Memorial Day weekend is upon us and, as people head out to catch the latest summer blockbusters (“Solo: A Star Wars Story” or “Deadpool 2,” anyone?), it’s also a great time to create or refresh your own videos and clips.
The potential pay-off is significant. According to a 2018 survey, 76 percent of businesses said video content has increased their sales and web traffic. That figure won’t surprise Crystal Vilkaitis, founder of the SocialEdge, who said videos encourage web visitors to stay on your site for longer periods of time than still photos and that videos are more likely to tap into the algorithmic benefits of social media trafficking.
“Most social media sites have algorithms, and most algorithms track how long people stay on your content,” she explained. “With people staying on video posts longer, it means they’re more likely to see more of your posts in the future.”
Shooting videos lets you control and showcase the tone, content, and personality of your shop. Thanks to smartphones, you don’t need a Hollywood budget either.
Marty Loppnow of Waukesha Floral & Greenhouse in Waukesha, Wisconsin, started promoting scripted video content on Youtube 10 years ago, sharing his knowledge about everything from container gardening to orchid care. Loppnow now has 280 subscribers on TheWaukeshaFloral channel, and has also developed a more comedic persona which appeals to his viewers. Loppnow’s “Delivery Van Karaoke” video, a hilarious ode to James Corden’s infamous carpool karaoke segments, went viral on social media. https://www.youtube.com/watch?v=fh_un19R2d0
“Find something that you are confident in and start with that topic,” Loppnow said. “Practice first until you get comfortable. Find your niche. [And remember], you are the professional on your topic.”
Looking for more advice on how to produce popular video content on a low budget? Here are some more tips.
Invest in Inexpensive Editing Equipment. According to Vilkaitis, most smartphone cameras work just fine for filming video content. Apps and software such as iMovie and MoveMaker for Mac and PC computers serve as effective ways for editing at a fraction of the professional cost. If you’re looking for a more advanced option to give that professional feel, Vilkaitis recommends using tools such as Animatron.com or Wave for about $39 a month.
Post to Multiple Platforms. A Youtube channel such as TheWaukeshaFloral can serve as a home base for all of your material, and posting to more platforms, including Instagram and Facebook, helps spread the attention. Vilkaitis recommends using the Facebook Live option and sending the link through an email blast, where viewers can click on the video to open directly to your channel, website, or blog.
Film your Floral Events. Every year, Loppnow and the staff host a “Howl at the Moon” ladies’ night which includes a raffle and attracts nearly 200 attendees. Loppnow hosts the event and his staff members film the event, posting the video to their social and YouTube sites.