quotes selected by the company speak to a pain point that is likely shared among many buyers looking for facial serum: decreased fine lines and wrinkles. By choosing quotes that address your product’s strengths and consumer pain points, you prove further value.

  6. Pick a Great Customer Review and Use It in Your Email Marketing Strategy

    OK, homepage was a bit of an understatement.

    While you should without a doubt have a dedicated page of your site for testimonials, you should also ensure your strongest customer reviews appear on every page of your website.

    These don’t have to be in your face. Instead, they should serve as a subtle reminder about the strength of your product and the amount of earnest goodwill behind it.
    Fabletics does an excellent job placing customer reviews across its website.

    By sharing these highly-starred reviews along with images of real consumers, Fabletics resoundingly makes the point that their product is, well, fabulous.

    Regardless of which route you choose to incorporate reviews into your digital marketing strategy, and all is a great option, too, there are three best practices you should adhere to when crafting your testimonial content.

    Short and Sweet
    Avoid quoting the entirety of a customer review. Instead, cherry-pick the best part and craft a relevant, bold headline. If you’re sharing on social, you can link to the complete review in the body of the post.

    Give Thanks
    Want more customer reviews? Of course you do, they’re invaluable marketing tools. Encourage consumers to leave future reviews by thanking them for taking the time to share their experience with your organization.

    Re-Tweet and Reshare
    This one applies specifically to your social media efforts, but be sure to continuously monitor your social platforms to see if there are any positive comments posted. If you find these hidden gems, you want to be sure to share them across your platform.

Conclusion to Using Customer Reviews in Visual Ad Campaigns

Regardless of industry or product, you should be taking advantage of customer reviews to enhance your digital marketing strategy.

As more and more searchers look online to determine if a product fits their need, you would be doing your business a disservice by not having an aesthetically engaging video or image ready to greet them.

By implementing a multichannel customer review campaign, you can demonstrate to potential customers not only your product is loved by owners, but that you have a true understanding of your audience’s pain, too.

Highlighting this central pain point through the language and context used by your current customers assures would-be customers that you both understand and solve their needs.

While the six strategies for customer reviews we discussed above will allow you to begin providing potential customers with proof points, also consider launching an entirely review-based campaign. With a handful of effective reviews, you can craft a narrative that tells your entire brand story, all while increasing visibility and awareness.

Where will you start incorporating customer reviews?

10 Tips for Creating Real Estate Video Ads

Did you know that 73 percent of sellers prefer working with agencies that use real estate video marketing? Whether it’s a walkthrough of the property or a Q&A session, sellers expect their agents to use video marketing to reach the right buyers and sell their properties.

For real estate agents, this demand presents a few challenges. How do you make an engaging real estate video to impress both sellers and buyers alike, and how do you track a video’s performance for your marketing purposes?

Luckily it is not as hard as it might seem. Although real estate videos serve a unique purpose, they’re similar to regular marketing videos in many ways, so don’t be intimidated by them.

Let’s take a closer look at why real estate videos are worth the effort and how you fit them into your overall video marketing strategy.

Why Should You Create Real Estate Video Ads?

Real estate videos do two things: they attract buyers to your listing, and they encourage prospective sellers to choose your agency over your competitors.

Are they worth the effort, though, when you could create social media ads or optimize your listings? Maybe with the current market, you think it will be a waste of resources. Let’s look at what the numbers say.

  • 46 percent of buyers think video tours are the most influential content on an agency’s website.
  • Listings with embedded videos are 53 times more likely to rank highly on Google than listings without embedded video.
  • Real estate videos attract up to 403 percent more traffic than other content.
  • You’ll earn around 60 percent more qualified leads through real estate videos.
  • A caring personality is one of the top reasons sellers choose a particular agent or agency, and that’s easier to share in a video than, say, a picture or article.

What’s more, 84 percent of video marketers feel they’ve generated more leads thanks to video marketing, and 94 percent of us use videos to learn more about the products we’re buying.

The takeaway? To draw traffic to your listings and impress your sellers, try out real estate video marketing.

Before we dig into strategies, let’s cover the basics.

What Equipment Do You Need to Create Real Estate Video Ads?

There’s no need to spend a fortune on top-of-the-range lighting, props, or cameras. However, you’ll still need some recording equipment before you shoot your first real estate video. How much you spend depends on your marketing budget, but let’s break down the basics.

First, you’ll need a camera capable of shooting in 4K or HD to make sure the videos are high quality and not blurry or pixelated. A smartphone works, too.

If you opt for a camera, make sure it’s capable of capturing both high-quality video and images. Practice shooting with the camera before filming day to ensure you get the most from the equipment.

Using a smartphone? Clip on a wide-angle camera lens. This allows you to shoot larger scenes while minimizing glare and improving image quality. Here’s what the lens looks like:

What Equipment Do You Need to Create Real Estate Video Ads

Lenses like this one shown above are cost-effective and widely available, so shop around.

