Despite marketers knowing the power of video, most only produce 0-1 videos per year. Why? They are stuck in the old mindset that “video production” requires equipment, polished spokespeople and technical chops to polish it up.
In this episode, Jeremy Toeman, founder of Augie Studios, unpacks the refreshing reality of what it takes today to make videos — a task that has taken a 180-degree turn from what it was 10 years ago.
Unpolished, unfiltered and short-form video is shockingly easy to execute, but its impact on engagement and SEO is immediate. Listen to get inspiration on how to finally get your video strategy off the ground.
Video (marketing) is still king
YouTube splashed onto the scene in 2005. By 2022, users were uploading 500 hours of video content to YouTube each minute. More recently, TikTok has garnered massive views, with 34 million videos posted daily in 2021.
Although originally understood as B2C content, video marketing has become essential for B2B marketing. According to Jeremy, B2B buyers crave videos, too. And while digital marketers acknowledge this desire, many hesitate to satisfy it.
“[Many marketers say], ‘I’m not yet using video, and I know I must.’ And the other one is, ‘I can’t use video because it’s either too expensive or too time-consuming for me,’” said Jeremy. “There’s such an interesting parallel of, ‘I wish I could do more with video, and I perceive the obstacles are there.’”
Jeremy urged marketers with this mindset to explore the myriad options available to them in the modern market, including AI video generators, low-budget editing options and video production agencies.
“Good enough” is great
Most listeners probably associate the phrase “good enough” with creating subpar content just to hit your publishing rate metrics. However, Jeremy encouraged marketers to reframe their thinking about video content that is “good enough.” Maybe it is, in fact, good enough.
“So today you’re doing nothing. And you know you should do something [with video],” said Jeremy. “I encourage marketers to think… ‘Is this good enough to represent my brand on TikTok right now for the next X hours to drive awareness?’ And so, that could be you doing influencer-style content… It could be using stock content, doesn’t have to be super top content. You could do a quick recording on your iPhone and add in some simple visual effects with any of the tools out there. Good enough — not the pejorative version — will reach your audience and make ROI.”
Your audience’s thirst for video content is so strong that any video content is better than nothing. Beyond that, many viewers prefer raw, day-in-the-lifestyle content. These videos commonly trend on TikTok and are a compelling form of content for many B2B buyers, too.
So, don’t let a lack of production value stop you from creating conversion-friendly video content.
Find your (Re)purpose
Video doesn’t have to be a totally new frontier. It doesn’t even need to be a totally new campaign. In fact, repurposing existing written or podcast content is a great way to boost your SEO efforts immediately, according to Jeremy.
“Find ways to incorporate video in, let’s say, every thought leadership piece or blog post,” said Jeremy. “You can just read it in front of your webcam, maybe throw a picture and picture effect in there, a couple of, you know, on-screen titles, whatever. Get that thing live, especially now. Be experimenting, right?”
Listen to episode 376 of SaaS Half Full for more of Jeremy’s insights.