Marketing Videos and content used for posts and banners is increasingly popular on social media and websites. Businesses are reporting more and more successful campaigns and online responsiveness with the use of video. They can be used to promote products or services, events, ‘how-to’ instructions, behind the scenes, before and after… marketing videos are a communication tool that can convey context, story and details with the added connection of music.
Where To Use Video Content
Facebook, Instagram and Twitter have long been promoting the use of video rather than text or static posts. The attention of viewers is captured for longer when the image is moving. The square format video is considered to be more user friendly as it takes up more screen real estate, especially on a mobile device, which is how most of our viewers are accessing our information.
Videos can be made up of still images, video clips, text and graphics. The use of music is optional and can be used to evoke emotional connection with your viewers or to set a mood. This can be contemporary, upbeat, instrumental, songs with vocals, country, ambient… the list of music options is unlimited. Choose a genre that creates a vibe, somehow connects with your audience and helps to convey your message.
Keep text content to the point, if there’s too much or it’s difficult to read you’ll lose your viewer. I ask clients to provide me with phrases or headlines to use in their videos. Short and sweet is the way to go here. Fonts can be kept in line with your current marketing on other platforms and it’s always a great idea to incorporate your business logo. Logo placement can be subtle or featured.
Watch and Listen
The videos here range from collages of still images edited together, to video clips, to graphics. The styles of transitions between images is also chosen to best compliment your business and content.
The first examples are for Instagram posts for Humphreys Newsagency in Manly, promoting a Valentine’s Day competition and Valentine’s gifts. I photographed the images in-store and created the videos on the same day.
These next videos were created for my photography. The Family Photography video incorporates still images and short video clips. The Wall Art With Heart video is made only using still images. Both are extremely effective at conveying their story with the combination of visuals, text and music – succinctly, authentically
The Family Photography video incorporates still images and short video clips. The Wall Art With Heart video is made only using still images. Both are extremely effective at conveying their story with the combination of visuals, text and music – succinctly, authentically.
To display photos of your business – whether it is location, staff, products or events, watching a video can be so much better than asking a visitor to click through a gallery of images or to read a lot of text.
That said, I’m a believer in variety, so mix it up with static posts, some videos, some text. Keep it on brand, but also make it interesting.
Quality Marine Clothing are the Australian-based shop for clothing and accessories for all things Marine – from Superyachts and Marinas to 18 footer skiffs, casual and racing crew outfits, and all the team, staff and club promotions that go with them. When commercial shoots take you out onto the Harbour for an afternoon things are pretty good! Using photographs from that shoot, this video post for Facebook associates the company with the experience of our Harbour and the boating community.
From their catalogue we also created a video post promoting two of their products. Eliminating the need for customers to scroll through information and using music to be an emotive trigger, while clearly displaying images and details of the products.
These posts for a Hairdressing Salon are videos that at once give a behind-the-scenes look at the experience and beautiful results a client will have if going to this hairdresser. Music sets mood. The engagement of the girl having her hair done in ‘Upstyles’ also strengthens emotional connection with the audience.
This “Christmas 2017” video was created entirely from graphics and text. It was used for a Facebook banner to promote the event, and also worked well as a post in the timeline because of the colour, the gold, and the animation. Eye-catching and elegant. Indicative of the seasonal event it was promoting. I chose not to include music with this video.
And again, the power of story. To convey context is one of the crucial benefits of using video.