Want to go all-out? You can always buy a drone for 360 aerial footage. However, you’ll probably need a permit to fly a drone in most areas, so keep that in mind.

Next, you’ll need lighting filters. Use a neutral density filter for shooting outside, and get a pocket-sized LED light you can attach to the camera (or smartphone) for filming in poorly-lit areas.

Got the lighting sorted? Now you’ll need a microphone. You can either buy a mic attachment for your smartphone, or a portable mic for attaching to any camera device.

You’ll also need editing software. Check out tools like Adobe Premiere Pro and Final Cut Pro X for professional editing support. You’ll likely pay for a subscription, but they’re easy enough to master, and you’ll produce the sharpest, most professional videos this way. Alternatively, you could outsource editing to a freelancer.

Finally, you’ll probably need a stabilizer like a selfie stick or a gimbal. These tools keep your camera steady and minimize shaking while you walk around a property.

10 Tips for Successful Real Estate Video Ads

A real estate video is all about setting a great first impression. You want to bring the property to life, connect with potential buyers, and ultimately set yourself apart from other realtors with your professional marketing skills.

To help ensure your content achieves these goals, here are ten tips to produce the highest-quality real estate video ads.

1. Know Your Real Estate Video Ad Budget

Be clear about what you can afford to spend on video marketing. Unsure how to allocate your budget? Let me give you a few pointers.

First, consider your target audience. It’s worth watching real estate videos in your listing’s price range to see how your efforts compare to your competitors’ video ads.

Next, think about how much you’ll spend on actually promoting your videos. From social media ads to targeted email marketing, the costs can eventually add up. To keep things more cost-effective, repurpose your real estate videos into digital ads so you can double your content output without spending more.

Also, take the time to research paid ad strategies, or hire a digital marketing consultant to take care of the budget, targeting, and testing.

2. Plan Your Angle in Advance

A great real estate video doesn’t just happen. It takes planning. Remember, you’re trying to tell a story, so you need to spend time thinking about what story you want to tell.

For example, determine what equipment you’ll need, whether you’ll hire actors to play any roles, and what time of day or night you plan on filming. Do you want to sell your own real estate skills or help a buyer fall in love with an unusual property?

Depending on the seller, you might also need their approval before you start filming or sending the video out to prospects, so factor in time for adjusting your angle and making changes as required.

3. Keep Your Real Estate Video Ad Short and Sweet

The length of your real estate video depends on where you’re marketing it. For example, according to HubSpot, popular Twitter videos average around 43 seconds, while popular YouTube videos run a little longer at two minutes.

A real estate video can be as long as six minutes, but it’s not always wise to fill this time. Why? People have short attention spans. Don’t risk losing a potential buyer’s attention just because you’ve added 30 or 40 seconds of filler to your video.

For example, here’s a video for a property listed by Douglas Elliman. It’s just over 90 seconds long, but it’s visually engaging and covers every angle a potential buyer needs to see without extra fluff:

4. Script the Video

Great real estate videos typically follow a three-act story structure, according to research by Vimeo.

  • Act one: Give a clear, frontal view of the property and a few clips of the neighborhood.
  • Act two: This part focuses on showcasing each room. Start with the main feature rooms before moving on to the smaller rooms.
  • Act three: End the video ad with an exterior view of the property. If you’re using drone footage, place it here.

Remember, you’re telling a story, so following a traditional story structure works!

5. Provide an Engaging House Tour

If you want to ensure a prospect watches your video the whole way through, keep it engaging. Be enthusiastic. Show people why you’re excited about the property, and inspire potential buyers to envision themselves living in the property.

Focus on the possibilities. What could make this property truly special for the right buyer? How might the property be flexible over time? For example, a first-floor bedroom can be an office now and a bedroom for an aging parent or partner later. A basement can be a game room, an in-law suite, or an at-home gym. Drive home how the property can meet their needs over time.

6. Focus on Special or Unique Features

No matter the price range, every property boasts a special, unique, or at least intriguing feature.

Maybe there’s cool history attached to the building, or there’s a custom marble countertop in the kitchen. Or, maybe it’s just the first house to come to market in the area for a long time.

To identify unique features, ask the buyer what changes they’ve made since they bought the house, and if it’s an older property, identify if they kept any key features like original wooden flooring.

Special features can be anything from dual sinks to fully-landscaped gardens, so look for those little quirks that make the property unique compared to similar properties.

For example, this property in Montecito has a wine rack:

Tips for Successful Real Estate Video Ads - Focus on Special or Unique Features

Plus, it boasts a hot tub:

Tips for Successful Real Estate Video Ads - Montecito property example

Capturing these features in the video highlights the unique aspects of this home.

7. Show Off the Neighborhood

It’s great to show off a property, but what’s going on around it? Include a few clips of the surrounding area, even if you just zoom out to capture the apartment block and a couple of nearby amenities. Make sure to include any famous landmarks, fun events, schools, and even sidewalks.

Is the neighborhood a little rundown or potentially off-putting? An aerial view might work best, so you don’t focus too much on the finer details.

