13/52 How to Use Videos for Business Growth – Be Sharp & Savvy

This is the 13th of 52 articles about what business owners can do to grow their businesses this year.

KEY CONCEPT: We can all create marketing videos for business promotion with a smartphone and a stand. Even low-budget videos can succeed with strong storytelling and clear messaging. Focus on value over production polish.

Why should we use videos for marketing and business promotion?

Video content suits modern audiences for several compelling reasons:

1. Visual Storytelling and Engagement: Video offers a multi-sensory experience, combining visuals and sound to engage audiences more effectively than text alone [3]. This makes it ideal for capturing attention and conveying complex information in an engaging manner.

2. Shift to Digital Consumption: The rapid evolution of digital platforms has led to a growing preference for online content, with video emerging as a dominant force in this landscape [1]. Modern audiences consume a significant amount of their entertainment, news, and information through online channels, where video is highly prevalent.

3. Bite-Sized and Interactive Content: Modern audiences prefer bite-sized, easily digestible content, and video is well-suited to this preference, especially in short-form formats [1] [6]. Interactive video experiences, such as quizzes and polls, also resonate with audiences seeking active engagement [1].

4. Authenticity and Relatability: Audiences value authenticity and relatability in content, and video can provide this through personal stories, behind-the-scenes footage, and diverse representations [1]. This helps build trust and emotional connections with viewers.

5. Cross-Platform Adaptability: Videos can be easily repurposed across multiple platforms, from social media to websites, making them highly adaptable to diverse audience demographics and preferences [5].

6. Accessibility and Discoverability: Video content is highly discoverable due to algorithmic prioritisation on social media platforms and enhanced SEO benefits [5]. Additionally, with most viewers consuming video content on mobile devices, it is accessible anywhere [5].

Overall, video’s versatility, engagement potential, and adaptability make it a powerful medium for reaching and resonating with modern audiences.

How to: Tips and tricks in video creation

Here are the key insights for creating compelling business growth videos, distilled from industry best practices:

1. Define Clear Objectives

• Start by identifying specific goals—whether it’s brand awareness, lead generation, or customer education.
• Align your video format (explainer, testimonial, etc.) with these objectives. [11] [13]

2. Know Your Audience

• Research demographics (age, interests, pain points) to tailor content.
• B2B audiences prefer data-driven case studies.
• B2C responds to emotional storytelling. [9] 14]

3. Craft a Compelling Script

• Hook viewers in the first 3 seconds with a question, surprising fact, or visual [11] 12].
• Keep dialogue conversational and avoid jargon [10] [15].
• Include a strong CTA (e.g., “Subscribe” or “Visit our website”) [11].

4. Prioritise Production Quality

• Lighting: Use soft lighting to avoid harsh shadows. [12]
• Audio: Invest in lapel mics or external recorders. [11] [12]
• Visuals: Shoot in 1080p or 4K with stable shots. [12] [13]
• Always use a tripod, gimbal, or DIY stabilisers (e.g., a light stand) to eliminate shake. Let autofocus handle adjustments.  [16] [17]

5. Optimise for Different Platforms and Mobile Viewing

• Short-form (15–60 sec) for TikTok/Reels; longer formats (2–5 min) for YouTube/LinkedIn. [14] [15]
• Shoot vertically (9:16) for Instagram/TikTok or horizontally (16:9) for YouTube. [12]

6. Edit Strategically

• Use cuts, transitions, and text overlays to maintain pacing. [9] [13]
• Add subtitles for silent viewing, as 85% of videos are watched without sound. [12]
• Editing software to consider: Descript, Audacity, Adobe Premier, Camtasla, HeyGen, Synthesia, Pictory, InVideo, ElevenLabs, WellSaid Labs, Resemble AI. [ 18]

7. Promote Across Channels

Repurpose clips into blog embeds, social snippets, or email campaigns to maximise reach [13] [15].

In conclusion

Creating videos for business growth involves more than just shooting and uploading content. It’s about making impactful, engaging videos that resonate with your audience and drive results. By following these guidelines, you can effectively create videos that not only grab attention but also contribute to achieving your business growth goals. Videos are a potent medium for marketing, and when done right, they can significantly boost brand awareness, engagement, and sales. Start slowly and be consistent. It will become easier the more videos you create and share.

#HaywardHub  #MakeADifference #ChangeOneThing #BusinessGrowth #videos

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References:

[1] https://2stallions.com/blog/content-that-resonates-understanding-the-modern-audiences-appetite/

[2] https://wistia.com/learn/marketing/video-marketing-statistics

[3] https://www.ap.org/insights/the-power-of-video-in-news-media-how-increased-audience-engagement-drives-success/

[4] https://www.idomoo.com/blog/surprising-video-engagement-statistics/

[5] https://www.wsiworld.com/blog/video-first-content-strategy-why-video-is-more-discoverable-than-ever

[6] https://www.dash.app/blog/video-marketing-statistics

[7] http://advids.co/content/engage-new-audiences

[8] https://sproutsocial.com/insights/social-media-video-statistics/

[9] https://storychief.io/blog/video-content-creation-tips

[10] https://www.venturevideos.com/insight/the-ultimate-guide-to-corporate-video-production-tips-best-practices

[11] https://brilliant.digital/blog/8-key-elements-of-a-successful-business-video

[12] https://riverside.fm/blog/video-production-tips

[13] https://wistia.com/learn/production/video-production-process

[14] https://www.mediorite.co.uk/blog/video-marketing-tips-for-corporates-smes-and-charities/

[15] https://startupsmagazine.co.uk/article-top-5-tips-creating-engaging-video-content-your-business

[16] https://videoworks-belfast.co.uk/video-production-belfast-northern-ireland/smartphone-filmmaking-tips-advice-and-guidance/

[17] https://www.youtube.com/watch?v=ZaqAkxHR-DM

[18] https://desoconnor.ai/