What’s in This Post
Video Marketing By the Numbers*
- Social video generates 12 times more shares than text and images combined.
- Video drives a 157% increase in organic traffic from SERPs.
- Video on a landing page can increase conversions by 80% or more .
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- 92 percent of mobile video viewers share videos with others.
What Kind of Video Should I Share?
Video marketing is a must for both online and brick-and-mortar small business. Are you using video and sharing regularly on social media?
It doesn’t have to be perfectly or slickly produced to be effective; in fact, sometimes a quick video shot on a smart phone is more real and relatable. If budget and the lack of professional video equipment and a studio are barriers for you, let’s break those down now.
For ephemeral content such as stories, viewers expect your video to be raw and candid; as it will be gone in 24 hours anyway, there’s little reason to invest time in video editing.
There is a a middle ground between unedited and a $10,000 explainer video produced by a top agency. If you’re going to invest in video marketing, you’ll need some basic editing software. If you can afford it, you can use a mixture of professional and smart phone video — a professionally-shot-and-edited trailer or explainer video for your website, and more regular smartphone or digital camera for everyday broadcasts.
To do video marketing right, you’ll need editing software. For the desktop, there’s iMovie, Screenflow and Camtasia (for capturing screen activity — perfect for recording tutorials), all the way up to Adobe Premiere and Final Cut Pro for professionals or prosumers. Wherever you find yourself, you can find a software solution for your level of expertise and learning curve.
I’ve recently begun to concentrate more on video marketing in my own business; I produce weekly videos to complement my blog posts and also do Friday weekly casual videos on Instagram that I call TGIF. They summarize the content I’ve been posting throughout the week related to that weeks blog post, and I shoot them on my iPhone from my backyard deck when Arkansas weather allows.
More Reading About Video
That’s why I love InShOt. It’s a mobile video editing app that allows me to edit, save, and post videos completely from my mobile. It’s easy to use — I’m not a video professional — and quick. You can add photos and/or video clips and rearrange them in any order you like.
You can download InShOt from your App Store; it’s available for both iOS and Android. It’s free to download, but you’ll have to buy the Pro subscription ($14.99/year) to get the best features and remove watermarks. I don’t think that’s a bad investment.
How InShOt Works
When you open InShOt, you’ll see this screen, which asks you to choose what you want to create. You can use the app for still photos, or create a photo collage, but we’ll concentrate on video editing.
After I tap Video, I see this screen. I can either open and edit an existing video or create a new one.
Now I can choose which video and images I want to use from my Camera Roll.
InShOt Editing Screen Controls
This is the editing screen. The row of icons at bottom is where you’ll add effects and control your edits.
- Canvas. This lets you adjust the aspect ratio of your video — whether you are creating video for a story and need 9:16 or you want to display your video in your Instagram feed with the square shape.
- Music. You can add music from InShOt’s free music as well as sound effects like bells, airplanes, laughter, and others.
- Stickers. These are similar to what’s available in Instagram stories. There are GIFs, emoji, icons and others you can download and install free in your app.
- Text. You can add a text layer over your video.
- Filters. Add color filters and adjust them, much like Instagram.
- Duration. Adjust the length of the video clip.
- Split. Split the video clip.
- Volume. Adjust clip audio volume.
- Speed. Edit clip speed.
- Duplicate. This one is self explanatory; here you can duplicate the clip.
- Rotate. Rotate the clip in any direction.
- Flip. Flip the clip horizontally.
- Freeze. Freeze a frame in the clip.
- Reverse. Play the clip backwards.
Editing Your Video
For my video below, I want the image of the yellow flower to be my introduction to the video, so I want to drag it in front of the video clip. Tap on the photo clip to adjust its length.
Then tap the small white icon between the two clips to add a transition between them.
To add a text overlay, tap the Text icon. Type your text, and select text and background colors. You can also adjust the opacity of your text ovelay, which is a nice touch.
To trim a clip, tap on it and drag the edge to the left; If you want to cut out a portion of a clip between two other parts, use the Split Clip button. Split the clip, then select the part you want to cut out and tap the trash can. You can then add a transition between the two clips if you like.
Add any effects you want to — here I’ve added a spinning lollipop sticker just for fun.
When you’re finished, tap the button at top right to save the video to your Camera Roll.
Should You Add InShOt to Your Video Marketing Tool Kit?
I think so. Even with the Pro subscription, $15/year is pretty reasonable. It’s saved me so much time and, with an easy editing solution, I’m more likely to shoot and post videos.