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14 tips for creating business videos customers will want to watch

Jennifer Lonoff Schiff | April 11, 2014
Video marketing and communications experts share their top tips on how to create a business video that will get maximum views and shares -- with no cats involved.

Business videos come in several different varieties. There are explainer videos, about us videos, marketing videos — some meant to educate, others meant to purely entertain and some designed to do both. And while there is no way to guarantee that your next business video will garner tens of thousands of views on YouTube, there are steps you can take to increase the likelihood of it being viewed, liked and shared.

Here are 14 tips from video marketing experts on how to help ensure your next business video is a hit.

1. Know who your target audience is. "Before you [write a script or] get the camera rolling, think about who your audience is and what their needs are," says Loni Stark, director of product, solution and industry marketing at Adobe.

Your "business objectives will help you segment your target audience. For instance, if your goal is to drive awareness, your audience will be quite different and much larger than, say, folks already on your site who need a little nudging to drop a product into their carts," says Stark.

2. Have a solid concept and script. "When it comes to creating influential business video, a solid script is the foundation for success," says Sabrina Cote, social media marketing manager, Brainshark, a provider of business presentation solutions. "Start by determining the format for the video. Is it a product demo or talking head style video that requires a carefully worded script? Or is it a Q&A video that requires pre-written questions, but allows for wiggle room in the answers to ensure authenticity?" Then, once you've settled on a format, "create an outline. Then fill in the details." Finally, make sure to storyboard it.

3. Hire a professional to film it — or at least use professional grade recording/sound equipment. "Some of the most popular viral videos on YouTube were shot by amateurs recording something funny, with mediocre sound and video quality," says Russ Somers, vice president of Marketing, Invodo, a business video provider. "That may work for 'Charlie Bit My Finger,' but your business shouldn't make the mistake of [shooting] amateur quality videos," he says. "Consumers prefer professional-grade business videos to user-generated content, according to multiple studies."

"There are many companies that can make you look good [that are] cost effective," says David Greenwood, the owner of Greenwood & Associates, a PR and video marketing firm. "There's nothing worse than bad lighting, sound and a business video that looks like it was shot on a phone. Invest a little and get a lot back."

Indeed, "sound is 50 percent of what makes a video," says Jason Whitt of Geek Powered Studios, an Internet marketing agency. "Having quality recording equipment or a controlled environment is critical when recording a business video. If the sound quality of your video is poor or has too much external noise, viewers may not respond the way you want them to."


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