Video content has been proven to be more effective in promoting your products online, resulting in higher conversion rates and a more positive view of your brand.

Woocommerce mix and match or wordpress coupon plugin have often shown us that video is often a must for a startup, having a visual and dynamic support helps to get its message across.

To create a video presenting your activity, it is often complicated to know where to start. Here are some practical tips to boost your video content.

Define your objectives

A very important step is to define your objectives because it will all start there. There can be as many objectives as there are startups, but here are a few to give you some examples:

  • Introduce the startup. The purpose of your video is to be as clear as possible in your message so that anyone can understand your startup’s activity after seeing the video.
  • Get as much impact as possible. The goal of your video is to be shared by as many people as possible by offering surprising, humorous or unusual content. This is the case, for example, with the Tracktl startup video (see example below).
  • Educate your audience on specific topics. The aim is to establish yourself as an expert in your field through conferences (or other formats). This is the path The Family has followed since the beginning, involving different specialists on specific topics.

 Choose the right format

Once you had defined our objective, you thought a lot about the format to use to best communicate our message. You can choose between 3 formats:

  • The classic video format. The main problem is that it involves filming scenes, and with inappropriate equipment, it can quickly look amateurish. Moreover, to choose this format, it is necessary to have “actors” who hold the road at the risk of producing a video that is really not very credible. However, with good actors and a good scenario idea, the result can be exceptional, such as Glassjar Payments.
  • The “screenshot” video. It is generally very simple to make, you just have to take screenshots of your site or app, explaining the various features. The advantage is that you can present a very clear video at a lower cost, but it usually lacks a bit of storytelling.
  • Video in Motion Design. It is a format that relies entirely on the animation of computer-generated visuals. So you don’t need to film anything. However, this usually requires the skills of a professional.

 If we choose the format in motion design. There are several reasons for this choice:

  • No need for actors and staging.
  • Possibility to present our pitch in a clear and dynamic way.
  • Format very suitable for startup presentation.

 Write the scenario

Once the format was chosen, it was necessary to focus on writing the script. This is very important to build the story you want to tell, and test your initial idea on several people.

It is necessary to start from a very simple but generally very effective structure: context – problem – solution.

·      Context: presentation of the main trends in the sector in which you operate.

·      Problem: presentation of the main problem(s) of the sector.

·      Solution: presentation of your solution and why you allow to solve the problems of the market.

Make the video

This is probably the longest and most technical step. It depends mainly on the format you have chosen.

1. Classic video format

You choose to do it yourself. In this case, you need to bring a good quality camera and a microphone for sound recording (a very important dimension often left unattended). For editing, iMovie or Windows Movie Maker can do for basic (sequence of shots with transition, addition of text, cutting of shots) but if you are looking to make more complicated editing (color retouching, combination of videos…) better go through Final Cut or Adobe Premiere, not so difficult to learn.

You go through a professional. Here, you have two choices: freelance or agency. The main criterion for choosing is above all your budget.

The latter will allow you to have a team of specialists to support you (designer writer, cameraman, editor, artistic director…) unlike the freelancer who will take care of some or all aspects on his own, depending on what you propose.

2. The video screenshot

You choose to do it yourself. It’s easy, just register your screen via the Quick Time player software. To film a phone, just connect it to the computer via a USB port and use Quick Time Player to film the screen. For editing, iMovie or Movie Maker should be more than enough.

You go through a professional. In this case, no interest… Unless you really want to burn your fundraising at all costs.

3. Motion Design Format

You choose to do it yourself. It is possible, software such as Powtown or Video Scribe allow you to make videos of this type. However, these software’s are as easy to use as they are limited. We’re more in animated PowerPoint slides than in a beautiful motion design video.

You go through a professional. As in case 1, choose between the freelance or agency option. Try to get an animation specialist. Depending on the time of the video, the complexity of the animation and the talent of the freelancer, a payment will be required.

If you don’t have the in-house resources to produce an animation video via Adobe After Effects, you could go through a freelancer. Here are 3 tips that may be useful to you:

  • Spend time choosing the right person. Every freelancer has his own field of specialization; those who make beautiful motion design videos are not necessarily good for filmmaking, and vice versa. Feel free to contact several freelancers and ask them for references. For this reason we advise you to look at their projects and portfolios on sites like Vimeo or Behance. If you are in a hurry, you can also use freelance recruitment sites such as Upwork or Freelancer.
  • Reduce costs by producing the graphic elements yourself. If you are looking for a way to reduce the invoice and you have a designer on your team, you can ask him/her to produce the graphic elements that will be used in the video. By already having your loan scenario, the freelancer will simply have to animate the different elements you will give him, which will save him the time of graphic creation.
  • Make retro planning. A step often forgotten and yet as useful for you as for your freelance in order to master the deadlines of the production of your video. In our case, this allowed us to release the video in time for the show.

Junaid Ali Qureshi is an ecommerce entrepreneur with a passion for emerging tech marketing and ecommerce development. Some of his current ventures include Progos Tech (an Woocommerce mix and match), Elabelz.com , Titan Tech and Smart Marketing .