How to create an AMAZING 1min long video
Every day we are bombarded by content in different ways. There are billions of information that we see and hear in a short space of time.
Why do some stay and others are easily forgotten?
There is no right or wrong answer to such questions… in fact, we pay attention to content that piques our interest for some reason, and the best means of communication depends on your target audience. However, several studies show that nowadays, with the advancement of technology, especially with social networks, the VIDEO modality has been drawing public attention and presenting more efficient conversion rates than a simple text or image.
How to create a powerful short video
While talking about marketing video, the length is critical, and as per studies, it should be two minutes or less, and for first outreach sales videos, under 60 seconds. However, the length for any particular video depends entirely on the use case, channel, industry, and where it fits in the marketing and sales funnel. The earlier the stage, the shorter.
Creating a 1 min video to grab your lead’s attention is not easy. You can easily send a 1min audio via your cell phone… now can you imagine having to transform a whole piece of content in a simple, fast, and effective way?
Here are some tips to not suffer too much with the creation of this piece:
Step #1) Define objective, target audience, and main placement channel.
With your object in your hands, you can identify which stage of your lead funnel. If your goal is brand awareness, the lead is at the top! If it’s sales conversion, the lead is at the bottom. And remember, the earlier the state, the shorter your video!
Step #2) Make a script!
Writing ideas down on paper is crucial to the success of your video. I like to use a specific methodology: SPIN Selling. This methodology is perfect for putting together the script because it guides you through the 4 main points of sale: situation, problem, implication, and need.
Example:
– First paragraph/sentence explaining the context
– Second paragraph/sentence explaining the problem
– Another one implying the problem
– Last and fourth paragraph for exposing the pain killer + call to action.
Remember to make paragraphs short to fit in 1min, focus on an average of 20s of speech for each one.
Step #3) Creation!
In this step, you need to decide the type of video. Is animation better? Besides talking? Images with text? It all depends on your target audience and the tone of voice you would like to give the video.
- Animation Tip: canva.com is a great site that helps you make videos fast and straightforward. With paid and also free options. Get your script, define small elements to help you with each paragraph, record your voice, put everything together + background music, and that’s it, video done!
- Tip for merging videos: There are several video repositories you can use. I recommend motionarray.com; it contains many videos to get the copyright for an affordable monthly fee. When choosing your videos, you must have the script ready. For each sentence or comma in the script, think of a word or feeling you would like to convey. With the terms listed, it’s time to search for your videos and download them. Once you have the script + words + download done, it’s time to get your hands dirty and edit.
- Tip for filming yourself: many people are not very familiar with the camera, but putting faces in videos brings a humanization that tries to hold the viewer’s attention more.If this is your situation, pay attention to the following basic aspects:
- Background: as clean as possible! And if a clean set isn’t possible, look into blurry techniques that help.
- Microphone: invest in quality audio! Recording your voice at the same or even higher quality than your image makes a big difference.
- Speech and posture: if possible, do not grade the script. Focus on understanding how it was built, what the most important parts are and what you can’t help but talk about. Invest in naturalness. If you can pretend you’re talking to a best friend, even better! Extra tip: put a funny object, a teddy bear, or something that makes you happy behind the camera, so when you’re talking, you’ll have something to distract you just the right amount.
- Clothing: Personal marketing is essential. Dressing appropriately has to do with your target audience, the purpose of your video, and the final action you want your lead to take. The color of the outfit says a lot about feeling. I suggest reading about color psychology to choose the perfect look.
- Looks and pauses: Don’t worry about constantly looking 100% at the camera; not all people are glazed with their eyes in one place for 1min. Don’t worry about pausing either. These breaks can be used in editing and help you recompose if necessary! Remember: naturalness is everything.
Step #4) Editing
We have already mentioned a little about this in the previous steps. Many people are afraid of editing, and nowadays, several softwares even edits the content for you. Canva.com is my favorite for this scenario.
For more professional editing, I prefer Adobe Premiere Pro.
At the end of the day, editing will be much easier if you’ve written a good script and managed to collect good images. If you are having any difficulties in your editing: either your image content wasn’t that well-executed, or you play on the perfectionist team (and that’s ok, I understand you here!).
Step #5) Validation and Posting
I always suggest sending the video to someone to look at and evaluate the final result, especially if you put your image in it. A second or third look can bring you great insights.
And finally, time to post. Think of an excellent title and short video description. Imagine browsing online, and your perfect lead is there, with your video on the screen. What would he like to read so that his interest comes from reading?
Video ready, title in hand and placement channels defined, now everything is prepared for you to rock your 1min video.
Does it seem like a lot? If you have any doubts about guiding your team on objectives, roadmap, and target audience definition, I will be happy to help you.
Contact me, and let’s plan your next 1min video.