8. Sell the Lifestyle

When you’re looking for a property, it’s not just about the unit. It’s about the life the buyer will lead when they live there. For example, if you’re near the beach or a park, talk up the family-friendly vibes. Are you close to the buzz of shops, restaurants, and cafes? Highlight the walkable, cosmopolitan lifestyle.

Use the property to sell the lifestyle, too. For example, going back to the Montecito property, the landscaping gives off seriously chilled, secluded vibes:

Tips for Successful Real Estate Video Ads - Sell the Lifestyle

9. Interview Neighbors

People make neighborhoods. After all, who better to tell you what a neighborhood is really like than the residents? Try to get a testimonial or two to add some authenticity and personality to your real estate videos.

Unless it’s a new neighborhood, try to find residents who’ve lived there a few years. Otherwise, potential buyers might wonder why people don’t stay there very long!

10. Use Interactive Elements

From CTA buttons to clickable links, interactive elements help bring your videos to life. Use your editing software to add a CTA inviting people to book a showing, or include a link to a page where buyers can learn more about the listing and the services you offer.

Remember, real estate videos are a marketing tool. Use them effectively and treat them as you would, say, a YouTube video or digital ad.

Measuring the Success of Your Real Estate Video Ads

You’ve filmed your real estate video and launched some ads. How do you know if it’s working for you? The answer’s in your metrics. Here are five key metrics to track if you’re trying to measure your success rate.

  • View count: Your view count tells you, well, how many people watched your video!
  • Engagement: Video engagement levels tell whether people watch your video all the way through or stop watching.
  • Click-through rate: Want to know if people interact with your video and click those links and buttons? Check the click-through rate.
  • Conversions: Your conversions tell you if people are taking the desired actions, such as booking a showing or signing up for a newsletter.
  • Social media shares: Are people sharing your videos across social media? It’s a good sign if they are, so track your social media shares.

To get this data, either integrate your videos with your usual marketing platform to track metrics, or use a dedicated video analytics platform like Vidyard.

Conclusion

Video ads bring a whole new dimension to real estate marketing. With the right editing tools, a sharp eye for detail, and some enthusiasm, you can bring your property to life or show possible clients why you are the best choice.

There’s one final point to remember. You can shoot a clear, engaging, and professional real estate video with little more than a smartphone.

Don’t feel like you need to splurge to create successful video ads unless it’s within your budget to do so!

Need any more help with marketing? Check out my consulting services.

Have you made a real estate video ad for a listing yet? How did it go? 

How to Make Money From OTT Platforms and Video on Demand

As a business or marketing professional, when consumer habits change, you must pay attention. Perhaps nothing is changing more rapidly or drastically than how people consume video content.

To leverage this shift, you must first understand two of the most common video consumption methods: video on demand (VOD) and over-the-top (OTT). We cover both in this guide.

What Is Video on Demand (VOD)?

Video on demand (VOD) is a technology allowing viewers to watch video content when and where they want and the click of a button or tap on a touchscreen.

VOD is also popular because you can pause, rewind, or fast-forward content—and, unlike DVDs, you can easily start an episode from the moment you stopped it rather than searching through a menu.

In short, it gives viewers complete control of what they consume and how they want to consume it.

One of the most popular VOD services is Netflix, which started as a DVD mailing service and kept ahead of the game by adopting streaming early.

VOD - Netflix

What Is OTT?

Over-the-top (OTT) is a way of streaming video and film content over the internet at the user’s request.

The primary reason for this unusual name, over-the-top, is because it goes over the tops of traditional media distribution channels and distributes content directly to the consumer via an internet connection.

OTT platforms were made popular by streaming services like Amazon Prime Video, Hulu, YouTube, and more.

VOD Vs. OTT—What’s the Difference?

One of the primary differences is the medium through which video content is delivered.

  • VOD: Video on demand involves consuming any media content that isn’t played on a certain schedule or requires a physical DVD, tape, etc.
  • OTT: This is strictly streamed content, not downloaded or otherwise stored offline, and can include media like videos and online radio programs, such as podcasts.

The other big difference is VOD can’t be live content, while OTT can, as VOD by definition can’t have a set schedule involved. However, live content can later become VOD if it’s allowed to stay online for future viewing.

OTT is often VOD, but not always, and vice versa. As you may have guessed, many platforms, like YouTube, are categorized under both VOD and OTT.

Are VOD and OTT Right for Me?

If you’re willing to put in the hard work to create a high volume of quality on-demand content, you may be wondering if VOD or OTT is right for you. Bearing in mind there is overlap between the two, here are some pros of each option to help you determine which best suits your needs.

Pros of VOD

VOD enables you to deliver on-demand content to users, which is incredibly popular among consumers. As a result, you could monetize your brand faster and easier via VOD.

This method is best suited to subscription-based businesses. For example, fitness coaches can use VOD platforms to offer monthly subscriptions for on-demand fitness classes.

VOD also works well for brands wanting to leverage sponsorship deals—more on these monetization methods in a moment.

