Video Advertising

Enhance Brand Authenticity Through Video

Building Trust with Your Audience

In today's digital age, where consumers are bombarded with an overwhelming amount of content, it has become increasingly challenging for brands to stand out and connect with their target audience. In this crowded landscape, authenticity has emerged as a key differentiator. Authenticity in video marketing is not just a buzzword; it's a powerful tool that can help your video production company create compelling content that builds trust and fosters lasting relationships with your clients' audiences.

The Power of Authenticity

Authenticity, in the context of video marketing, refers to the genuineness and sincerity of your brand's communication. It's about showcasing the real, human side of your brand and connecting with your audience on a personal level. Authentic videos allow viewers to see the people behind the brand, the values it stands for, and the passion that drives it. Here's why authenticity matters:

1. Builds Trust: Trust is the foundation of any successful brand-consumer relationship. When your audience senses authenticity in your videos, they are more likely to trust your brand. Authenticity assures viewers that you're not just trying to sell them something but genuinely care about their needs and concerns.

2. Creates Emotional Connections: Authentic videos evoke emotions. When viewers can relate to your brand's story or values, they become emotionally invested in your content. This emotional connection can turn casual viewers into loyal customers.

3. Differentiates Your Brand: In a saturated market, being authentic sets your brand apart. It makes you memorable and distinguishes you from competitors who may be using generic or sales-driven content.

Examples of Brands Nailing Authenticity Through Video

  1. Dove's Real Beauty Campaign: Dove's "Real Beauty" campaign is a shining example of how authenticity can transform a brand. Instead of using airbrushed models, Dove featured real women of all shapes and sizes, highlighting their natural beauty. The campaign resonated with audiences worldwide because it celebrated authenticity and self-acceptance.
  2. Patagonia's Commitment to the Environment: Outdoor clothing company Patagonia is renowned for its commitment to environmental sustainability. Their videos authentically showcase their environmental initiatives, including their "Worn Wear" program, where customers can trade in their used Patagonia gear for store credit. These videos not only highlight the brand's values but also demonstrate their dedication to a cause.
  3. Burt's Bees' Behind-the-Scenes Content: Burt's Bees creates behind-the-scenes videos that take viewers into their natural beauty product production process. These videos give viewers a glimpse of the brand's commitment to quality, transparency, and environmentally responsible practices. By pulling back the curtain, they create a deeper connection with their audience.
  4. TOMS' One for One Campaign: TOMS' "One for One" campaign is based on the authentic idea that for every pair of shoes purchased, they would give a pair to a child in need. Their videos tell the stories of the people who benefit from these donations, creating an emotional connection between the brand and its customers.

Tips for Conveying Authenticity in Your Videos

Now that you understand the importance of authenticity in video marketing, here are some tips to help your video production company create authentic content:

  1. Be Transparent: Share your brand's values, mission, and goals openly with your audience. Show them the people behind the scenes and the hard work that goes into what you do.
  2. Tell Stories: Narratives are powerful tools for conveying authenticity. Share stories of your brand's journey, customer experiences, or the impact your products or services have on people's lives.
  3. Engage with Your Audience: Encourage two-way communication with your audience. Respond to comments, ask for feedback, and involve them in your brand's journey.
  4. Stay True to Your Brand: Authenticity doesn't mean changing who you are to please your audience. Stay true to your brand's identity, and your authenticity will shine through.

In conclusion, authenticity in video marketing is not just a marketing strategy; it's a way to build meaningful connections with your audience. When done right, it can lead to increased trust, stronger brand loyalty, and ultimately, greater success for your clients. So, embrace authenticity in your video production efforts, and watch your clients' brands flourish in the hearts of their audience.

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The Science of Color in Video Advertising

Harnessing the Power of Psychology

In the dynamic realm of video advertising, the visual impact plays a pivotal role in capturing the audience's attention and driving engagement. Among the myriad elements that contribute to this visual appeal, the strategic use of color stands out as a powerful tool. The psychology of color is a fascinating area of study, and in this blog post, we will delve into how different colors in video marketing can evoke emotions and influence purchasing decisions.

  1. The Emotional Palette:

Colors have the extraordinary ability to evoke emotions and set the tone for a message. Understanding the emotional impact of each color is crucial for creating videos that resonate with the target audience.

