MarTech Podcast ™ // Marketing + Technology = Business Growth Episode Summary: Tips For Creating Engaging Videos Release Date: December 19, 2024 Host: Benjamin Shapiro Guest: Matt Pearce, Learning and Audio Video Ambassador at TechSmith

Introduction

In this episode of the MarTech Podcast™, hosted by Benjamin Shapiro, the focus is on video creation—a critical component for marketers aiming to engage audiences effectively. Joining Shapiro is Matt Pearce from TechSmith, who shares valuable insights on crafting videos that captivate and convert.

Long-form vs. Short-form Content

The discussion begins with a comparison between long-form and short-form video content.

Benjamin Shapiro [02:45]: "Do you think that you should be focusing on video production by using long form content and repurposing or should you be just creating your short form content up front?"

Matt Pearce [02:55]: "It depends on your resources and what your messages are. If YouTube is your priority, start with long-form, repurpose it into vertical. If TikTok is your focus, prioritize short-form vertical videos."

Pearce emphasizes that the choice between long-form and short-form content hinges on the target platforms and available resources. For instance, YouTube favors longer, horizontal videos that can be repurposed, while platforms like TikTok and Instagram prioritize quick, vertical clips.

B2B vs. B2C Video Strategies

Shapiro and Pearce delve into the differing strategies required for B2B (Business-to-Business) versus B2C (Business-to-Consumer) audiences.

Benjamin Shapiro [04:01]: "If you are focusing on B2C then your channel mix is going to be different. If I'm thinking about B2B content, I'm probably saying I really need to be in LinkedIn first and foremost."

Matt Pearce [04:57]: "Even B2B audiences frequent other platforms like TikTok. For example, my VP of Marketing is active on TikTok, highlighting that B2B content can benefit from a broader platform presence."

While B2C strategies often lean towards platforms like Instagram and TikTok, B2B marketers traditionally prioritize LinkedIn. However, Pearce points out the growing presence of B2B professionals on diverse platforms, suggesting a more integrated approach may be beneficial.

Video Capture Techniques

A significant portion of the conversation focuses on effective video capture techniques to enhance engagement.

Matt Pearce [06:46]: "Audio quality is king. It has to be clear and free from background noise."

Pearce underscores the importance of audio clarity, noting that poor sound quality can detract from even the most well-produced videos. He also highlights the value of close-up shots to foster a sense of connection with the audience.

Benjamin Shapiro [08:33]: "I've been leaning forward. I've got my mic closer to my mouth. I'm trying to get as much face to the camera as I possibly can."

Simple adjustments, such as positioning the microphone closer and ensuring close-up shots, can significantly improve the viewer’s engagement by making the content feel more personal and direct.

Incorporating Motion and Graphics

The integration of motion and graphics is another key topic, addressing how to maintain viewer interest through visual elements.

Matt Pearce [09:17]: "Transitions and jump cuts can keep the video dynamic. Even simple changes like cutting in closer or switching scenes every few seconds can maintain engagement."

Pearce advises using visual variety through transitions, multiple camera angles, and jump cuts to prevent monotony. However, he cautions against overusing graphics that may overwhelm the viewer.

Benjamin Shapiro [10:53]: "How much stuff should be popping up to keep information present and how much should you just be working on scene changes?"

Matt Pearce [11:08]: "It depends on your goal. For instructional videos, limit on-screen text to avoid cognitive overload. For commercials, subtle motion graphics can effectively draw attention to key actions like subscribing."

Balancing motion and graphics with the video's purpose ensures that visual elements enhance rather than distract from the core message.

Optimal Video Length

The conversation shifts to optimal video lengths based on audience preferences.

Matt Pearce [13:40]: "For informational and instructional videos, 24% of people prefer 10 to 19 minutes. For shorter content, 3 to 4 minutes are ideal for quick topics."

Despite the common belief that shorter videos are always better, Pearce’s study reveals a significant demand for slightly longer, more in-depth videos, especially for educational purposes. However, shorter videos still hold value for concise, general topics.

Benjamin Shapiro [15:13]: "Did you find any disparity based on age? Do younger generations prefer shorter content?"

Matt Pearce [15:31]: "Past studies indicate consistency across age groups, though specific age-related data for this study wasn’t available."

While there might be assumptions about younger audiences favoring shorter content, current findings suggest a uniform preference across different age demographics within the study’s scope.

AI in Video Production

The role of Artificial Intelligence (AI) in video creation is explored, particularly in content repurposing and editing.

Matt Pearce [15:33]: "90% of people are open to AI-assisted creation, but 75% have concerns about accuracy, quality, and content origins."

AI tools like Opus Clips can efficiently convert long-form videos into shorter clips, aiding in content multipurposing. However, concerns about accuracy and authenticity highlight the need for careful implementation to maintain trust and quality.

Benjamin Shapiro [16:56]: "AI is delivering the truth or making up something that it thinks we want to hear."

Pearce acknowledges the potential of AI to streamline video production while emphasizing the importance of human oversight to ensure content integrity and relevance.

Conclusions and Key Takeaways

In wrapping up, Shapiro and Pearce summarize the essential strategies for creating engaging videos:

1. Understand Your Audience and Platform: Tailor video length and format based on whether you’re targeting B2B or B2C audiences and the platforms they frequent.

2. Prioritize Audio Quality and Visual Connection: Clear audio and close-up shots enhance viewer engagement by fostering a personal connection.

3. Use Motion and Graphics Strategically: Incorporate visual changes and subtle graphics to maintain interest without overwhelming the viewer.

4. Optimize Video Length According to Purpose: Balance between in-depth content and concise messages depending on the video’s objective.

5. Leverage AI Thoughtfully: Utilize AI tools to aid in video production while ensuring the content remains accurate and authentic.

Benjamin Shapiro [16:56]: "The word of the day here is fit. You have to understand who your audience is. You have to understand what channel you're publishing to and your video, whether you're doing the highest quality video in the world for publication everywhere, whether you're just using your iPhone, get close to that camera, have good audio, say the things that you need to say, but honestly, keep it moving."

These insights underscore the importance of adaptability and strategic planning in video marketing, ensuring that content not only reaches but resonates with the intended audience.

Additional Resources

For more insights and to connect with Matt Pearce:

• LinkedIn Profile: Matt Pearce on LinkedIn
• TechSmith Website: techsmith.com

To explore podcast production services mentioned in the episode, visit iheareverything.com.

End of Summary