In today’s changing world, video is becoming more and more important. Thanks to social media, smartphones, busy people and dwindling attention spans, the modern Startup needs to capitalise on video marketing if they want to have an edge over their competition.
Don’t worry though, video marketing doesn’t necessarily require a big budget…
Here’s a simple 5 step process to develop an effective and scalable video marketing campaign for a startup on a tight budget.
2. Know your Goals and Audience
What is the purpose of the video?
Sales / Lead Generation: You might have it on a landing page to encourage page conversions
Education: You might want to show your users how to use your product or service
Entertain: Encourage engagement and exposure on social media
Inspire: Inspire the viewer to take positive actions
If your video marketing doesn’t have one of the above goals, it is unlikely to succeed.
Who is your target audience?
Where do they spend their spare time?
What are their needs and wants?
What makes them engage, share or make a purchase?
What type of content will resonate with them?
What are they worried or excited about?
Answer these questions and keep them in mind when planning and producing your video marketing campaign. It helps to be really specific, give your target audience an avatar with a specific age, gender, occupation and name.
3. Decide on your content
It’s best to go with the ‘no idea’s a bad idea’ philosophy at first, get everything and anything that comes to mind down on paper and then whittle it down through a process of elimination. Remember to make sure that your desired topic(s) align with your goals and audience from step one.
If you’re stuck for ideas, you can check out what some of your competitors or other successful video marketing startups are doing. Use their ideas for inspiration and try to produce something better. Just make sure that you make it original and unique, make it your own.
There are two key considerations to also consider when deciding upon content:
Value: How much value will it provide to the viewer in (terms of education, entertainment, inspiration, etc)
Relevance: How relevant is the content to your brand, goals and target audience.
Value without relevance and vice-versa, is likely to be ineffective. For example, if you have a startup in the pet care industry, a video about changing the oil of a car might be very valuable in a different context, but has no relevance to your market or niche and is unlikely to provide any value to you or your customers.
If you’ve got a larger budget then it’s definitely worth hiring a digital agency (such as ourselves) to produce your content as it will provide a much higher ROI when done correctly.
4. Build Desire for More Content
If you are building a long-term video marketing campaign, which you definitely should be.. try to always leave your viewers wanting more at the end of your videos. This will ensure they come back to visit future content and allow for exponential growth in views and engagement as time goes on.
Share, share, share!
Share your content across all of your social networks, websites, blogs, email it to your client list and get as much exposure as possible. Make it easy to share and encourage engagement. This will also work wonders for your SEO.
Another very powerful trick to ‘going viral’ is to reach out to bloggers and influencers in your field, offer them some value in return for sharing your content. For example you might write a guest article for a blogger and embed your video.
There you have it.
Follow these 5 simple steps and you will be well on your way to some very potent video marketing campaigns. If you have any questions or need any help, please don’t hesitate to contact us at email@example.com and we will be happy to help.
We’re always banging on about how important video is to any SEO strategy and how powerful a tool it can be. But you might be wondering how…
Follow these 7 easy steps to see your video content soar to the top of Google and Youtube rankings in no time at all.
1. Choose and Research your Keyword(s)
Before doing anything, sometimes even before creating your video content (depending on your goals), you should research and choose the right keywords for what you’re trying to achieve and rank for.
You should make use of the Google Adwords Keyword Tool to determine the best keywords to target in your area. The most searched keywords might not always be the best to target as they are heavily contested, consider going for more niche and specific keywords that have less competition.
Once you have chosen the phrase you will use as your keyword, make sure the video title, description and tags all have it included.
2. Detailed Descriptions
It’s not enough to just include your keywords in your description though, there’s really no hidden tricks here, just make it as long and detailed as possible as long as the information is valuable and relevant.
The longer the description, the more likely the video is to rank for relevant keywords, it’s as simple as that! You don’t just want to aim for your primary keyword, you can rank for a number of different long and short-tail keywords by making good use of your video description.
3. Embed and Share the Video as Much as Possible
For anyone familiar with backlinking with website SEO, this has the same principle. The more that Google can see your video being shared and embedded from multiple different sources, the better chances it has of ranking highly.
Don’t just try to get the video anywhere and everywhere though, make sure it is on credible and relevant websites that actually provide value to users through the use of your video.
