1 00:00:00,530 --> 00:00:02,910 So, you've decided you want to create a video 2 00:00:02,910 --> 00:00:06,420 or series of videos to help market your company, 3 00:00:06,420 --> 00:00:08,680 but exactly what kind of videos? 4 00:00:08,680 --> 00:00:10,260 You have a few options 5 00:00:10,260 --> 00:00:12,570 as each one has its own strengths and weaknesses, 6 00:00:12,570 --> 00:00:15,870 and needs in terms of hardware and software. 7 00:00:16,920 --> 00:00:20,100 Screencasts are videos created by using footage 8 00:00:20,100 --> 00:00:23,010 from a computer screen or other device. 9 00:00:23,010 --> 00:00:25,400 Screencasts are great if you want to demonstrate 10 00:00:25,400 --> 00:00:27,440 how an app or program works 11 00:00:27,440 --> 00:00:29,290 using the full screen. 12 00:00:29,290 --> 00:00:32,520 Most screencast programs allow you to narrate the video 13 00:00:32,520 --> 00:00:34,150 while you record, 14 00:00:34,150 --> 00:00:36,710 and some let you highlight areas of the screen 15 00:00:36,710 --> 00:00:38,860 to emphasize different points. 16 00:00:38,860 --> 00:00:40,990 Normally, you'd like videos to be shorter, 17 00:00:40,990 --> 00:00:44,340 so potential customers can get a flavor for what you offer, 18 00:00:44,340 --> 00:00:48,080 but screencasts can also be nice for more detailed explorations 19 00:00:48,080 --> 00:00:50,410 of how specific features work 20 00:00:50,410 --> 00:00:53,440 and can be very helpful for power users. 21 00:00:53,440 --> 00:00:57,550 Camtasia is one example of a program that can help you produce a screencast, 22 00:00:57,550 --> 00:01:00,230 allowing you to edit and export the video. 23 00:01:00,230 --> 00:01:02,570 Another is Screencast-O-Matic, 24 00:01:02,570 --> 00:01:06,090 which offers similar features along with a free version 25 00:01:06,090 --> 00:01:09,220 and includes video file hosting. 26 00:01:09,220 --> 00:01:13,210 Demo reels are videos that show highlights of your work. 27 00:01:13,210 --> 00:01:15,630 They're meant to demonstrate your abilities, 28 00:01:15,630 --> 00:01:17,800 experience, and expertise 29 00:01:17,800 --> 00:01:19,240 at a certain skill. 30 00:01:19,240 --> 00:01:21,210 Whether you're a designer, developer, 31 00:01:21,210 --> 00:01:23,850 or even a company that produces sites and apps, 32 00:01:23,850 --> 00:01:25,960 you can put together a collection of clips 33 00:01:25,960 --> 00:01:28,770 that show the various projects you've worked on. 34 00:01:28,770 --> 00:01:31,510 Depending on your business and what you want to emphasize, 35 00:01:31,510 --> 00:01:34,300 you could show how your company dominates 36 00:01:34,300 --> 00:01:36,350 in a particular industry or niche, 37 00:01:36,350 --> 00:01:38,830 or you can display the variety of projects 38 00:01:38,830 --> 00:01:40,450 you've worked on. 39 00:01:40,450 --> 00:01:42,740 These videos are meant to generate contacts 40 00:01:42,740 --> 00:01:44,520 and new business, 41 00:01:44,520 --> 00:01:46,680 so they should always end with information 42 00:01:46,680 --> 00:01:49,320 on how to get in touch with you. 43 00:01:49,320 --> 00:01:52,780 First-person videos are produced using the tiny cameras 44 00:01:52,780 --> 00:01:55,250 embedded in your laptop or mobile device. 45 00:01:55,250 --> 00:01:57,850 Webcam videos are very easy to produce 46 00:01:57,850 --> 00:02:00,230 because all the technology you need 47 00:02:00,230 --> 00:02:03,150 can be in the palm of your hand or your laptop. 