First, let's talk about what video marketing means. Video marketing is one of the effective marketing methods used to make the products sold or services offered have a greater impact on the target audience. In other words, we can say that it is to promote your brand with video content. There are many ways to do this. For example, it can be applied with an advertisement on television, by creating a reels content on Instagram, or by creating a short or regular video directly on YouTube. So how do we decide which one will be more effective? The answer to this question varies according to the products and services your business offers, and the budget you will allocate to the video marketing section will also be an important factor.
What to Consider When Creating Video Content?
We live in an era where the average person’s attention span is 8.25 seconds. This rate is exactly 4.25 seconds less than it was in 2000 and continues to decrease. Since there are many distractions in this era, you should make sure that your content is short and impressive, regardless of its type. Especially for video content, the first 5 seconds are decisive in whether the person in front of you will pay attention and continue watching. So what should we pay attention to when creating our videos?
Consider Your Target Audience When Choosing Your Platform and Content
Determining the target audience is the first stage of your video content marketing. It is unlikely that you will achieve productive results in a video marketing strategy that is initiated without determining the needs of your target audience and analyzing their tastes.
For example , if your target audience is people born into the digital age, which we call Generation Z, then you can follow current trends closely and use current video templates.
According to a report by Morning Consult, 88% of Generation Z use YouTube more than other platforms. This is followed by Instagram with 76%, TikTok with 68% and Snapchat with 67%. If you have a business targeting Generation Z, you can develop a strategy around trending video patterns by prioritizing these platforms.
Try Not to Make Your Content Too Long
The most effective way to reach people today is video marketing. Because more than 90% of the information processed into our memory on a daily basis comes from our visual receptors. While doing this, you should be careful not to bore the people in front of you by extending your video with unnecessary details. You can create your video marketing strategies with an intriguing scenario without allowing the person in front of you to be distracted with a video that is as striking and short as possible.
Accentuate Your Message in the First 5 Seconds of Your Video
In this era where we have easy access to information, there are also many distractions. Therefore, in the first 5 seconds of your video content, you can start by addressing a topic that is intriguing, interesting or a general problem of your target audience. In this way, people's interest in your video will increase and they will be inclined to watch until the end.
Pay Attention to the Positioning of Your Logo
Another thing to consider is the positioning of your brand logo depending on the area you serve. According to Think with Google’s research, brands that want to highlight their logo in the first five seconds of their videos should use their logos in a place that is as relevant to the product as possible. Research shows that brand awareness and recall are higher this way.
For example, if you are going to create video content for a overseas chinese in uk data mayonnaise company, you can highlight your brand logo on the mayonnaise bottle you will use in your video while promoting your products. However, if you do not have a job that will place your logo on a concrete product, you can try to place your logo in the most appropriate place related to the services you offer. When doing this, be careful not to have your logo in more than one place.
Determine Your Story According to the Subject You Want to Emphasize
Depending on the industry you are in, the message you want to emphasize in the video and the story you will focus on will also vary. For example , if you work in an insurance company, the story you will cover will be more about 'thinking about possible losses in advance and taking precautions accordingly'; if you are preparing a video for a company that has introduced a new product, you can focus on a story that will cover the benefits of that product and the differences it will bring.
Determine the Language You Will Use to Create Your Stories
It is also important that the videos you create match your identity in the industry you serve. A study conducted by Google has shown that users are more likely to watch funny videos and that these videos are more successful in terms of recall and brand awareness. In line with this information, you can try using a funny style when creating videos that highlight your services. However, do not forget to use your creativity while implementing all these steps!
Create Videos That Reach Your Target Audience
Before creating a video content, there should be a process where you research the needs and desires of your target audience and empathize. At the end of this process, you will observe that you have a lot of data to create video content. You may have the solution to that need, but examining it from the eyes of your consumer and creating your video content within this scope will allow you to differentiate yourself from other brands in the sector.
For example , let's say you are a human resources company that places the right people in the right positions. At this point, you can first put yourself in the shoes of a new graduate waiting to be hired. After determining what you need or how you can prove yourself through the eyes of the other person, you can start taking action for the video!
