I wanted to make a traditional Hyderabadi dum-biryani one day. For the uninitiated, biryani is a traditional royal dish made of basmati rice. Dum-biryani typically cooks the rice along with the meat below it. This cooking method ensures the essence of the meat gets into the rice while it’s cooking. I can go and on about it but let’s just say it takes longer to cook and tastes incredible.
I started searching for recipes and got videos which lasted 15 to 20 minutes from different chefs. They go into the ingredients they use, why they use it, and sometimes about their origins as well. I went with these instructions, and my biryani sucked. Guess it’s more of an art than an assembly line. Later on, while checking out a few food-related pages on Facebook, I noticed something different. 15-minute videos were replaced with 2-minute videos.
You never see the chef there. Just their hands and ingredients going into the dish. These bite-sized videos were everywhere. Every food-related page had them. This can be attributed to the reduction in viewers attention span. That is the main reason publishers are going with shorter videos. According to Hubspot, users engaged most with 1-minute videos on Facebook. On Instagram, it’s just 30 seconds. Most of the videos are consumed on mobile nowadays. That’s another reason for shorter attention spans.
Video will drive 85% of the search traffic in 2019. We all saw the change coming. But 85% is a significant number. As marketers, are we prepared for that? The content was created keeping the SEO value it generated in mind. ‘Search’ always took the biggest slice of the digital marketing budget. Going by recent data, that trend’s on the decline.
According to eMarketers recent study, search ads spend will decline from 47% to 43% of the total ad spend. Video, on the other hand, is seeing a boost of 184% from 9.9 billion in 2017 to 28 billion in 2020. This data validates the fact that videos will dominate our content strategy. Now that the latest search algorithms are also favoring videos, it’s time to pivot our content strategy to videos.
Creating and promoting videos has never been a one-person job. It usually involved the marketing team creating the brief with the scope, voice, and target audience of the content. The video team then created the storyboard to visualize the entire flow. You then get down to shooting the video, editing, and finally promoting it on different channels. It involved a lot of time and effort from different teams.
Given that videos deliver more bang for the buck, creating them fast is the need of the hour. To reduce the time taken, we need to reduce dependencies between departments to publish videos quickly. Remember the two-minute food videos I spoke of earlier? You need to deliver them consistently so that the connection remains with your audience. Not only does this require coming up with ideas fast, but it also involves using different products to finish the job. Reducing dependencies is the biggest gainer you can have, and video tools provide you that.
Before we get into the videos that work in social media, let’s take a look at a few guidelines.
Guidelines for videos in social media
The kind of videos you produce, broadly fall into two main categories.
- Videos using stock footage
- Videos by speaking into the camera.
The guidelines for each category is different, and we’ll look at these separately.
Videos using Stock Footage
These videos are mainly created for branding. Stock footages and pictures are extensively used in these videos. To create brand videos always start by creating a storyboard.
Create a storyboard
The storyboard captures the flow of the video. Using a storyboard, you can visualize if your ideas are indeed being communicated correctly. Sometimes, you make not be able to show what you want to. Sometimes what you’re showing in the video can be misinterpreted by your followers. The storyboard stage is where you iron-out these issues.
Stock Images and Footages
Brands on a budget usually create videos using stock footages and images. They get the quality without spending a lot. Shutterstock, GettyImages, Canva, etc. are places where you can get premium footages and images. You also have marketplaces like VideoHive where you can access video templates based on categories. All you have to do is download that template and customize it with your brand images and logos.
According to Digiday, 85% of Facebook videos are played without sound. To ensure that you’re communicating correctly with your video content, use these two tricks:
- Keep dialogues between characters to a minimum.
- Add subtitles wherever necessary to improve clarity.
After you’ve narrowed down your videos and got your storyboard right, you need the right editing tools to get the final video. Stitching together different stock videos along with the right background music delivers the perfect video. Get the right video editor to publish these videos quickly. You can also use online video editors to get the job done.
