Given the best resources available to tell their stories, people with a cellphone can produce videos that put major corporations to shame.
“As a digital marketer, it breaks my heart to say the best visual or video storytellers are just individuals, not brands,” Lindo Myeni said. “There are quite a good number of people from musicians to vloggers who blew up from creating amazing videos.”
Myeni, an award-winning influencer and strategist, is chief evangelist at Trending Jobs, an online job center. During an Africa Tweet Chat, he said it was tough to cite business brands that have been exemplary in using video content.
Videos done well look effortless, which is totally the opposite of the work that goes into them.
“Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on, it’s also easy to share across multiple platforms,” Myeni said.
“Consumers like video because it’s easy to digest, entertaining and engaging,” he said “Marketers like it because it can give a potentially huge return on investment through many channels.”
It’s easy to fall into the trap of thinking longer is better.
“As a marketer, you’ll need to keep the attention spans of each new generation in mind as you set the pace for your video content,” Myeni said.
If you’re on a tight or no budget, a cellphone already in hand can get you started on video that the average viewer wouldn’t detect the difference from an expensive production.
“During lockdown, on my Instagram Live Interactions, I asked a couple of YouTuber friends about the best tools to create their amazing videos,” Myeni said. “Almost all of them use iMovie, Final Cut Pro and Adobe Premiere Pro CC for editing.
“Don’t sleep on the power of your smartphone,” he said. “Start with what you have.”
A tool such as Instagram Reels can let you market your brand in a 15-second video.
“Instagram Reels is a newcomer in the kingdom of video-sharing apps and sites,” Myeni said. “To know exactly what you’re working with on each channel, it’s important to understand the differences between Reels and video giants such as YouTube and TikTok.
“Short videos are perfect for behind-the-scenes content, which goes a long way to humanize your brand and tell your brand story,” he said. “In this way, Instagram Reels is a perfect medium to engage with your audience on a personal level and gain their trust.”
Myeni suggested sharing parts of a business’ manufacturing process for its products, which can significantly help with customer loyalty by bringing the experience to them.
Those versatile with video can entice more consumers than with written content and deliver memorable messages. That sounds efficient, but you have to factor in script writing, setup and so on.
“Video marketing is one of the most cost-effective ways to market to people online,” Myeni said. “Spending money on video views is a great method to get your brand exposure with the best bang for your buck.”
Video brings suffering and drama to life and sometimes is the only lifeline between victims and families.
“In these unprecedented times, we exist far apart,” Myeni said. “Video is the only type of content that allows people to see us, to hear us and to know us. This is why video makes a difference.”
Small and medium-sized businesses are the most likely candidates for attention-getting and inexpensive messages that video can deliver.
“Videos improve online presence, promote brand awareness, boost engagement, build trust and can be inexpensive and easy to produce,” Myeni said. “The main goal of video marketing for small businesses is generating sales.
“Video marketing builds brand awareness by introducing your business to a wider audience,” he said.
Running a zero-budget video campaign is a reality.
“You don’t need a high-priced video budget to succeed as a marketer,” Myeni said. “You just need to create content that engages, educates and intrigues your audience.
“Producing great video content can be surprisingly cheap,” he said. “Once you add in the cost of ranking the content and reaching an audience, creating video content can often be cheaper than producing and ranking text-based content such as an article or blog post.”
That puts a premium on knowing the basics of search engine optimization and applying it to video, as Myeni explained:
“One of the best ways to lower the cost of producing your video content is to find keywords that are perfect for short, simple videos.”
About The Author
Jim Katzaman is a manager at Largo Financial Services and worked in public affairs for the Air Force and federal government. You can connect with him on Twitter, Facebook and LinkedIn.