Surprise, surprise – Google made some algorithm updates last year. (When isn’t Google making updates?) Among them, Google replaced “video thumbnails” with a video carousel for desktop users and, accordingly, increased the number of videos consumers see in their search results. As searchers see a set of videos in their results, they can click the arrow to the right to advance to see even more.
Given the growth of video, the tech giant is adjusting to give consumers what they want. You should do the same.
The stats clearly point in that direction: According to SmallBizTrends, companies using video get 41% more web traffic from search than those that don’t. Video not only pulls people to your site but also helps them make decisions. Hubspot says 64% of users are more likely to buy a product after watching a video, plus video in an email earns a 200-300% increase in click-through rates.
As you create your videos, the best bet is to focus on people – such as welcome messages from the owner, quick tips from a team member, testimonials from customers – instead of close-ups of your equipment. And short is good. A 30-second or 60-second video that gets viewed is a lot more effective than a 10-minute video no one watches. It’s also important to include a call-to-action.
Creating your video, especially a short one, doesn’t have to be complicated. You can begin low-cost production with your own smartphone or laptop. Place your camera slightly above eye level. This is where a tripod will help, or make your own by using a bookshelf or something nearby to raise your camera. Record in landscape, not portrait orientation, and look at the camera – not at yourself.
Good lighting is important, but again, your setup doesn’t have to be expensive. You can start with the natural lighting of the sun. Facing the light will help you avoid casting shadows on your face. You can also use desk or floor lamps to supplement the lighting, or splurge for professional lights if you have the budget.
Make sure they can hear you well. Buying a quality microphone will also make a huge difference. People will let you slide on some of the visual elements, but bad sound is a total turnoff. The built-in microphone in your smartphone may be adequate for a quick video if you’re close to the phone and the setting isn’t noisy. However, your laptop’s audio may not come across as well. For better audio, you could select a desktop mic that plugs into a USB port or Bluetooth-connected lavalier mic that you wear on your shirt, among many options.
Be aware of your background too. Make sure it looks professional but also personable. For example, you could stand in an office or sit at your desk and have framed certificates and friendly family photos displayed behind you.
You’ll also need a way to edit your videos – if only to trim extra footage at the beginning or end and add captions and a call-to-action slide. Video editing software is available for a range of prices. Start with free and go from there.