Video marketing has become essential regardless of the social network. However, as easy as it is to create videos. getting views (and especially generating revenue) is complicated. This is why in this file we will see the video formats that generate views. And what tools to use to achieve them.
Why use video marketing?
There are several reasons to use video marketing in your content creation strategy:
- In the feed (Linkedin news, Facebook wall, etc.). It is essential to stand out from the crowd And therefore a native video that launches automatically necessarily attracts the eye.Whether by the space occupied (more readable than a text ). Than by the movement of the video.
- A video is easier to consume than text. Which requires effort to read, or even having to click to read the text. (e.g.: read more on Linkedin, etc.) or than a carousel,which requires clicking to go from slide to slide.
- A video makes it possible to convey simple messages with emotions, because it is often said that 80% of communication is non-verbal. Similarly, by dint of seeing your face on the videos, you will inevitably create recognition.
Their interest is that video marketing has become more democratic, and everyone can get started. The tools for making videos are almost “free”, all you have to do is:
- From a simple recent smartphone
- From an app or video editi
- A bank of ready-to-use professional videos to customize with turnkey templates to customize.
- ng software , or even simply using the native tools offered by social networks there are even free editing software, see this list
From now on, even a Freelancer, an SME… can produce quality videos in a few minutes, and the success of Tik Tok shows that the short video has become the winning format.
How to make successful marketing videos?
If video marketing has become essential, that doesn’t mean it’s simple
On the contrary, if you want to make the audience with videos, you have to understand the codes and the expectations of the targets (which can be different according to the platforms), and above all not to think video marketing = corporate professional videos in Spielberg.
Here are some tips for your marketing videos, with sample videos.
- Focus your efforts to create emotions or add value in the least amount of time .
- In video you have 5 to 10 seconds to convince the person to continue watching before they skip. It can be an astonishing figure, a result, a study…
- Forget long intros, credits…go straight to the point.
- Make a very fast video editing with shot changes, animations…
- Ask questions to readers (ex: do you already have…, what would happen if, wouldn’t you want to…) so that they project themselves on the subject.
Here is an example with the Youtuber Poisson Fécund
- Telling a story is the best way to grab attention and create resonance.
- Speak in your videos as if you were talking to a friend in a hurry, so no blah blah, go to the essentials.
- However, this does NOT mean that you have to improvise… On the contrary, you must list all the key ideas, and the examples before starting your video. Ideally, you should write your text once in order to have a common thread and very clear ideas, as well as examples (you can then cut out the “weak” parts during editing).
- However, if you don’t have time to do this, just jot down the big ideas, key words and examples on a piece of paper.
- Always reread your text orally, because we do not write at all as we speak, and vice versa!
- Regarding the reading of these notes, you have two options
- either stick the keywords of your text behind your camera (ex: on the wall…)
- or take your notes in your hand like the presenters with their index cards.
- Personally, I prefer to take index cards, because reading keywords or ideas on a document behind the camera is especially visible if you do it too often.
- or use a teleprompter that scrolls a fully written text. It’s a good solution for a sales speech, but personally I find it not natural enough, and too “read”. There are even mobile apps that can be used as a prompter (eg on an iPad).
- At the end, always thank people for watching the whole video… and ask for their opinion and comment on the content.
- Add a call to action at the end (ex: leave a comment, like, give your opinion…).
- You can also add a little incentive to like or share in the middle of your video if it is several minutes long.
- The call to action must also be present in the description of the video, or in the first comment (ex: the 1st comment pinned on Youtube).
- You can also put in the description the presentation of your company, your free content (white papers, checklist, training video, etc.). This is what I did on my top 150 videos on Youtube, by modifying the description of my videos with the most views.
- Add subtitles to your videos.
- On Linkedin, Facebook, Tik Tok… many people watch the videos without sound. It is therefore necessary to provide subtitling, either manual or automatic.
- There are many online solutions that allow you to do this (ex: otranscribe.com), or even simply your video editing software.
- Take care of the video thumbnail to make it very readable quickly, and if possible with an image to speed up playback.
- You can use Remove.bg to remove the background from a photo of you, and thus reuse it with other images (see below with Fecond fish).
- Then you can use a royalty-free online image bank to illustrate your point, with a very readable title (nb: some thumbnails below are certainly very visual, but the absence of a thumbnail is still less readable ).
- Make 2 versions of your videos if they are long for some networks.
- On Youtube, you can make long videos… but on TikTok, Instagram, Linkedin… it’s not advised.
- It’s the shortest videos that are the most successful (short formats are pushed as a priority on Instagram, Tiktok, etc.), which is why you shouldn’t hesitate to make 1 very short format (in teaser mode and with the big ideas), and a more complete format (posted on Youtube for example or simply presented at the end of the video).
- Generally on Instagram we consider that the ideal length of a video is 30 seconds.
- Think about hashtags (on Instagram, TikTok, Linkedin…) and keywords to position yourself on the keywords that generate the most traffic.
- On Linkedin it’s 3 to 4 hashtags, on Instagram a dozen (ideally 8), on TikTok it’s 5. Knowing that on Facebook, I’ve never really seen an impact.
- Always vary your hashtags to cover different themes and attract different people. You can try to find suggestion tools (ex: hashtagify.me), but generally better to use the search on the platform.
- For example, use 1 “popular” hashtag (followed by tens of thousands of people, for example #marketingb2b ), 1 “specific” or only French with a few thousand followers (eg: #médiasociaux), 1 very specific hashtag on the subject of your video (eg #conseilsmarketing) and possibly 1 unique hashtag for your brand (eg #conseilsmarketing, #cxsummit2021) which will allow you to search for your videos and who shared them.
