Informational video creation and use is becoming a normal strategy in today’s small business world, but not everyone is capitalizing on the movement out of fear, time, lack of resources or know-how.
Back2Basics can help you create short 30 second to 90 second video formats referred to as informational video creations you can use to help bolster your business marketing strategies.
You need to have compelling content mixed with engaging mediums and useful or insightful information a reader can use and reference if you want your content to be shared, remembered, or used to incite conversation. Branded imagery is your first source of content enhancement and video a logical next level up because of the eye-capturing movement.
Most marketers, business coaches, or brand managers will tell you to try and incorporate LIVE VIDEO into your content distribution strategies whenever possible, but for many small business owners, live video is just not an option. So, the next best thing would be a series of short video creations throughout the year that could be circulated on their own face value or used within a compilation of other content creations. An informational video creation is a perfect option for this strategy. These videos could use other video snippets, whiteboard styles, contextual slides, and more.
Here’s the first example of a recent promotional video created for Ingrid Friel, a local REALTOR® with Better Homes and Gardens Real Estate All Seasons.
The focus of this video is all about the professional and her ability to help her target audience achieve their goals. It’s a true promotional video.
Ingrid Friel is a low-key, hard-working, determined and experienced REALTOR® who specializes in real estate sales in the SW metro area of the Twin Cities. We helped Ingrid create a special 1-minute video she could use in her prospective client presentations and other marketing strategies including, but not limited to, her website and/or blog, social media, or email marketing communications.
This informational video was created using local imagery provided by Ingrid to bring more authenticity to the information. This is the best case scenario when creating informational video because it draws your target audience in through recognizable elements and imagery. If you don’t have the time or resources to obtain your own localized imagery you can certainly use licensed stock imagery, but work with your video developer to locate and integrate imagery that best suits your business and market areas.
Want to learn more about Ingrid and her real estate services? Visit her developing blog online at https://ingridfriel.com.
But, KNOW not all informational video have to market YOU or your business so directly.
This next video example is an informational video highlight a specific product or service available for purchase.
This video is promotional video for Lisa Ash and the Homes by Ash Real Estate Team of KW Realty Integrity NW. Lisa is promoting a specific home for sale in this example.
The video was put together using professional photography provided by Lisa along with a description and MLS input listing form we used to create the moving highlight captions. We added her special brand to the front or end of the video to reinforce her brand and drive the message of value of her services. Lisa has used these video formats to drive engagement on social media in “pre-listing” campaigns, just listed campaigns, and open house campaigns. She also uses these through email marketing newsletters in MailChimp as well on her website blog.
Want to learn more about Lisa Ash and the Homes by Ash Real Estate Team, you can visit her at www.homesbyash.com.
TIP: use a screenshot of the video along with a QR code or shortened link in your print marketing to drive further interest ONLINE and meld your digital and print marketing efforts together.
NEXT UP – True Information Example video that provides nothing by expertise and knowledge to help the viewer/reader.
This next video comes courtesy of the Millam Real Estate Group at Keller Williams in Otsego, MN.
Using video to help answer a common question, show the user a great tip or trick they may not of thought of previously, provide additional insight, a different approach, or a way to re-purpose their current item or products will reinforce your expertise and go a long way in helping the reader remember you and your brand.
When it comes to this type of video you could spend thousands on professional equipment or professional production and editing, but that’s not necessary for today’s reader. In fact, the more natural the video, the more the view feels about you as an authentic brand.
In the case of the video for the Millam Real Estate Group they sketch out what they’re going to be talking about and then film themselves. They’ll share that video with the team at Back2Basics where we clean up any before or after trailing or transitions needed, add a professional intro/outro to help reinforce their brand to the reader, and then help them upload this to their YouTube channel with optimized descriptions and tags so they can later use it in their blogs, emails, and social media marketing.
No matter the strategy, video WILL enhance your online engagement and can help enhance email communications as well. Building on engagement will help you with brand reach over time.
Here are a few more tips to consider!
- Consider where you will be using the video. Facebook likes videos that 60 seconds to 120 seconds in length while Instagram requires 60 second videos for video in the timeline or feed. Live videos on either platform can up to 60 minutes, whereas their TV lengths average between 2 minutes to 10 minutes (some brands will be able to go for an hour), and those “story” videos are typically limited to 15 seconds. YouTube will require verification of your account for video upload longer than 15 minutes, but we see the average viewer loses interest after 60 seconds unless they understand it to be a “tv” style programming with episodes or is a very specific training video requiring their involvement for any great length of time. Long story, short? Keep it short and sweet!
- The style of video (brand promotion driven, product driven, or pure informational), is really dependent on your brand’s strategy and target audience. Those working in any part of the real estate industry would benefit from a combination of any of these.
- Static imagery or live video shots? This again, is dependent on the situation and the message you’re trying to convey. Some people are just not comfortable in front of the camera and although I’d encourage you to get use to it, trying to do it without the support of others around you could make your video come off with an awkward feeling and distract from your video. So, just know, it’s perfectly okay to mix and match live video shots with static photo shots. And, practice those live shot recordings. Once you’re comfortable there you can move into learning true live video productions.
- Consider getting help. Whether it’s someone to hold that camera shot for you, someone to help with video production or editing, someone who can help enhance the video with your brand, or just someone to bounce strategies off of or help you upload, implement, and distribute your final product, having someone in your corner can make the process less intimidating, time consuming, or cumbersome so you can keep your video production goals moving forward!