Video marketing is exploding in a way that’s revolutionising everything from customer behaviour to the most effective social media campaigns.
Did you know...
People spend approximately 5.5 hours EVERY DAY watching videos online.
And it's changing the way we consume and share content.
Social video generates 1,200% more shares than text and images combined.
Here's another jaw-dropping stat. Cisco estimates that by 2021:
82% of all consumer internet traffic will come from video content, which will be viewed at a rate of one million minutes per second.
What does this mean for you?
It means that, whether promos or explainers or testimonials, you need to invest in video creation.
Video can be used everywhere in your digital presence – in landing pages, blog posts and every social channel.
A recent Altimeter survey revealed that the best performing content, in terms of engagement, across every industry and every geography is short-form video. That is, video that runs for less than two minutes.
The rewards are exceptional: for many content creators, videos bring in far more views, engagement, and shares compared to blog posts or email.
But if you’re a busy marketer on a tight budget, how do you create and edit videos that will draw viewers in and have them begging for more?
Here are 13 video marketing tools you should add to your toolkit this year.
These free video tools will help you create and edit incredible video content - even if you are a complete novice.
Most of these free video tools come with limited features and functionalities, which are available when you upgrade to a paid subscription. However, they do offer an incredible, cost-free starting point.
Free Video Creation Tools
No editing skills? No problem! Animoto is a brilliant tool for anyone who doesn’t yet have the video or graphic skills to deliver a quality video.
You can create impressive videos in minutes using professionally-designed video templates for ads, sales, how-to guides and more. With Animoto’s drag-and-drop video maker, you simply add your own photos, videos or text, and then upload straight to social media.
Animoto is especially awesome for creating video slideshows, as you can easily combine photos, video clips, stock videos, text and music.
Cost: Free 14-day trial. Then, from $8/month for the personal version, up to $34/month (paid annually) for the business version.
If you don’t have time to shoot your own footage and want to create videos en masse, Wave is your app.
Browse a stock library of over 200 million videos and images. You can also add your own clips, images and music using a simple drag-and-drop too.
Then bring it all together to create the look and story you want.
Your biggest challenge will be narrowing down the humongous library to find the right clips.
COST: The free video editing plan gives you up to 15 seconds video, but to unlock the best tools and the stock library, you need to go Pro for $16.50 per month.
Over 4 million marketers use Biteable, so it’s got to be worth a go, right?
Truth is, this is a great content marketing tool to create video ads, explainer videos, video infographics, animations and more.
Start from scratch or be inspired by themes, templates, Shutterstock clips and animations. Narrow down the options by what you want to Share, Promote, Present, or Update.
Then, customise the template by changing the scenes, text, colours and timing. You can also add music from the audio library.
One of the best things about Biteable is the real-life Shutterstock clicks. We’re talking about 85,000 clips of people, animals food and more - all professionally filmed.
COST: Free for 5 video projects a month, but you need to sign up to the plan to remove watermarks. That’s $23 a month well spent.
Another tool we can’t get enough of is Wistia.
This video platform lets you host, customise and share videos across the web. You can upload your videos from different platforms or record a direct video using Wistia itself.
One thing that makes Wistia a must-have for any digital marketer is the inbuilt video analytic tool.
See where people stopped watching, whether they skipped, rewatched, and more. Use the A/B testing feature to find out which videos perform the best, so you can continually optimise your videos for your audience.
Another highlight is the lead generation features. Use the calls to action, email collection form and marketing automation integrations to drive viewers through your Facebook marketing funnel to convert.
COST: Free for basic features, up to $300 or more for serious marketing capabilities.
Gone are the days of yawn-worthy presentations and slideshows. Prezi is here to let you easily turn your slides into stunning presentations with no video or design skills.
As Prezi points out, it’s “designed for people who aren’t designers”.
According to the Huffington Post, Harvard researchers find Prezi more engaging, persuasive and effective than PowerPoint.
Start by choosing a presentation template based on whether you’re creating something for sales, marketing, business or education.
Want to create and edit a more “conversational presentation”? Prezi has it covered.
You can also track all the important viewer data for your presentation using Prezi’s analytic tools. Find out who’s watching, what they’re interested in, and how to target them.
Cost: Free to create and share presentations online. Then, from $7/month for the personal plan, $19/month for business plan (with analytics) and $59/month for premium.
Explainer videos are powerful tools for businesses - especially B2B brands. They simply do a better job of telling your story.
Plus, they are highly engaging compared to blogs and traditional webpages. Just look at Moz’s Whiteboard Fridays if you need proof.
If you want to nail whiteboard explainer videos, VideoScribe is the app for you.