  • Red: Often associated with passion, excitement, and urgency, red can create a sense of immediacy, making it a popular choice for limited-time offers or sales events.
  • Blue: Representing trust, tranquility, and reliability, blue is commonly used by brands to convey a sense of security and professionalism.
  • Green: Symbolizing nature, health, and wealth, green is often used in videos promoting eco-friendly products or financial services.
  • Yellow: The color of optimism and energy, yellow can grab attention and create a positive, uplifting vibe, making it suitable for promoting youthful and vibrant products.
  1. Cultural Connotations:

Colors carry different meanings and connotations across cultures. It's essential to consider the cultural context when creating video content for a global audience. What may be perceived positively in one culture might have a completely different meaning in another.

  1. The Power of Contrast:

The juxtaposition of colors in a video can create a powerful visual impact. Contrast helps in highlighting key elements, guiding the viewer's focus, and reinforcing the brand message. Thoughtful use of contrasting colors can make a video more visually appealing and memorable.

  1. Building Brand Identity:

Consistent use of colors across video campaigns helps in building a strong brand identity. When consumers consistently associate specific colors with a brand, it fosters recognition and strengthens brand loyalty.

  1. Call to Action (CTA):

The color of a call-to-action button in a video can significantly impact conversion rates. Choosing a color that contrasts with the overall color scheme and draws attention can encourage viewers to take the desired action, whether it's making a purchase or subscribing to a newsletter.

  1. Testing and Optimization:

The effectiveness of color in video advertising is not one-size-fits-all. It's essential for marketers to conduct A/B testing to understand how different colors resonate with their specific audience. Analyzing the performance of various color schemes allows for data-driven decision-making and continuous optimization.

Conclusion:

In the vibrant world of video advertising, the science of color is a potent force that can shape perceptions, evoke emotions, and drive consumer behavior. By strategically incorporating the psychology of color into video marketing campaigns, brands can create compelling visuals that leave a lasting impression and, ultimately, influence purchasing decisions. As marketers continue to explore the nuanced interplay between color and consumer psychology, the art and science of video advertising will undoubtedly reach new heights.

 

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Master Video Marketing for Your Restaurant

Transforming Dining Experiences One Frame at a Time

In today's digital age, the power of visual content cannot be overstated, especially when it comes to the food industry. As a restaurant or food brand, your culinary creations deserve more than just a menu description – they deserve to be showcased in all their glory through the captivating medium of video. In this blog post, we'll explore the incredible potential of video marketing for the food industry and how it can elevate your brand, engage your audience, and entice customers to savor the unique flavors your establishment has to offer.

  • Storytelling through Visuals

One of the most compelling aspects of video marketing is its ability to tell a story. Take your audience on a journey behind the scenes of your kitchen, introducing the talented chefs, the fresh ingredients, and the meticulous process that goes into creating each culinary masterpiece. By weaving a narrative around your food, you create a connection with your audience that goes beyond taste – it becomes an experience.

  • Mouthwatering Visuals

A picture is worth a thousand words, but a video is worth a million. Showcase your signature dishes through high-quality, mouthwatering visuals that capture every detail, from the sizzle on the grill to the final presentation. Use close-ups, slow-motion shots, and vibrant colors to make your audience feel like they can almost taste the flavors through the screen.

  • Engaging Social Media Content

Harness the power of social media platforms to share bite-sized video content that leaves a lasting impression. Platforms like Instagram, Facebook, and TikTok are ideal for quick, engaging videos that highlight your daily specials, chef's recommendations, or the making of a popular dish. Create shareable content that encourages your audience to spread the love for your culinary delights.

  • Live Streaming Events

Bring your audience into your world by live-streaming events such as cooking classes, special tastings, or behind-the-scenes glimpses of your kitchen. Live videos create a sense of immediacy and authenticity, allowing your viewers to interact in real-time and feel like they are part of the culinary journey.

  • Testimonials and Reviews

Encourage satisfied customers to share their experiences through video testimonials. These authentic, user-generated videos can be powerful tools for building trust and credibility. Consider creating a video series featuring interviews with chefs, staff, and loyal patrons to showcase the human side of your establishment.

  • Educational Content

Position your brand as an authority in the culinary world by creating educational content. Share cooking tips, ingredient spotlights, or the history behind your most iconic dishes. Not only does this showcase your expertise, but it also provides value to your audience, fostering a community around your brand.