However, to make money from VOD, you must have a large, high-quality content library, so make sure you have a team able to handle this workload.

Pros of OTT

OTT’s strength lies in utilizing the internet, resulting in OTT platforms being able to offer both video-on-demand services and live streaming. This is essential for brands that rely on live events in their business model. A good example is Wanderlust TV:

VOD - Wanderlust example

If live events are part of your marketing mix, OTT is the way to go for you and your brand.

How Do I Make Money With VOD and OTT Platforms?

As a marketer, you may be wondering how to use VOD and OTT to bring in revenue. There are several ways you can profit from your video content.

Monetizing OTT Advertising

To get started with OTT advertising, you need:

  • The right technology: You can use third-party tools like Google Ads or have a custom solution developed to suit your specific OTT advertising needs.
  • An audience: OTT advertising hinges on a large audience as advertisers typically pay on a cost per mille (CPM) basis.
  • Data: Data on your audience demographics is essential to helping advertisers decide whether your platform will provide them with a healthy return on advertising spend (ROAS).

You have three options to monetize your OTT platform: video advertising networks, direct advertising, and scholarship deals.

1. Video Advertising Networks

One of the fastest ways to generate revenue from your OTT is to join a video advertising network (VAN). VANs connect you to marketers looking for ad space.

The major drawback to VANs is you lose control of the type of ads appearing on your platform—if something offensive plays, your audience may blame you. However, VANs are convenient as you don’t have to find advertisers on your own, so be sure to fully research any VAN you consider and read the fine print before signing.

2. Direct Advertising

Direct advertising allows you to take control of the kinds of ads you display on your OTT platform. To do this, you must develop a custom ad server to manage the ads you display on your platform.

Going the direct advertising route means you’ll have to find advertisers, negotiate with them directly, and set your rates. It’s a lot of work both on the business and development sides. However, you may get better returns as there’s no middleman.

3. Sponsorship Deals

Just as in the days of television, OTT sponsorship deals involve a brand paying for the right to advertise on a particular piece of content.

There are many ways to deliver your sponsored messaging. For instance, you can weave it into your content, show it as banner ads, or display it on launch screens.

An advantage of sponsorship deals is they can simplify your ad rotation because you only have to serve a few sponsoring brands. However, that can prove costly should any choose to end their sponsorship.

Monetizing VOD

Just like OTT advertising, you have three main options for monetizing VOD content: subscription video on demand (SVOD), transactional video on demand (TVOD), and ad-supported video on demand (AVOD).

1. Subscription Video on Demand (SVOD)

Subscription video on demand (SVOD) is one of the most popular ways of monetizing a VOD platform.

The SVOD model works by getting users to pay a recurring fee to access your content.

VOD - Showmax

SVOD is often one of the most profitable ways of generating a steady flow of income from your platform as long as you have content people are willing to pay for.

Luckily, research shows the estimated revenue and usage of SVOD are expected to continue growing for the foreseeable future.

With SVOD, you can create different access levels at various price points, making your VOD content available to a wider audience.

2. Transactional Video on Demand (TVOD)

Transactional video on demand (TVOD) is a monetization method allowing users to access content on a pay-per-view basis.

You have two main ways to offer TVOD to your customers, namely:

  • purchasing permanent access to a piece of content with a one-time payment, like we used to do with DVDs
  • renting a piece of content at a lower cost than the purchase but with a limited access period

According to Statista, revenue in the TVOD market is growing and expected to reach $12,150 million by 2025.

With a dollar amount like that, TVOD may be an attractive option.

3. Ad-supported Video on Demand (AVOD)

Another excellent way to monetize your VOD platform is the ad-supported video on demand (AVOD) model.

Unlike SVOD and TVOD, where users pay to view your content, the AVOD model generates revenue solely from advertisers. Your users don’t pay a dime. Because of this, such platforms tend to attract large audiences.

How does this work?

Advertisers pay to place ads in your video streams. Instead of paying to watch your content, viewers see a few ads as they stream your video content. A popular example of this is the free version of YouTube.

VOD - heat map tool

The AVOD model gives you two options:

  • signing up for video ad networks
  • direct advertising

Of course, the more viewers you have, the more likely you are to find advertisers.

What Platforms are Best for VOD and OTT?

Ready to launch your VOD services?

Not so fast.

You need a VOD hosting platform first. With so many of them available, choosing one can be a daunting task. Besides, if you don’t know what you’re doing, you may sign up for a platform that won’t meet your needs.

Here are a few platforms to consider.

1. Uscreen

One of the biggest players in the VOD hosting platform space is Uscreen. The platform is one of the most affordable, enabling even small businesses to use their services. For $49 per month, you get access to marketing tools, video hosting services, pricing control, and more.

2. Dacast

Dacast is a streaming solution offering both VOD and OTT functionality. Best suited for enterprise businesses and professional use, they provide hosting for high-quality video broadcasts and live streaming. A few of their notable features include video monetization, robust security, and API integrations. Plans start as low as $39 per month.

