Statistics on video consumption have found that 60% of millennials believe that video they’ve watched has changed their world view. Of this number, 40% get their content from YouTube, and a good number would actually stop what they’re doing to watch a video posted by their favorite YouTuber. These numbers are becoming increasingly important for brands that are looking to market their product effectively. Videography is becoming an important aspect of marketing, especially when you consider that 73% of consumers would much rather watch a video about a product than reading about it.
One of the factors that have contributed to the vast popularity of videos among this generation is the growing fixation on high-resolution images, specifically in the smartphone camera market. It has become easier and faster to capture moments and create memories from the comfort of a hand-held device, making videos more relatable and desirable among the younger market. For this reason, marketers are increasingly working to make videos for a smartphone audience.
Video Content In The Smartphone Age
The fastest and surest way to reach and connect with millennials is through their mobile devices, which have the widest reach among 18 to 34 year-olds. Additionally, it has been shown that 40% of all video play on YouTube is watched through smartphones. It is these reasons that have pushed experts to predict that mobile videos may be the future of brand marketing. Given the popularity of social media sites and the number of hours of video playing that are logged on YouTube, it is increasingly important for brands to understand how to develop good video content for these sites. Developing good videos is an art: it requires an understanding of SEO principles, an eye for interesting content, and a strategy to maintain relevance while still being captivating, to mention but a few. However, there are a few basics that you should not compromise on.
Prioritize Video Quality
The first rule when it comes to producing videos is to make sure they are of the highest quality. It goes without saying that very few people would sit through a shaky video with a grim picture and scratchy sound. While most startups may find it difficult to afford a professional photographer or videographer, it is possible to shoot good videos from your smartphone, provided you keep some things in mind. To ensure the sound quality is good, you should invest in a microphone, as this will quickly and easily improve the sound quality. For lighting, you should invest in a three-point lighting setup that will illuminate your subjects while ensuring that your video is neither under or overexposed. It will also help with eliminating shadows.
Video Editing Tips
Away from the technicalities of video editing, the most important aspect of any successful post-editing exercise is to make sure you tell a story. What this basically entails is making sure your video has a clear flow from the beginning to the end that communicates your brand message easily. The story you tell can be moving, logical, funny or even a mish-mash of all these, but the important thing is to ensure that the message is as clear as possible. To achieve this, cut away any footage that is not immediately relevant to the story, switch around the order of the clips, and make sure it remains captivating.
Videography is the marketing strategy of the present and the future. Any brand looking to access a wider mobile-centered market would be wise to incorporate video content into their marketing strategy.