Video marketing has the ability to transform the way the food industry presents itself to the world. By embracing the visual medium, restaurants and food brands can create a sensory experience that goes beyond taste, enticing customers to savor the unique culinary delights that set them apart. So, grab your cameras, capture the essence of your cuisine, and let the world feast their eyes on the extraordinary offerings your establishment brings to the table.

 

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Finding the Goldilocks Zone

The Impact of Video Length on Viewer Engagement

In the dynamic world of digital content, video has emerged as the unrivaled king, captivating audiences on platforms such as YouTube, TikTok, and Instagram. Creators are constantly faced with the challenge of determining the optimal video length to maximize viewer engagement. In this comprehensive exploration, we will dissect the intricate relationship between video length and viewer engagement, analyzing how different durations impact audience retention. Moreover, we will provide actionable recommendations for finding the Goldilocks Zone for various types of content.

Understanding Viewer Behavior:

Before we delve into the impact of video length, it's crucial to grasp the intricacies of viewer behavior. In an era dominated by fleeting attention spans, audiences crave content that is not only informative but also concise and entertaining. The challenge for content creators lies in striking the right balance between delivering value and holding the viewer's attention.

Short-form Content: The Rise of Micro-Engagement

Short-form content, typically lasting between 15 seconds to 2 minutes, has experienced a meteoric rise on platforms like TikTok and Instagram Reels. This format capitalizes on the prevalent "scrolling culture," where viewers rapidly consume bite-sized content. The advantage of short-form videos is their ability to grab attention instantly, making them ideal for quick, entertaining, and shareable content.

Maintaining the Hook: A Structured Approach

1.  Start with Impactful Visuals: Begin your short-form video with visually striking elements that immediately capture the viewer's attention. Whether it's an eye-catching image, an intriguing thumbnail, or a visually compelling introduction, set the stage for an engaging experience from the very start.

Example: If creating a cooking video, start with a close-up shot of the finished dish or a vibrant array of ingredients to pique curiosity.

2.  Establish a Clear Theme or Message: Clearly communicate the theme or message of your video within the first few seconds. Viewers should quickly understand what the content is about, sparking interest and encouraging them to continue watching.

Example: In a fashion-related video, showcase a quick montage of outfits with a brief text overlay introducing the style or trend you'll be discussing.

3.  Maintain a Swift Pace: Short-form content thrives on brevity and pace. Keep the momentum flowing by avoiding unnecessary delays or prolonged scenes. Each segment should contribute to the overall narrative, ensuring that viewers remain engaged without feeling that the content is dragging.

Example: In a travel vlog, use quick cuts between destinations, focusing on key moments to maintain a dynamic and energetic pace.

4.  Utilize Text Overlays and Captions: Enhance viewer engagement by incorporating text overlays or captions that emphasize key points. This not only aids in conveying information effectively but also serves as an additional visual element to keep viewers invested.

Example: If creating a DIY tutorial, use on-screen text to highlight each step, making it accessible and engaging for viewers even without audio.

5.  Create Narrative Tension: Infuse a sense of curiosity or tension within the narrative to keep viewers intrigued. Pose questions, present challenges, or tease upcoming content to maintain a level of suspense throughout the video.

Example: In a storytelling video, end each snippet with a cliffhanger or a question that encourages viewers to keep watching for the resolution.

6.  Leverage Music and Sound Effects: The auditory experience is crucial in short-form content. Thoughtfully choose background music or sound effects that complement the mood and reinforce the overall atmosphere of your video.

Example: If producing a workout video, use energetic music that aligns with the pace and intensity of the exercises.

7.  Encourage Interaction and Participation: Foster engagement by encouraging viewers to interact with the content. Pose questions, create polls, or use interactive elements that prompt viewers to participate actively.

Example: In a challenge video, invite viewers to share their attempts and tag you, creating a sense of community and participation.

Analyzing and Adapting:

After publishing your short-form video, closely monitor analytics, particularly focusing on viewer retention rates at different points in the video. Analyze comments and feedback to understand what resonates with your audience. Use these insights to refine your approach in future videos, adapting your content strategy to align more closely with your audience's preferences.

By structuring your short-form content with a deliberate and engaging approach, you can create a lasting impact, ensuring that viewers not only watch your video but also eagerly anticipate your next creation.

