If done right, they can engage, entertain and educate an audience like nothing else can. That’s because using visuals, spoken voice, music and good editing, videos can break through to your audience intellectually and emotionally.
Videos forge a connection and built rapport.
Or – not.
It’s just as easy to miss your mark, losing an audience by packing in too much information, boring them with nothing new, or coming across as out of touch.
Finding the right mix of intellect, humor and emotional appeal is a delicate balance. The magic is difficult to explain, but — you absolutely know it when you see it. And when a video hits the right mark, making you laugh or want to watch it again, your impulse is to share it.
And that’s when you know you’re onto something – when a video gets shared. That’s the goal.
So, how to create a video with super powers?
It starts with clear vision, a great central idea, and excellent writing.
Then the magic really happens in production. All the elements come together; music, sound and narration, timed perfectly with effective visuals.
In a world where even thoughtful articles are skimmed rather than read thoroughly, videos should be concise and on point. And off-beat, funny, irreverent …or charming. Humor can be very effective and memorable.
What’s especially great about video today is that technology is making video more accessible than ever. You don’t need a six-figure budget to create a great video.
How to make your video affordable:
Talk with us, for starters. We do our video work in house.
Use simpler video formats. Videos don’t have to be movies with actors and special effects.
Animation is compelling and can be very simple.
Includevideo with other marketing services such as websites, landing pages and enhanced listings. Use it or versions of it in lots of places. That can help keep costs down, too.
Yes, Virginia, videos really do have super powers. So by all means, consider a video as a part of your marketing strategy. Consumers like video, use video, share video, and remember video. And that means video brings marketing power to your site’s SEO.
Social media is changing so fast today. Having worked in the marketing and technology arena for over 25 years, I realize it’s the nature of the beast. However, I feel like in just the last six months there of been an incredible amount of breakthroughs on the big social networks such as Facebook, Twitter and Instagram.
It got me thinking, if you are a business that isn’t engrained in social on a daily basis as part of your marketing strategy – figuring out where to start would be mind boggling. So much so, I think it’s no wonder that this uncertainty often creates paralysis when it comes to social media marketing.
If you’re a business you may be wondering…
How am I supposed to keep up?
What am I missing out on?
Most importantly, you’re probably trying to figure out what actually makes sense for you and what type of budget it requires.
To me, this very topic hits right at the core of any great client-agency relationship. You see, our job at Focal Point is to help you navigate the latest updates updates and put together a social media marketing strategy that actually makes sense for your business.
With that said, I am going to give you the quick, 30,000 ft. view with what’s going on with some of the big players in social media right now. There’s a major trend/common thread I see continuing throughout 2017 and beyond. And that trend is video on social.
Video Is Everywhere on Social Media
I read a prediction recently that suggested in the next couple of years, 80% of all social media will be video posts. That’s right, 80%. I can’t say I disagree with that. In fact, I recently wrote a blog post about how you can get the most out of video by using it to propel your marketing strategy.
There’s no doubt toward the end of 2016 and into 2017, we’ve seen an explosion of video across all social networks. More specifically, live video. Social networks are betting big on live video. But should you? I’ll get to that in a moment.
Facebook has also added more features for brand pages in the way video is delivered. This includes built-in calls to action (CTA’s) and automatic closed captioning features. This is big as many people view videos on social with the sound off at first.
Even more is on the way, too. 360 degree photos area already here and video is next.
On the Twitter side of the equation, we’ve also seen the rise of live video. Periscope (live video broadcasting tool that used to be a standalone app) is now baked into Twitter and you can go live right from your Twitter account. Additionally, Twitter increased the video length to over 2 minute videos and media (photos and video) no longer counts toward your 140 character total.
While there has been some buzz about the future of Twitter…it’s clear to see they’re investing big on video as well.
Speaking of Snapchat, the new(er) kid on the block is certainly making some waves out there. With over 200 million users and updates to its advertising capabilities, Snapchat is sparking some interest from businesses. And guess what – they’re rolling out more video features. You can now add videos to your Stories, send a video Note and have a video Chat.
Organic Social & Paid Social Advertising
It’s worth noting that this trend toward video is happening majorly on both the organic and paid side of social media advertising. Soon ads will be a part of most video experiences on social media, including live video. As more and more videos are viewed via social media and on the web, I think advertisers that have traditionally used television will begin to make a shift in their ways as well. It’s this simple: more eyeballs will be on mobile devices than TV screens consuming video.
So, What Next?
Now you’ve got a better understanding of this social shift that is taking place across networks such as Facebook, Twitter, Instagram and Snapchat. But what are you supposed to do next? If you’ve never even published a video from your business on a social media network, you may be overwhelmed with all of the things to consider.
Then there’s live video. Just because it is available and on the rise doesn’t necessarily mean it makes sense for your business. In fact, I’d say there are some things you should definitely consider before you jump into live video. All things that I’d be happy to discuss.
My hope is that I’ve started a conversation with this post. It’s a conversation that needs to take place if you’re at all in the game of social media advertising. And it’s a conversation I’d love to have with you. Here’s how to reach me…
Many businesses are oftentimes wondering where they should start when it comes to online marketing. Might I suggest considering a video production to get the ball rolling.
