How do you make the most from video?

Chris Gandy July 29, 2022

We’ve got three things to focus on to help increase sales, views, or likes.

It is safe to say that video is everywhere these days. Everyone from large corporations to social media influencers to SMEs see the power of video. Whether that’s a TikTok, an Instagram reel, a promotional video or even an informative piece. Whatever form it takes it is safe to assume you want to make the most of that video, be it views, shares, likes, reach or sales. But how do you make the most from video?

At Humanoid, we combine our production process with a clear approach to success. And we do that by focusing on three things: quality, content distribution and business/marketing impact. We believe these apply to all videos and, as a bonus, they can be reviewed at any stage in the production process. 

1. Quality: does video quality matter? 

In a short word, yes. But in a longer word, it partly depends on the content type. A TikTok or Instagram reel can get away with a lower production value than a TV programme as the audience is used to watching in shorter, quicker bursts and can cope with a lack of quality. 

Check your lighting, composition and file size

However, the best videos – regardless of platform – always take into account a few key things to ensure quality and a high production value. That’s orientation, lighting, composition, stabilisation and export settings. The good news is that you can easily improve these key things. 

Firstly, make sure you choose the right orientation to shoot your video in – portrait or landscape – depending on your chosen channel. Secondly, look at your lighting and composition. A well lit shot with the action framed neatly will have a higher impact than a poorly exposed shot. Thirdly, make sure you use something to stabilise your shot. From a tripod, to a gimbal, even to a pop socket, they can all help you to steady a shot and keep it smooth for final viewing. Finally, when exporting your video for your chosen channel select the highest quality settings. We watch HD content for longer than lower definition. The key take away is you don’t want your audience turning off sooner because of poor shot selection, lighting and resolution.

Is there quality in your message?

But, there is something more to quality than lighting, composition and file size. And that’s your message. Presenting your message in the best way possible using video delivers a quality piece of content that will engage. We’ve all got shorter attention spans these days so your story needs to be as engaging as possible.

At Humanoid, we’ll work with you to understand what message you want to tell and advise you on the video or animation style that will make it come to life. But, if you’re not able to work with us then we’d advise you to focus on the who, what, where, why and how of your message. Questioning tactics of who you are interviewing, or interrogating your message will help you shape the final video into an engaging piece of content. 

That leads us nicely onto our second tip for making the most out of your video: content distribution. 

2. Content distribution: how to distribute and repurpose your video content

There are two things that we want to understand from our clients before a video concept is even thought about. Firstly, where would you like your video to go? And secondly, have you thought about how to maximise its reach?

What do we mean by that? Well, there are many channels or platforms where you can post your video. It might be your own website, LinkedIn for a B2B audience or Instagram for a B2C audience to name but three. But, and this connects to the second half of the question, it doesn’t need to just go across the one channel, it can go across multiple. 

Distribute your video in full formats and shorter, targeted edits

However, we ask the questions so we can ensure the message in the video works in its final full format or in a shorter, targeted slice for your secondary channels. It allows us to make the most from your video by not just providing you with one video for your budget but creating multiple edits from one or two days filming. 

In turn, this gives you a number of video formats that are tailored to best practice for the channels you have chosen. It might mean that your landscape video format isn’t edited for an Instagram reel but is instead used for Instagram TV where the aspect ratios are the same. Also, we don’t just film on one camera. And that’s our advice to any film makers out there: use more than one camera. A multi-camera set-up like we use can enable you to get the same content but at a different angle for interest or at another aspect ratio. 

Every piece of content we post has a life-span. And that life-span means that you get the maximum ROI from your video the first time it is posted. If you’re a budget-holder in your organisation that might make you wince a little so how can you make the most of your video? 

Repurpose b-roll and assets to make your video go further

Well, by repurposing your video content. And that goes for animation too. We work with you to turn b-roll footage into background moving visuals on social media or slice them into another set of videos. Or we convert your assets from an animation into a suite or even shorter animated gifs that will add interest to your social media. 

The power of video is that it can start a conversation and repurposing snippets of your original visual content into shorter pieces helps to keep that conversation going. Perfect for maximising ROI as well as hitting all stages of your customer’s journey.

3. Business/marketing impact: how do you get likes, reach or sales from your video content? 

We’ve touched a little on ROI in terms of content distribution and combined with quality these should help you achieve likes, reach and sales. But there is a keyword in that last sentence ‘should’. How do you make the most from your video to generate likes, reach or sales?

There is no guarantee that a video – by itself – will automatically generate likes, reach or sales. We’ve already talked about how quality and content distribution will improve your chances for success but the final part to consider is how to maximise the business or marketing impact. 

Where does video sit in your marketing, brand or business strategy?

Video is one part of your overall conversation – or brand strategy/marketing – with your customers and clients. If you were talking to someone face-to-face it would be rare that they would commit to liking or buying from you on that first meeting so it’s important to keep the conversation going. This is where a video strategy needs to come into place as part of your wider marketing, brand or business strategy for you to see impact. 

We know the power of video as it combines movement, sound and written word in subtitles or text overlays to hit more senses than copy or a static image alone. But the key thing is in combining video with other tactics alongside sliced, repurposed or additional videos on the same message. 

Focus on choosing your channel wisely as part of your content distribution. But also think about accompanying content to help your video find its way in front of potential customers and clients. Keywords in your video title and description on YouTube or your website will impact SEO. On social media choosing the right hashtags alongside engaging copy will help your video turn into likes, reach and aid conversion to sales. 

Measuring analytics or insights from the first distribution of your video is important. If people didn’t stop to watch or moved past the post or page with the video what was the issue? Was it the video or the accompanying content? Test and trial different keywords and messages to see what hooks your audience in. Even better, if you have time, show the video to an objective third-party who can tell you where they would switch off. By doing that you will have the best chance of making the most of your video.

Change the focus: how can you make the most of your video?

If you’re not at the stage to move forward with a video project keep the points above in mind when planning your brand or marketing strategy. A DIY approach to video production can easily combine with a higher production value from a dedicated agency, doing one doesn’t stop you doing the other. In fact, the more video content you can produce with an overarching brand strategy will benefit your business and help you make the most from your video.

Sometimes, it helps to step back and change the focus on what you are planning to see how you can make the most of your video. At Humanoid, we work with you to understand your objectives and how quality, content distribution and business impact can be achieved (look through our case studies to see how we help). That extra perspective combined with our video production expertise is sometimes what’s needed to take your video to the next level. Have a chat with our MD, Martyn, who’ll be happy to tell you more or make a start with our brief builder.