Videos by speaking into the camera
These are videos done by influencers and artists who are comfortable in front of a camera. Many short videos around a central theme can be shot quickly. These videos lend your brand a great voice and create a good image for your audience.
Choose the Right People
These videos are not for the camera-shy. The entire focus of the viewer is going to be on the presenter. In such a case, choose people who have high confidence and a positive body language to face the camera. The idea here is to transfer the confidence from the presenter to the viewer. The right presenter can do great for your brand. Presenters like Gary Vaynerchuk, Patrick Campbell, are great in front of the camera. Their short videos are an innovative way to keep their audience engaged.
Get a Tripod
Don’t hold the camera yourself or let anyone hold it for you. Even the slightest vibrations get picked up and spoil the experience for a viewer. Get a tripod. They aren’t costly. You don’t need expensive cameras to record as well. Your mobile cameras will do. Make sure that the platform that holds the camera is steady to capture stable videos.
Sound Equipment a.k.a. Mic
Get a microphone. Sound get distributed if you’re shooting in a room. The sensors of your recording device do not capture it entirely. It is always better to get a mic for presenter videos. The list of hardware you need isn’t that long or costly. All you need is a good recording device a tripod and a mic to get the ball rolling. Also, since the video involves a lot of speaking, the importance of subtitles cannot be overstated. Use them to get the message out.
You don’t need to have separate lighting equipment to capture great videos. A well-lit room or a room with good natural light can do the trick. A dimly lit room can make the complete video look dull. You don’t want that to happen, do you? Choose the location carefully for shooting videos. Outdoors work best if you do a good job capturing the sound correctly. Well-lit hallways or meeting rooms work great too.
Imagine if the chef forgot, mid-sentence, why he’s adding some spice to the biryani. How would that look? Videos come great when they have uncut sequences. Too many cuts to these videos can ruin it for your followers. Since the presenter does the bulk of the job, it’s essential they are well prepared. They need to speak at a decent rate and pause at the right moments. Your followers expect a lot from you. Don’t leave them hanging.
Now that we have spent some time understanding how to create videos, let’s look at different videos that we can create to spread the word on social media.
How-to / Explainer videos
People are always searching for something. Everything on the internet begins with a search. Understand what your audience is searching for and create video content around it. Explainer videos are a great way to earn the trust of your followers. When they see the value in your content, they stick around for future videos.
There needs to be social proof to validate your product/service. Chances are that your sales prospects are already searching for it. Getting real customers to share their experience is a fantastic way to build your brand validate your value. Get engaging stories out. Show the world how you helped solve a problem. Let your followers see its impact.
Live / AMA
Conduct live sessions to engage your followers in real-time. They get to see the real you in these sessions. These sessions bring brands closer to their followers. You can use Facebook, Twitter, YouTube or Reddit to have these live sessions. Live sessions come with their own set of challenges. Make sure you are well prepared and have a compelling reason for it. Keep doing these sessions on topics that are recent, and that can deliver great traction. You can also do them for events that you attend.
It’s current and a great way for people to associate you with an event in the industry. There are a few things you have to take into account for live videos. Be prepared. Do a few dry runs to get your confidence up. Don’t lose your nerve if there’s silence for some time. Make sure you get back into the game quick. You are live with many people watching your word. Make it count.
Getting people to rally behind you is a difficult task. Once they do, there’s nothing like it. User-generated content is a great way to get a message to the masses. The message though has to be simple enough for people to understand and easy enough to join the trend by creating their content. The #letsgethonest campaign on LinkedIn is an excellent example of how a simple message can go viral.
That’s a Wrap
Thanks for reading through our article. These are some of the methods that we have used to generate good results. Have you tried any of them? If yes, let us know how they worked in the comments below. If you have any other tips on delivering great videos, let us know, and we will list it here. I will try to give my dream of making biryani another shot. Third time’s a charm. Wish me luck.