A good place to start is to embed it on your website, your blog, and all of your social media pages.
4. Make use of Playlists
The more time people spend on your videos and your channel, the healthier their rankings will be on Youtube and Google. One way to increase channel time is to make playlists for your videos.
Try to identify common themes from your videos that can be grouped into playlists in a way that makes sense. Don’t worry if you haven’t got many videos on your channel, you can also include other relevant videos from other channels as part of a playlist.
Youtube loves playlists, and prefers to promote them over single videos.
5. Optimise the Length of your Video
This all depends on the goals of your video. For example the perfect explainer video for a website length is usually around 90 seconds. If you want to create an advert for YouTube then the video needs to be 60 seconds long.
If you’re creating regular content for a video channel, you might want much longer videos of 10-20 minutes long.
On social media, much shorter videos are preferred because people are being bombarded by entertaining and informative content and don’t have the patience to sit on one video for too long.
Here’s the average lengths of the most shared Facebook videos:
6. Engage viewers and encourage subscribers
Try to encourage comments on your videos, they can help videos go viral and more likely to rank. Notice how those annoying ‘YouTubers’ always nag people to like, comment and subscribe? That’s because they know that engagement is key to making videos go viral.
If people do comment, try to respond to as many as possible. You can also ask people to give their thoughts or suggest ideas for potential new content in your comments section.
7. Optimise your YouTube Channel
Google and YouTube’s algorithm will look at your channel to see how credible you are. Make sure it’s complete. Here’s 4 things you can do to make your channel ultra-professional in minutes:
Images: Make sure your profile picture and background is attractive and relevant to your branding and goals. When uploading the images make sure they are named according to your SEO Keywords.
Links: Link everything to everything, your website to your YouTube Channel, and vice-versa, as well as all of your other social medias. Also link to all your new videos on your social medias when you release them.
Description: Just like the video descriptions, make it long and informative. Be clear about your business and channel, what value you provide for people and how.
Subscribe: People often overlook this but if you subscribe to popular and credible channels in the same space as yours, this sends subtle signals to Google and Youtube that are likely to improve your rankings.
If you have followed these 7 simple steps then you should start seeing results in a matter of weeks. Your channel and videos should be ranking higher on YouTube and Google and this in turn should help improve the SEO of your website.
Whiteboard animation videos are all the rage for startups at the moment, but why?
Well, they say a picture speaks a 1000 words, but words and pictures aren’t mutually exclusive when it comes to digital marketing. Why not have both?
You might be thinking, ‘yes but video production is too expensive’ or ‘I don’t have time do it myself’ but whiteboard animation can often be a lot quicker, easier and cheaper to produce than live action for infographic/character animation explainer videos.
However, if you want to learn more specifically about whiteboard animation, we will discuss 3 reasons every startup should have one below…
#1 They are Super Compelling
Whiteboard animation has been scientifically found to encourage long-term memory retention when compared to presentations using other techniques. Not only that, but the cartoon visuals have been found to increase viewer interest and retention. In a world where attention spans are shortening, (thanks to internet, tv, social media, etc) this is a very powerful tool.
Some scientists argue that simpler images are more compelling to viewers because it takes less effort for the brain to process that information, which provides a strong argument for the use of whiteboard animation over more complex or detailed animation. If they are using less brain power to process the imagery, more brain power can be used to soak up the message being conveyed in the voice over.
Most whiteboard videos make use of a hand (real or virtual) drawing out the images as the narrative progresses. This takes the viewer on a natural journey, building suspense and keeping them naturally intrigued to find out more. It can make even the most boring stories seem like an engaging story which they want to finish before moving on.
#2 They are Cheap & Easy
As we touched on in the introduction, whiteboard videos can be a lot cheaper and easier to produce than some of the other types of demo videos.
There’s not much to say here really except you have a few options:
Outsource it – it should be cheaper than other styles of animation so keep that in mind when asking for quotes
Do it yourself – There are tutorial videos on YouTube, templates available on websites like videohive.com and online tools both free and paid which can be used for ‘drag and drop’ style production
It really depends on how bespoke and high quality you want your video to be. Remember, unless you have a very high quality microphone and clear voice, you might need to outsource your voice over.
