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Below is our recent interview with Agus Esperon, Co-Founder & Head of UX/Design of Wideo.co:
Q: Why do you think video is a key element in any today’s business marketing strategy?
A: There is no doubt that video is the most powerful way to communicate and engage people. Our brains love to watch videos, we buy more when a video explains the product or service, we understand concepts better, we remember more and we all absolutely prefer to consume content when it is presented through video.
Just taking a look at how social networks are giving more and more relevance to videos in the last few years, tells us every business should include this in their marketing strategies.
Facebook engine prioritize native videos in feeds, making companies and people uploading and sharing more and more video content. Nowadays in that social network, we scroll videos almost exclusively.
Even LinkedIn has recently included a video feature for companies and marketers as an effective practice to share companies insights and making brands feel closer to customers.
Q: Which are the main obstacles or reasons why some companies aren’t currently using video in their daily basis marketing actions?
A: Basically, we still have the bias that tells us “this is too hard, too expensive or too time-consuming”. Which is not true anymore since we’ve created Wideo, which allows any kind and size of company or agencies to create professional videos without previous design or video knowledges.
Q: What is the solution Wideo offers to solve that problem? Why should those companies be using Wideo on their first approach to video marketing?
A: Wideo makes it possible to create incredible videos from scratch or based on more than 90 video templates literally in minutes with no effort or professional and expensive resources required.
It’s ideal for agencies that already have designers in their teams, because they can learn to create original videos from scratch in less than 15 minutes. So with the same cost, they can start selling videos to their clients, maximizing and multiplying several times they ROI.
The solution fits also companies’ human resources or internal communication needs. We provide an initial set-up custom branded video templates to be edited by any kind of resource (with zero design and video skills). This makes those pieces of very relevant information look more attractive without having to invest in outsourcing, long processes and efforts.
This gives agencies and companies 100% independence to create, edit, make translations and send videos in a few minutes to their clients or employees.
Q: Can you name the main channels in which every company must be using videos?
A: Videos can and should be used almost everywhere. We can start naming social networks of course, but it always depends on the business model and strategy. Not every business gets the same traction in the same channels.
As I’ve told before, Facebook is a very good place to start with, as its engine loves video content and will always rank it better than texts and images (as well as human beings attention does)
If your business finds effectiveness in any other social network such as Instagram, Twitter or even LinkedIn, video can’t be missing there. Just by adding video to your content, the effectiveness and chances of getting better results increase exponentially.
We do know that e-mail marketing is one of the main channels in which video creates significant performance changes.
By simply adding the word “video” to the subject we can get up to +19% Open Rate and +65% Click Rate. In this case the best practice is to add a video thumbnail with a play button linked to a landing page, YouTube url or wherever you have the video hosted.
People will always prefer to click a play button than any other CTA.
Video also can be used for live events, presentations, talks and training. But the list is almost infinite, and each time there are more ways and channels to take advantage of its effectiveness as a communication tool.
Of course we know about all this applications and strategies because we certainly use them for our own business and give us real results reflected in more conversions and revenue.
Q: What are the most important steps to follow to create an effective video for someone who has never created one?
A: First of all you need to set up an objective or expectations. What do you want to get as a result with the video? More clicks, likes, sales in a specific stage of your sales funnel or pipeline, vitality, reinforce branding, etc?
Second, based on the defined goal, choose the channel where you will perform the video. That will give you some indicators on which kind of video you need. For instance, if you’re thinking to publish it on Facebook, you shouldn’t make it more than 15/20 seconds as that’s the average span attention people invest in that social network posts. You may need to add subtitles (remember Facebook videos are muted by default), etc. Each channel has its own rules, so you should know them and act accordingly to be more effective.
Third, make a script. You don’t need to be a professional copywriter gurú. Just a few lines to guide the main scenes or units of content. You can divide the video into scenes as if they were PowerPoint slides.
But start with a brief general idea, and then work on each scene later in more detail.
Next step would be to write or draft a very basic sketch of what is going to be shown for each piece of text or content. If the video needs a voiceover, this is the perfect moment to record it or ask the voiceover actor to deliver the recordings.
You shouldn’t start animating before you have the voiceover, which gives you a very accurate idea of each scene and total video length. Is better to work based on that than guessing without the audio and then having to correct and step backward with adjustments (double work).
Final stage is to design the final graphic elements, fonts, images and logos and animate each object which is insanely easy with Wideo. Just by selecting objects, choosing in/out effects from a list and also applying transitions to scenes in a few clicks, your video will be ready.