Brett Welch: Boosted Is Making Video Creation Easier Than Ever
Video content is taking over the internet. And it’s not just YouTube and Facebook. Short-form videos on platforms like Instagram, Snapchat and TikTok drive engagement for individuals and brands alike. But in many ways, the production side has lagged behind, remaining the domain of professionals with specialized skills.
Too many small business marketers who recognize the power of social videos still feel that it’s beyond their reach, because they believe that it requires investing significantly in production shoots and expensive editing software that they don’t know how to use. This is exactly the pain point that Lightricks, a software development startup known for its visual creativity products, has been striving to address with Boosted, a social video ad creation app.
Boosted is easy, fast and built around video templates that are informed by Lightricks’s research into the types of videos that companies use to drive attention – and built by the company’s award-winning creative team. Brett Welch is the VP of product management at Lightricks, and I had the chance to ask him a few questions about what makes Boosted different from others available on the market.
For those unfamiliar with the tool, what is Boosted, exactly?
Boosted helps businesses quickly and easily create professional looking videos for social media. Many businesses are short on time, and social media marketing can feel like a daunting task.
Videos have become super important for businesses trying to stand out online. Especially since the introduction of autoplay, video has grown in popularity, and nowadays videos generate more engagement than any other content type.
Social media best practices tell us that businesses should be posting multiple times a week. To do this, you need tools to create videos, and you need ideas about what to post. That’s where Boosted comes in.
With Boosted, we wanted to make it easy and unintimidating. Business owners enter details about their business, goals and brand when they sign up and we suggest a range of templates that they can use for inspiration, take, then edit and add their own content on top. Or if someone has a video they’ve recorded they want to use, they can upload that video, choose a style add their brand colors and logo.
What separates Boosted from a host of similar tools?
The first difference is that our tool is specifically designed for business owners who need to make videos for social media. We see our product as a social media content workshop for businesses, not yet another video editing tool. We want to help inspire ideas and make it super easy to create content.
We have a huge library of professional templates that are made by our own professional design team. Our templates look great, and you can customize and adapt them with zero knowledge of video production. Normally you would have to do a lot of the work manually, but with the templates, it’s easy and quick to put together videos that will make your company pop on social media.
Our team at Lightricks is super creative, and they’re amazing at designing templates that work really well with Boosted.
Boosted is part of the wider array of visual creation apps under Lightricks umbrella, which includes Videoleap, Motionleap and Photoleap. We have a huge experience making these apps that are easy and fun to use, and you can get something that looks really slick with a minimal investment of effort because we’ve done the legwork on the back end.
Who stands to benefit from using Boosted the most, do you think? Why?
Today’s small business owners know that maintaining active, visually appealing presences on social media is important, but a lot of them just don’t have the time or money to invest in professional videography services. We’re trying to make it easier for business owners and marketers who know they need to be creating and publishing video content but don’t really have the time.
There are seasonal and general templates in there with stock imagery that you can literally just throw text on without having to put any time in, even if you don’t have any of your own video footage to work with. And if you have clips that you’ve shot on your phone or some photos of your own, it works even better.
Our goal is to make it possible for businesses to easily create eye-catching social media videos in three minutes or less. The less time it takes to create a video, the more time a small business owner has to focus on the core of their businesses.
How long has Boosted been made readily available? What’s the reception been like?
We’ve been out for about two years now. We started with a number of templates and features and over time we’ve steadily added more and more, expanding our focus to include more features to support branding, as well as more photo and video editing features.
The reception has been great! We’ve had fantastic adoption and positive feedback on both the Apple App Store and the Google Play Store. So far we’re averaging 4.5 of 5 stars on the Play Store and 4.75 of 5 stars on the App Store.
We’re really proud of that and are grateful for the opportunity to serve our customers.
How has Boosted disrupted the greater social media marketing industry as a whole?
You know, I feel like the word “disrupted” has become a bit overused in tech circles. How many companies truly disrupt the landscape?
When you’re working in tech, it’s easy to forget that for most business owners, the social media marketing landscape is overwhelming and confusing.
We’re trying to make the process as simple as we can for business owners. The way we’re doing this is by taking a fundamental part of the social media puzzle – creating content – and making it easy. We want to get them to the point where they can do it themselves, quickly, without worrying about it, and actually cut through the noise and achieve business results.
Is that disruptive? I don’t know. But it is valuable and essential. That’s what motivates me and the team.