How to make a YouTube video for multiple uses- Part I.
When we put a video out on YouTube & social media, we notice a huge increase in engagement. My team & I follow every FaceBook & marketing guru under the sun & we can source this expert, or that expert. No matter what interpretation of facts & figures are, both in organic & paid reach, video is king of the hill.
Even a video shot with your smart phone-unedited gets watched more than any post or photo. We posted a video this morning on youtube & then to our various social media outlets. We used paid stock video footage, photos, & music so we would not violate any copyright laws, added our own photos from our farm (which are highly edited), added text to tell our message, edited for time & ease of reading, and uploaded to YouTube.
We have done videos before, & honestly this was our first attempt a a better quality ad. This is by no means Oscar worthy, but despite appearances, I’m not a computer genius & have no prior video making trials. My goal here is to show you that if I can do it, you can do it. It might not have been the best or most efficient way, but we were pleased with the results. Admittedly I could have done more embedding on YouTube to link back to our website, but like you I had to harvest today & simply had to get on with my day. Such is the life of the modern farmer.
Watch our video here: Agricultural Light & Magic
Tell us what you think in the comments below & by all means, if you have any pointers share with everyone. This blog is a two way street of information for all of us.
Directing our YouTube video: Concept.
If you didn’t read our spit campaign post where we addressed demographic analytics & how they would effect our future ads, you can do so here: Demographics Post.
Moving forward to the concept for this ad in which we wanted to focus on our farm’s Lunch Club, VLC, our goal was to target any new years resolutions people were thinking about. Because of our past experience in all of our ads, our typical person who not only engauges on a post- but more importantly acts on them & BUYS, we targeted women 33-55 within our service area.
We wanted to show how everyone wants to be, how overwhelmed & busy people actually are, & the inevitable drive through binge that is the fallout of a full schedule & poor planning. Then we began showing our farms premeir product & how we make eating healthy convenient & easy. Highlight some selling points, direct them to our website & convey a simple message in a soft sell pitch.
Our Victory Lunch Club is our farm’s premium product & with any premium product (Mercedes, Rolex, BMW) the ads are clean, sleek, understated, & soft-spoken. Yet convey a strong message. On the flip side of that, what about the used car dealers screaming about savings & free hotdogs at this weekend buyers clearance blowout. That is not our product; nor does it appeal to our target client. Who do you want to sell to?
Really stop to think about that. Who do you want to sell to.
Youtube 101, at least how we did it.
So, how did we make this video? 48 hours before we uploaded the final video I had no clue how to use iMovie on my MacBook Pro. I had dabbled with it & made a couple of trailers, but never a long multi-layerd video with video, photos, text, & music. So I did what anyone should do. I watched a YouTube tutorial video, specifically this one iMovie Tutorial, by David A. Cox at PC Classesonline.com. As suggested I took notes which helped during our editing. It is a longer tutorial at 49 minutes, however every bit was useful.
I then selected stock video & music so as to avoid any copyright issues. I purchased three videos, one song with 4 versions, & one photo with license to use commercially for about $50. The quality was great on the video with lots to choose from. As suggested by David at PC Classes I listened through AGI Golds music selections & chose one of their selections. With thousands of tracts available this could be a long decision if you let it.
Following the steps from the tutorial we opened up iMovie & got to work. We first played the story of a woman (remember-our target demographic). Vision #1: the idealistic conception of how we all want to be. Perfect kitchen & time to make the perfect lunch. Version #2 a bit of over the top overworked busy mom with no time to make a healthy lunch. Then that awful picture of the typical fast food lunch.
Then our solution: Victory Lunch Club where we bring hyper-fresh artisan salads to offices for lunch on Wednesday on a subscription basis. Easy, no hassle, unique salads grow & prepared locally.
Then the long slide of where to go to sign up followed up by our logo.
Editing for YouTube.
After we had all the pieces in place we layered our music selection into place. Then we watched & re-watched the video over & over to make sure our title pages & words onto photos were long enough to read. We then adjusted the “Ken Burns” effect for each photo to get the best use of each photo. The Ken Burns effect is the movement within a still photo to create movement. We then adjusted sharpness, clarity, & color on a couple of photos. Deleted & added photos. Worded & re-worded text boxes for the best message. & then started adjusting the length of frames to match the music & ending.
As this was our first video, first time to sift through & purchase stock footage, & first edit the entire process took roughly 4 hours for a minute & a half video. I feel after a couple more we could cut that time down to two & a half hours give or take. And with anything else the more you do something the better the end result would be.
I certainly don’t mind sharing our first video with you as I want you to be encouraged to try new things. Even if you know how to do this, what else could you try?
YouTube & beyond, making the most of recycled content.
Once the video was uploaded it was passed onto all of our other social medial outlets. Further casting the net. And I know we will use this video at farmers market displays, in our consultations, and part of a larger project.
The point is, once made, the video will make many rounds & be seen by many people all while being tracked by analytics for future data collection of our audience.
This video was made for a specific product at a specific time of year, focused on New Years Resolutions. However we will bring this up during many events throughout the year, again reusing & reselling.
So this was part I. What’s part II?
When we ran this as a face book ad, I again wanted to split test our audience. Because I designed this ad for women I placed one ad only going to women, Then another to both men & women. All age & interests were mirrored as I sold want to check the engagement of gender. In part two I’ll analyze the analytics & show the results as well as closed sales.
I will tell you we up loaded this at 7:30 AM & had already made a sale from this ad by 9 AM. So the ad had already paid for itself. We’ll see if we get any more hits in a few days.
If you have any questions or comments, leave a message in the comments or email me Nick’s Email.
Thanks for reading & keep up the good work!