Why a educational marketing video?
Nowadays, videos are very important because they can deliver a powerful message to a target audience. Compared with other marketing communication elements, a good video can allow you to connect emotionally with your audience. According to Hubspot these are some video statistics:
- Mobile video consumption has increased 17-fold since 2012.
- Cisco projects that global internet traffic from videos will make up 82% of all consumer internet traffic by 2022.
- 70% of YouTube viewers watch videos for “help with a problem” in their hobby, studies, or job.
- Globally, YouTube is consumers’ leading source of video content, at 83% (Facebook is second, at 67%).
- Video streaming has increased significantly in the last several years. The live-streaming platform, Twitch, saw year-over-year growth of 14.3% in 2020 and boasted up to 1.645 billion watch hours per month.
- In a 2018 HubSpot survey, 54% of consumers wanted to see more video content from a brand or business they support.
How do you prepare a video with the 4 E’s of excellent video content proposed by Techsmith Engaging, Emotional, Educational, and Empathetic?
Steps to generate a very simple marketing video
In this case, I will explain how to prepare a video using images, text, and b-roll videos, like a slide show to explain a specific topic.
- First, you need to have a purpose. What do you want to accomplish? what are your goals and objectives for creating a marketing video? Brand awareness, education about a specific topic, generating leads, and information about a situation.
- Create a brief. A brief will allow you to answer all your team’s questions.
- Then you need to write a script. Depending on your goals and objectives, you will set the length and format of your video. You can have a basic outline with An introduction, a pain point, and a conclusion.
- Choose if the main character will be present in the video or if you will use images, text, and b-roll videos to explain a topic. (This is our case).
- Choose what software you will use to generate the video, voiceover and edit, the video. In this case I used animoto.com to generate the video.
- Set a quiet place to record your voiceover. I used my smartphone to record my voice.
- Follow this Animoto.com tutorial, pick any of the templates available.
- Upload your pictures, may sure you use royalty free pictures, if you have a paid account with animoto.com they can provide photos and b-roll videos.
- Upload your voiceover file to animoto.com
- Edit the video and adjust the timing to fix your voiceover.
- Save your video.
Below you will see the video I produced, and I uploaded it to Youtube, the goal of this video is educational and the target audience are persons with some interest in marketing topics. The scripts is based on a recent article I posted at this website with the title: Can cultural, social, and personal factors affect the customer’s journey?