Long-form Content: Immersive Storytelling

In stark contrast to short-form content, long-form videos, spanning 10 minutes to several hours, offer an immersive storytelling experience. Platforms like YouTube have fostered the growth of long-form content creators, enabling in-depth discussions, tutorials, and documentaries. While long-form videos cater to a niche audience willing to invest time, they also risk losing viewers if the content isn't consistently engaging.

Capturing and maintaining the audience's attention is critical for long-form content. Creators must not only deliver valuable information but also ensure a steady pace to prevent viewer fatigue. Introducing breaks, incorporating engaging visuals, and employing storytelling techniques become essential tools to sustain interest throughout the extended duration. Additionally, understanding the audience's expectations and preferences for specific content types within the long-form category aids in crafting content that resonates.

Analyzing Viewer Retention:

Viewer retention stands as a critical metric in understanding how audiences respond to different video lengths. Platforms provide analytics tools that track the percentage of viewers who continue watching at various points in the video. This data is invaluable for content creators aiming to optimize their video length.

  • Short-form Content and Retention:

Short-form videos often exhibit higher initial retention rates due to their quick and engaging nature. However, the challenge lies in sustaining this interest throughout the video. Creators must focus on maintaining a compelling narrative, utilizing visual hooks, and leveraging concise storytelling techniques to keep viewers engaged till the end.

Understanding the specific drop-off points in short-form videos provides valuable insights. Creators can strategically place captivating elements at these junctures to rekindle interest. Experimenting with different content structures and analyzing viewer feedback contribute to refining the craft of creating engaging short-form content.

  • Long-form Content and Retention:

Long-form content may experience a gradual decline in retention rates, especially in the early minutes. Creators need to capture the audience's attention from the start and maintain a steady pace. Breaks, visuals, and engaging elements are essential to prevent viewer fatigue and increase the likelihood of viewers watching the entire video.

Analyzing viewer retention curves for long-form content unveils patterns that can guide content creators. Identifying segments with higher drop-off rates allows for strategic adjustments. Implementing viewer-friendly features such as chapter markers, summaries, or interactive elements within the video aids in maintaining engagement throughout the extended duration.

Recommendations for Different Types of Content:

  • Educational Content:

For tutorial videos, educational content, and quick how-to guides, aim for a concise video length between 5 to 10 minutes. Break down complex topics into easily digestible segments, ensuring that each section adds value without overwhelming the viewer.

Educational content benefits from a structured format that addresses specific points efficiently. Creators can experiment with diverse instructional styles, such as step-by-step demonstrations, graphics, or interactive elements. Analyzing viewer engagement data helps refine the pacing and depth of educational content, ensuring it aligns with the audience's learning preferences.

  • Entertainment and Storytelling:

Entertaining content, such as skits, vlogs, or storytelling, can benefit from both short and long formats. Short-form content (1-3 minutes) is excellent for quick laughs, while longer formats (10-20 minutes) allow for more detailed narratives and character development.

Understanding the genre and tone of entertainment content aids in determining the ideal length. Creators can experiment with the balance between brevity and depth, gauging audience reactions to find the optimal sweet spot. Analyzing audience comments and engagement metrics provides insights into the elements that resonate within each duration, guiding content creators in refining their storytelling approach.

  • Product Reviews and Unboxings:

When creating product reviews or unboxing videos, aim for a sweet spot between 5 to 15 minutes. Provide thorough insights without unnecessary elaboration, keeping the viewer engaged throughout the evaluation process.

Product reviews require a balance between comprehensiveness and conciseness. Creators should prioritize key features, benefits, and user experiences while maintaining a pace that aligns with the viewer's expectations. Analyzing viewer comments and preferences assists in tailoring future product review content to meet the audience's specific interests.

  • Livestreams and Q&A Sessions:

For livestreams and Q&A sessions, adapt your content length based on audience interaction. While some livestreams can be lengthy for dedicated audiences, consider breaking down Q&A sessions into shorter segments for easier consumption.

Livestreams and Q&A sessions offer a unique opportunity for real-time interaction. Creators can gauge audience engagement during the live session and use this feedback to adjust the content length in subsequent sessions. Offering highlights or condensed versions of livestreams as separate videos caters to audiences with varied preferences, ensuring content accessibility and engagement.