3. IBM Cloud Video

IBM Cloud Video offers an expansive feature set, making it easy to tailor everything to your needs. However, because it has tons of features, it can be challenging to navigate. That makes it best suited for businesses with expert broadcasters on their team. IBM Cloud Video runs at higher price points than the last two options, with their starter plan coming in at $99/month.

Of course, these aren’t the only three out there. In addition to some of the big-name platforms we’ve mentioned, others you can consider include:

Because the industry is growing fast, you can expect new players to come on the scene.

Conclusion

With the right content, audience, and monetization strategies, VOD and OTT content have the potential to grow your revenue significantly.

Are you interested in creating a VOD/OTT strategy but don’t know where to start? If so, can help. Our agency also offers services like email marketing, SEO, content marketing, and paid advertising.

Have you ever used VOD or OTT to generate revenue? If so, what was your experience?

What is Video Search and How Can it Help Your Business?

Studying how people use video search to find the content they want is an essential but often neglected area of marketing. When we understand how video search engines work, we can begin to devise marketing strategies around this traffic source. When you understand your audience’s search intent and properly optimize your videos, you unlock new … Continue reading What is Video Search and How Can it Help Your Business?

What is Video Search and How Can it Help Your Business?

Studying how people use video search to find the content they want is an essential but often neglected area of marketing.

When we understand how video search engines work, we can begin to devise marketing strategies around this traffic source. When you understand your audience’s search intent and properly optimize your videos, you unlock new means of generating leads for your business.

In this guide, we break down video search engines and how you can use them to increase your traffic.

What Is Video Search?

What is video search

The first thing we need to think about is why people search for videos in the first place. What makes someone look for a specific video? Why are they searching for that video? What are they looking to accomplish?

All of these questions are important to answer, and we’ll address them, one by one.

According to Google, people look for videos for three different reasons. They either want to reflect, connect, or learn. So, what does that mean exactly?

An Opportunity to Reflect

Video in any form has provided us with a way of escaping reality. For many decades, it’s been in the form of television. Many people use video to see life through a different lens, which helps them reflect on their own life.

This could be one reason someone might search for a video.

To Connect with Someone

Another reason someone may use video is to foster connections. 51% of people in a study completed by Google say they feel the need to connect with others through video content.

A great example might be someone struggling with addiction to alcohol. Their first response would be to retreat and hide from friends and family because that’s what they’re used to doing.

A quick video search displays hundreds of videos of people going through the same thing, and now they can relate to someone. We seek video to connect with our community and to meet on common ground.

To Learn Something New

Videos have become a way for us to learn about anything we might be interested in, and there are nearly no limitations to what we can find with a quick video search. Whether you’re looking to touch up on something you know already or dive into something completely new, there are millions of videos on the internet to help you accomplish your goal or explore your hobbies.

How People Search for Videos

Now that we understand the “why,” let’s look at the “how.” How do people search for videos on the internet, and what does that tell us as marketers?

One very common way people search for videos is in traditional search engines. A quick Google search for something actionable will supply hundreds of videos revolving around that topic. For example, if someone wants to learn how to properly tape off a living room to use a residential paint sprayer, it might be easier for them to watch a video on how to do it rather than read up on it.

You can also go to the video section on the search result page to see just video results.

Video Search Screenshot of Googles search results for a keyword phrase.

You can type your search into the Google search bar and then choose from the recommended videos, or you can click the videos tab and search strictly for video rather than text results.

video search on Google

Another popular method people use to search for videos is social media. Facebook, Instagram, Twitter, TikTok, and others all make it simple for you to search for videos in various ways.

For example, Instagram uses hashtags to tag videos. This feature makes it easy for people to come in and search the specific hashtag and find your video if you’ve optimized it correctly. 

video search Instagram screenshot of hashtags to help with search

On Facebook, hashtags aren’t as popular, but you still have video descriptions and closed captions that can be searched.

How to Use Video Search to Grow Your Business

As marketers, it’s our job to bring the right content to the right audience at the perfect time.

To do this, we need to have a firm understanding of a few things.

#1: Understand Your Video Search Audience

You need to understand who your target audience is, but this gets a little more advanced when talking about video search. This task isn’t as simple as optimizing a landing page for your organic search audience. We have to talk about a complete overhaul based on the platform you’re using.

There are a few levels to this.

The first level is choosing the platform you’re using to promote your videos. For example, the audience on Facebook is much different than the audience on TikTok. No matter how hard you try, you’re not reaching many seniors on TikTok, even if you have the perfect piece of video content for that demographic.

Once you understand the platform’s overall demographic, you need to break it down and learn who your specific audience is. What is your buyer persona? What types of videos do they like to watch? Are they looking for entertainment, information, connection, etc.?

The last level is, what types of searches are they making? Once you know where and who they are, how can you connect them with your video? What are they typing into the search bar, and how can you direct that to you?

The easiest way to understand all of this is to reverse engineer it the same we do with organic SEO. Put yourself in your ideal client’s shoes and search for a video within your wheelhouse. Figure out what search phrases lead where and what you need to do based on your competition to jump ahead of them.

