- Get to the point and be authentic - If you’re a small business, don’t try to produce a polished Super Bowl-caliber ad. Be real - viewers respond to authenticity. Also, tailor your messaging to the platform you publish on - there’s lots of video platforms available (YouTube, Vimeo, Instagram, Vine) with different strengths and weaknesses that marketers can use to share an authentic message. Do you want to be informative in 4 minute bursts? Host your videos on YouTube. If being rapid fire and goofy matches your brand, look to Vine or Instagram instead.
- Don’t be afraid to do it on the cheap - if you have a phone, it can film 1080p video. Load it up to YouTube, and you can edit the clips, add a soundtrack, and do a color grade entirely on the site before making your video live. GoPro cameras are another inexpensive option for high quality and low cost video - cameras can be purchased for as little as $200.
- Produce several videos at once - if you’re taking the time to produce a single video, you could probably use the resources to make several at the same time. The only thing better for a business than one video is four videos. You’ll be shocked at how much leverage you get out of an afternoon’s work.
With all the tools now available to marketers, and all the potential benefits a strong video component can have for brand marketing, you have no excuse to leave those impressions and engagements on the table. Grab a camera, and press record.