The answer is: probably nothing!
We have been building video adverts for three years now. We typically see in increase in views for a product from in the order of 100 for an image to 1000 for a video, rising to 40 or 50,000 for a well constructed video that is part of a campaign. See the two images below, which show facebook views and plays for two video adverts we made for author Lazlo Ferran.
As you can see there are two different figures for each video – the people reached and the views. The views in Facebook’s lexicon is the number of people who actually watched the video and even this is in the order of 4000 people!
I bet you would like that number of people reading all about your product? Yes? Well, you can achieve it! Here are 10 great tips for creating customer-winning videos.
10 Tip for Creating Great Videos
- Forget other packages – Microsoft PowerPoint is good enough to create customer-winning adverts and has many great features.
- Keep it to less than 30 seconds. This is the maximum allowed on Twitter and if you ever do a video ad on Instagram, 30 seconds is the maximum there too (yes, I know they only allow 15 seconds for normal video posts!).
- Once you are happy with it, save your video as a Windows Media Player file and upload to YouTube.
- Set your audience to ‘Private’ when you upload and keep it that way until you have finished editing on YouTube.
- Add music from the free library offered by YouTube when you edit the video. Check the box ‘Show ad-supporting songs’ at the bottom of the list of random choices presented by YouTube to see many more, and in my view often better, pieces of music.
- Add as many keywords as you can and make them relevant!
- When you are happy and publish it, make the most of the small box on the right of the video settings page for a message to your viewers. You can put a link to your product here. YouTube boosts the visibility of newly published videos, so this is a good opportunity to get free traffic.
- See how much traffic you get for your video. Watch the figure for the average viewing time for the video. If it is less than 50% (ie people watching only to the half way point of the video), consider making some changes. Anything more than 80% is very good.
- When you feel the video is good as you can get it, download it as an MP4 file, using Freemake Video Converter (which I have found to be the best free software for this task). You can then directly upload the video to both Facebook and Twitter. You can just add the YouTube link to an advert but it doesn’t display so well and you don’t get the option to add keywords.
- Don’t be afraid to go back and edit the file at any time. I often have to try different music and text to get the best effect. In an example recently, one word was making people stop watching at 14 seconds. I changed it and – problem solved!
Is that it then?
There are many other things which experience has shown are critical to getting your message across! These are things we have learned over the last 3 years.
If you want us to create a video for you, drop us a line on the contact form. We charge just $100 for creating a video, as long as you choose the music (this is the most time-consuming part for us!). If you want us to do it all for you, that’s still only $150. Both prices are bargains! And we’ll throw in a 10% reduction for your first video. So get in touch today!
Here’s one we created more recently for Lazlo Ferran.
Watch it on YouTube here to see the annotations, which are a very persuasive addition, but only work on YouTube.com.