Liis, I couldn’t agree more with everything you say here. It’s such a motivating stuff . I can’t believe how far video has come since the early YouTube days. Social video is now such an important tool to modern marketing that my clients keep asking for more. The results really speak for themselves. I also love how more and more tools pop up (like slide.ly/promo and wevideo.com) to help make videos more accessible and possible for brands and companies of all sizes, not just the big brands. It’s been an interesting journey watching video grow up until now, but, I can’t wait to see what the future of video marketing will look like.

Watch time and view-through rate are two of the most important metrics to measure engagement. These are the most absolute numbers that’ll give you an idea of how engaging your content is. Less absolute numbers include lifts in favorability and brand interest. You can also use things like comments and shares to measure engagement when you post your video on social media.
Also think about what emotion you want your story to impart on the viewer as you craft your story. Do you want them to laugh? Should they feel inspired or happy after watching your video? Whatever emotion you want your viewers to have, think about that as you write your script. Everything from the props and the location to the colors and the wardrobe will communicate this, so choose every detail wisely!

What type of lead magnet should you build? That could either be an ebook, a cheat sheet, a checklist, a video and others. Of course, it's not just about the lead magnet. You have to have a squeeze page with sizzling sales copy to get people to drop into your funnel. But it all starts with a great lead magnet. The better it is, the more effective you'll be at reaching your audience.
Instead, place a laptop below the eye-line of the camera. Break the script into short paragraphs and record it section by section until you capture a great take of each. If you plan in advance when the final video will show b-roll (supplementary footage or screenshots), you can have your talent read those lines directly off the laptop like a voice over.
As you begin creating videos, you'll notice a key difference between video scripts and your typical business blog post — the language. Video language should be relaxed, clear, and conversational. Avoid using complex sentence structures and eloquent clauses. Instead, connect with your audience by writing in first person and using visual language. Keep the language concise, but avoid jargon and buzzwords.
The exact settings on your camera will depend on your model, but there's likely an auto option, a bunch of presets (daylight, cloudy, tungsten, etc.), and custom. Avoid auto white balance at all costs and opt for a preset or custom instead. If you have a top-of-the-line DSLR, there may also be an option to manually set the color temperature of the room, measured in Kelvin.
Commercials are brief, attention-grabbing videos Extended ArticleDemystifying the Online CommercialThe online commercial can seem like a confusing and mystifying concept. You might find yourself asking “Do I really need an online commercial?” or… Read More that highlight your company’s best features with a dynamic scene, beautiful imagery, or summary of exciting features, and end with a clear call to action. They’re the most common type of video — you’ve probably watched a ton on TV, streaming services, or video platforms like YouTube. Because their primary goal is to attract new customers, commercials are often broad in appeal and provide only the most important and relevant information a viewer might need.
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.
Talk to your existing customers. They are the ones who already know, like, and trust you enough to buy what you're selling. Their input could help you create content that attracts more of the similar audience. Literally set aside 30 minutes to call them and ask why they hired your product to solve a problem and what content they'd like to see you produce.
Nonetheless, NGO video marketing faces many challenges, particularly limited resources. 45% of nonprofit communicators report that their workload is too heavy and 17% say it is “much too heavy.” The good news is that even with these limitations of manpower and budget, an effective NGO video marketing strategy is still possible. Just follow these seven tips to get started:
Watch time and view-through rate are two of the most important metrics to measure engagement. These are the most absolute numbers that’ll give you an idea of how engaging your content is. Less absolute numbers include lifts in favorability and brand interest. You can also use things like comments and shares to measure engagement when you post your video on social media.

Commercials are brief, attention-grabbing videos Extended ArticleDemystifying the Online CommercialThe online commercial can seem like a confusing and mystifying concept. You might find yourself asking “Do I really need an online commercial?” or… Read More that highlight your company’s best features with a dynamic scene, beautiful imagery, or summary of exciting features, and end with a clear call to action. They’re the most common type of video — you’ve probably watched a ton on TV, streaming services, or video platforms like YouTube. Because their primary goal is to attract new customers, commercials are often broad in appeal and provide only the most important and relevant information a viewer might need.
Tone: Are you serious or sarcastic? A great approach to define your tone is to use the "We are ____, but we are not ____" exercise. In this framework, develop three bullets to help you understand the tone of the video content you're going to produce. For example, "We are humorous, but we are not over-the-top." These tone bullets are meant to guide you toward consistency.
Finally, consider adding intro and outro music. Intro and outro music, or bookends, can serve as a theme for your content. These are a great choice if you don't need music throughout your entire video. Bookend music can help set the tone for your video, naturally split your content into chapters, and leave your viewers feeling they had a complete experience.
After you've determined the type of music you need, it's time to start analyzing potential songs. Consider the song's pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition. Try to choose simple songs that are easy to loop. If you're looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.
This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.
Just like organic posts, paid social media posts can spread your content far. Paid posts, however, allow you to target the exact type of person you want watching your ads. Organic posting is only shown to your immediate fans, but with paid advertising, your content can target all sorts of demographics, locations, income levels, interests, and beyond —  ensuring only the people most likely to purchase from you actually see your ad.
Deciding what story you want your video to tell can be the most fun and the most difficult part. You’ll want to outline the following four elements, which serve as theExtended ArticleHow Thoughtful Video Storytelling Can Give Your Business a Competitive AdvantageWhen you think about storytelling, you probably think about fairy tales and bedtime as a child. But storytelling can be so much more! It’s… Read More basic framework of your story.
There’s a lot leading up to this day, but what a day! Production dayExtended Article7 Must-Know Tips for Production Day FilmingIt’s production day! All your planning and creative brainstorming have led to this. Whether you’re handling production yourself or have hired a team to… Read More can be crazy and hectic, or totally cool and organized. It’s when you finally see your video come to life for the first time — there’s a definite feeling of accomplishment. Exciting as it may be, there’s still a lot to do to ensure your video is the best it can be.
"Convert" videos may include a webinar filled with tactical advice, product demos sent via email, landing page promotional videos, case studies, or more in-depth explainer and how-to videos. For example, while an "attract" video might provide a quick tip for nailing a sales pitch, a "convert" video could be an animated explainer video that breaks down the inbound sales methodology.
Today, YouTube is the second largest search engine in the world behind Google. Whenever someone wants to learn something visually, they head there. You've likely done it yourself countless times. So just ask yourself what you could teach in your business that would help consumers solve some pain point? What got you into business in the first place?
The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.
Growing a business isn't easy. First, you need a viable idea. From there, you need to discover a profitable niche, define a target demographic and have something of value to sell them. Whether you're peddling products, services or information, getting the word out has become increasingly burdensome. And without the right marketing strategies to fuel your growth, churning a profit and staying afloat is virtually impossible.

View count is important here, but so is your number of unique visitors and brand awareness and recall lift. Luckily, most video hosting platforms share these data points, so they should be easy to come by. Lifts in viewer perception are a little more difficult to find, but are often measured by surveys or quick questionnaires on platforms like Facebook and YouTube.
Tone: Are you serious or sarcastic? A great approach to define your tone is to use the "We are ____, but we are not ____" exercise. In this framework, develop three bullets to help you understand the tone of the video content you're going to produce. For example, "We are humorous, but we are not over-the-top." These tone bullets are meant to guide you toward consistency.
If you’re targeting prospects and hoping to nurture them, you’re hopefully giving them a direct action to take. Measuring the ROI here means simply creating tracking links that will give you this information directly. Increases in your desired action taken should show you your exact lift in revenue. (For instance, if you count an email signup as your conversion, your lift in signups should relate directly to a lift in sales, all other things constant. Plus, you’ll have this user information on file and can then track if or when they convert.)
Deciding what story you want your video to tell can be the most fun and the most difficult part. You’ll want to outline the following four elements, which serve as theExtended ArticleHow Thoughtful Video Storytelling Can Give Your Business a Competitive AdvantageWhen you think about storytelling, you probably think about fairy tales and bedtime as a child. But storytelling can be so much more! It’s… Read More basic framework of your story.

If you're looking for awareness, share your video content on social media and optimise it for video SEO. Consider how much you might need to spend on video ads on YouTube or Facebook to help speed up traction. Think about which influencers you can connect with to help expand your reach. As you move further down the funnel, you'll want to target leads where they're already showing interest and engagement with you: like on your website, in emails and in sales conversations. 


The trick? Find the right influencer in your niche so that you're targeting the right audience. It's not just about spreading your message. It's about spreading your message to the right consumer base. If you can do that properly, then you can likely reach a sizable audience for not much money invested when you think about the potential profit it can return.
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.

Nonetheless, NGO video marketing faces many challenges, particularly limited resources. 45% of nonprofit communicators report that their workload is too heavy and 17% say it is “much too heavy.” The good news is that even with these limitations of manpower and budget, an effective NGO video marketing strategy is still possible. Just follow these seven tips to get started:
As you craft your story, keep in mind the people who will need to approve your video (your manager, your company’s founder, your marketing department, etc.) and the time it takes to implement their feedback. Sudden changes in scripting, messaging, goals, and more can throw your whole production off-kilter. But still, these changes are all too common. Take a look at our creative guide that’ll help you manage creative feedback from everyone on your team.
Liis, I couldn’t agree more with everything you say here. It’s such a motivating stuff . I can’t believe how far video has come since the early YouTube days. Social video is now such an important tool to modern marketing that my clients keep asking for more. The results really speak for themselves. I also love how more and more tools pop up (like slide.ly/promo and wevideo.com) to help make videos more accessible and possible for brands and companies of all sizes, not just the big brands. It’s been an interesting journey watching video grow up until now, but, I can’t wait to see what the future of video marketing will look like.
Video marketing has countless benefits, but there’s one in particular we want to focus on: improving SEO. Search engine optimization has become such an invaluable tool for marketers; 64 percent of users use search in their I-want-to-buy moments, and 71 percent visit a retailer website or app when they’re in the decision-making stage. That means it’s crucial for your website to not only rank on search engine results pages (SERPs), but rank high.

We encourage you to adopt this results-first frame of mind. Keeping an eye on the metrics that actually help you accomplish your video goals is more important than anything, so don’t be blinded by the glint of a high impression count — or at least not impression count alone! Learn how specific metrics actually translate to video success and you’ll get not only a million views, but tons of sales, as well.
When starting, choose two or three types of videos and create a bullet list or spreadsheet with proposed topics, a brief outline, and estimated length of the video. Keep in mind that videos up to 2 minutes long tend to get the most engagement. You also want to make sure that each video has a specific call to action for your viewers like subscribing to your email marketing contact list, calling your office, or purchasing a product on your ecommerce storefront.
What does it take to do that? Simply put, you have to take a step back for a moment. You have to analyze and understand the basic mechanics of your message and how to effectively reach a larger audience without losing your shirt. The secret to all of this? No matter what marketing strategy you use, if you don't have an effective sales funnel and optimize your conversions, you'll just be throwing money away.
Another good news is that your videos don’t have to be perfect. It’s the content that matters! Latest research shows that users are mostly put off by videos that don’t explain the product or service clearly enough. Low quality and poor design didn’t matter nearly as much. So it’s fair to say that video is like pizza – when it’s bad, it’s still pretty good!
Next, place the fill light at a 45-degree angle on the other side and lift it close to or just above eye level. The purpose of the fill is to soften the shadows created by the key, but without getting rid of them completely. Therefore, the fill should be dimmer than the key light. If you have to use the same type of light for both, scoot the fill back and diffuse it by clipping a clear shower curtain onto the clamp light with clothespins.
Bottom line, overall strategy and data should drive your video marketing strategy. First, plan a solid strategy to develop video(s) for each level of your sales funnel. Outline the content and goals of each individual video. Determine what metrics will best determine a video’s success. Then, test. Analyze. Tweak your videos (and their deployment), when necessary. Work to make them more effective. And whatever you do, do do video; in 2017 and beyond, it’s the cornerstone of your brand’s marketing efforts.
After planning out your video content, you need to figure out how you’ll publish your videos. Will you increase the authenticity by filming live video on a platform like Facebook or YouTube, or would you prefer to record, edit, and upload your final product to ensure perfection? Of course, there are benefits to both, but it all depends on your audience and message.

This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.
Earned video distributionExtended ArticleHow to Perfect Your Earned Video Distribution StrategyWe’ve talked about owned and paid distribution and the effect they can have on your video’s success. While they’re the most common ways to… Read More is one of the trickiest types of distribution due to its uncontrollable nature. Try as you may, earned media means you’re essentially leaving this distribution up to chance, though there are some definite efforts you can make to push the needle a little further in your favor. Since earned media is totally free to implement, it’s just a matter of putting in the effort and not being afraid to follow up.
The truth is that what got you to this point in business is likely not going to get you to the next level. If you're feeling stuck, join the fray. Most entrepreneurs are so busy working "in" their businesses that they fail to work "on" their businesses. As a result of dealing with the day-to-day operations of a company that includes customer hand-holding, supply-chain demands and more, we often neglect to wield the right marketing strategies that will help fuel our business's growth.
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.
That said, simply knowing how much video is being consumed and thus you need to be using video to grow your business, is not enough. The essential element of making video marketing work in your favor is creative content, strategy and consistency of publishing. Your videos need to be ones that get attention and engagement and  you also need to approach it methodically with a performance mindset.
Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an on-boarding video to get them rolling with their new purchase. Then, build out a library of educational courses or product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.
Create a content plan that outlines how many videos you’ll make, what type of videos, and where you’ll share them. This plan should include a wide variety of video types from case studies to interviews, testimonials, educational videos, etc. According to the Nonprofit Marketing Guide, “the most popular video for nonprofits is storytelling about participants or supporters with 60% of nonprofits creating them.” The second most popular videos are fundraising appeals, which one-third of nonprofits produce.
Testimonial videos are one of the strongest types of videos Extended Article11 Powerful Customer Testimonial Videos Done RightPicture This You’re a small business owner and you’re trying to nurture your leads into becoming customers. You’ve already attracted an audience, engaged them on… Read More you can make; they show past or current satisfied customers talking about their positive experience using your product or service.
Watch time and view-through rate are two of the most important metrics to measure engagement. These are the most absolute numbers that’ll give you an idea of how engaging your content is. Less absolute numbers include lifts in favorability and brand interest. You can also use things like comments and shares to measure engagement when you post your video on social media.
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!
Now comes the script writing, the search for the perfect agency, the video review and edits, and celebrating finally having a beautiful, well-crafted video you can be proud of. The entire production process should take about two months with the right partner, but be sure to plan more time than you need for each of the following individual production stages so you don’t fall behind.
It’s ideal to break your month down into categories. You want to execute 1 branding video per week that shows off your business to every customer and can be run as an acquisition or re-marketing asset. Then you’ll add in any special sales or promotions. This category can include a teaser video, a video for the sale itself and a final “last call” video right before your promotion is over. Next, you can add any special campaigns and/or offline event videos into your monthly plan. And finally, sprinkle in at least 1 video a week that is playful and is created specifically for the goal of engagement.
After you've determined the type of music you need, it's time to start analyzing potential songs. Consider the song's pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition. Try to choose simple songs that are easy to loop. If you're looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.
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