#2: Connect With The Video Searcher

This point piggybacks off the previous one, but it goes a little deeper. Connecting with the searcher means understanding what they’re looking for so you can be the one to provide it.

Attention spans are short, so you need to provide the right answer as soon as possible in your video; otherwise, people will turn somewhere else.

Another key to video search is giving the audience exactly what they want, right away. If the first few seconds of your video doesn’t pique the viewer’s interest, they’ll move on to the other hundreds of options available to them.

#3: Know Your Chosen Video Platform

Another point to consider is the chosen platform you’re using from point one. How well do you understand how to use it? Do you know how the video search process works? Do you understand the basics of the algorithm and methods used to determine which videos show up and how they rank them?

In the same way that we try to understand everything about Google’s algorithms for SEO, we need to do the same with each platform, and if you don’t understand it, you might get left behind.

#4: Time it Correctly 

Timing is a huge factor. The length of your video will play a significant role in who chooses to watch it and how well it ranks. There isn’t an “end all be all” for video length because the ideal length depends on the platform.

That said, if someone is looking for a quick solution to a problem, throw that case out the window. For example, when someone is trying to figure out how to upload a featured image on WordPress, they don’t want to watch a 15-minute video because they’re going to know there’s a lot of fluff.

Your video would likely perform much better if it was only one minute because people will assume it is straight to the point.

Google even pinpoints in many video searches where the result you’re looking for is in the video in their search results.

video search how to time it correctly

They pull a snippet out for you to get the answer you’re looking for without having to watch the whole thing.

#5: Optimize Properly 

Lastly, you need to optimize your videos. There’s a whole guide to video SEO here, but there are some important factors pertaining to video search specifically.

First, your thumbnail:

The thumbnail of your video is like the trailer for your upcoming movie. If the trailer sucks, chances are, no one is going to see the movie.

If your thumbnail sucks, fewer people will click through to your video. Your thumbnail needs to contain keywords, and it must instill confidence in the viewer that your video will solve their problem.

Second, you need to optimize your video descriptions on all platforms. Every video search platform uses keywords to determine how relative a video is to what the user is searching. You need to make sure you’re following fundamental SEO principles when it comes to video search as well.

The Most Popular Video Search Engines

most popular video search engines

Many people wonder what the top video search engines are but keep in mind, it’s unique to the individual. What’s a hit on Facebook might tank on TikTok and vice versa. When choosing from these top six video search engines, make sure you factor in everything we’ve discussed so far.

Facebook Video Search

Video marketing on Facebook is all about interrupting patterns. If you’re targeting an older demographic, your content is a bit more serious, and you’re able to grab attention quickly, Facebook might be an excellent place for you.

The problem that I’ve seen with Facebook video is the implementation of intrusive ads. That’s why I recommend sticking to short, sweet, and direct videos on Facebook. If your primary purpose of creating the video is to sell something, keep it super short, ideally less than 60 seconds.

One area where Facebook has shined is in e-commerce. I see videos all the time of people using a product they purchased online, and they do such a great job of making the video appear organic.

The key to getting your video in front of your audience on Facebook is to make sure you include the right keywords in your description and have a very refined target demographic.

YouTube Video Search

Understanding Youtube video search is all about understanding video SEO. There are also various tools and extensions out there to use alongside the manual work and knowledge you obtain.

One thing about YouTube is that they reward continuous creators. Consistency is essential, and if you plan on having success with YouTube, you need to create videos every week so the algorithm sees that you’re a consistent creator.

I see YouTube marketing as an excellent way for affiliates, content creators, and artists to display their work. If you produce something as a product or you’re an affiliate or something, YouTube is the place to show your stuff.

The platform also puts much more emphasis on longer videos. Plus, if you’re creating high-quality content, the longer videos will increase your watch time, which has a positive impact on ranking.

Instagram Video Search

Instagram is built on discovery, and if you’re looking to go from nothing to something, Instagram seems like the place to be. Video search on Instagram is made possible through the use of hashtags.

When someone wants to find something specific or they want to filter content, they search using hashtags.

One great way to get discovered on Instagram is by capitalizing on trends. Throughout the year, Instagram has a plethora of hashtag trends that explode in terms of search volume, and if you find one that’s relevant to you and your audience, you may be able to create a viral video or “reel” (their version of TikTok) in no time.

Twitter Video Search

Capitalizing on Twitter video search is similar to Facebook; it needs to be interruptive without being intrusive. You’ll want to have the proper key phrases in your video’s description because users will search for content relating to that phrase.

Also, keep in mind that platforms like Twitter choose which videos to display on users’ Twitter feeds, so having relevant keywords pertaining to the content in your video may end up on the feed of your ideal client.

Vimeo Video Search

Vimeo is very similar to YouTube, but Vimeo has an advantage with smaller boutique-style audiences. There’s less competition, the quality of videos is better, and viewers are more dedicated to the videos they watch.

