2024 is a new year where video editing gets increasingly important for marketing. Through the lens of TV or social media, video content is presumably the number 1 type of content consumed daily by millions of users.
It’s safe to assume that video editing plays a key role in marketing today, and if you hire a wizz or just are one, then you’re surely ahead of the competition. It’s good to remember that it’s not all about editing it’s about the content you offer as well.
Video Content Marketing Benefits
Apart from the fact that we rarely listen to the radio, except when cooking or driving, and not even talking about traditional media, video is available to us all the time. Learning something new usually takes us to YouTube. So, video is always there, and although there are marketing challenges, there are also great benefits:
- Trust building: If you’re a customer and you see how the product is behaving before you buy it, it builds trust in that product and makes you tilt toward buying it even more, you just might make a decision based on a video.
- Conversion boosts: As trust is built, conversion rates increase, and the sheer consumable nature of video content makes it more likely that it reaches customers first than any other type.
- SEO improvements: It’s no secret that it helps in search engine optimization, especially if you add descriptions and captions to it.
- Preferred by customers: Watching videos is the easiest thing to do. Think of a product you wanted to buy, e.g. a smartphone, the first few words that go into YouTube are ‘smartphone xyz review’.
- Easily shareable: Video content engages people to share it. Think of how many times you sent some interesting video to a friend. It might’ve been a recipe or some funny thing that took only a few taps or clicks to share.
- Interesting: This testifies to all the benefits. Think about it this way. Would you rather watch a walkthrough on how a product works or read through the instructions on how to use it?
Importance of Video Editing in Marketing
Imagine you captured a video and immediately posted it as an ad without thinking about the quality, the sound, the size of the video, etc. The reason we get so captivated by a video ad is editing.
Someone took their time to consider the perfect quality of video and sound, the perfect size of that video, and what kind of content it will show. That’s what results in a sentence that measures marketing success, “What a great ad!?”
Planning the Video Editing Process
Think about how you can enhance marketing through video editing. You’ve seen those great ads in your feed, and you’ve seen them on TV. But, have you thought about what makes them stand out:
- Plan: It’s not just one video, it’s an entire video marketing plan. So, think about sequences and how the videos will follow each other to make it seamless for the potential customers.
- Message: The message should be edited and conveyed in each video you use for marketing. When you see a new phone ad, the message is conveyed through effects, transitions, and other tiny beautiful details.
- Software: For the right way to get the message to the customers, you need the right type of video editing software. It depends on the budget and the time you have, but you can always use some tools for starters.
- Skill: Take a look at best practices, courses, and other learning materials or even software instructions to see how you can improve your video content for marketing. Even if you don’t end up using them, you’ll have learned something new.
- Feedback: Once you’re done making a marketing video, take it to other people who do similar things. They don’t need to be experts to provide feedback for your end product. What it looks like to them will give you some insight into what you can improve on.
- Hardware: Don’t forget about machines that will help you pull it off. There are great laptops for graphic design, photo and video editing, and programming. They should be specifically picked out because not every laptop will render a video as fast as you’d like.
Creating Great Marketing Videos: Best Practices
Editing a marketing video involves knowing who you’re making the content for, crafting a story for the video, not making it too long, optimizing it for all device types and search engines, targeting the right metrics and analyzing them, and having a call to action to help your customers.
1. Consumer Group
The consumer group, i.e. target audience is the one you’re trying to sell to. Who’s going to use your software solution, physical product, food, etc? These people are the ones you should pitch to, and the ones that will form your focus group.
This is the message part, the story is all that matters. Don’t just shoot something and edit it to look fancy. Create an entire story, an experience around the product so that your customers mean business.
3. No Movies
Don’t make your marketing video a movie, make it short and meaningful. For example, an ad about shampoo shows glowing hair, a beautiful smile, and the shampoo. Imagine it being about the entire walk home from work. It’s too long.
Optimize for smartphones because it’s the number one used device for entertainment. Optimize for search engines as well. Optimize with captions and descriptions to reach the first results on the page.
5. Metrics Analysis
Take a look at the metrics of your other content, publish it, and then compare the metrics of your video and the other content. This will help you see how effective videos can be in marketing, and you can use it to improve the editing of the video.
6. Call to Action
This is something that goes without saying, including a call to action will guide your customers to perform other necessary steps to get what they want and get you what you need.
Video marketing is essentials nowadays. The key role of video editing in marketing is clear. It’s the thing that delivers great quality and effects to your product and makes customers want to try it, see it, and experience it. So, learn a little more about it and watch your business bloom.