If you aren’t using videos in your marketing right now, then you are missing out on perhaps the single most powerful form of media when it comes to creating brand awareness, engagement, loyalty and conversions.
In this post, we’re going to take a look at why video marketing is essential for your success.

Persuasion

Videos are persuasive beyond any other form of advertising or messaging. Did you know that research from Wyzol found that adding a video to a sales page could increase conversions by as much as 80%?

That’s a huge statistic and while it might seem wild, it actually makes a lot of sense.

Videos are super engaging because they combine multiple senses: we can see and hear the person talking. At the same time, we’re able to pick up on nuances in bodylanguage that we couldn’t from an image. And because we don’t have to make any effort (unlike reading), the content can start to captivate us without us having to do anything.

Throw in some music and a really great message and it can be nearly impossible to look away – and you’ll be much more likely to want to buy.

A Video Tells a Million Words

If a picture can tell a thousand words, then surely a video can tell a million.

Videos are also incredibly powerful because they can get a lot more information in in a shorter amount of time. A video can tell us all about a subject in much more detail and this information will sink in much quicker.

That’s one another study found that 74% users who watched explainer videos would go on to buy the product or service being explained.

Think about what a big difference this can make to your website: having a video that explains and promotes your product right on the homepage, that plays immediately upon landing there. This could be the difference between a visitor leaving or clicking ‘Buy’.

Videos Inspire Trust

Finally, videos can help to inspire trust and establish authority. While anyone can write a blog post, creating a video requires certain skills and certain tools. This means that we will automatically presume that a company that has a great video, must therefore be generally reputable and professional.

And that’s where Video Studio comes in. We can provide you with the graphics, titles and intro to put your video in that league. All that’s left for you to do is film it!

So, you want to create a video for your business? Maybe it’s a video advert, maybe it’s an ‘explainer video’ or maybe it’s just a presentation.

Whatever the case, you are now dabbling in the world of videography and editing. This is an art form and even if you’re filming for ‘cynical business reasons’, the same rules apply as they would to Steven Spielberg working on his next masterpiece.

If you get this stuff right, then it is going to create a world of difference for your end product. So here are some tips that will help you make the right impression…

Have a Story Board

No matter the nature of the video you want to create, it is always imperative that you create a storyboard first. Even if the only footage you need is B-Roll, you’ll likely find that you often underestimate just how much you need and end up filming not enough. Knowing exactly which shots you need to collect can help you to streamline the process and avoid falling short of requirement.

Leave Buffer

It can be tempting to create very short and sharp takes to avoid large video files. You might want to film your shot and then stop it as soon as the action ends for example. But in doing this, you will make life much harder for yourself when it comes to editing!

Use Inserts and Cutaways

An insert is a close up of an object already in the scene. For instance, if the lead looks down at their hand and the shot cuts to whatever is in their hand, then this will add detail to your scene and bring it to life.
A cutaway meanwhile is a shot of something that is out of the scene. For instance, if the subject looks up and sees a clock on the wall.
In an interview, you might want to take shots of the interviewer as the interviewee is talking, or of objects in the room they are talking about. Reversals are also useful, which are shots of the interviewer re-asking questions that you can insert later on.

Graphics

Finally, remember that you’re going to be adding graphics to your videos. These include things like intros, a logo, bottom thirds etc. As you’re filming, try to take note of where the graphics are going to go and how they’re going to look. Otherwise, they can end up cutting out key elements of your footage!

And who is going to create those graphics for you? Video Studio, that’s who!

Video editing is an art much like film score composing that shouldn’t draw attention to itself. That is to say that if an editor has done their job well, then you won’t notice their work at all.
This may seem like a shame. It might also lead you overlook the importance of video editing in your own work. You may think that it’s okay to simply chop together all the footage you make.

But this is certainly not the case. When editing is done well, it can change the entire pace, tone and quality of your videos. Read on and let’s look at how you should go about creating high quality edits.


Cutting on the Action

Here’s a rule that every video editor should know: cut on the action.

Cutting on the action means that you will never jump between two static shots (except in some unique circumstances that we’ll discuss in a moment). Instead, you wait for a movement to begin and then cut to another angle of the same movement. This ‘hides’ the cut because the user focussed on the action.


The L-Cut

The L-Cut is another technique you can use to make your cuts less jarring. Here, you jump between audio tracks slightly before or after you make the transition in your video tracks. This prepares the viewer psychologically for the change of scene and it can be used to better a tell a story.


Match Cut

A match cut is a cut in which you cut from one action to another very similar action. Either that, or you cut between two subjects or two environments that share some kind of theme. So, you might for instance cut from a man chopping carrots to a wood cutter chopping logs.


Jump Cut

A jump cut is a cut that removes a portion of time from the same scene. This is type of cut that is intentionally jarring as characters in the scene will seem to move without the camera position changing. It can be used to show the passage of time or for comic effect.

Finally, the cutting room floor is where you’re going to be adding your graphics. These include title cards, an intro and outro, and other methods that will insert your logo into the video and put your stamp on it. These make all the difference, so make sure you’ve been in touch with Video Studio and you have yours ready to go before you begin the editing process!