How to make a video that drives results
Here’s a question for you. Do you think video consumption is:
A: Declining
B: The same as it’s always been
C: On the rise
For those of you who have done your homework about the latest marketing trends, you won’t have to think too hard in order to answer that question. That said, while you may be aware that video consumption is on the rise, you may not realise just how impressive conversion rates are.
Consider these 3 staggering stats from Hubspot:
- Including a video in an email, leads to a 200 to 300% increase in click-through rate.
- By showcasing a video on a website landing page, conversion rates increase by 80%.
- According to YouTube, mobile video consumption rises 100% each year.
Regardless of whether you’re in Melbourne here in Australia or anywhere else around the globe, it’s never been a more exciting time to be a marketer and to be involved in video production. While the above statistics are impressive, having been in the video production game for years, we’ve seen first-hand how the quality of a video has a huge impact on its success.
From small businesses based in Melbourne to large organisations looking to position themselves as influencers in their chosen industry, a quality video can help. You just need to ensure you’re making a video that actually drives results.
The team here at Creswick Creative have put together three tips to get you started on the right track:
Tip #1: Make sure your video tells a story
Any good video will include a problem, a solution and a call to action. To put together an effective story that showcases your product or service, you need to understand who your customers are, how they think, what appeals to them and speak their language.
Tip #2: Short and sharp videos will win your audience over
Asking how long a video should be is like asking someone: how long is a piece of string? While it’s true that there’s no limitations as to how long your video can be, you really want to put together a video that captures your audience’s attention as quickly as possible. Remember, people are time poor these days – if you can’t grab them in the first 10 seconds, their attention is likely to waver. Have a think about some of your favourite videos and you’ll be well on your way.
Tip #3: Understand the limitations on-hand
Remember, you’re not trying to make the next Thor movie. What you want is a quality product that speaks to your target market… in other words, forget about fancy tricks and focus on making a video that generates results.
Once you’ve created your video, it’s essential to have a plan for its launch. This involves you looking at:
1 – Who will you host your video with? While we won’t go into the specifics here, there are a number of good reasons why you shouldn’t self-host your videos. One of the most important is that video files are large in size and your web server may be unable to cope.
2 – Putting together a well-thought out marketing plan that ensures your video is seen by the right people. A video doesn’t have to go viral to be a success for your business. Think about how you can use your own channels to drive your video: social media, your website, e-newsletters, landing pages and so on.
3 – Use your video strategically – most of our clients choose to place their video in a prominent position on their website. Depending on what kind of video you’ve made, have a good think about its placement and whether it will help you to maximise results.
Creating a quality video that drives results is no easy feat. If you know video can boost your business but don’t know where to start, our video production team is here to help. We’re based in Melbourne but we have clients interstate and all over the world so contact us today and we’ll be in touch.