Another recommendation for marketing on Vimeo is to stay on top of the engagement with your viewers. Because the audience is so much smaller, there’s a lot less spam and bots, which means more actual conversation from people who may have questions about whatever it is you’re selling or promoting.

TikTok Video Search

Content is king on TikTok, and compared to all the other platforms, this app is the only place where you can post a video with no followers and get millions of views if you know what to post.

It’s essential to understand your audience and tap into their feelings, emotions, fears, and desires. Who are you looking to target, and what do you want them to feel when watching this video?

Once you’ve got that figure out, put in a proper description, add some hashtags, and see what happens. There’s no proven formula because the content is so important on this platform. If your content resonates with the right people, it will get likes and shares, and the sky’s the limit from there.

Conclusion 

Now that you understand video search, how people search for videos, why they search, and how to reach them, how do you feel? Do you feel like any of the previous video platforms could work for your brand?

If this all sounds like a lot of work, consider learning more about what we’ve done to help other marketers get their videos in front of the right audience.

Which platform do you think is the best for video marketing going forward?

The post What is Video Search and How Can it Help Your Business? appeared first on Neil Patel.

Free Video Editing Software For E-commerce Videos

High-quality video content is a great way to showcase products professionally in an e-commerce store. AI Multiple, a digital B2B research firm, found that video content makes website visitors 64-85% more likely to buy a product, compared to static images.

There are many ways to edit your videos for free. Free video editing software has become increasingly popular in recent years, and the perks of the programs are always evolving.

These days, you can create high-quality, engaging video content that converts without paying the high sticker price of big-name software. If you’re not sure about product videos for e-commerce, or you don’t know where to invest your money, then free video editing software is a great place to start experimenting.

Is Free Video Editing Software as Effective as Paid Tools?

Paid doesn’t always mean better. Free video editing software has come a long way since its inception, and the latest platforms are incredibly versatile.

Many paid tools have impressive free versions, so you can use your favorite software without paying a subscription fee. This is a great way to test out content types and figure out the design direction for your videos.

Paid Tools with Free Subscriptions

These free versions allow you to test out paid products and see how they work. If you’re a beginner, there are tutorials and walkthroughs that can get you started.

That being said, there are many free tools with equal or greater editing options as paid tools. It’s important to figure out what kind of features you’re looking for, whether that be short-form, DIY social videos, product testimonials, online ads, or animated clips. Once you know what you need, it will be much easier to find the tool that suits your verticals.

How to Use Free Video Editing Software to Help Your E-Commerce Site

Video content can help you display your products in new and inventive ways. Customers appreciate being able to see a product in action. They also want to know what other people think of it, so posting reviews and demos can be a great way to target those audiences.

Youtube is the second-most trafficked site on the internet, coming in right after Google. This tells us the public is interested in video content and is searching for it every day. In fact, it’s estimated that users spend almost 100 minutes a day watching online video content.

So, what are these consumers looking for?

The CMO Council, a marketing research firm, found 48% of consumers want to see content that reflects products or services they are already interested in. Likewise, 43% of consumers want to see content that gives them clear information on the next steps they need to take in order to purchase.

Free video editing software can help you speak to this growing demographic and introduce your products to their vast sales funnel.

With well-edited videos, you can showcase the way your products move, answer FAQs, make your own promotional videos, highlight customer reviews, and give live product demos. This offers new value to your consumers that static content misses.

Want to find out how to get started with video marketing? With just a few simple tools you can maximize your conversions and extend your reach online.

What Features to Look For in Free Video Editing Software

Free video editing software can help you to create stand-out video content for your e-commerce platform.

There are so many different programs to choose from and even more features to consider.

But don’t get overwhelmed!

The first step is to figure out what you want your content to look like. Are you making short-form ads for Instagram Stories? Are you creating Google ads, Facebook banners, or on-site product pieces? Different content requires different features, so make sure you know what you’re looking for.

Once you know what you want to create, sorting through the noise is easier. Here are some features to consider when choosing your free video editing software.

Choose Your Video Editing Skill Level

If you’re brand new to video editing, it’s best to start simple. Choose video editing software that doesn’t have too many complex features and one that will give you a tutorial. You can also find an online walkthrough to explain the best ways to use the software.

Give yourself enough time to play around with software before your project deadline. These tools can have a learning curve depending on which software you choose, so keep that in mind before you commit.

Video Editing Supported Formats

Some platforms, such as Youtube, require specific formats in order to upload content. It’s important to research what your format requirements are before diving into the new software.

If you want to publish your content in 4K, or maybe convert it to 720p, it’s a good idea to factor that into your content creation planning.

Some free video editing software platforms have a range of compatibility options, while others are very limited. Be sure to read the fine print before downloading anything.

Audio Video Editing Tools

Depending on what kind of content you’re producing, you may want to add audio tracks or musical elements to your videos.

Some free video editing software support audio mastering, while others don’t have those options. You may be able to add audio in through a secondary program if you want to, but it’s probably better to find software that does everything you need it to from the start.

