Video content as a medium to send a message
Video content is a powerful and strong way to send a marketing or motivational message. In this article, we will discuss how you could build your own video to send a message of your choice.
Video content – background to its importance:
There is no doubt that mobile devices are taking over old-school personal desktop computers and notebooks. Google announced in 2015, that they would expand mobile-friendliness as a ranking signal.
In a recent article by the content marketing institute, the writer indicated visuals of how people react to content through various ways of testing eye movement. Google conducts knowledge graph studies to proof what readers look at when visiting mobile websites. The study indicated that readers react more to images than text.
Reading all the above just confirmed that the industry is going through a revolution – mobile is definitely the most important medium and marketers should comply with the demand for more relevant content.
This brings me to something I found quite fun to do. Video content.
In January 2016, I started a blog about swimming which is our hobby and passion. This blog also serves as a bit of an experimental platform to sharpen and test my own WordPress, SEO, marketing and content writing skills. (It also forms a real-time showcase of my abilities for clients that are looking to use me as a consultant for their business without compromising non-disclosure agreements.)
I decided to set up a “Pump-up” video before the Swimming South Africa 2016 regional championships which are the biggest championships in every age group swimmers’ life. Our swimmer is still just 9-years-old, so a very young swimmer but we like to do things the way the professionals do as it keeps us in the loop both in the swimming and marketing world.
Video content step 1:
The first step was to plan what we actually wanted to say. What makes this swimmer different from others her age and what is the message we would like to send? We identified some key points:
- She trains alone.
- A lot of focus is given to swimming correctly – i.e. the execution of the strokes are correct which leads to swimming faster.
- Great success is achieved through swimming correctly and training alone.
- All of the above is inspirational and younger as well as senior swimmers respect her for her abilities and she is stronger as a result.
Video content step 2:
We now had a storyboard or story line so we needed the video material. As swim parents and our swimmer’s coaches, we record all events in order to look back at each event to decide the way forward. We also use the material to consult the coach that provides the training programs. So we just had to dig into our existing video library to see what was available and how we could use it to compile a motivational video.
Taking our storyboard into consideration, we started sifting through the 2015-2016 video material. We extracted video clips showcasing the following:
- Underwater video of each stroke.
- Executing the strokes alone during training sessions.
- Winning races by swimming that stroke correctly.
Compiling the video content to tell the story:
As this was just an experiment and example, I just used what was available and did not venture into analyzing and buying the most expensive video content software on the market. I simply used Microsoft’s Movie Maker as it was readily available.
I must say, this movie maker is really easy to use. You simply click on “Home” then “Add video” and compile your clips the way you want. It might take some time just to get used to the animations, length of video clips etc. but playing around with it for a while soon resulted in a raw copy of the video.
Our video’ s visual material was ready and the duration was under a minute which is acceptable for platforms such as Youtube, Facebook and Google+ etc.
Video Content – adding music:
Music is a difficult topic in the sense that copyright issues exist. We wanted some music that excites the viewers and fitted in with the activities and visual content – i.e. something that could create a hype.
Browsed around a bit but all music clips were copyrighted and came at a high price. Browsing for “royalty free music”, landed us at Youtube’s audio library. Listen to the royalty free tracks. Choose the appropriate track to match the video. Use Google’s effects to round the video off. We used rolling thunder and a Canon shot for effect!
We were quite happy with this motivational video and published it.
Twitter and Instagram video content:
Twitter allows only 30-second videos and Instagram 20-seconds. Cut the video content but make sure that you still send the same message. Doing this, is a bit tricky when making an Instagram video. At the swim meet, some of our followers said they loved the video. These comments serves as confirmation that we sent the same message.
For Twitter we made this version which is 30 seconds.
This is the Instagram 20 second video version: