This year has been called “The Year of Video Marketing,” as businesses find new, inventive ways to use the medium to reach customers. Videos stand out on social media, giving customers a quick overview of a product without overwhelming them with text. In less than thirty seconds, a customer can get the information he needs about a business through a short, visually-appealing video.
In the last 10 years, the digital landscape has changed significantly. People are phasing out desktop and laptop computers to search the web and interact with content. Instead, they are picking up their mobile phones and tablets. What’s more, digital technology is cheaper today than it’s ever been before; there are virtually no boundaries on how, when and where people can interact with content.

If you’re a playful and peppy brand, animated video could be the footage that grabs your audience. Powtoon offers quality animated content that can add a new twist on your videos or showcase a brand in a playful way. If you’re looking for high-quality film footage that runs from hilarious to emotional, with a dabble of wow, the Promo video platform has a diverse offering to showcase any brand.
If you have lots of connections on LinkedIn and you're not really posting on there, start immediately. You can reach a large audience, especially when your posts go viral. This is a great place to convey the entrepreneurial journey. Talk about your challenges and tell stories. The more effective your stories, the larger your potential reach when you go viral.
Next come audience insights. You can't create video content useful to your audience without first researching who that audience is, what they care about and what their problems are. To discover what makes your target audience tick you'll need to go far beyond just demographics to qualitative data gathered from interviews and surveys. Finally, dividing your audience into marketing or buyer personas allows you to create even more relevant content tailored to their specific wants and needs.

We recently published an infographic on how powerful video will become. But the future has already arrived. This has been a full-on video revolution year for marketers. According to Wyzowl statistics, 63% of businesses have started using video content marketing. Out of those 82% of businesses feel video marketing is an important part of their strategy. Video is progressing rapidly and will reach new heights sooner than we think. This trend is fueled by 83% of businesses believing that video marketing gives them a good ROI.

While videos used to be associated only as a branding medium for big companies, now it’s an essential part of performance marketing for every business with an online presence (aka everyone). According to a survey of 570 marketing professionals conducted by Wyzowl 85% of businesses regard video as an important part of their marketing strategy and 99% intend to continue to use video in 2018.

It is estimated that 92% of people who consume mobile videos share them with other people. This is a massive portion and is higher than the share rate of many other types of content out there. Simply Measured discovered that video is shared 1,200% more than both links and text combined. Also, 60% of viewers will engage in a video post before a text post, according to Diode Digital. Because of this, video content is a powerful tool for any brand that wants to expand its reach online or enjoy wider audiences.
As practice, try telling a story with your b-roll and planning out a shot sequence. For example, your subject might open a door from the hallway, walk into their office space, sit down at their desk, open their laptop, and begin typing. Seems simple, right? But a shot sequence showing this 10-second scenario might consist of six or more different b-roll clips.
There are a lot of fantastic points in this article. Video is absolutely the way to go because of just how engaging it is with customers. But when dealing with mobile there are a couple things that you need to make sure you are doing. You need to capture their attention early since attention span on mobile (especially on apps like Facebook) is pretty low. Design the video for sound-off viewing with things like subtitles. Have a clear call to action at the end of your video. The last thing is to plan for vertical viewing since “people are 67% more likely to watch the full length of square videos than they are to watch horizontal ones.” (source: https://sundaysky.com/blog/5-mobile-video-best-practices/ )

Now that you know what stage of the marketing funnel you’ll be targeting, it’s time to figure out who your intended audience is. This is also a crucial step; if you create a video without a specific audience in mind, it’s much more likely to be a flop. Those who are meant to watch it won’t, and those who do watch it won’t convert. So, how do you know who your target audienceExtended ArticleHow Do You Find the Target Audience for Your Brand Videos?One of the first steps in creating your video marketing strategy is figuring out exactly who you want your videos to reach. This is… Read More is?
You may remember George Takei from Star Trek but now he is managing exceptionally written social media channels and has grown a massive following. How did he do it? He has mastered the art of a strong caption. His captions have a clear point of view, are littered with emojis (not a must but a great addition for many brands) and make elicit an emotional reaction, and better yet the motivation to comment and/or share with friends. This can be from a simple statement or an interesting question, as long as it’s authentic.
Survey your followers. You may have a big email list of fans who may not yet be customers. Use a simple tool like Polldaddy or SurveyMonkey to ask your followers one question: What challenge would you like us to help you solve? Gini Dietrich, CEO of Arment Dietrich and lead blogger at Spin Sucks, has some great advice on surveying your audience in this episode of The Actionable Marketing Podcast.
Tripods range tremendously in price, and the quality of your tripod should depend on the level of camera and lens you have. If you're shooting with your phone, you can get by with a table mount like the Arkon Tripod Mount or a full-size tripod like the Acuvar 50” Aluminum Tripod. For a DSLR, Manfrotto makes a variety of trustworthy tripods starting with the Manfrotto BeFree and increasing in quality and price from there.
Finally, you need to execute the plan for marketing and distributing your content that was created at the strategic stage. Like any other part of content marketing, video isn't successful unless your target audience see it and engage with it in the way you want. And your video content marketing strategy as a whole won't work unless each piece of video content comes together to form a cohesive marketing funnel moving leads from awareness to consideration to decision.
If you’re a playful and peppy brand, animated video could be the footage that grabs your audience. Powtoon offers quality animated content that can add a new twist on your videos or showcase a brand in a playful way. If you’re looking for high-quality film footage that runs from hilarious to emotional, with a dabble of wow, the Promo video platform has a diverse offering to showcase any brand.
2. The content quality is very important, but the production quality is not that important. Production quality and technical aspects have to be OK but not world class. Better production quality is correlated with more trust, but it can’t make up for the lack of substance. So, Facebook Live videos, webinar recordings, and other video material with good enough production quality will work as long as the content itself is engaging.

As you’re planning your entire production, from creative ideation to actual video distribution, you should have a timeline to stick to. You should actually have multiple — overall timeline, production timeline, distribution timeline, and more. Your timeline serves as your guiding light, keeping you aware of how much you’ve done and what’s left to do.
How can you optimize the video you already have? Can you add a stronger call to action? Can you share it on another platform? Think creatively about how to further your video’s reach and effectiveness. If you want more exposure, sharing your video on a new channel could help. If you’re underwhelmed by your click-throughs or conversions, see if you can add an end card with a bigger CTA, adjust the description copy, or create an incentive for clicking through, like a limited-time discount or some kind of contest.
“With the emergence of micro video apps like Twitter’s Vine and now Instagram’s video sharing feature, we’re seeing even more movement toward real-time video sharing,” says my friend Jayson DeMers, founder and CEO of AudienceBloom. “And not just any videos; with Instagram allowing 3-15 seconds per video, and Vine allowing precisely 6 seconds, users are even more likely to create and share videos from their smartphones.”
Make sure you know what you want your video’s call to action to be. You can include your homepage URL, a “Click Here” button, a thumbnail of another video, social icons, or almost any other form of CTA. These are technically graphic elements, but require a little more thought since you’ll want to consider what your video goals are and how you want the viewer to accomplish them. Think about their user experience and how you can present your CTA in the least disruptive way possible.

Animated videosExtended ArticleVideo Animation: How to Engage and Captivate Your AudienceYou might know a little about all the different types of videos there are — welcome videos, how-to videos, brand videos, and more —… Read More have the power to engage and captivate your audience like no other. Animation is an interesting style because it can be used independently of the content in your video; almost any type of video can be made in the style of animation. But animation is especially powerful when it comes to explaining difficult-to-understand concepts or technology.Client: Cargopic It’s also a great for combining with other styles. You can have a lifestyle video that uses animated graphics or animated cutaways, or you can use it entirely on its own. It’s wonderfully versatile and spices up almost any video you create.
Ideally, you’ll use all three distribution methods. You know your audience and hopefully you know how they’ll respond to your video. Focus on the distribution method that’ll give you the biggest return. If you’re in the film industry, focusing more on paid distribution might be your best bet. If you’re in the field of cancer research, earned media might be the way to go. Are you an entrepreneur that just launched your own startup? Spread word via your owned channels. It all really depends, so do a little research and see what fits your situation best.

Extras are unique to your needs — you might benefit from behind-the-scenes footage, a quick photo session, or certain types of b-roll. Get it done! Any content you can create on set during production will only benefit you. It can add more long term value to your clients and give you more content to post. If you work with an agency, ask them what they can do. You might even ask for raw video footage so you can continue editing and repackaging your video for future use. Think about your needs and see what you can do!
What does this mean from a marketing perspective? Video is quickly becoming the number one way to connect with consumers, viewers, and followers.Between the automatic video-playback on most social media mobile feeds, and the 2.08 billion global smartphone users in 2016, an effective video marketing strategy can provide one of the highest ROIs for any brand’s digital marketing strategy.
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