Analyze the Video Content You Share Regularly
Measuring how well the videos you create match your target audience is an important guide in determining your next video strategies. You can measure the content you create on YouTube with the Youtube Analytics tool, the content you create on TikTok with TikTok Analytics, and the reels and stories you create on Instagram from the Instagram analysis section for free. In addition, you can visit our article for the best social media management tools.
Give Yourself a Note
Give yourself a grade after each of your video strategies! Objectively evaluate the points you like or don't like and create a nice report with the analysis we mentioned in the previous step. Write down the correct ones in your highly popular content and the missing ones in your videos that get less views and be your own guide on your journey to find the right strategy.
Best Free Video Creation Tools
With the increasing development of technology, the diversity in the digital environment has allowed us to obtain productive tools for free. In the last part of this article, we talked about the free video creation tools we have compiled for you and their other privileges.
Canva
Canva is a free and easy-to-use tool that I actively use. With Canva, you can use ready-made templates that suit your social media strategy, as well as prepare video content. You can enjoy creating great videos with template ideas specific to the platform you want to prepare and easy-to-use video editing. Of course, for those who say I don't want a template, I create my own videos with my own creativity, there is the opportunity to prepare videos from scratch.
With this free application, you can edit simultaneously with your friends and download the video clips you have prepared for free after you finish working. No more encountering an unexpected charge at the final stage!
In addition to the many alternative transition styles you can use for transitions between pages, you can also add music to your video by adding it to the Canvan library from the area on the left and use it in any part of your video. Similarly, you can use this section for situations where you want to add an image or an external video.
NOTE: Some ready-made templates on Canva may have music added to them, so if you want to download videos you created using these types of templates, you need to have Canva Pro. Another point to consider when adding music is whether the sounds you choose are included in the free plan.
You can also record your own video and voice from the record yourself section in the image above . For example, let's say you are preparing a video for a topic you will be presenting on, including sections from your own voice and your own narrative style will attract more attention than a monotonous video consisting of only images and icons.
You have the freedom to use the record yourself feature at any point in your video. If you want, you can make a statement about a topic you want to draw attention to in the middle and then continue your video as normal, or you can record yourself at the end for the closing. Canva's feature is currently free, but who knows what will happen after that
Some templates on Canva are included in premium, for those who want to switch to premium and use everything without restrictions, you can make your wish come true for ₺99.99 per month. Canva also has a payment plan for team use. Its pricing is ₺134.99 per month for access by 2-5 people. However, in my opinion, you will get a lot of efficiency without owning Canva Pro. The rest is up to you! Are you ready to use your creativity and bring your business to life with breathtaking videos? You can click here to start a free trial of Canva !
BONUS: Canva has started offering augmented reality (AI) services to people who know no bounds in creativity! When creating your videos, you can have Canva create the visual that comes to mind by writing it down, and make your video unique. In these days when AI usage is increasing, you can create a design that is completely unique to you using Canva's AI-supported area. Moreover, it is completely free for now. So how can we do this? After clicking on the "Explore apps" section on the Canva homepage, on the page that opens, you can take the first step to creating your dream images with artificial intelligence by clicking on the "Create images with AI" section.
By selecting the "Video" section from the section that opens afterwards (see the section in the image below), you can start creating AI-powered visuals for your video content.
Let's take an example image of robots and aliens playing football on the moon. In this section, it is important to clearly specify the description text of the image you want to create. After the desired image is written with a detailed description text, you can access the images that best suit your writing in a short time.
In addition to all this, you can edit the style you want the visual to be produced by AI and the dimensions you request in the section below. This feature, which has many variations, will add variety to your video content.
Creating content that has never been seen before with Canva is that simple. The only downside is that the text you will prepare for the image you want to create is limited to 280 characters. However, I believe that the character limit will increase over time and many new features will be added. You can click here to start trying it out now !
Adobe Express
Adobe Express is another tool that allows us to create free videos like Canva. When you first enter Adobe Express, the interface below appears. On the left side, there is a section where we can access previously imported images, music and videos, and there are short solution areas prepared for quick actions below. Thanks to this area of Adobe, when you want to cut your video, change its speed or combine two videos, you can take action in a very short time.
There are also many ready-made templates offered by Adobe Express to help you practice the video preparation process. However, it can be said that the page opening times are slower compared to Canva.