They appeal to everyone from all backgrounds, industries and walks of life. People feel compelled to share an informative and engaging whiteboard video if it is interesting to them and provides valuable information. They are often more shareable than infographic or character animations style videos because they are seen as new and quirky.
People might consider live action videos more appealing to the corporate world and character animation more appealing to B2C markets for example, but whiteboard videos have been found to suffer from no such pigeon holes in terms of who they appeal to.
Wrapping it all Up
Taking into account how engaging and likely to go viral whiteboard animation videos are, people are often surprised to discover that they are cheaper and easier to produce than infographic videos, character animation or live action.
However, those other styles do have their advantages and whiteboard animation is not as new and novel as it was a few years ago, so you should research carefully and consider your target customers before you decide to invest.
However, whilst we produce bespoke explainer videos and would always recommend paying for a premium service such as ours, we understand that sometimes it’s difficult to find the funds to put aside for a fancy new video.
So don’t worry, we’ve got your back!
You can go the DIY route to produce yourself a very powerful intro video for your startup if you haven’t got the
budget for a fully bespoke explainer video.
Once you’ve watched some videos and hopefully got some great ideas and tips, it’s time to sketch your storyboard. Premium video companies such as ourselves provide fully animated storyboards of each scene, but it can’t hurt sometimes to just put pen to paper and make some rough sketches of your ideas, don’t worry if you’re terrible at drawing, as long as you can tell what it’s meant to be then that’s absolutely fine!
Tip: Don’t spend too much time sketching your storyboard as it will probably be very different once you have written your script!
2. Write your Script (£0)
The script should always come first, assuming your video will have a voice over, everything in the video will be based on and support the script. Your script should be engaging and informative, and not too salesy.
A good basic structure to follow when you’re writing your script is:
Attention: Grab the viewers’ attention, call them out, arouse their interest
Interest: Explain what your startup can do for them and how it can change their life
Desire: Build desire by showing proof of how your business works, build credibility by including elements such as testimonials.
Action: Include a clear call to action at the end of the video, imagine the viewer is super interested and wants to know what to do next (e.g. visit our site and buy xyz, fill in our contact form, get in touch today, etc)
Want more help with your script? We offer a completely free infographic and in-depth PDF on how to write potent sales copy or scripts on our website.
Finally, don’t forget that the length of the script will affect the length of your video and therefore costs. A general rule of thumb we use is 70 words per 30 seconds of video. It doesn’t sound like much but if you try to cram a long script into a short video, the voice over will sound poor and the animation will move too quickly!
3. Voice Over (£20 – £75)
Unless you know someone with a very high quality microphone and clear ‘bbc-like’ voice, then you are probably going to want to hire someone to record your script. There are hundreds of websites out there claiming to have the best voice overs at the best prices, but it all depends on the accent you would like.
Here’s some of our favourite voice over marketplaces:
But for this example, we’re going to be using a tool called ‘GoAnimate’. It is a monthly subscription service with a 14 day free trial, however if you want to make a really effective video you are probably going to want a month of the £65 package.
GoAnimate is great because it has lots of elements which you can drag and drop into an easy-to-use tool and it really allows anyone to make a DIY explainer video that can look very polished and professional.
It’s important to take your time at this stage, make sure the animation matches your script and times in with your voice over.
5. Add Music (£15)
Some people prefer to skip this stage but here at Platinum Videos, we feel that explainer videos without background music lack character. It’s something that you don’t really notice unless you’re looking out for it, but if you watch a video without background music you can’t quite put your finger on something that feels missing.
Tip: You can’t just add your favourite top 40 song to the background of your video! – It will likely land you in hot water for copyright infringement.
You need to purchase some royalty free background music. Get yourself over to AudioJungle and find something you like for just £15. Remember to think about the intended audience of your video and target market of your startup (e.g. corporate vs fun and quirky).
6. That’s it!
Put your voice over, music and animation all together. Make sure the background music isn’t too loud and the animation lines up with the voice over at every stage and you now have your very own intro video for your startup all for the cost of roughly £150.
We hope you found this article useful!
