To help you kickstart your video content creation journey, we’ve gathered 15 expert tips from CEOs, founders, and marketing professionals. From utilizing props and scenery for storytelling to planning and optimizing with a content calendar, these industry leaders share their best advice for beginners looking to make a splash in video marketing.
- Utilize Props and Scenery for Storytelling
- Focus on One Main Idea per Video
- Keep Videos Short and Sweet
- Craft an Engaging Intro
- Choose the Right Content Type
- Use Hashtags for Better Visibility
- Optimize Videos with Relevant Keywords
- Build Trust with Video Testimonials
- Engage Your Audience with Educational Videos
- Prioritize Video in Marketing Strategy
- Leave Space for On-Screen Text
- Embrace the Trend of Short-Format Content
- Create Memorable and Impactful Content
- Design an Eye-Catching Thumbnail
- Plan and Optimize with a Content Calendar
Utilize Props and Scenery for Storytelling
Creating video content for marketing can seem like a daunting task for beginners. However, there is one tip to help with getting started: make use of props or scenery as storytelling elements.
For instance, if a restaurant wants to showcase its menu items engagingly, it could construct an elaborate set of props and scenery—such as a miniature cityscape where the dishes come alive! This would help the viewer become immersed in the experience while learning more about the restaurant’s offerings.
Michael Alexis, CEO, swag.org
Focus on One Main Idea per Video
My number one tip for beginners trying to create video content for marketing purposes is to have one main idea or message per video. It might be tempting to cram as much information as possible into one video or try to cover multiple topics, but this approach can actually be counterproductive.
Viewers are more likely to engage with content that is clear and concise, with a singular focus. Not only does this make the video easier to follow, but it also allows you to tailor your content specifically to your target audience and their interests.
Antreas Koutis, Administrative Manager, Financer
Keep Videos Short and Sweet
When leveraging video content in a marketing campaign for the first time, it can be tempting to entice your audience with as much information as possible. However, the best thing you can do is keep it short and sweet.
The attention span of users on social media is short, so it’s essential to keep your videos concise. Attract users with a tempting call-to-action or mic-drop, and keep it under a minute or less, at least when first building your online presence. Using visual cues and getting straight to the point entices audience members to learn more and check out future videos and posts.
Brandon Brown, CEO, GRIN
Craft an Engaging Intro
When creating content for your business’s video marketing campaign, it’s important to remember that you have only seconds to capture the attention of your audience. The intro or beginning of your video is the most crucial part because it is the first thing people will see before deciding to watch the rest of the video or scroll past it.
A good intro will leave your audience wanting to see more, and there are a few things you can do to accomplish this goal. First, keep it short and sweet. Don’t overdo it with a long, drawn-out intro that takes too long to get to the point. Next, make sure it applies to your content so that it’s more likely to hook your audience. Finally, make sure it’s engaging. Audiences are more likely to stay engaged if the intro is interesting or funny.
Matthew Ramirez, Founder, USMLE Test Prep
Choose the Right Content Type
One tip I have for beginners who want to create video content for marketing is to decide on the type of video content they will make. Different types of videos can convey different messages. Thus, choosing the right type of content can help ensure your target audience understands what they’re seeing and why it matters to them.
For instance, if you want to demonstrate how a product or service works, an animated explainer video might be best because this visual representation of information can make complex concepts easier to grasp. If success stories are more relevant in this context, then creating a case study might be the way to go, since these portray real-life examples of how something has been beneficial in its application.
So, by deciding ahead of which type of video content you want to create, you will have a better chance of creating videos that resonate with your audience and achieve your marketing objectives.
Maria Harutyunyan, Co-founder, Loopex Digital
Use Hashtags for Better Visibility
It’s best to add around 10 hashtags to each video so users can connect with a niche demographic while also allowing them to find you.
For example, add relevant hashtags to a gym how-to video, such as #fitness or #gymhowto. As a result, users will discover your content as they interact with the hashtags and you can grow a following from there.
Stephanie Venn-Watson, Co-founder, fatty15
Optimize Videos with Relevant Keywords
Search engines like videos, especially those that are well-optimized. Besides creating quality content and delivering exactly what your audience needs, you also should do your research and insert all the relevant keywords you can realistically compete for.
Make sure the file you’re going to upload is named well, write a catchy title, and definitely don’t forget about the video description. Just remember that keyword stuffing is a thing, and Google search engines will definitely take issue with it.