48 00:02:04,110 --> 00:02:06,410 However, they can also suffer from poor quality, 49 00:02:06,410 --> 00:02:09,240 and if you're using a video like this to promote your business, 50 00:02:09,240 --> 00:02:11,660 you have to consider how the amateur look 51 00:02:11,660 --> 00:02:15,260 will affect the impression potential customers might have. 52 00:02:16,270 --> 00:02:18,410 Still, if you can ensure the production quality 53 00:02:18,410 --> 00:02:20,560 of your lighting and sound are in good shape, 54 00:02:20,560 --> 00:02:22,460 they can be a very convenient, 55 00:02:22,460 --> 00:02:25,580 cost-effective option for marketers. 56 00:02:25,580 --> 00:02:27,540 The types of videos I've mentioned thus far 57 00:02:27,540 --> 00:02:30,590 require less production resources than others, 58 00:02:30,590 --> 00:02:33,660 but if you're looking to make a bigger impression, 59 00:02:33,660 --> 00:02:36,470 consider the following marketing videos as well. 60 00:02:37,250 --> 00:02:40,640 Presentations can also be effective videos, 61 00:02:40,640 --> 00:02:44,590 especially when demonstrating your expertise about a certain topic. 62 00:02:44,590 --> 00:02:47,820 These videos can actually be 1 of 2 types. 63 00:02:47,820 --> 00:02:50,570 It can be a presentation you give to the camera 64 00:02:50,570 --> 00:02:54,130 or a recording of you giving a talk to a crowd 65 00:02:54,130 --> 00:02:56,090 at an important event. 66 00:02:56,090 --> 00:02:58,430 In either case, you want to make sure that your presentation 67 00:02:58,430 --> 00:03:00,440 materials are clear and legible, 68 00:03:00,440 --> 00:03:04,100 especially if you use slides to make important points. 69 00:03:04,100 --> 00:03:06,750 Testimonials feature real people 70 00:03:06,750 --> 00:03:09,500 providing personal experience about a person, 71 00:03:09,500 --> 00:03:13,020 company, product, service, or event. 72 00:03:13,020 --> 00:03:16,630 These can be quite compelling if the subjects offer honest feedback 73 00:03:16,630 --> 00:03:20,560 and help answer questions that potential customers might have. 74 00:03:21,430 --> 00:03:23,640 They could be done in a talking-head style 75 00:03:23,640 --> 00:03:26,080 or as an interview, but either way 76 00:03:26,080 --> 00:03:28,990 your hope is that the subjects will be influential 77 00:03:28,990 --> 00:03:31,180 to help bring in new customers. 78 00:03:31,180 --> 00:03:33,410 And, finally, commercials 79 00:03:33,410 --> 00:03:35,260 are classic-style videos 80 00:03:35,260 --> 00:03:37,880 that advertise basic information about your company, 81 00:03:37,880 --> 00:03:41,380 much like the commercials you've seen for years on television. 82 00:03:41,380 --> 00:03:44,780 A lot of companies produce a commercial for local television 83 00:03:44,780 --> 00:03:47,370 and then feature it on their homepage. 84 00:03:47,370 --> 00:03:50,820 Commercials usually require more resources to produce 85 00:03:50,820 --> 00:03:55,390 including editing, music, graphics, and other elements 86 00:03:55,390 --> 00:03:57,730 to make them appealing. 87 00:03:57,730 --> 00:04:00,470 Keep in mind that most users only have time 88 00:04:00,470 --> 00:04:03,270 or the attention to watch something short. 89 00:04:03,270 --> 00:04:06,200 Think in terms of seconds, not minutes. 90 00:04:06,200 --> 00:04:08,950 A 30, 60, or 90-second video 91 00:04:08,950 --> 00:04:11,000 might not sound like much, 92 00:04:11,000 --> 00:04:14,080 but if the video is focused and delivers quality content, 93 00:04:14,080 --> 00:04:16,100 it can make a powerful impression. 94 00:04:16,100 --> 00:04:19,260 If it's effective, you can always produce more videos 95 00:04:19,260 --> 00:04:21,300 later on to focus on other topics 96 00:04:21,300 --> 00:04:24,120 and at the same time create more reasons 97 00:04:24,120 --> 00:04:26,440 for users to follow you.