YouTube reviews and how-tos, Tasty recipe videos and TikTok clips are among the gamut of social media videos we consume daily. Video, like other media, has evolved into the business marketing landscape. A marketing trend we’ve seen over the last few years is humanizing the brand for a more personal, customized experience. Video can be a tool to help accomplish that. In fact, 54 percent of consumers would like to see more video from brands or businesses they support (Hubspot 2018).

So where do you start? Here’s how to get the camera rolling and best practices to consider when giving the people what they want (more video!).


Video Strategy

It’s key to have a clear video strategy that fits into your overall marketing strategy. Include deliverables with clear calls to action that lead the customer / prospect through the sales cycle.

When thinking about deliverables for your videos, “views” are first come to mind. It’s important to research the vehicles you’re using to share your video and what they constitute as a view. For example, YouTube considers 30 seconds watched as a view. While LinkedIn, Instagram and Facebook count three seconds watched as a view. That’s a substantial difference. Essentially on some social media sites, if someone is scrolling on their feed and pauses on your video it counts as a view.

If you plan on creating a video channel or library, research video hubs that can also capture leads and are fully customizable to your brand.


Stick to the (very short) Script

You have three to thirty seconds to intrigue your viewer enough to watch your entire video and download the white paper / register for the event / schedule a meeting / request a demo / buy the product. No pressure.

A video’s sweet spot is 30 seconds to a minute and a half. If it’s more than four minutes, your viewer might as well pop the popcorn and silence their cell phone.


Streaming Now On-Demand

Streaming services have provided consumers with the on-demand experience of their dreams. Video in business presents the opportunity to educate customers or prospects with quick, digestible videos in a series playing to the on-demand experience.

Videos can be educational, a personal introduction to your brand or sales person / team, a visual demonstration of your service or product, or simply a more personal way to deliver a message. It’s like your own personal Netflix video opportunity.


Shot on iPhone (or Android)

In conjunction with the humanization trend in marketing is brand authenticity. A video doesn’t have to be super rehearsed, shot using multiple angles or with the latest camera. Sometimes a simple iPhone or Android video will do the trick just fine. Afterall it was good enough for Selena Gomez’s latest music video!

It also provides that authentic quality where a slip up can come across as relatable or personal. You could play it off to make the video light and conversational. Whether you decide to film on your smartphone or with a video crew there’s a few things to keep in mind:

  • Be conscious of lighting to avoid shadows and a dark picture.
  • Avoid clothing or a background with busy patterns that can be distracting to your viewer. A clean background or clothing with your logo is best.
  • Remember to sit tall and straight and don’t forget to smile!

If you’re nervous about your video send it to a colleague internally before posting or sending to your audience.


And the Award for Best Story Goes to….

A video, like all written marketing materials, needs to have a beginning, middle and end. If you’re sharing tips, a how-to or demonstration, using steps with numbers or saying first, next and last, make it easy for the viewer to follow along.

When sending video via email, make sure to leave the bulk of your message in the video not in the body of the email. Include the word video in your subject line and the length of the video to entice your audience.

Ultimately, you’re in the director’s seat because you understand your audience best. Don’t be afraid to test out a variety of videos. Ready, set and… action!