Video content is king, but you don't have to be a technology expert to create it.
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Not surprisingly, video content has quickly become an integral part of social media branding. According to Renderforest research, video content on social media generates 1,200 percent more content than text and images, and 90 percent of viewers say that a video helps them determine whether they will buy a product. However, if you have a small marketing team or you don't have professional equipment or expertise, the idea of creating a stunning social media video may seem impossible.
However, this does not have to be the case. In reality, tech savvy users can create engaging, well-designed video content that encourages social media engagement. You just need the right process – and the right tools. Here are some guidelines for doing this.
See also: 5 ways social media videos will benefit your B2B business in 2020
Use existing content.
For many who have no experience creating video content, the idea of developing theme ideas can be intimidating. The good news is that if you've done your due diligence in other areas, you already have a great source of ideas for video content: your old blog posts.
Check out your favorite or most shared posts to get a better idea of which topics resonated with your audience. If you enter your blog URL in a site like BuzzSumo, you can easily find out which entries have generated the most interest. Once you know what worked best in the past, you can start reusing what you've already written to formulate your video script.
In a blog post for Social Media Examiner, Serena Ryan recommends creating videos that target different areas of the marketing funnel: brand awareness, relationship building, and sales pitch. "Your videos may not use all of the content of your blog post," she writes. "Your main goal is to provide the material that is most relevant to each part of your funnel. Choose the best content to create a one or two minute video with the information your funnel needs To put the greatest value in each video, cut out introductions and instead show text or titles in the bottom third. It is important that your message is conveyed clearly and precisely. "
Set up the recording quality.
You can only film social videos with your smartphone, but to get good results you still need to equip yourself with the right equipment. A stable tripod, for example, stabilizes your smartphone to avoid blurred images from handheld cameras. Proper lighting dramatically improves picture quality and makes it easier to edit your video later. Soft, natural light is best. Avoid sharp shadows or bright sunlight. When speaking in front of the camera, set up the lighting so that your face is evenly lit.
The right location can make all the difference. When shooting a product video, you don't want a busy background to distract from the product itself. If you speak in front of the camera instead of synchronizing a voiceover, you need to film in a quiet area without excessive background noise. Speak directly into a microphone and focus on your pronunciation so your voice is easy to understand.
Use the easy-to-use Polish editing apps.
After filming is complete, you'll need to edit your video to get a high quality appearance. Fortunately, the cut is no longer limited to film experts. One tool that has proven to be particularly helpful is VideoBoost, a free app in the BoostApps suite that offers user-friendly templates and animations that can be integrated into your company's logo, as well as cropping and formatting for various social platforms and helpful editing filters. You can add your own video and text, or use stock footage and a pre-written copy.
You should also be aware of how different social media platforms can affect your video formatting. For example, Instagram videos have a maximum length of 60 seconds and most users prefer a 1: 1 square aspect ratio that matches the style of the photos found in their feed. On Facebook, however, you can post videos for up to 120 minutes (which is not recommended). 16: 9 landscape video is preferred. Don't let the wrong formatting detract from your marketing efforts.
See also: What all powerful social media videos have in common
You don't need to buy expensive movie equipment or rent a video editing tool to create engaging video content that you can share on your social platforms. If you follow these methods and use the resources that are available to you, you can create great, dynamic content without breaking your marketing budget.