Conclusion:

In the realm of video content, there's no one-size-fits-all solution for optimal video length. The key is to understand your audience, content type, and platform dynamics. By analyzing viewer behavior, retention rates, and engagement metrics, content creators can tailor their videos to strike the right balance between engagement and value delivery. Whether it's a quick burst of entertainment or an in-depth exploration of a topic, finding the Goldilocks Zone ensures that your content resonates with viewers, keeping them hooked from start to finish.

Finally, mastering the art of video length involves a nuanced understanding of viewer behavior, content type, and platform dynamics. Creators who invest time in analyzing data, experimenting with formats, and adapting to audience feedback are better positioned to find their content's Goldilocks Zone. As the digital landscape continues to evolve, staying attuned to viewer preferences and refining content strategies will be key in maintaining a strong and engaged audience. The journey to finding the perfect video length is an ongoing process, and with each piece of content, creators inch closer to creating a lasting impact on their audience, fostering connections that withstand the test of fleeting trends and evolving platforms.

 

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Blog - Which Video Platform to Use

Which Video Platform Should I Use?

Choosing a video platform on which to host your video is critical to the success of any campaign.

The information below will help you choose wisely.

As the most popular video platform, YouTube has over 1.5 billion active users every month. Some entrepreneurs have even used YouTube to create their own full-time vlogger career.
Since YouTube is the second largest search engine next to Google, the potential SEO value of optimized videos makes this video platform extremely attractive.

Pros:

  • YouTube videos are shown at the top of Google search result pages for easy viewing.
  • You can easily embed YouTube videos into your website or landing pages.
  • Creating playlists of related videos you create helps your audience consume more of your content on repeat.
  • Easy video sharing on other social media platforms.
  • YouTube has a built-in community where people can subscribe to your channel for updates on when you post videos.
  • You can make extra money for your business through the Ads platform.

Cons:

  • Low security on YouTube videos so your videos can be ripped and stolen.
  • Some videos take time to buffer or load within the YouTube platform.
  • YouTube suggests related videos that aren’t always relevant.
  • Viewers can get annoyed if there are ads that pop up before they can watch a video.
  • You must be very wary of potential copyright infringement with images, music, etc.

Cost:

Free hosting for video creators and for viewers to watch

If you’re looking for a more professional look to your video platform, Vimeo could be a great fit. While there are limits to how much video you can upload, it’s a contender because of its powerful analytics, customization, and community.

Pros:

  • Unlimited video length on paid accounts, making it a great fit for course creators or those hosting online conferences and summits.
  • Higher quality video display than YouTube and other video platforms, especially on full screen.
  • There are no advertisements or pop-ups on Vimeo.
  • Vimeo has become quite popular for short films and professional documentaries.
  • Advanced video analytics within the Vimeo dashboard tool.

Cons:

  • Lower searchability and exposure than YouTube.
  • To get the most out of Vimeo, you must invest in a paid account with a monthly fee.
  • No packages include unlimited video uploads so if you don’t want file size limits, Vimeo is not for you.

Cost:

Starts at $7/month for a Plus account with 5 GB/week

Specifically built for business owners, Wistia has become a popular choice among online entrepreneurs and content creators. While this video platform is costly, it’s one of the most powerful options on the market.

Pros:

  • More detailed analytics than any other video platform including heat maps, video engagement metrics, and more.
  • You can adjust the display dimensions to better fit your website from any device since it’s also mobile responsive.
  • Videos can be password protected on Wistia for private viewing.
  • You can add call-to-action links and lead capture forms within the tool.
  • Wistia works great for SEO because you can include keywords in your video descriptions and titles.

Cons:

  • Wistia is the most expensive out of all the other video platforms.
  • Pricing is based on how many videos you upload so if you have many videos
  • even at shorter lengths, you’ll have to pay up.
  • You must have a paid account in order to customize the video player’s branding.

Cost:

Free account for up to 3 videos, $99/month for 10 videos

Also created with businesses in mind, Brightcove is one of the leading video platform hosts since it is the top choice of many Fortune 500 companies. Its servers run at lightning speed (okay, maybe not that fast, but pretty quick) and it has advanced live-streaming capabilities.

Pros:

  • Trusted by some of the top companies in the world.
  • Brightcove supports plugins and allows for more customization options.
  • You can sign up for a free 30-day trial to test the tool for yourself.
  • Brightcove has global servers that run smoothly 24/7.
  • Positive reviews about their powerful customer support team.

