PPB May 2021

3 Choose the right tools. With today’s emphasis on authenticity and the easy availability of high-quality phone cameras, you probably do not need a professional film crew for your promotional video content. You can shoot a high-converting video ad—one that attracts many customers to your company website—with your iPhone. Moreover, the App Store contains thousands of choices of video editing software to quickly edit and polish your video if needed. So, use the right tools for the shooting and editing process. 4 Find a charismatic performer. Companies with a significant budget can hire a professional videomodel to add some pep to the narration. Alternatively, small businesses can star their most charismatic staffer in the video. Delivering a clear-cut message to your audience is all that matters. 5 Provide value. Whether you deliver short product videos or long-form tutorials, your content should provide ultimate value to the viewer. 6 Edit for impact. Instead of uploading hour-long videos that nobody will watch, focus on the most useful parts of the message. Remove filler content from the video and concentrate on the most valuable clips. 7 Optimize for SEO. Optimization starts with video production. The output video file should be optimized for the web before you upload it. Choose the perfect resolutions and formats according to the platform you choose. Don’t forget to include product- relevant keywords in the description andmetadata. 8 Share your content. Once your video is ready, start your video marketing campaign. Use clips from the video for ads on YouTube, for example. Upload teasers on your Instagram stories or IGTV. And most importantly, embed these videos on your website and share the link in posts. Video content is the present and future of content creation. Every company can stay relevant by adopting and following a video production strategy that fits its needs. Amanda Dudley is a writer with a Ph.D. in history from Stanford. Currently, Dudley lectures students on American History and assists them with their schoolwork at all academic levels. She also works for a college essay writing service (essayusa.com) as a part-time writer. h h h When your area restaurants & shops are back, make sure patrons are looking at your ad! !"! # $%&'( )*+ !", # $"-&!( )*+ | MAY 2021 | 59 GROW