And Apple does it almost completely with micro-videos.
Fortunately, you can do the same thing.
First, though, let’s answer the obvious question.
What is micro-video content?
The exact definition of what micro-video content is differs from blog post to blog post.
Some argue that a micro-video is a video that is exclusively 6-15 seconds long. Others argue that micro-videos are simply a short-form version of video content.
All of those opinions have blurred the lines.
But that’s not such a bad thing. Every marketer has a different audience and should create content that caters to that audience specifically.
You shouldn’t have to bend to some ambiguous second-standard of how long a piece of micro-video content should be.
So, for my own definition, I hope you’ll accept this: Micro-video content is shorter-than-normal video content created for the purpose of retaining attention and catering to the increasingly short attention spans of today’s consumers.
Will that suffice?
Yes. I think it will.
And if it doesn’t suffice for your business, feel free to create your own definition with a similar idea.
For companies with greater budgets, you might want to consider creating an animated video like this.
Naturally, though, doing so will take more time and money.
Or, you might want to consider creating a video with real footage that introduces a new and upcoming product, like Apple does for their MacBook Pro.
Whatever you decide, make sure that form fits function.
You don’t want to create a funny video on a serious topic, and you don’t want to create a serious video for a funny topic.
The style of video you choose is just as important as the goal of the video.
And the two should naturally flow together.
Step #3: Write the video script
In the actual process of creating the video, the first thing you should do is write the script.
Many video creators have made the mistake of creating a video before writing a script, only to find that they can’t write a great script to match the already-created video.
Script comes first. Video comes second.
Of course, you might not have a script for your video.
On a lot of Apple’s videos, they just play background music and show compelling images.
Maybe that will work for you as well.
But many of you will want to create at least a few words to go along with the video, whether that be someone talking or simple overlay text.
Helpful micro-video content like this resource often requires a well-thought-out script.
As you can see, Apple quickly tells you how to do something. They add a bit of humor, and, above all, they make it quick.
They don’t mozy, and they definitely don’t make you wait.
Their script is quick and punchy, allowing the video to be the same.
There are three essential parts to any great video script.
Hook the viewer with humor, a compelling stat, or some other intriguing piece of information. Give the bulk of the information that you want to give (this could be for entertainment purposes or helpful purposes). Have some sort of CTA (this is optional).
The CTA is optional because sometimes you simply want to increase brand awareness. You don’t necessarily want the audience to do anything.
You just want them to know about your business.
And for many videos, that’s okay.
That’s exactly what Apple does with this video where they show you how they recycle iPhone parts.
They don’t use a CTA. They simply tell you about their recycling process to give consumers a healthy image of their brand.
Smart move, Apple. Smart move.
Similarly, Apple uses this video to evoke an emotional response about their brand image.
And I don’t know about you, but it does the trick for me. That’s a powerful message to send about your business and the consumers who engage with it.
Sometimes, though, you will want to include a CTA in your script.
This, after all, will help you generate more traffic, leads, and sales.
To determine which CTA to use, ask yourself these questions.
What is your goal for the video? What do viewers need to do to help you meet that goal? How can you create a CTA that entices them to take that action?
Once you finish and revise your script, with or without a CTA, you can move on to step four.
Step #4: Select your recording tools
Fortunately, in today’s world, there are lots of inexpensive devices you can use to record your video.
If you don’t have a smartphone, you can simply buy a reasonably-priced video camera off of Amazon.
Otherwise, I recommend just using your iPhone to do the dirty work.
The iPhone has quite a remarkable camera and, with the right lighting, you can capture some seriously-compelling content.
The more important part of the video production is the audio, if you’re going to use any.
While the iPhone camera is remarkable, the iPhone microphone isn’t quite as remarkable.
You’ll want to spend a little extra money on purchasing a quality microphone that can connect to your smartphone easily.
Either of those will help you record fantastic audio for your micro-video content.
Don’t move forward until you’ve decided on recording options for your video. It’s imperative that you decide which camera and microphone you’ll use to create the best effect and meet the necessary standards.
Step #5: Select your editing tools
Once you’ve written your script and recorded your video, you’ll have to edit it.
Unless, of course, it’s perfect after the first time. And it won’t be.
It never is.
Fortunately, there are a plethora of video and audio-editing tools in the online world.
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