Did you know that by 2019, video traffic will account for 80% of all global consumer Internet traffic? We are watching videos, every day, on every platform, and it’s not slowing down anytime soon.
Facebook, a brand known for its ever-changing, trend-based algorithms, is facilitating the growth of video on social and requiring companies and brands to get on board. With Facebook Video posts increasing in the U.S. by 94% annually, they’ve amended their ad structure to compel business owners to leverage video in order to receive the impressions they desire. If you are a marketer looking to increase brand awareness on Facebook, you need to embrace video otherwise your content simply won’t receive the engagement it deserves.
Without a doubt, YouTube has helped to fuel this fire (a fire that they arguably started). YouTube reports a rise in mobile video consumption by 100% every year. According to Hubspot, with 400 hours of video content being uploaded every minute, the sheer amount of video content on YouTube is overwhelming, yet completely justified. People are searching and watching YouTube videos at a shocking rate of 1 billion collective hours per day. Your customers don’t just want video- they expect it, and they are growing to rely on it. We are at the point where video is no longer a trend but a social normality and for companies and brands looking to connect with their audience, video marketing is no longer optional.
Unfortunately, video production is one of the most complex and intricate processes in all of inbound marketing. To get a good blog, just combine a talented writer who understands SEO with a graphic designer and you’ve got Ebooks and Whitepapers galore. But video? Video is a different game.
What goes into making a great video?
It starts in pre-production. Before you even begin storyboarding, you need to have a good understanding of the capabilities and tools available to you. Being aware of the budget, capabilities and limitations of your video production software, and any editing or graphics talent you have at your disposal is important. Not only to the successful creation of the video but to your efficiency, and ultimately, to your ROI. Finding the facilities, actors and designers also falls into the pre-production process. On top of all those details and moving parts, the most critical aspect of pre-production is crafting the message. No matter how advanced the technology is, the quality of the content and message is paramount to the success of the video. A great video elicits a response in its viewers and drives engagement.
Next up is production. Chances are this is where you may need some outside help. Hands down, skilled camera operators, professional lighting and sound equipment can vastly improve the quality of your video. In many cases, videos with a higher production quality have a higher perceived value of the message. Consider your audience, buyer personas, or ideal viewers and use that to gauge the level of sophistication that your video needs. Be creative and use what you have available to you to express the message you so carefully crafted.
The final stage of the process is post-production. You’ve put a lot of great work into your video so far, but post-production is where the magic happens. Exciting transitions, graphics or animation can enhance any video and really make it come to life. It can also help to extend the reach of your video and promotes viewer engagement. What’s not magic, is how long it can take. Post-production is a time consuming and detailed-oriented process. It is important not to underestimate the length of time needed when building out your initial timeline. Having an experienced editor or post-production designer in your arsenal can prove to be extremely beneficial, especially when trying to make a deadline. Don’t know of anyone fit for the job? One phone call to TeamPeople, and we’ll help locate the right professional for the job, within your budget. An experienced editor can also correct or improve quality issues from the production stage such as lighting and sound. Subtitles are also a highly recommended enhancement that can be made since WordStream announced that 85% of the videos watched on Facebook are watched with the sound off.
Outsourcing the help you need.
Needless to say, video production can be a complicated process. For many marketing teams without a dedicated in-house video team, creating a video initiative requires a great deal of commitment. From having the necessary tools to the required training and skills- skills usually outside of the standard marketer’s wheelhouse of expertise, it’s easy to see why outsourcing is a common solution. Outsourcing the video production and/or the post-production work allows the marketing team to focus on the content creation and marketing of the final video, playing to their strengths. Not only can it save you time, it brings quality and professionalism to your message and brand.
In whichever way you choose to incorporate video into your marketing strategy, it’s well worth it. According to Insivia, 52% of marketing professionals worldwide name video as the type of content with the best ROI. Still not convinced? Marketers who use video grow revenue 49% faster than non-video users.
Looking to take advantage of the flexibility of outsourcing? We’re here for you! TeamPeople has an international database of 40,000+ freelancers specializing in digital media, technology and creative. We can bridge the gap between great marketing and great video so that you don’t have to get lost in the cumbersome process of producing video.