Natalia Brzezinska, Marketing and Outreach Manager, ePassportPhoto
Build Trust with Video Testimonials
One tip I have for beginners on video content creation for marketing is to consider making customer testimonials in video format. These can be created internally or outsourced to providers available online.
Video testimonials provide social proof and can help build trust with potential customers. When creating video testimonials, be sure to focus on the customer’s experience and the benefits they received from your product or service.
Additionally, keep the videos short and to the point to maintain viewer engagement. You can make them on your own internally or outsource them to video customer testimonial providers available online.
Joe Kevens, Founder and Director of Demand Gen, B2B SaaS Reviews
Engage Your Audience with Educational Videos
Create a cluster of educational videos based on user queries related to your product or services with no direct promotions. Nowadays, buyers have now become researchers, and before contacting, they read and analyze the product or the service they are looking for.
Having educational videos based on user queries and expanding their reach with marketing strategies will establish the authenticity of your brand among prospects and will help you convert them as a lead somewhere in their buyer’s journey. This sounds like a long-term plan, but always effective in providing quality leads.
Ajay Prasad, President and CEO, GMR Web Team
Prioritize Video in Marketing Strategy
Incorporating video into your marketing strategy is more important than ever. If you look at the explosive growth of the video platform TikTok, it shouldn’t come as a surprise that video should be prioritized.
You can create videos that summarize your blogs, offer extra tips and tricks, discuss your brand and products, showcase the people and culture that make your company unique, etc. Then, when you post your videos, use relevant keywords in the descriptions on sites like YouTube to upload your videos and then embed them in your content on your website.
Maegan Griffin, Founder, CEO, and Nurse Practitioner, Skin Pharm
Leave Space for On-Screen Text
Leave enough empty space in the video for adding text. It’s rare these days that a marketing video won’t have any on-screen text, so content creators need to be proactive about the way they frame their shots.
For example, if you’re filming educational content and forget to leave empty space around the main action, any text you add may cover key parts of the video. It’s always best to leave a little more space around whatever you’re filming than you think you need. You can always zoom in and crop. Finding extra space where there is none is much more difficult.
Josh Weiss, Founder and CEO, Reggie
Embrace the Trend of Short-Format Content
With video content creation, it’s always best to ensure your videos remain short. Since short-format content is trending, focus on riding the wave without losing the essence of your brand.
Concise information, interesting transitions, and exciting visuals can help capture the viewer’s attention, no matter the nature of your videos. If you can keep these things in mind, your video marketing strategy will excel.
Harry Morton, Founder, Lower Street
Create Memorable and Impactful Content
To make an impact, you need to be memorable and have a way to connect to whoever is consuming your content. It is a saturated market for marketers today. You are competing against tons of other stimuli, options, and competitors.
On TikTok, that could mean creating engaging how-to videos and sharing helpful tips. You want to ensure a clear path for a consumer to follow, including a compelling call to action or even an offer to entice them. Figuring out what speaks to your followers can take time and is an ever-evolving process, but it is necessary to thrive in today’s saturated e-commerce environment.
Ann McFerran, CEO, Glamnetic
Design an Eye-Catching Thumbnail
Many people beginning their efforts in video content creation for marketing will spend a tremendous amount of time crafting the video, but little time thinking about the first item that viewers will actually see, and that is why you should also focus on the thumbnail. You may have put together a great marketing video, but if potential customers don’t watch it, it will do little good.
Therefore, by using interesting subject matter, eye-catching colors, humor, or trending images in your thumbnail, you can capture your audience’s attention and get them to click on your video. In remembering that the most important part of marketing video is getting your audience to watch it by creating an innovative thumbnail, you will be more likely to be successful in your marketing efforts.
Alexandre Bocquet, Founder and CEO, Betterly
Plan and Optimize with a Content Calendar
One tip for beginners on video content creation for marketing is to plan your content ahead of time by creating a content calendar. This can help you stay organized, ensure a consistent posting schedule, and help you target relevant topics for your audience.
When planning your content, consider what types of videos will be most engaging to your audience and provide the most value. You don’t need to be a professional videographer to create great content—even a simple, well-planned video can be effective in promoting your business.
Additionally, don’t forget to optimize your videos for SEO by including relevant keywords in your titles, descriptions, and tags to improve visibility in search results.
Brenton Thomas, CEO, Twibi
