Video shoot

By 2021, online videos will make up over 80% of all consumer internet traffic – a 15 times increase from 2017, according to Cisco. 

72% of consumers say that a video is their preferred way to learn about a product or service, according to Hubspot. 

99% of businesses that are already using video marketing don’t intend to stop, according to Wyzowl. 

Should I go on? 

The point I’m trying to make here is that video content is king and it doesn’t look like it will be dethroned anytime soon. So if ever there was a perfect time to focus your marketing efforts in the video space, it’s now. 

If you’re a small business owner or a freelancer offering a product or service and you’re trying to get your name out there, video can be one of the quickest ways to do it. I have worked with numerous brands and individuals who have told me time and time again that their videos are what get the most traction on social media. 

Another sentiment I hear from them is that they find it challenging and time consuming to create videos good enough that people will actually watch and hopefully share them. In other words, how can they make a video that pays off? 

To be honest, there’s no real way to know if a video will do well. We know it’s statistically expected to do better than your other posts but other than that it’s up basically up to fate.  

However, there are a number of things you can do to improve your chances at video marketing success. In an effort to help small business owners and freelancers create the most engaging content they can, here are 5 tips to make your very own vids. 

1. Yes! You can use your phone.

Chances are the phone you’re reading this on or the one in your pocket is more than capable of recording a high-quality video. While a DSLR or more professional camera may make your video “prettier,” your phone is a great tool for entry level video-marketers. 

There are also a number of free editing softwares available on mobile to help bring your videos to life. If you’re an Apple user then try iMovie or Videorama, and for Android check out FilmoraGo or Adobe Premiere Rush. 

2. Start on paper.

You will make it so much easier on yourself if you plan out your video idea on paper before hitting record. Draw up a little story board, dialogue if you have it, and anything else you want to appear in your video. The goal here is have the video figured out on paper to avoid issues when you start to get techy. 

3. Please, for the love of virality, think about lighting.

Lighting is one of the most overlooked areas of video production. You can turn an ugly product promo into a Hollywood blockbuster with the right lighting. Well, maybe not, but you get what I’m trying to say. 

If you plan on creating videos regularly it is definitely worth investing in some dedicated lighting equipment to make yourself or product stand out. 

4. Be true to your brand.

Consumers (particularly Gen Z) increasingly want the brands they support and follow to be more transparent and real. A study from Stackla found that 86% of consumers consider authenticity to be a huge factor when choosing a brand to support. 

Whether through dialogue or editing or anything else, don’t be afraid to let your own personality leak into your videos. In fact, I encourage it. 

5. Screw it, hire someone.

You’re busy, I get it. You’re running a business over there and you can’t be bothered to figure out the world of video production when you’re already worried about inventory, overhead, clients and countless other things, including having a life. 

Or maybe you want something with a little higher production quality than you are able to do yourself? Both of these are excellent reasons to shop around for videographers. 

In Peterborough alone there are many reputable video production companies and freelancers who would be able to bring your ideas to life. I may be a little biased when I suggest you consider NO SALT Productions, but hey what’s wrong with a little self promotion? 

Hope these tips help you tackle your next video marketing endeavour! 

(Benjamin Hargreaves, is Co-Founder of NO SALT Productions.)