- On Youtube, these are keywords that must be added, and for this you can use keyword suggestion tools (SEMrush.com, WhatsMySerp.com, Ubersuggest.com…) and Youtube video optimization tools (VideoIQ.com for example). You can also try to copy in the keywords the exact name of the most popular video on the theme in order to appear in the suggested video.
- Mention influencers to capture some of their notoriety.
- As for this blog post, you can mention in your video Youtubers, Instagramers, Tiktokers… but sometimes mentioning them is not enough because they have hundreds of mentions every day. Complete your mention with a message on the platform, or even by sending an email (not even, and not a few days later, otherwise it will be a “bailiff reminder letter”). If you don’t know the person’s email, try services like hunter.io, Snov.io, VoilaNorbert.com… which offer you to find the pro email of a professional.
- Avoid the monotony that will encourage the reader to zap, and therefore add a new element every 30 seconds.
- It can be an animation, a reframing, a question to the listener, a change of shot…
- If you watch TV commercials (and videos from Top Youtubers), and you’ll see that every 5-10 seconds there’s a little trick that changes to keep your attention.
Some simple marketing video formats to try!
1 – The video filmed in portrait mode with key messages displayed on the sides
This is the major trend on Instagram and Tik tok with very simple (even amateur) videos
- in portrait mode
- with a person dancing and waving on text blocks
- super simple texts and goes everywhere.
The principle is to bet on the natural, and to convey simple messages, if possible which resonate with people, and which allow them to find their way around (eg personal problems, simple advice, etc.). The goal is not to go deep in content and make complex videos, but simply to distract a reader in the video stream on Instagram and Tik tok, and to get their agreement on what is said by a “Like” and if possible a comment.
2 – Video animations with turnkey video templates
What is often complicated with video in an SME or a Large Company is that it often takes a lot of validations and modifications before having a video that is accepted by all. Indeed, it is not uncommon to redo 5 to 10 versions of a video montage such as an interview before having the version that pleases the interviewee, which is interesting and without stuttering. And so, sometimes 3 minutes of video interview requires 3 to 4 hours of work…
This is why it is often more interesting to use royalty-free image and video banks, and to choose turnkey professional videos to personalize. However, to stand out from the crowd, you have to use original videos that are not seen and reviewed hundreds of times. It is absolutely necessary not to do “already seen” or “amateur”, otherwise it is the image of your company that will be at stake. For example, you can use a site like iStock Photo , which offers thousands of original, high-quality videos.
You can thus give a professional image of your company for a few tens of euros.
In addition to the video itself, you also have to do a professional edit.For this you can use the video editing tools.Again, you can use iStockPhoto which offers you a built-in video editor, and allows you to search the library for original videos and then customize them A few tips for your animated videos:
- Keep it short, no more than 3 minutes maximum
- Pay attention to the text / video contrast, it is essential to have a very readable text.
- Check the scrolling speed of the text and limit the number of words as much as possible.
- Re-use your video for different formats (ex: portrait for Tik Tok, square for Instagram, stories for Insta / Snapchat / Facebook / Of course, making animations with original videos that have not been used
3 – Live marketing video
On platforms like LinkedIn and Instagram, going live is still very much a generator of views. With Instagram, there is a notification that is sent to people on the Mobile app. On, it is very interesting to create an event, then to send invitations to its contacts, then to make its live with tools like StreamYard.com. To create a event, just click on “+” in the left column “Events”: Then, you can use the LinkedIn form to retrieve people’s emails: Then, from your event, all you have to do is invite your contacts: On “D” day, you can go live, and send a reminder to participants beforehand (either via a direct message or via e
4 – creencast video by filming your screen
You can either make a video tutorial, present a Powerpoint, or comment on a blog article, or do a critical analysis live. Personally, I like the “screencast” format because it allows you to reuse written content to make a Youtube video, a podcast…
The method is as follows:
- You write your blog post
- A few days later (in order to keep the article in memory, but with a little delay to find additional videos), you make a video recording of your screen with a microphone using tools like Loom or Camtasia.
- You make an oral summary of your video, without reading the text, but under inspiration. That is to say that you can give more examples, skip uninteresting parts, add emotion…
- You cut the long parts, which ultimately isn’t worth it… without spending hours editing.
Here is an example of a screencast from a blog post: You can also use your smartphone to make tutorials (personally I use the free AZ Screen Recorder application).
5 – The video with a compilation of photos to music
This kind of video is the “minimum service”, because it does not usually bring huge traffic, but it is very very simple to achieve.
- “Story Telling” videos where you present a professional event (by mentioning speakers…)
- “Behind the scenes” videos where you present behind the scenes of your company, the launch of a product, an intervention…
- “Product” videos where you very quickly present a new product that you have just designed, a product that you have just tested…
To make this type of video, the easiest way is to use TikTok, because the application allows you to create an animation with music in a few seconds, plus text in the caption. You can then export their videos to Instagram (story or in the news feed), Snapchat…
Succeeding in Marketing Videos, is it simple then?
Unfortunately, generating views on your videos is not easy, and making it a real lead generator even less. In fact, as simple as it is to make a video, making a video that will generate views will require thinking above all about your listener (what will please them), and bringing maximum added value (or distraction) in a minimum of time.
Don’t forget that your readers’ time is precious, so don’t waste their time!
To convince you, here is the interview of Poisson Fécond by Antoine BM: You will see that Chris really tested a lot of formats before finding the right one. But also, that it’s a “controversial” video (the salary of Youtubers) that really boosted its traffic.So it’s not just the technique that counts, it’s also (and above all).
creating videos that will interest and generate buzz. And don’t be afraid to look at what others are doing, and what formats, videos, etc. work best. Indeed, you can very well adapt to your sector of activity a type of video that creates a buzz (eg: a challenge, a transition, etc.)