As we mentioned in a previous post, videos are big: for example, YouTube is the second-biggest search engine after Google itself – there are 800,000 unique visitors to YouTube each month, and virtually anyone – or any business – can upload a video.If you’re considering creating a marketing video for your business, here are 5 tips that can help with the editing process.
1. Keep it short
Thanks to the internet, people have shorter attention spans than ever before, so, unless you’re promising a longer-format piece such as a webinar, keeping your video short and to the point will help keep viewers coming back for more; usually between a minute and 90 seconds is the ideal length for a video promotion piece.
2. Keep it visually interesting
People like variety – it keeps them watching. Instead of relying on the same one shot for the duration of your video, try mixing things up by introducing transitions to different content and different shots. This doesn’t mean you have to do set out to do multiple takes from multiple angles. Instead, make use of screen capture to demonstrate a technique, or even inserting simple static images or Powerpoint slides to play with your narration. It’s a quick and easy way to keep things visually interesting.
3. Use short titles to emphasize a point
Developmental psychologist Howard Gardner has theorized that there are “multiple intelligences”: for example, some of us learn best by listening, while others learn best by reading. If your business video is all about explaining the benefits of your product, it’s always a good idea to emphasize key concepts – and your call to action – with short snappy titles that reinforce what is being said, and reach the largest number of potential customers – or “learners” – possible.
4. Use standardized “bumpers”
In the video world, “bumpers” are segments at the beginning and ending of a video, and feature information such as the title of the video, who produced it, and calls to action, usually set to somee sort of “theme music.” By using standardized bumpers that feature the same fonts, colours, types of information and theme music, it’s possible to brand your videos and make them more understandable.
5. End with a call to action
At the end of the day, what do you want your audience to do? Creating business marketing videos doesn’t mean you’re always selling – perhaps your call to action is simply to ask your audience to visit your website for more information. If you have captured someone’s attention for the length of a video, it’s always a good idea to capitalize on that engagement by including a call to action.
Obviously, there are many, many more tips and tricks for editing a business video. Indeed, there are a lot of things to consider when you’re shooting the video itself, from ensuring lighting is adequate and consistent for each video to making sure you’re not relying on the camera’s built-in microphone to pick up sound.
If you have any questions or comments about video editing for business, please let us know!