Hearing that average reading rates worldwide are going down is not a surprise. According to a report by ZenithOptimedia, by the end of 2017 the time spent reading worldwide will have fallen 29 per cent since 2010, to just 7.3 minutes per day. Average American readers, for example, are only reading 19 minutes per day. When you compare that to digital video consumption, over 300 million Americans watch 1 billion hours of YouTube videos per day.
These figures show how videoblogging or video marketing is gaining prominence and how more companies should incorporate it into their content marketing plans. Today, I will discuss how cost-efficient videoblogging could help your business.
Videoblogging is usually where a business owner or a team member talks to the camera and discusses solutions to potential customers. It is personal and less heavily edited.
For example, we work on creating and promoting different types of content for one of my clients, and over the last year, we have seen how more and more clients are engaging with digital video content, as opposed to other content in written or photographic form. As a result, our focus has completely shifted to sharing our content in a short, condensed, digital video format that is promoted across their channels. In doing so, we have witnessed an increase in business sales. Clients were able to connect more with the business owner, hear him personally discuss tips, and also see his humorous side.
What is great about video blogging is that it connects brands to people. In the case of a doctor, it could be used to address issues that patients deal with. The doctor could show potential patients how to best prepare the skin before a laser hair removal treatment. For make-up brands, a video could share a tutorial on how to apply products to achieve desired results. In the case of technology, an expert could demonstrate how to install a programme, or how to deal with a malfunction if it arises.
Now let’s talk about equipment. The good thing is that you do not need to invest in much. You can start with your laptop or phone camera hooked to a mic. But if you want to produce quality video that gets noticed, then invest in a DSLR camera. Prices range from under US$400 to $3,000 depending on the quality and technology you want. As for lighting, natural lighting is best, however, what most video bloggers invest in are Diva Ring lights, which can be bought for under $200.
As for sharing the videos, you can upload them on to your YouTube channel or directly to other social media platforms. If you are active on Instagram for instance, then it is best to directly upload it there instead of redirecting users to other websites. Remember to keep the video short instead of dividing it across three or four videos.
Now on to the fun stuff – what should you create? Remember that video blogging is about connecting your brand to your clients. If you run a big company then it is good to do short interviews, or do a “day in the life” video of different team members.
Perhaps you could take your viewers behind the scenes or show how the products are made in a factory. Other tips that would work for both small and large businesses include covering a mix of the following: how-to videos related to your business, interviews with experts in your company, stories of how you built the company or came up with a product idea, or customer testimonials.
Do not stress too much about coming up with content ideas –simply play around these themes. As for editing and how to best shoot your videos, I advise checking out how others in the field are doing it and what format they are following.
Today viewers are used to fast videos with lots of movement and changes of scenery, so keep that in mind. Practise, practise, practise, and when you are ready, just hit the record button.
Video blogging is great for businesses to connect to other businesses, as well as to consumers. It provides clients with a better insight into the brand. It could also help convert potential customers to loyal clientele. It is all about perspective, and nothing feels better than a personal approach.
Manar Al Hinai is an award-winning Emirati writer who manages a branding and marketing consultancy in Abu Dhabi. Twitter: @manar_alhinai
business@thenational.ae
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