With the proliferation of social media platforms such as Facebook and YouTube, the creation of interesting, powerful content has become a must. The content of your post, be it text, video or animation, will drive viewers to your site and encourage those viewers to share your post with their friends. This, in turn, will drive your search engine optimisation, which is the single most important aspect of the entire exercise.
Keep It Visual
Human beings are extremely visual creatures. In fact, human beings receive 70% of their sensory information or stimulus through visual signals. That means that good visual content is critical to capture viewers and then to retain them. It has been estimated that a one minute video is worth 1.8 million words in terms of viewer engagement and retention. It has also been shown that viewers spend 2 minutes on a site that has a video as opposed to 8 seconds on a site that has only text.
It becomes obvious from the above that content is critical and that video content is far more effective in encouraging people to view and visit your website or blog. The objective here is to get people to view your video on social media, share it with their friends, and then to follow up that view with a visit to your site. All of these views, shares, and visits then increase your search engine rankings.
YouTube reaches more 18 to 50-year-olds than any broadcast or cable TV, and that figure is based solely on mobile devices and doesn’t include desktop views. 64% of viewers are more likely to buy a product after watching a video. It becomes obvious that video content is critical.
The Equipment You’ll Need
Now that we have got the theory out of the way, how do you create great video content that people will love and will want to share? Well, one of the ways to do this is to spend thousands of dollars to hire professional content creators to produce your video. I am going to assume that you don’t have the bucks for that kind of expense and that you are going to create the content yourself.
The first thing you will need to create your video is equipment to shoot the video, and then to edit it. Now, you’re going to laugh at me, but you don’t need expensive video cameras and editing suites to create a video. Most modern smartphones, be they IOS or Android devices, have excellent video capabilities and are quite adequate to create a video that you will later upload to social media. If you can spring for the expense of a camcorder, so much the better, but it is not necessary.
Similarly, you can access excellent video editing applications, like iMovie for iOS devices or Windows Movie Maker for Android devices for very little cost. These applications offer all the tools you need, such as captioning, quality enhancement and adding sound, to be able to edit your video to a fairly high standard. It is very difficult to keep a phone or camcorder stable, so another valuable piece of equipment would be a mini tripod. Again, these are available for very little outlay. A decent microphone would also be a good investment, but not essential as most higher-end phones have excellent microphones.
Lights, Camera, Action!
OK, you’ve got the equipment. Now you need to plan and shoot your video. Here are a few tips on how to streamline the process.
1. First of all, you need a script. Let’s say, for the sake of argument, that you want to make a video that explains a product or service that you offer. Your script should:
a. Create a character and illustrate the main points you want to get across through the eyes of the main character.
b. Illustrate the character’s chief problem or situation that you are going to address and solve with your product or information.
c. Explain the principal strategies or tips that your viewer can implement immediately to address their problem or concern.
d. Illustrate how your main character’s life has now changed for the better by implementing your tips, and finally, have a call to action. Explain what your viewer now needs to do, to further tie him into your business or blog. One example would be to entice the viewer to supply his e-mail address for further tips or strategies, or possibly a free eBook. You have now captured that viewer, and you can legitimately add him to your mailing list.
2. Write a punchy, attention-grabbing title for your video, using keywords for search engine optimisation. Use a free application like Ubersuggest to do keyword research. Keyword research will show you what words are commonly used by viewers for web searching.
3. Your video must not be too long. 60 to 90 seconds is the optimum length for sustaining people’s attention on YouTube.
4. Use your voiceover to storyboard your video. Remember, it must be short. No more than 200 words. What is said in the video will relate to what the viewer is seeing. Shoot content to illustrate your voiceover.
5. Edit and upload your video to your social media accounts, and wait for the traffic to flow in.
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