There's more to YouTube than cat videos and fail compilations. In fact, there's a lot more. Because if you're a new business trying to raise brand awareness or boost sales, knowing how to write, film, and promote YouTube videos is an essential 21st-century marketing skill.
You don't need a huge marketing budget to create content that converts views into sales. All it takes is a smartphone and a few tricks of the trade. And you can learn how the pros do it with Headway Capital's guide to the 10 YouTube videos that every small business should have.
Why Make YouTube Videos For Your Business?
Companies that respect the power of YouTube are exposing themselves to a third of all internet users. It's estimated that over 2 billion people visit YouTube every month, with a significant number of users logging on daily. What's more, after Google, YouTube is the second biggest search engine in the world. That makes it one of the first places potential customers go to when looking for information on products and services.
More importantly, a well-crafted YouTube video will increase your subscriber list and sales. Research by Headway Capital found that 73% of people are more likely to buy a product after watching a demonstration or review video. Overall, product videos increase the chance of purchase by almost 150%.
What Kinds of YouTube Videos Should Your Business Make?
You know why you need to make YouTube videos. So now it's time to decide what kind of video to make.
You could go with a straightforward product spotlight video. This is one of the best ways to show off a new product and highlight its features and benefits.
How-To videos are another option. Like a spotlight video, How-To content lets customers see a product in action, giving them confidence that it performs the advertised function. They also represent excellent customer service and reduce friction points in your business. Shooting a five-minute demo video is far more cost-effective than hiring five staff to take calls or answer emails from customers.
Testimonial videos show real people or influencers expressing their satisfaction with your products. This kind of content creates a sense of authenticity and trust. People are more likely to buy a product based on a recommendation from their peers or somebody who shares their values or lifestyle choices.
Finally, there are the unboxing and shopping haul videos. These videos replicate the sense of excitement and anticipation associated with a new purchase.
And as any good advertising executive (or campaigning politician) will tell you, we human beings aren't as rational as we'd like to think. Instead, we tend to make decisions based on emotion rather than cold hard facts. So if you can stir your audience’s feelings, you're more likely to convert them into paying customers.
How To Make YouTube Content That Drives Results?
The first thing you'll need is some kit. But you don't have to break the bank on an expensive lighting rig. Some of the most successful YouTubers attract millions of views every week with nothing more than a decent smartphone and editing software. For more complex videos, there are plenty of freelance content creators and digital agencies that will shoot and produce your content.
You also need a script. This is probably one of the most important parts of any type of content. A script builds structure; it takes the viewer on a journey, stirring their emotion along the way and directing them toward a specific action, like visiting a website or making a purchase.
Scripts don't have to be complex. Just focus on the basic three-act structure: setting, conflict, or resolution. In other words, you need a beginning, a middle, and an end.
If you're trying to sell a handheld bike pump, the story might go like this:
Guy goes for a bike ride in the woods (setting), then he gets a flat tire and is stuck in the forest (conflict), then he pulls out his bike pump, inflates the tire, and rides off happily into the sunset (resolution). The guy on the bike might be the lead, but the real star of the show is the bike pump.
Here are some more tips on how to make professional-looking YouTube videos.