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…
Do you want your marketing to fit in with everyone else’s? You want to stand out. Get noticed.
We thought so.
At FocalPoint, we know it takes real work to become a stand out. It takes questioning basic assumptions and trying a few crazy new ideas to create something different. Something of value.
If you have a vision that’s different from the norm and a passion that pushes you to move forward with it, here at FocalPoint, we consider that a gift.
We like to work with the movers and the shakers in the business and tech world. We enjoy working with folks that aren’t looking for different just to be different. Like us, they are looking for different to be better.
If that sounds like you, let’s shake a few things up together.
We believe in getting things right. The first time.
And – what we seek to get right that first time matters more than just about anything else. Like what’s really important.
Really important like…
Creating a product or a service you are truly proud of
Addressing a workable business plan that meets a real need
Hiring a team that cares about the dream and the details
Building shrewd creative marketing around your business model that will speak to your mission and your audience
About that last bullet point…
FocalPoint creates marketing strategy with an end point in mind. The tag line won’t simply be ‘catchy.’ It will support that business plan you lost sleep over.
We understand that there will be endless details to get right before you launch your web site and your social media plan. That’s the ground point where we work best together. Before you have something that you’re truly proud of. That’s an ideal place for us to be. So together we can create, double check, test, and launch with more than just a hunch.
We want to get things launched right— right alongside you and your team. Greeting success together after hard work ironing out what’s most important.
How can I expand my business in a slow-growing economy, you ask?
We get that question a lot here at FocalPoint. Because despite news that employment numbers are up and the economy is percolating, we’re not feeling any kind of surge here in the Midwest.
So, what can you do to increase your marketing share?
The short answer is: get creative! But of course, any marketing solution we recommend begins with us doing a lot of listening to what you do, how you do it differently, and what you are trying to achieve.
That said, here are some interesting ideas we may consider for small and medium sized businesses on a budget:
Believe it or not, on-line advertising may be your best bet. Depending on your business niche, Facebook, Twitter and Linkedin may be good places to invest for little money. We can help you figure out which type of on-line advertising creates the best pop for you by doing test ads. Test ads are run for a short time (for very little money) to see how well an ad will play out before we make a bigger buy. (Yes, we really can do that!)
You most assuredly cannot match larger competitors dollar-for-dollar but, you absolutely can use unusual or unexpected media approaches to woo business your way.
If your budget is tight, chances are you need to be more targeted with your advertising. Rather than a broad brush approach, we hunker down and do some real due diligence and discover how your potential customers actually make buying decisions. Only then do we select a medium that targets your customers in a way they want to be approached.
Here’s a glass half full way to think about marketing on a budget: Because your business is smaller, you have the ability to react quickly to current conditions and (together with us) create ads and promotions that use trends, changing circumstances, opportunities, and headlines to your advantage.
If you’re still marketing your message the same way you always have, chances are good you’re missing out on motivating top potential customers, the Millennials. This is true even if you are taking advantage of new social media forms of communication. You need to make sure you are using them in a way that aligns with how Millennials think and behave.
The young adult generation born between 1980 and 2000, Millennials are rapidly increasing their spendable income. Along with Gen-Xers, they are the future – and they need to be communicated with in a way that resonates well with them.
A marketing message that speaks to the older generation is going to come off tired and boring to Millennials. That said, some marketing truths are still solid. These truths include telling a compelling story and offering an appealing, honest and humorous take on your product or service. Allow me to offer up 6 quick things to think about before planning your next online marketing campaign…
6 Things To Consider Before Spending Your Next Marketing Dollar
Boredom is the kiss of death. Millennials thrive on edgy.
They are multi-taskers, used to balancing many activities. They look for flexibility in hours, products and usage.
Millennials crave individuality and identity. They want to be heard and understood. When you provide a micro-narratives (small unique stories that rely on human experience) rather than meta-narratives (generalizations), you picque their interest.
They research, absorb and analyze new information far more quickly than Boomers.
They love humor in unexpected places (including at your expense).
They want to give back and will seek out organizations that do the same.
That’s asking a lot of your marketing. But the good news is that in today’s market, you can put smaller, more individualized marketing programs together in a variety of different places to target the Millennial market. That’s where we come into the picture.
