Video is a remarkably effective marketing tool, especially for
However, making a good video for your business can be remarkably hard (and expensive). You have to buy video software, find the right equipment and edit raw footage into a compelling ad for your business.
This is where YouTube Director comes in: it’s a free mobile app for iOS that helps you create
Also read: How to Sell Using YouTube
Why Make Video Ads?
A video ad is essentially a video that talks about your business, what it does, the products it creates and the people behind it. Think of it as a
For an example, consider this video ad for LSTN Headphones.
It’s a short video — just 2 minutes, 10 seconds. It shows viewers LSTN’s inspirational story, mission, and includes plenty of shots of its beautiful product.
The question is, why should you even bother making video ads?
- Missouri Star Quilt Company earned 1.8M organic views with its video ad (made with YouTube Director). This helped the small
family-ownedbusiness become the largest quilting fabric retailer in the world.
- The BBQ Guys used YouTube Director’s video ads to grow their channel to 44,799 subscribers.
- A popular sunscreen brand used a video ad campaign to grow brand awareness, earning a 600% return on every ad dollar spent in the process.
Beyond the statistics, making a video ad like the one above helps humanize your brand. It shows potential shoppers that you’re more than just another faceless corporation; you are real people running a real company. This brand humanization can be a massive competitive advantage for small businesses.
Of course, a video ad also means that you can start advertising on YouTube. If video is a part of your marketing strategy this will give you the raw material for running a video ad campaign.
If you’re still on the fence about making videos, check out how you can use video in
What is YouTube Director?
YouTube Director (a rebranded version of Directr for Business) is a mobile app available for iOS now that helps businesses record, edit and upload videos. It works seamlessly with Google AdWords so you can start an ad campaign easily. You can find it on the iTunes store.
This app is meant for small businesses who don’t have any video production
To see what kind of videos you can create with the Director app, check out this example:
How to Use YouTube Director to Create Videos
YouTube Director works on a template model. You pick a template and the app will tell you what to shoot and talk about (and for how long).
As such, most YouTube Director videos follow the same, proven structure. You are free to add your own creative flair, of course. For businesses on a budget, this is a free solution to getting started with video creation and advertising.
To use YouTube Director, first, download the app (here’s the link again). Once installed, log in with your YouTube/Google account.
On your home screen, you’ll see a few default templates. This includes a bumper video (a short,
Once you’ve decided on a template, YouTube will tell you exactly what to shoot for each shot, and for how long.
Once you’ve got all your shots, you can start editing. YouTube will let you pick the background music and add your own voiceover.
After editing, YouTube will stitch everything together into a cohesive video that you can publish on your channel.
It’s cool that you can use your video beyond YouTube, for example, as a great addition to your About Us page. Look how a video on Mark McKenna’s website dramatically emphasizes your first impression and makes you feel his positive vibes.
Ecwid allows you to add videos to product descriptions in the online store as well.
What Kind of Videos Can You Make?
YouTube Director has templates for a number of different video types. We’ve already seen examples of the
As you can see, this video is drastically different from the
Most businesses will create videos that fall into one of these categories:
Short business introduction video
This is the kind of video you’ve already seen — a
Most of these videos are visually arresting and have some sort of human interest element, such as a founder’s or customer’s face/voiceover.
Here’s an example of this
Long business introduction video
One of the great things about video marketing online is that you’re not confined to the formats mandated by TV (such as the
These longer videos usually expand the focus of the video. Instead of covering just the founder and the product(s), you might cover the business’ mission, employee stories, or even add some humor.
For an example of how powerful this video type can be, check out DollarShaveClub’s hilarious introductory video.
These are usually 5 to
Here’s an example of one such video:
Notice how different this is from conventional promotional videos that emphasize the offer, not the person or business making the offer.
Such human interest videos do better on YouTube for small businesses.
You’ll sometimes want to create videos showcasing your best products and their features. The product video format works well here.
Here’s an example:
This is a very straightforward video with the founder talking about the product followed by shots of the product itself. Such videos are much faster and easier to create than stylized,
Here’s an example:
There is no standard length for such
Tips for Making Better Videos
YouTube Director makes it painlessly easy to make marketing videos. You just have to follow the guides, get good shots and pick the right music/voiceovers to make a
To get even more out of your videos, follow these proven tips:
Start strong in business introduction videos
If you’re going to promote your video via ads, it’s important that you start strong. Most viewers will decide to watch or skip the ad based on the first
Some ways to do this are:
- Show viewers the gist of the video in a single shot. If you run a store selling shoes, create a
3-4second long slogan (“XYZ is the best place to get running shoes”) and place it at the very start.
- Add human interest or a dramatic action. A friendly Hi! from a founder looking confidently at the camera is often enough to get people to stop and pay attention.
- Use unexpected music. An unexpected sound effect or musical choice at the start can grab viewer’s attention.
For example, note how this video for Zagg (made with Director) starts off with a dramatic gesture — someone hitting a phone with a key.
Follow the who, what, how format
For short business introduction videos, follow a simple
- Who: Tell viewers who you are and the name of your business.
- What: Tell viewers what you do and what makes you special.
- How: Finally, end by showing viewers how they can get in touch with your business, find your site, or call you.
Remember: show, don’t tell. If you sell shoes for ballerinas, don’t just tell people about it; include shots of the shoes. Similarly, include a video of yourself when you’re talking about the who part.
Get lots of footage
One way you can make your videos stand out from the crowd is to get lots of footage. Keep the phone camera one even after you’ve filmed the script. This will help you capture any unscripted moments or shots. These moments make your brand much more human and work perfectly with YouTube’s amateur focus.
Also, try taking multiple angles of the same shot. For instance, when you’re talking about yourself, get a
Be visually interesting
More than anything else, video is a visual medium. Try to find the most visually arresting areas in your office. If you don’t have any, try filming outdoors in good weather. That way, you’ll have some visual interest in your background.
If you’re filming products, use a mix of
For example, RevZilla films its videos in a room filled with motorcycle gear:
This video uses a heavily decorated wall to create a visually interesting backdrop.
This video is filmed inside the owner’s barber shop. Notice how it films the barber doing something to give the video a sense of activity and movement.
The inside of your store, a beautiful,
Have you ever used videos in your online store marketing? Share them with us below!