Cons:

  • This tool is more robust than most small businesses will need.
  • Pricing is labeled on the website so you have to talk to their sales team.

Cost:

Must contact sales team after 30-day free trial

Social media video platforms for maximum shareability

You didn’t think we would leave out social media platforms, did you? While the video platforms above are great for longer live video events and studio quality pre-recorded videos, social media allows you to connect with your audience in a more casual way.

With the rise in videos recorded with a selfie phone camera or a simple point-and-shoot, social media has made video creation accessible for all. And the expected production value of videos on social media is much lower, making it a great fit for beginners.

To get started with filming and publishing videos on social media, here’s a deeper look into the most popular platforms.

Within Facebook groups or Facebook Business pages, you can upload pre-recorded videos at any time for optimal shareability. If you want a more low-key yet still influential way to connect with your audience, Facebook Live can help.

Through Facebook Live, you can hop on and talk to your followers live in a matter of seconds. You can also create a custom video description and drop a link, create a call-to-action, or give more information about what you’re talking about in the live stream.

Since so many people are already active on Facebook, it makes for a great social media video platform. Experiment with video and keep an eye on your Facebook analytics to see how it performs.

Like Facebook Live, Instagram Live is a great way to engage your Instagram followers within the platform. Since Instagram users are more interested in staying in the platform to get value than clicking outside links, Instagram Live has become a great complement to your Instagram feed.

When Instagram Live was first launched, the video disappeared as soon as the live stream ended. Since many users didn’t like this feature, Instagram Live was updated so that live stream videos are available for 24 hours. It’s still in its infancy, but Instagram Live will continue to grow with new features and updates.

I haven’t done much with Instagram Live, but I’ve become obsessed with Instagram Stories. They quickly became one of my top lead drivers for my copywriting business this year. I know, it surprised me too! Who knew that 10-second video clips could make such a big impact?

Three of my favorite clients told me that my Instagram Stories were the determining factor behind why they hired me. They felt like they already knew me after watching the short video clips in my Stories, which made contacting me about working together that much easier.

So what was I sharing? Trust me, it was nothing crazy or ultra-strategic. I simply started by posting videos that shared more of my day-to-day life as a solo entrepreneur. I also used it as a platform to start important conversations with others about what it was like to run a business your own way. To my surprise, other people enjoyed it too.

Instagram Live and Instagram Stories are great places for innovative ideas, so start brainstorming how you can use these social media video platforms for your business.

Periscope was around before Facebook Live and Instagram Live, making it one of the trailblazers of live video. I was an early adopter of Periscope and while I don’t use the platform as much now, I learned a lot about building a community through video because of it.

Periscope is a Twitter product so when you go live, you have the option to share the link with your Twitter followers and invite your viewers to do the same. You can follow other live streamers and get notifications on your phone when they go live.

When Periscope launched, all videos would disappear after 24 hours, much like Instagram Live. Now you can put “#save” in the title of your broadcast so it is available to view on your profile forever. You can also auto-download your live broadcasts to your phone for later repurposing or posting.

Periscope has a fairly niche audience since its sole function is live streaming, unlike Instagram and Facebook that are used for other purposes. It might be worth experimenting with depending on where your audience lives.

When you mention Snapchat in public, you’re bound to get a wide array of opinions and reactions. What was once used for its disappearing-photo feature has now transformed into a video consumption hotspot. So is this social media video platform right for your business?

Sixty percent of Snapchat users are under 25 years old, making it a no-brainer for brands who want to engage with younger audiences. Snapchatters also watch more than 10 billion videos every day. It’s most well-known for its Stories feature, which was available before Instagram Stories, and hilarious photo filters.

If your business caters to younger audiences and has a fun, snarky tone, Snapchat could be a good fit. If not, Instagram Stories or similar platforms may be a better option.

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7 Video Tips and Tricks to Get Your Website Noticed

Video is big. But if its sheer irresistibility were its only criterion, Youtube could have gone with the tagline 'No one can watch just one'.