Why? Well, because the snowball effect of a great video can lead to months worth of solid online marketing strategy.
The power of video is undeniable. Video is proven to help with conversions on your website. Video is quickly overtaking social media. So if you have to pick one place to start with investing your marketing dollars; video just makes sense.
Taking the time to plan a quality video production is well worth the investment. If done correctly, a solid video can easily be repurposed for:
New web pages
A series of blog posts
Social media strategies
Email marketing newsletters
Sure, you could always start with the blog or website and work toward the video. But from my experience I’d say once you have the video done the other stuff can come very naturally. Just take a minute to think about it…
Once you have completed the video, it’s easy to have the content transcribed. With the written word, you can put together a new web page or series of web pages. This will naturally help with your search engine optimization as making the written content available on your site will give someone additional for Google to crawl and discover.
Most of the time, you could get several blog posts out of every video you produce. Each new post could be examining the video from a different point of view. Or, if you’re really stumped, you could always do these series on every single video…
Why you wanted to make the video
What was the purpose of the video
Behind the scenes – how you did it
Much like adding the new page (s) to your website, creating a blog series is a great way to maximize the visibility of your video online throughout search engine results.
Social Media Strategies
The common theme among all of the booming social media sites is the focus on video. In fact, Facebook recently added a special video tab to it’s main navigation to make video easier than ever to find. Twitter, Snapchat and Instagram continue to advance their video capabilities and more and more the future of social media is pointing to video.
The beautiful thing about a well produced video is that you can chop it up into several small segments. With just a little thought given to sound bites, you can come up with videos to fit all desired formats and lengths. Now,all at once you’ve got a head start on some social posts that can be extremely effective in driving views and conversions.
Ask any experienced marketer where they see the most immediate responses and I’ll bet they answer email. Email has always worked and it continues to work. Combining the mediums of email and video with a powerful message can produce some great results.
One approach to take here is creating a drip campaign that would highlight different parts of the same video over time. Maybe one week is looking at the portion of the video that talks about your company as a whole and its approach. Maybe the next week, it’s taking a closer look at who your employees are. You get the idea. In other words, a series of message spread over a few days or weeks that methodically educates your audience.
Vidcasts, Podcasts & More
A well produced video production, will also have some great audio segments that can be taken from it as well. Why not repurpose those in a podcast format?
The key here is thinking about all the distribution channels you have available and asking yourself what makes sense. Maybe you recently launched a podcast and your video includes the perfect soundbite from a customer talking about the work you did for them. Why not drop that in your podcast to help you get the most out of it?
The key point out of all of this is getting the most out of each piece of content you produce…and doing so in a way that’s easy and cost effective. That’s where a partnership with Focal Point comes into play.
Not only can we help you plan and shoot a video production that will put you in a position to generate several weeks worth of effective content. We can help you execute on those marketing strategies and measure the results.
How do you break through the clutter of the competition? This is a question we all ponder at one point or another.
In an attempt to answer this question, many marketers will say content, content, content. But what happens when it all just becomes noise?
You need a way to reach people, leave your mark and make an impression they’ll never forget. It’s not just about producing content, it’s the right content at the right time using the right medium. That’s why you need to give video brochures a try.
Focal Point Offering Video Brochures
Focal Point is now offering video brochure solutions to our clients because we see the value and the vision behind it. We understand where the marketplace is headed and believe video brochures can be impactful for sales, marketing, recruiting, training, branding, motivating, fundraising, sharing testimonials, and more.
Engaging people with both visual and audio elements through video brochures goes a long way in making it to the next step – whether that be earning a follow up appointment or bringing top talent to your team. With video brochures, recipients are able to hold, watch and listen to a company controlled message in the ideal way without a salesperson having to be present. Simply put, when done correctly video brochures can do a lot of the heavy lifting for you.
How Video Brochures Work
For the recipient – all they have to do is open it. That’s it. Just open it and they can experience the video as you intended.
For the producer – it’s a matter of creating a video, selecting a design and simply loading your video into the brochure. All stuff we can assist you with here at Focal Point.
They are completely rechargeable and reusable, meaning you can update the video as needed to match your latest marketing message. Additionally, they don’t use any complicated technology so there’s no need to worry about the video crashing. And finally, video brochures work with a Mac or PC making them very versatile for different file types.
Why Video Brochures?
Video Brochures give you a leave behind or presentation supplement that doesn’t get forgotten/thrown away. Analytic reports show viewers are sharing them with their co-workers, and most importantly, decision makers.
Whether you’re trying to win “the war in mailboxes,” secure a follow up meeting or simply reach people in a way that’s more affordable and effective than TV – video brochures could be the missing piece to your marketing puzzle. Focal Point & Video Brochures
When working with clients, we were able to see how video brochures fit into their marketing strategies time and time again. By having the ability to produce video content for our customers, while also being about to coordinate the design presentation and functionality of delivering video brochures – adding this service just made perfect sense. It’s essentially an extension of what we are already doing for many customers, just packaged in a new, highly powerful way.
Considering a video brochure? We’d love to have a conversation about how this service could work for your business. Just take a moment to contact us online today!