Likewise, the audio tools may be limited to in-program purchases or pre-determined tracks. So be sure to choose software that will allow you to upload outside media if that’s what your content needs.

Titles and Subtitles

Titles and subtitles are a great way to overlay branding or text. You can also increase accessibility and speak to consumers who may have their volume turned off as they scroll.

Many free video editing software platforms have title and subtitle options. That being said, not all of them allow you to export or import these and you may need to do a bit of extra research to find a platform that supports more advanced text options.

Collaboration

If you’re looking to involve your team members in the editing process, then choosing a tool that supports collaboration will be important.

Many of these tools have limits on how many collaborators can participate, so make sure you know how many people will be logging onto the software and in what capacity they will be contributing.

Best Free Video Editing Software

No matter what kind of content you want to create, there is a free video editing software out there that can make your e-commerce dreams come true.

Remember, there are different apps for mobile, desktop, and even Instagram-specific editing tools. Read the software details to ensure you’ll be able to use your video on your desired platform.

Adobe Spark

Adobe Spark is one of the most approachable free video editing software platforms. You can add images, soundtracks, and animations directly into your uploaded videos. You can also edit and share your videos from the app, so you don’t have to spend time waiting for lengthy uploads.

Adobe Spark features:

  • Seamless social sharing options
  • Variety of typography, animations, imagery, and themes to choose from
  • Metric tracking for content

The free version gives you access to most of their basic editing software. You can also go premium for $9.99 per month.

adobe spark free video editing software

Avidemux

Avidemux is a great beginner video editing software. It can be used on Windows, Mac, or Linux operating systems and boasts a clear, simple, easy-to-navigate interface.

The downside is there aren’t as many features as some of the other software platforms we’ve discussed. That said, if you’re just getting into video editing, this is a great place to start.

Avidemux features:

  • Cutting
  • Encoding
  • Filtering
  • Audio integration

Avidemux is 100% free.

avidemux free video editing software

Clipchamp

Clipchamp lets you edit clips directly in your browser without having to upload anything. It’s compatible with all file sizes and offers a range of customizable video templates curated by industry professionals.

Clipchamp features:

  • Video editing
  • Compression
  • Converting
  • Add audio
  • Add text

Clipchamp is a great option for those looking to do some quick and easy editing. Although it lacks some of the in-depth, professional features that can be useful, it makes up for it by being easy to navigate and learn.

The basic platform is free for up to 5-minute pieces. Premium plans begin at $14 per month.

clipchamp free video editing software

HitFilm Express

HitFilm Express is a professional-grade free video editing software that can be used on either Mac or Windows systems.

HitFilm offers advanced and beginner features that rival some of the best paid platforms out there. The catch? You have to post about them on social media before you can start editing.

HitFilm Express features:

  • Green screen effects
  • Advanced cutting tools
  • Video and audio filters
  • Layers and masking
  • 3D video support

If you’re a beginner, factor in some extra time to learn the interface. Don’t worry too much, there are a range of tutorial videos to get you started which are based on popular Hollywood franchises like Star Wars and Marvel. The videos are fun to watch and you might even learn something!

hitfilm express free video editing software

Wave.video

Wave.video is free video editing software for creating branded content. They have a huge stock video and image library and an array of different templates you can add to your video.

Wave.video features:

  • Free library of image and video clips
  • Voiceover recording
  • Audio library of 300,000 royalty-free audio tracks
  • Ad-free video hosting

Wave.video is free for up to 15-second videos. Paid subscriptions start at $8.25 per minute.

Looking for more video editing software options? Check out these 5 video editing tools.

wave free video editing software

Next Steps After Choosing the Best Free Video Editing Software Tool

Once you’ve chosen your software, it’s time to get to work!

Depending on the software you pick, your next steps will look a little different.

If you choose a professional video editing software such as Avidemux or HitFilm Express, then you’ll need to upload some content of your own before you get started.

If you have some product shots or e-commerce reels, you can upload them into these platforms to cut them into shorter clips, add in text overlays or branded content, or add in audio tracks or music.

If you chose a more simple software like Adobe Spark or Wave.video, you could start by choosing a template and editing it to make it your own. You can also upload product images or videos and then utilize some of the free, in-app features like typography or animations to enhance your video.

To maximize your content for e-commerce conversions, make sure you tailor your content for your platform. If you’re trying to showcase how your product works, a product video is a good place to start. If you want to advertise a sale or discount on a Facebook ad, be sure to pay attention to sizing requirements and formatting options.

Conclusion

We know how important video content is for e-commerce conversions, but making video content doesn’t have to come with a hefty price tag.

If you’re looking to drive more e-commerce store traffic or maximize audience engagement with fun and creative video content, then using free video editing software is a great place to start.

Who knows, maybe with a little practice, you’ll be the next Spielberg of e-commerce.

What are some ways you can use video content to strengthen your e-commerce sales?

The post Free Video Editing Software For E-commerce Videos appeared first on Neil Patel.