Focal Point Understands Millennial Marketing
At Focal Point, we know Millennials will research the organizations that interest them. We can help you build a solid online presence in a variety of mediums. We’ll make sure you are found in the right places with the right message.
Once you’re found, you will need to be memorable. So, we’ll help create a brand identity that will look good on small screens like cell phones and large screens like High def TV in interesting colors that say something subtle or brash about what you are all about. (Tall order, we know.)
We also consider using humor because it works so well with the Millennial crowd. That is, provided it is self-effacing, or sly, or edgy or pokes fun at something they can relate to.
Lastly, we’ll show you how to talk about your flexibility in a way that is approachable. And share what you’re doing in the community, too. Millennials are not as selfish as advertised. They get that giving back thing. Big time.
As always, there are a lot of changes going on in the digital marketing world right now. From the ever evolving social media networks to new technology to radical shifts in the way traditional services are delivered.
One thing is for sure, 2015 is going to be an exciting year. A year where I think digital marketers are really going to have to think long and hard about the way they are reaching customers. As I was thinking today, there are 3 things that come to mind that I will to be paying attention to in the new year. Things that, while not exactly related, have the potential to represent big changes in the marketing world.
Facebook Algorithm Changes
There is a lot of buzz in the social media marketing world right now around upcoming Facebook changes that will begin in the new year. To sum it up, basically Facebook is going to give even less visibility to “overly promotional” posts. While most businesses understand that their fans do not want to see “overly promotional” content in the first place, it’s still unclear exactly where the line is going to be drawn. One thing is for sure, it means even less organic reach for Facebook brand pages. And if you are a social media marketing manager or just happened to inherit that responsibility at your company – you know organic reach has already dropped significantly.
What does it mean? Well, it simply means now more than ever if digital marketers really want to reach people on Facebook in a meaningful way, it’s going to require a budget to do so. Facebook is continuing to adopt a pay to play model and that’s not going to change anytime soon. This also means that other social networks will quickly follow and begin to move toward this model.
The other thing that this means is that some companies will simply drop their Facebook page all together. One notable company to already do so is Copyblogger. A very well known name with over 35,000 likes and they dropped it. Why? Because the ROI on the organic side just wasn’t there. I highly recommend watching this eye opening video (it’s a bit on the long side, but 100% worth it) regarding Facebook advertising.
WATCH: Facebook Fraud
Wearables are everywhere right now. I’m not just talking about smartwatches here, I’m talking about fitness bands like the Jawbone Up 24 and Fitbit Flex. We are now able to monitor more than ever and get data in real time. The more connected we become throughout the day, the more avenues digital marketers will have to reach customers in new ways.While the messages may be the same, the delivery and strategy behind reaching people at the exact moment in time on the exact device that’s right for them will present new marketing challenges.
I expect all of this to be taken to another level when the Apple Watch is released. When a player like Apple comes to the market, it has the ability to really change everything. If Apple gets its watch right on the first try, we will see an accelerated growth and mass adoption come very quickly.
What does it mean? This means one more place potential customers will be looking at your marketing message. It means making sure your message reads well on an even smaller screen. Making sure your website is 100% responsive – even on a watch. Basically, it means one more thing to add to your overall marketing strategy when you think about your typical customer life cycle.
By now most of you have probably heard of services such as Uber (rideshare and taxi service company that gets you a driver in minutes via an app) and Airbnb (services that allows you to rent a place to stay from local hosts in 190+countries), but have you heard of Feastly? Feastly allows “everyday” people to become cooks and essentially turn their house into a scaled-down version of a restaurant.
This shift powered by the millennials of everything being right now. People are becoming used to getting things immediately, the way they want it and how they want it. Instant gratification is being taken to a whole new level and it’s becoming expected from consumers.
What does it mean? It means taxi services, hotels and even some restaurants are potentially going to have to reinvent themselves or die. These concepts could be what services like Netflix were to Blockbuster. It’s a radical shift, but it’s one that’s very real and cannot be ignored by marketers.
What Do You Think?
How do you think these changes will impact marketers in 2015 and beyond? I’d enjoy hearing your thoughts. Contact me.