Parth Misra Guest Writer, Entrepreneur.Com It’s just another day at work: Spreadsheets, conference calls and emails abound. Come noon, and you can’t help but take a quick break. Then, something happens: A sneaky push notification on your mobile catches your glimpse: A friend of yours has uploaded a video that’s getting a lot of attention. Smitten with curiosity, you click on the link, and the next thing you know, it’s 1:30 and you’re already behind on your schedule. Don’t feel bad, though; we’ve all been there. If the sheer irresistibility of videos were its only criterion, Youtube could have gone with the tagline “No one can watch just one.” Certainly, the statistics point in that direction …
  • One-third of online activity is spent watching videos, according to the Wordstream blog.
  • By 2023, it is estimated that video content will make up 80 percent of all consumer internet traffic, according to the Cisco Visual Networking Index.
  • 59 percent of executives said they’d rather watch a video than read text according to the Wordstream blog.
  • Viewers retain 95 percent of a message when they watch a video, as compared to 10 percent when they're reading it in text, Wirebuzz wrote. Facebook videos receive 135 percent more organic reach than a photo, according to the Buffer blog.
Now, the irony that you’re reading about how effective video is isn’t lost on me. For, clearly, video works, and for a good reason too. As humans (and pre-humans), we have been visual creatures for who knows how many millions of years; and we're attuned to visuals far more than than text, which we only became acquainted with some 10,000 years ago. Yet, today, in the 21st century, video's irrestistability isn't all you have to put into it to make your business soar. Here are some video hacks that will take your website to new heights: Use videos on your landing pages. Why tell your visitors what you have to offer when you can show them all it can do? When viewers watch a (good) video, they usually want to finish it before moving to something else. EyeView digital found that videos on landing pages can increase conversions by 86 percent, which is why videos make the ideal content for getting more subscribers or sales. Not only does a video presentation with a powerful voice convince people to listen, but it gets them to stay longer, as well. A well put-together video sales pitch can also engender trust in your brand, as it will give you more creative space to play with. Use videos on your product pages. Seeing a product live in action is better any day than reading about it in a long paragraph filled with jargon and marketing-speak. Check out these examples of videos being used for promoting products for some ideas. Use VR/360 content. Video, like any other medium, sees frequent iterations, and brands that leverage those advancements can reap rich dividends. VR happens to be one of them. Despite naysayers, virtual reality, including "360 videos," continues to gain market share. While, a few years ago, 360 content was fairly expensive to create, these days it can be made on a low budget, as well. Certainly, 360 cameras are the preferred medium for shooting such content, but you can easily make such videos with lesser equipment, as well. Migrate to HTML5. HTML5 is extremely searchable and makes it easy to implement both native mobile support and full browser support. HTML5 also brings numerous advantages that are hard to ignore, especially for videos. Users need not have any special plugins installed on their browsers to view HTML5 videos, either. In fact, almost every browser has default play, pause, seek and volume functions. However, if you wish to harness more advanced functions, you can look into dedicated html5 video players. Insert lead-capture forms directly into your videos. It’s nice enough to insert videos directly into a landing page, but wouldn’t it be cooler if you could just collect leads as a presentation is playing? That's totally possible. Hubspot offers a lead-collection form for videos that can be used to capture leads from within them. Wistia even found that inserting a lead-capture form during the first 10 percent to 20 percent of your video yields a 38 percent to 43 percent increase in conversions. Use a human face as the thumbnail. More specifically, use a smiling human face, or one expressing an emotion that goes with the subject line. Doing so not only humanizes the content, it builds familiarity and trust; and the expression itself will resonate with the audience, which in turn will generate curiosity. Play around with autoplay. Turning a video on without the user’s permission is a slippery slope; however, this does make sense in some cases. For instance, brand -building videos on home pages that turn on automatically are becoming quite common. Youtube has gone with a default autoplay option for its videos as well. Final thoughts While simply using videos as content is smart, remember: People know this, and chances are that quite a few of your competitors are already trying this out. Using out-of-the-box strategies therefore can help you institute that much needed edge in your marketing efforts. Source - https://www.entrepreneur.com/article/325904
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A Business Perspective on the Impact of Production Quality on Video Advertising

A compelling story is far more important that shinier production quality.

