Did you know that there’s a new video uploaded to YouTube every .4 seconds? That’s right. In the time it took you to read that sentence, there were 10 videos – most of which are about cats – that were unleashed upon the Internet.
So, where’s yours?
We live in a society of visual learners. Video marketing is one of the fastest growing segments of marketing dollar usage. In fact, according to a 2010 Forbes Insights white paper, video has gained mainstream acceptance as a means of gathering or absorbing information, particularly amongst younger executives.
If the medium is the message, then the message is clear: You need video.
No one wants to watch 3 minutes of paint drying.
The purpose of any video should be to engage your viewers. Like an awkward teenager, you crave validation in the form of likes, comments, and shares. So you have to create content that people will actually give a s#!t about. Tell your story, but make sure it’s informative and entertaining. Most importantly, make sure there’s a clear call to action. Otherwise, you’re making video for the sake of making video. Go buy a beret and go hang out at a coffee house, you misunderstood artist, you.
Need some ideas for content?
DIY may not be right for you.
When you have finite marketing resources, your instinct may be to try to create a video on your own. Resist this urge. You don’t have to get Martin Scorsese to produce your piece, but hiring a professional will help you get a better quality product, visually and creatively. We’ve partnered with a local video production company, Honeycomb Productions. Not only have they invested in the equipment needed to produce a professional quality piece – light, cameras, lenses, microphones, backdrops, editing software, and talented videographers – they have the experience that helps us clearly tell the story being presented. There’s a time and a place for DIY; God knows I’ve cut up my fair share of iMovies. But in order to create a piece that is effective and has a modicum of long term usability, invest in a professional.
Your work doesn’t stop with a final cut.
Congratulations! You’ve made a video and uploaded it to YouTube. Guess what? So have 120 million other people. Not to make your effort sound insignificant or anything, but how are your customers going to find your content in a sea of cat videos?
See what works and what doesn’t quite pan out.
Google provides a whole host of analytical insight on your YouTube video. You can see where viewers are coming from, when they’re viewing, and how they got to your video. If you promote your posts on social media, their analytics will show you how many people were presented your content, and how many actually viewed it.
If numbers aren’t your bag (I’m a Communication major – I was told there would be no math), try asking your audience about their reactions to the video with a survey or comment form. Qualitative data is still data, dammit.
However you choose to measure your video’s effectiveness, make sure you allow plenty of time for it to filter though the interwebs; allowing 6-18 months for results isn’t wholly unreasonable.
Video shouldn’t be scary
Like print ads or press releases, it’s easy to integrate video into your marketing mix. It takes a little chutzpah and a little creativity, but adding a little video can lead to big results. Need some inspiration? Check out my Top 5 Marketing Videos:
DollarShaveClub.com – Our Blades Are F***ing Great
Hello Flo – The Camp Gyno
Dodge Durango – Ron Burgundy “Staring Contest”
LG – So Real It’s Scary
ETE REMAN – The Manliest Damn Transmissions. Period.
Jill of All Trades Aimee Brock doesn’t rely on one marketing avenue alone – and neither should you. Have something you want your customers to know? Show them with video. Don’t know where to start? No worries. Leave a comment below or email Aimee!
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