As you've no doubt heard and read before in digital marketing circles, video content is a big deal, and you should, wherever possible, be looking to create video to compliment your digital marketing campaigns.
Video is the best performing content type on Facebook, Tweets with video see 10x more engagement than those without, LinkedIn users are 20x more likely to share a video on the platform than any other type of post - the list goes on. But while there's little doubt that video content performs better, actually creating good quality video content isn't easy - and especially so right now, amid the COVID-19 lockdowns, where organizing a full video shoot is simply not an option you can consider.
That's where YouTube's 'Video Builder' tool comes in.
As you can see from the video, Video Builder enables anyone to create good looking video content based on still images, existing video assets, templates, and even stock music clips to finish.
YouTube has been working on the tool for the last few months, but now, amid the COVID-19 lockdowns, YouTube's making Video Builder accessible to more businesses in order to help in the creation of more effective promotions - and ideally, capitalize on the increased attention that digital video is getting at present.
As per YouTube:
"Because businesses of all sizes are strapped for time and resources and in-person video shoots are no longer practical in many countries, we are accelerating the next stage of Video Builder availability. With this tool, any business who needs a video can create one that helps connect with their customers and keep them informed—whether through an advertising campaign, website or email."
There are, however, some restrictions on Video Builder use that are worth noting.
While Video Builder is free to use, you can only create clips of up to 15 seconds in length. You also can't easily download the clips from Video Builder to use as you please. As you can see in the overview above, at the end of the process, you can share your video with colleagues for feedback, you can save the video to your YouTube channel, and you can use the video in an ad campaign. There's no option to download the video and use it for other means, or on other platforms.
These are logical restrictions, but they are limitations nonetheless, and they are worth noting for your use.
As noted, YouTube has been working on Video Builder for the past few months, but it's now opening up beta access to more businesses to assist with promotions during the COVID-19 pandemic. Interestingly, Vimeo also has its own, similar video creation tool that it released in February, while VSCO also launched a more artistic video creation platform in March - so if you're looking for simplified options to create more standout video content, and capitalize on increased attention amid the lockdowns, there are now various tools to assist.
You can apply for access to YouTube's Video Builder tool here.