You’ve probably noticed a lot more video content in your social media feeds lately. Marketing professionals and content creators have discovered video is enormously powerful for generating engagement. Especially when it’s trying to get you to buy stuff.
According to Hubspot, 90% of customers report that product videos help them make purchasing decisions. 64% of customers are more likely to buy a product online after watching a video about it. And adding a video to marketing emails can boost click-through rates by 200-300%.
Those are the kind of numbers that make CMOs hand out bonuses and bear hugs. So you might be wondering, if it’s so rad, how come marketing teams aren’t cranking out more video content? The short answer is, they are about to.
Tubular Insights surveyed brand marketers and found that 71% of companies with successful video marketing strategies are planning to increase their budgets. That means at least some of your competitors are going to start dropping the kind of fun content that attracts your customers. The best way to prevent that is creating more videos yourself.
This scares a lot of marketers because video production has usually been an expensive endeavor. However, there are more tools at your disposal than ever before. Many require little technical knowledge to use. They allow you to put out more content by either cutting existing videos or editing new ones. Webdam has a great feature called video clipping that can help anyone edit videos.
Clip it, clip it real good.
Video clipping serves a similar purpose as image cropping – it allows you to select the segment of a video that you want. Webdam’s clipping tools allow you to highlight frames, sections)or segments of videos you’d like to keep while removing the footage that you don’t want or need. What you’re left with is a shortened clip that highlights the most compelling segments of a video.
This is useful if you have longer form videos like customer testimonials or product demos. By clipping the video, you create snippets that can be used where <30 sec clips work best, such as social media or email.
If you already have longer form videos, you can use clipping to turn them into shorter form clips for the formats just mentioned. We wrote a whole blog about the benefits of reusing videos, check it out here. Essentially, a good editor can turn raw footage, or even stale content that isn’t attracting eyeballs, into short videos that get attention.
We’ve used this tool for our own videos. Short pieces from our longer product videos became spots for our Facebook and LinkedIn ads. This is a great way to recycle video content. If you already have footage, you can get more value out of it by sharing it on different content platforms. You probably have the content, you just need the editor. With clipping, just about anyone on your team can do the job.
Getting the most out of your video content.
If you don’t have that much video content already, don’t sweat it. Just about anyone can shoot decent video with an iPhone camera or something similar. Just getting a quick headshot customer testimonial can be valuable. Almost every marketing survey backs up the power of customer testimonials. You can find tons of instructionals on YouTube about how to create these powerful videos.
Don’t get too stuck on making “perfect” videos, though.
Gary Vaynerchuk might be the most prolific voice in video marketing right now. It feels like at least ¾ of the shared videos on LinkedIn are him talking about video content to young entrepreneurs and marketing folks. He’s often right on the money.
Vaynerchuk recommends brands resist getting stuck on producing super-slick high production content. He’s an advocate for creating video that’s “good enough” and sharing it often and everywhere. However, that doesn’t mean make bad videoes and blast them on Twitter. What you make still needs to be on brand. And it needs to speak to your audience.
If you’re an effective marketer, you know what your brand voice is and you know who your customers are. That’s half the battle. The other half is getting something in the can.
The biggest perceived hurdle to creating good video content is often budget. Many companies still think of video content as something like 30 and 60-second TV spots. These professional shoots are expensive and slow. Fortunately, the tools of the trade are getting cheaper all the time.
Distributing video content is easy.
Your newly edited videos can be stored on digital asset management (DAM) software, like Webdam. From there it can can share them with anyone who needs them and the clipping tool allows you to make quick edits on the fly. It’s intuitive, so if you need a short 15-second clip for a Facebook ad, you can just make it on the spot without video editing software or expertise.
Webdam also offers powerful video transcoding features that support all of the most common video formats. If you’re not familiar, transcoding is the process that converts a video file from one format to another to make it viewable across different platforms and devices.
Usually, video conversion is a difficult and resource-heavy process, and would typically require more powerful hardware and faster CPUs or graphics acceleration capabilities. With Webdam, you can clip what you need and encode it in multiple formats in seconds.
There are definitely other ways to distribute video content, but using digital asset management will make your life way easier. If you have more time, you’ll be able to devote more energy to the creation of new videos.
Video can change your whole company.
The classic example of how much a video can help your business is Dollar Shave Club’s first viral video. Michael Dubin, the company’s CEO and star of the video, spent about $4,500 on it. It currently has 24 million views on YouTube. The company made about $150 million in sales after releasing this video. That’s about as good as it gets for video ROI.
However, making something totally original and bold like that is easier said than done. Many companies are producing totally fine videos, but they will never be viral sensations. That’s ok. Your videos can have second and even third lives on different platforms. All you have to do is cut them down to size. Video clipping gives you the power to turn the great footage you’re sitting on into compelling social media ads that get clicks.
If you’re curious about how we use video at Webdam, check out our YouTube page.