Here are some of the supporting links we mentioned:
Would you rather have an ultra-converting, premium and bespoke explainer video made for your business by our team? Or maybe you want some help or advice about your video… Just get in touch with our team today at firstname.lastname@example.org
So you’re thinking of using video content to help market
your new startup?
Demo videos for startups are one of the most powerful ways to launch a digital marketing campaign. Choosing the right type of demo video to suit your startup is crucial and going to have a huge impact on how successful you are.
We’ve put together 9 unique types of demo videos you can choose from, and talked about the benefits of each and which would be right for you.
Now, let’s look at each one in turn….
Screencast videos are one of the easiest and cheapest types of videos to create. They can be animated or you can simply record the screen while using your software or app.
They are best to use when walking people through a process, such as showing them how to use your product or teaching people to do something.
They can also be very effective as ‘member area’ or support videos for current and past clients, they don’t necessarily need to be sales based!
Remember: Teaching sells! If you can teach someone something, they are much more likely to buy from you.
Use free screen recording software such as Screencast
You can record your own voice over if you have a good quality voice and microphone, or use annotations to narrate the video
Use some stock background music to ensure that the video is not boring
You could record a slideshow made in Powerpoint or Prezi to give the video a real premium animated feel for almost no cost!
You may want to invest in voice over artists or better editor/recording software for a very high quality video
#2 Kinetic Typography
Typography alone can be very powerful, especially when sharing a deeper emotional message, such as inspirational speeches or quotes. The typography simply annotates a voice over and transitions in creative ways. It can be a very powerful way of captivating people to some audio content.
Typography effectively converts audio content to video content, making it much more effective and shareable.
Again, you can do this yourself using software, however you may need to purchase some software such as Adobe After Effects
A cheaper option is to use presentation and screen capture software
You might choose to hire an explainer video production company to ensure you create a high-quality video
The typography needs to have creative and captivating transitions to maintain the attention of the viewer, as you don’t have as much animation involved in the video
Warning: Some studios might try to charge very high prices for typography videos, but it is important to remember that they should be generally a lot cheaper to produce than standard character or infographic style animated videos.
#3 Whiteboard Animation
Whiteboard explainer videos have exploded in popularity over the last few years and everyone has been getting involved. These involve either a real person or a simulation drawing the imagery to illustrate what the voice over is saying throughout the video.
Whiteboard videos are very versatile and can be used for sales videos, educational videos or discussion topics in general.
They are very popular and get a lot of shares, they are also generally slightly cheaper to produce than infographic and character animation, but more expensive to produce than kinetic typography.
There are some very talented people out there who can produce whiteboard animation videos (us included!)
It might be slightly more difficult to do this yourself unless you have advanced skills with animation and/or drawing
We have found that whiteboard animations with colour deliver a much better ROI than whiteboard videos in just black and white
Make sure you don’t cram too much animation into the video as it can make it difficult for the drawing to keep up with animation (transitions are generally longer in these videos)
Pay attention to the smaller details, for example some whiteboard explainer videos incorporate the company’s branding on the pen that is drawing the illustrations
#4 Infographic Animation
Infographic animation offers a captivating way to illustrate data and information. It is better suited to the B2B industry but can work very well for explainer videos that are teaching something to people.
Infographic style animation is slightly more difficult and expensive to produce than whiteboard explainer videos but has been found to deliver outstanding ROI. It includes graphical animations that move and transition as the video talks the user through the information.
Use graphical style animations such as pie charts and graphs
Make statistical data popup and come alive in large font
Creative transitions must be used to keep the viewer entertained while they learn
It is good to use elements of fun or character style animation too
#5 Character Animation
Probably the most popular and one of the most effective types of demo video, character animation has been found to deliver great ROI. It can be used for business, products, services, apps or events.
Character animation is the same as infographic in terms of cost and difficulty to produce. It involves the use of characters in certain settings to illustrate the voice over and usually includes background music.
A very effective way to leverage character animation is to tell a story that arouses the interest of the viewer, keeping them entertained but also delivering your important message within the story.
See the video we made below for Acorns Children’s Hospice for a perfect example…
Tell a story, don’t just talk about your company or product
If it is entertaining, people will watch until the end and be more inclined to share your video
Make sure the style of the animation and colouring matches your branding
Background music can have a huge effect on the tone of the video in the mind of the viewer
#6 3D Animation
There are 2 main types of 3D demo videos:
3D Product Demonstrations: These are usually tailored more to demonstrating complicated products. For example, they might be used in the B2B manufacturing industry.