It provides a virtual whiteboard onto which you can select the images, add text and a voiceover or music. Then let VideoScribe do the rest.
COST: 7-day free trial, then plans starting from $14/month.
Staying with explainer videos, another video making tool to try is Renderforest.
Renderforest is a good first step if you’re trying out video making for the first time, or want to add some spark to your current projects.
It’s essentially a video template platform that lets you make flashy animations and graphics for videos. Using Renderforest is easy thanks to the drag and drop customisation. There are thousands of templates, so whatever style or tone you’re after, there is something for you.
Best of all, the site has tons of resources and support to help you get the best result even if you’re just starting out.
COST: Free for very basic features up to $49/month for 100 videos per month.
Want to create ROI generating Facebook video ads? You can’t go past Shakr, one of Facebook’s Creative Platform partners.
In fact, Shakr is the self-proclaimed leading video-making platform for Facebook marketers.
Like other video making tools, you have the option to choose from video templates made by professional designers. You can have a video ready to go in just 5 minutes.
Or you can customise your own video templates to suit your brand. Then, empower people in your team to make videos using the templates - a great way to scale your video making.
Cost: Free to sign up, then plans start from $49/month.
Animaker is one of the easiest and coolest animated video platforms going around. The drag-and-drop interface is so simple, you can learn it over your morning coffee.
And it’s worth learning - animated video is one of the most popular ways to showcase and explain products and services.
Getting started on Animaker is as easy as signing up and browsing the preset video templates.
You can choose from a long list of categories to suit your audience, whether that’s health, business, sports, and so on.
You can also use Animaker to create eye-catching Instagram Stories. Let’s face it, with Instagram stories used by 500 million users every day, that’s a channel worth tapping into!
COST: Create unlimited videos on the free plan, or choose a paid plan from $9/month for more features.
Free Video Editing Software
Adobe Premiere Clip
Adobe Premiere Clip is the Ferrari of video editing tools.
It lets you create and edit videos on your mobile device (Android or iOS). Then you can share your work straight to social media or sync your work to the Adobe Creative Cloud on your desktop, where you can refine it with the same Premiere Pro CC tools used by professionals.
What we love about Adobe Premiere Clip is that it makes it easy to get a really professional result. Adjust exposure, use Smart Volume to even out audio levels, add slo-mo, add titles and transitions...all these things result in the perfect look for your brand.
Need to create a video with captions? Designing for sound off is absolutely essential for social videos.
Because convenience is key.
85% of Facebook video content is watched with the sound off (Digiday)
In fact, unwanted audio can disadvantage your brand.
80% of users react negatively when video ads play loudly (Facebook)
That’s where Headliner comes in.
Upload your video and the tool will automatically transcribe the audio into captions. No video? Headliner can create one from scratch using your article or audio file.
While you’re there, upload or search for images and GIFs to be added to your video.
COST: Completely free for 10 videos a month. For unlimited videos and access to even more tools, sign up for the Pro plan from $12.95/month.
When it comes to free online video editors, Clipchamp Create is up there with the best. Marketers use the app to create videos for YouTube, Facebook advertising, Instagram ads, and more.
There’s a heap of tools you can use to edit from your desktop, including trimming, cutting, filters, speed control, titleblocks, and more.
Drag and drop your own video, imagery and audio, then reorder the content as you need. If you want to bulk up your content with some stock footage and imagery, Clipchamp Create has it covered with over 100,000.
COST: The free plan is incredibly generous, letting you create unlimited video projects, get access to all basic editing tools, and export videos in 480p resolution without a watermark. Upgrade to Premium or Business from $9/month for access to the stock library and higher resolution downloads.
Filmora flies under the radar but it’s possibly one of the best video editing tools out there.
Because you get the freedom that other tools don’t give you.
Adjust colour effects, brightness, speed, rotation, and lots of other video enhancement features.
Experiment with the royalty-free video effects, stock video and audio. And just when you think you’ve tried them all, Filmora adds more every month.
Never edited a video before? Filmora makes the whole process intuitive. Plus, there’s an amazing learning centre to help you every step of the way.
There’s also a business version, Wondershare, which is designed especially for brands. For example, you can drag and drop your logo at any point during the video.
COST: Basic business plan starts from $12.99/month.
Over to you
These video making and editing tools should become part of your strategy to stay competitive, boost your website engagement and drive ROI from social media ads.
Of course, you don’t need to use them all. Instead, we recommend choosing a few to start with and see how you like them.
They all offer free trials or basic plans, so there’s nothing to stop you from giving them a go.
If you’ve been thinking about adding video content to your digital marketing strategy, this is your chance.
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