Did you know that people remember 20% of what they hear, 30% of what they see and 70% of what they both hear and see?
With that in mind you can see why the growth of video is rocketing and why your business needs it.
According to ComScore 32.4 billion videos were watched in the month of January. Nearly 40% of those videos were YouTube videos. Average US viewers spend 3 hrs 37 minutes a month watching internet videos and 44% of this is done in the workplace.
If these facts alone are not convincing enough, here are the top reasons why you need to start leveraging the viral power of videos for your business:
Create a level playing field
Once upon a time making movies and compelling videos used to be for large companies with big budgets and technical departments. Today, creating compelling videos is extremely accessible to small businesses at a fraction of the cost.
Flex your viral propagation muscles
The beauty of video is that it has the chance to go viral and that means that your business brand, image, products and service go direct to locations like blogs, wikis and forums that you could never have imagined reaching.
If you truly want to see the master of video for business then check out Gary Vaynerchuk and his WineLibraryTV.
Get active. Be interactive.
Online video forces attention, and the Internet offers the capability for small businesses to directly leverage this. It’s no longer about passive information, you have the opportunity to showcase your products and services in a format that creates a lasting impression.
Advertising your video rights
Video is and always has been among the most powerful ways to advertise. It allows your business to leverage sight, sound, and motion to create an emotive and more memorable connection with potential customers.
Online video ads have the ability to break through the clutter of emails, text-laden websites and often annoying banner ads to communicate meaningful information.
Exercise 1: Have a plan of attack
Just like having a workout planned at the gym, the same applies to making a video.
What’s the purpose of your video, what’s the key message, how long will it take to make, how long will it play for. How do you want to feel after it (and your viewers). What’s the next step after watching it?
My advice is to mock it up on a piece of paper and then script it. For example your business offers project management software:
- Create a scenario: Ask a question `Are you struggling with managing your work projects and feeling overwhelmed
- Offer a solution: Once you’ve created a case study of your target market’s pain point then offer them the answer they want to hear – `We’ve created award winning software that makes project management as easy as pie.
- Take action: Leave viewers with a reason to call you, visit your website, email you or sign up for a free quote, analysis of your needs or limited time offer.
Exercise 2: Stay motivated
Peoples’ attention spans are short. ComScore states that the average person watches 3 minutes of video a day. For short promotional videos 30-120 seconds is ideal to feature your product or service.
For `how-to’ videos with an educational component you can break these down into 5-10 minute chunks depending on the nature of the content. If you’re conducting a full education video with a slideshow and voice-over then 20 minutes plus is probably appropriate.
Exercise 3: Get the right training tools
Here’s my simple checklist of what you need to get started:
1. Video or digital camera or iPhone
Just make sure it’s compatible with easy upload to your PC or MAC in .mov or .mp4 format. That said you can upload almost any video to YouTube.
2. Video editing software
After much testing the key tools I recommend are:
Animoto that takes your photos and makes them into an interactive video, it now incorporates video too. It’s very cool and easy to use and it’s free for 30 seconds video. Here’s an example of one I pulled together in 10 minutes.
Top Tip: For title or key message slides create a powerpoint slide and save it as a jpeg
Jing – cool software that allows you to capture anything you see on your computer screen and share it instantly as an image or short movie. It also allows you to talk and point at things on your screen which is perfect for educating viwers. There’s a free version and a pro version.
Camstasia – a pretty amazing full editing software program that allows you to edit audio and video, record your desktop and much more. It’s fairly simple to use but if you’re more technical you can do some amazing things. Here’s an example of a video I created for FundRazr.
If you didn’t know, YouTube is the second largest search engine after Google and that means using keywords in your titles and video tags is a powerful way to increase your SEO.
It’s free to set up and you can customise your business channel and link it to your Social Media sites. Check out and subscribe to mine!
Each video you upload gets a unique URL for you to send to customers via email and promote on your website as a start, plus unique embed code so you can place your video directly into your website or blog.
Top Tip: Give your video a great description and use keyword tags. Also include a URL at the start of the description so people can visit your business website or Fan Page.
Get a TubeMogul account
Why? Well as TubeMogul put it: ‘The simple video distribution and tracking. Period.’
You upload your video here and it will automatically ping it to the major social networking sites (including YouTube) so you don’t have too. That’s way more audience potential in one click.
This video of the rollercoaster ride we experience as entrepreneurs just came out via a friend. It’s a great example of creating a story that people want to share that eventually leads back to you or your business.
If you’ve found this handy then you’ll love my first ever eBook. The Entrepreneur Social Media Workout. Stay tuned.