Video Is A Powerful Marketing Tool
Consumers of social media (and that’s most of us) are already intuitively aware of the attention-grabbing power of video. A combination of colour and movement interrupt our impulse to scroll down in pursuit of the next tasty, tasty morsel of novelty. Marketers have long since twigged on this, and 87% of business are now using video as a marketing tool. That’s up from 63% in 2017.
Your Business Should Be Using Marketing Videos
Video for social media marketing is simply not optional for serious businesses. Most mobile users are on their phones scrolling social media first thing in the morning, while waiting for the traffic lights to change and right before going to bed at night.
I’ve noticed how people don’t say “smart phones” anymore. When someone says “my mobile” the automatic assumption is that the phone is internet enabled and loaded with apps. And most probably has a handful of social media apps enabled.
A New Wave Of Video Makers
Larger, heavily capitalised businesses have been getting on video for years. These businesses can afford to produce videos in-house with specialised staff. Or they can hire marketing companies. Some marketing companies now specialise soley on video production for social media. These specialised companies produce social videos for businesses, the civil sector and political campaigns.
Over the last year a new wave of social video creators have emerged. Products like Lumen5, Animoto, and Klippyo have offered fast, relatively easy social video production capabilities. They have promoted themselves on a low barrier to entry: they are affordable, don’t require months of training, and work in the browser. Users don’t have to install and learn professional-level video editing software like Premiere Pro or Final Cut.
One feature they advertise is they are heavily specialised towards social media video creation. Their massively cut-down feature set comes with a short learning curve and tight focus on social media.
InVideo: A Video Editor For Social Media Marketing
I decided to take a look at one of these editors: InVideo. InVideo declares itself to to be “The worlds most versatile video creator for quick and professional videos”. It’s a SaaS platform. This means that it runs in the browser. So you don’t have to install anything on your own computer.
InVideo charges monthly, starting at $0 per month. It’s front page has some really good looking demonstrations of what it can produce.
Of course, the proof of the pudding is in the eating. I created an account and started a test drive.
So How Does The InVideo Video Maker Work?
I’m generally an impatient person. So I didn’t look for tutorials on the InVideo website. I jumped straight in. This was the first screen I encountered.
Great. My hand is being held and gently guided from the moment I begin. The choices being offered were self-explanatory. And the option to convert a script to video looks great. I opted to use a pre-existing template and was taken to the template screen:
There seems to be dozens of templates to choose from. The range is great considering that I’m not on a the highest priced tier.
Also worth noting is that you can filter the choice of templates by aspect ratios. Vertical videos are just about always the best choice for distributing video for mobile social media.
After selecting a template I was taken to the editor.
The edit screen is the heart of the application. It is here that you will create videos.
At this point I expected to spend ages figuring out the user interface. Perhaps searching through documentation to find features that should be in obvious places, or breaking my video by making easy mistakes and taking hours trying to find out how to undo accidental edits.
To my surprise I was able to figure out the editor within moments, and make substantial, useful edits within minutes. I could completely customise the template within minutes to a point where it would be useful as a piece of promotional material.
Accidental edits could be easily bracktracked with CTRL-Z. This was nicely useful. And it’s a feature that different kinds of SaaS editors often don’t get right. But in InVideo it works.
I kept my test simple by using a prebuilt template. But the ease of editing left me with high expectations of the other pathways for editing social media videos in InVideo.
Who Is InVideo For?
InVideo seems to be built for the two kinds of users: Business that want to produce their own videos for social media to promote their own products. And small agencies in the business of promoting other businesses using social media marketing.
Videos can be either up to three minutes or ten minutes long depending on the pricing tier at which the user has invested. But short videos of up to three minutes are all that is needed for social video promotion on facebook, twitter or instagram. Videos much longer then that can lose their power to capture the attention of social media users. Videos much longer than three minutes should be designed very carefully to keep that attention.
For agencies, InVideo accounts at higher tiers offer higher resolution videos, multiple users and a larger volume of higher-quality video stock. Offering a $100 per month tier shows that InVideo is ambitious.
There is a limit to the number of social media videos that a user can create with InVideo. This increases with pricing. Free users can render up to 5 videos per month. That’s a great way to taste the offering, and could even be commercially useful, if a little constraining. A jump to $20 per month puts the pricing equivalent to Adobe Premiere Pro – the industry standard professional video editing suite.
At this pricing tier InVision is most useful to users who probably aren’t professional editors, and therefore don’t already own Premiere. But even if one does own Premiere, using InVision is much faster at it’s speciality. Whether a user would want to pay another US$20 per month is another question. An agency might be happy to pay the extra fee, but won’t have the advantage of having multiple users at anything less than US$100 per month.
The agency paying the $20 or higher would have to be invested in regularly producing social media videos and profiting from them constantly.
The Future Of InVideo
Given it’s pricing structure, InVideo seems to rely on a growing number of small agencies regularly producing social media videos. This seems like a relatively safe bet. And the gamble is two-way: users whose want to buy in to InVideo woud want the platform to be around for a while. And they’d want to it remain competitive. And at the moment it’s competitiveness is certainly there thanks to its usability.
A publicly posted roadmap for InVideo shows that they intend to continue improving the product.
I like it. For the moment at least, I’m in.