YouTube is the second largest search engine and by the end of every day, four billion videos are watched around the globe!
It’s a massive opportunity for business. The infrastructure you need for global distribution of your films is taken care of – for free – all you need to do is provide the content. Today, if you have a smart phone, you walk around with a video camera in your pocket all day, every day!
Why are videos so effective? Statistics show that people prefer to watch over read if they have the option. Think of the times you’ve visited someone’s website and you’ve have the choice to watch an intro film or read mountains of copy. You’ll watch the video. If you like what you see, then you will read to get more information.
Have you ever sent an email or a text message and the reader has read your tone wrong? When you create a video, you can completely construct an experience for the viewer and ensure your message is delivered the way you intend. Film is all about experience. You’re letting someone have a taste of what it’s like to meet you in person or to work with you. The experience factor is the number one reason you should be creating film.
If they are so important, why are videos left out of the content plan?
It does take longer to create a film than some of your other content, but it is a valuable investment of time. Remember, you are creating a long term asset that keeps appreciating and growing in momentum.
It allows your customers to spend time with you before they have met you. You can build rapport before you’ve had your first real life conversation. You’re able to spread the net wider.
Videos can also save you time. Do you have things in your business you say over and over? Things like training procedures or frequently asked questions. Automating messages in your business via video will save you lots of time.
B) Technical Skills
It is now easier than ever to make a film and distribute it globally.
1. You need a camera- Eg. smart phone, flip camera, DSLR
2. You need editing software- on your laptop, iPad or even iPhone.
3. You need some basic steps on how to film and edit and upload.
(There are many tutorials online, ask someone in the know or seek professional training)
But there is a fine line. The point of films are to lift your brand value. DIY is fine, but there needs to be a professional standard. You need to feel proud of your videos.
If you have a few professionally made videos on your YouTube channel and website, you set the bar in the viewer’s mind. You can fill up your channel with all of your DIY clips too. Professional films should absolutely capture an impacting experience.
C) Cost Effectiveness
The beauty of investing any resources into films is that your films become assets that continue to yield a return indefinitely.
Consider putting out a newspaper ad – not only does it cost you a substantial amount but once the ad has run, it’s over, that’s the end of your investment. Videos sit on YouTube building momentum the longer it’s there.
What are some signposts that films are working?
1. You attract you more leads- videos make you more searchable
2. You make more conversions- videos make you more credible.
3. Your customers spend more time with you – because you’re providing them with content.
4. You foster better relationships and in turn, encourage repeat sales.
5. You save on the cost of things you already spend money on.
What makes a good film?
1. They should be interesting – so this requires a bit of thought and creativity
2. Keep them short and sweet
3. Show off your personality and distinct style
4. Remember, music makes a world of difference
5. Lighting and a great set will take your videos to the next level
Share and Leverage!
Once you make a film and upload it to YouTube, you can share it on your other social media platforms, widening your audience. Consider posting it on Facebook or Google+, tweeting it out, embedding it into your blog or website – and more!
You can go the extra mile and syndicate your blog out as an iTunes video podcast.
1. Consider what purpose you want your videos to serve. Eg. Attracting new leads (high searches), conversions (videos mainly for your website that help people across the line to making a purchase), videos that build relationship (lower random searches, more for building your community).
2. If you had unlimited budget and resources and could set up an online TV channel for your business, what would you want it to be called? What topics would be covered? Interviews, how-tos, your industry news, short films….
3. Brainstorm some themes and topics that your videos could cover. Then select the top three that are the most interesting, relevant, helpful and shareable.
4. Using these themes, write down six titles of interesting YouTube videos.
5. What are the obvious films you need to make?
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