3D Cartoon Animations: These are tailored more towards B2C (but can be B2B) and are more entertaining and focussed on telling a story.
3D animation can be very difficult and expensive to produce, but these videos can deliver phenomenal ROI if used in the right circumstances. If you have complicated or specialist products to show, 3D animation can be perfect, where 2D might not show everything that you need.
If you are a larger company with a big marketing budget, 3D animation can be very effective on a B2C level as it almost makes a movie out of your explainer video, perfect for TV adverts or larger campaigns.
Only go for 3D animation if you have a large budget
It can take a very long time to produc0e and get right
If you have a complicated or innovative physical product to demonstrate, 3D could be perfect for you
Make sure your voice over and music are perfect and consistent with the video to maximise the ROI on your large investment
#7 IOS Demo
If your video is for the IOS app store then there are some special considerations that need to be made. The video will be hosted within widgets on the apple operating system. They can be made for free using software such as iMovie, or outsourced to a production agency.
They usually demonstrate use of the app, as if someone was on their phone or tablet using it, as well as animated scenes to demonstrate the benefits.
Keep it short, people are going to be quickly browsing app stores and stumbling across your video, don’t expect them to watch for more than roughly 90 seconds
Don’t just use it on your app page in app stores, host it on your website and social media
Think about producing a longer version for your website and social media channels
#8 Music Based
Not every demo video has to have a voice over, as we mentioned earlier, you could use subtitles. But some of the most effective videos have no voice over or subtitles. Similarly to typography videos, this will mostly use animated text and visuals.
This Apple video blew up recently on social media, and perfectly demonstrates how music based demo videos can be super effective. Notice how the fast pace and unique transitions between scenes arouse interest and make the video a captivating watch.
The animation must include a lot of text to animate what’s going on in the video
Music must be unique and captivating, preferably exclusive to your video
The transitions must be effective and enticing
Annotations are encouraged and should be large and exaggerated in the animation of the video
#9 Live Action
Another type of demo video which can be expensive if outsourced, but can be done yourself if you have good equipment and video editing skills. These types of videos can be used for a wide range of startups. For example, if you own a specialist premium coffee shop, why have an animated video about coffee when you could film how the coffee is made.
Think of the Marks and Spencer adverts and how they present their food, it almost makes your mouth water seeing their food, and makes you more inclined to buy from them.
Incorporating elements of animation or screen capture can be effective to demonstrate your product, app or service
It is essential to use high quality equipment when filming
It is also essential to use good quality editing software
Transitions between scenes need to be smooth and compliment the voice over
Background music is not essential
Wrapping it all up…
By now you should have a good idea of the different types of demo videos available for apps. Whatever you do, whatever your budget and whatever your goals are… there should be a type to suit you.
For the lazy people… here’s the list of types and their benefits/uses:
Screencast: Cheap, quick and easy, perfect for walkthroughs and support demos
Kinetic Typography: Cheap and high impact, easy to produce
Whiteboard Animation: Very popular and effective, slightly cheaper than infographic/character
Infographic Animation: Very powerful and perfect for B2B or complicated data/information
Character Animation: Very powerful and perfect for B2C or telling a story
3D Animation: Super effective but very expensive, perfect for big corporations and complicated products
IOS Demo: Shorter and must meet certain criteria, perfect for apps on apple devices
Music Based: Can be very potent but difficult to get right, perfect for powerful messages
Live Action: Very versatile and effective, perfect for food or beverage companies
This is by no means an extensive list and you can combine elements and techniques, get creative to come up with your own style of video to resonate with your potential clients.
If you pick the right type of demo video for your startup, and make it good quality, then you can expect to:
Improve your SEO
Generate more sales
Increase brand value
Increase your social media following
Get more app downloads
Improve stakeholder knowledge of your business or organisation
If you want to learn more or have any questions at all, just send us an email at email@example.com and we would be happy to offer some free advice.
If you would like to have us produce an explainer video for your startup you can also contact firstname.lastname@example.org or visit our homepage and sign up for 15% off your first video with us.