Serenity Gibbons Guest Writer, Entrepreneur.Com The adage, “you get what you pay for,” doesn’t always hold true. When it comes to video advertising, Wistia, a video software company, found other factors drive impact more so than the production cost. In their recently released report, “Does Production Quality Matter in Video Advertising?”, the Wistia team concluded that large and small businesses alike need to consider more than price before they assume video advertising exceeds their market budget. Research Method Wistia wanted to answer the following question: Do companies have to spend hundreds of thousands of dollars on video production to get a return or can they use something as simple and low-cost as an iPhone to create compelling ads that engage viewers? To find out, they worked with Sandwich Video to create three two-minute videos for Wistia’s video creation tool, Soapbox. They used similar audience targeting and ad copy for each and launched the ads on YouTube and Facebook. However, each of the three videos was produced for a very different price: $1,000, $10,000, and $100,000. The research focused on two key performance indicators (KPIs). There were Cost Per Install and Cost Per 25 percent View. These KPIs provided a way to calculate the return on investment (ROI) as easily as possible plus directly relates to a company’s bottom line. The advertising budget for this study was split across three ad types that included direct response video ads, sequential ads and video carousel ads. For example, with sequential advertising, a person viewed the $1,000 ad, then they would be shown the $10,000 ad next, and so on. They also used the Facebook carousel ad format, which allowed all three videos appear at once so that viewers could watch and compare each one. In terms of targeting, Wistia used two core targets on Facebook, which were lookalike audience based on a customer match and an engagement audience targeting those audience members who tended to watch less than 75 percent of another video. With YouTube, the targeting strategy varied from the one used for Facebook due to the more complex nature of this video platform. The focus was in-market audiences who previously searched for advertising, marketing, or video software in Google; custom intent based on non-brand search terms; topics related to marketing, sales, and video software; and remarketing in terms of those audience members who previously interacted or watched a Wistia video on YouTube.

Key Findings

Here’s what they discovered after conducting the research: Storytelling means more: Results showed that the $10,000 video performed twice as well as the other two videos. The Wistia team thought originally that the $10,000 version had the best narrative and product alignment. According to viewers, the $10,000 resonated the most in terms of feeling authentic and meaningful versus the $100,000 ad that appeared to be “too polished.” According to one viewer, the most expensive ad felt more like a company was selling them something versus the other ads that felt more like a small business who wanted to connect with them. Just recently, two UK ads for the holidays demonstrated a similar result. More people connected with a John Lewis ad made for 50 pounds (about $65) versus the Elton John ad that cost more than seven million pounds (about $9.1 million) to produce. Although numerous viewers found the Elton John ad to be emotional, more were touched by the other ad because they could relate more to the person in the ad than a celebrity. In returning to results from the Wistia videos, the $10,000 video delivered the best performance across all factors, including targeting, advertising type and ad copy. For example, the $10,000 video had a Cost Per Install on Facebook fo $23.57 versus the $100,000 video which had a Cost Per Install of $77.54. Video production doesn’t need to be polished: The results showed that the iPhone ad performed just as well and sometimes better than the video that included Hollywood actors and film crew. For example, Wistia spent $1.09 on Facebook to get one viewer to watch 25 percent of the $1,000 ad and $1.53 to get the same impression for the $100,000 ad. Therefore, the average Cost Per Install for the $1,000 ad was 30 percent less than the $100,000 ad. There was a slight advantage for the $100,000 ad on YouTube. The conclusion was that there isn’t enough return on the investment to necessarily justify spending $100,000. What this means for businesses of all sizes. The good news for small and large companies alike is that they don’t need to figure out how to create a huge budget for their video advertising campaigns. Overall, the $10,000 video performed the best, and there wasn’t much difference in results between the $1,000 and $100,000 videos. Instead, all businesses should focus on developing compelling stories for their target audiences versus production quality. This is especially positive for small business owners who previously assumed video advertising was not financially feasible. And, the lesson here for big companies is that throwing money at a marketing tactic isn’t the best solution. Key recommendations for video advertising in 2023. With that in mind, Wistia shared some advice for how to approach video advertising in 2019:
  • Start with a small video advertising budget and focus on creating the content over the production cost.
  • Consider hiring an in-house video producer who can manage the video advertising process and own a company’s brand voice.
  • Split test variants rather than just the variables that deal with targeting and ad copy support.
  • Look at video as a mechanism for driving more action from prospects, leveraging direct response, conversion-focused video ads.
  • Create a series of video ads to take advantage of Facebook’s sequential ad and video carousel formats.
Source - https://www.entrepreneur.com/article/328835
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