Are you still on the fence about using video as part of your art marketing plan? Maybe these stats from marketing leaders Hubspot and Insivia will convince you (they did me!):
- 55% of people report watching videos online every day
- YouTube reports that mobile video consumption increases by 100% every year
- Including a video in an email and mentioning it in your subject line improves your open rate by 19%
- 92% of mobile video consumers share videos with others
- 80% of social media users say they can recall a video ad they’ve viewed in the last 30 days
- Videos increase brand associations by 139%
In short, people love videos, and videos help those people understand what you’re about, get excited about what you’re offering, remember you, and feel motivated to share your work with friends. What could be better?
Some of you may be thinking that in order to make a video, you’ll have to get on camera and shoot video footage of yourself at work. That’s one possibility, and if you decide to take this route, you probably already have the tools right there in your smartphone. Get yourself a tripod, start practicing with your video settings, and you’ll be shooting video in no time. If you want to get more advanced with your skills, you might consider buying a GoPro, which is a great tool for shooting videos.
Another possibility is to shoot video footage without actually appearing in it. You could shoot video of events like show openings or take viewers on a tour of your studio, and then simply narrate your videos about your life as an artist.
How can you then edit your video footage and create professional-looking videos to share? There are plenty of apps and online tools for this purpose, too. Windows users may find you already have access to Windows Movie Maker software, and similarly Mac users probably have access to iMovie. If you’re creating a video of a painting demo, you might want to speed it up, using an app such as Hyperlapse.
If narrating your video on- or off-screen isn’t your thing, you might consider adding some music, just as long as it’s copyright-free music. If you Google this, you’ll find a number of sources where you can buy the rights to music clips for a nominal fee, such as sites like Audioblocks, Premium Beat, Ricall, Shutterstock, and iStockPhoto.
Now, you also have two other possibilities for creating “videos” without ever shooting a second of video footage. It’s quite easy to take a series of still images—such as jpegs of your artwork—and string them together into a fluid slideshow. It used to be that you’d have to do this manually, using software programs like PowerPoint or Keynote. But more current online tools like Animoto, Masher, and Magisto make this far easier and generate better-looking results. Plus the music component is built in with these resources, making the whole process equally economical.
And one other possibility worth mentioning is an animated video. This option may not be right for your brand, but just in case you’re interested, consider using an online tool like GoAnimate, Moovly, or PowToon to quickly create animations.
While you will have to spend some time learning more about all of these tools before creating something you’re ready to share (by the way, Izzy Video is another great source of information for beginners), I believe the results are worth the effort. Video is a powerful and valuable marketing tool, especially because it accentuates visuals, which is perfect for us artists.
What tools have you tried, and how did it go? Let’s connect!