Video marketing

Using video as the vehicle to tell your brand's story

By Hannah Sheffield IMI Marketing Coordinator

It's common knowledge that video has taken over the internet. Everyone is either watching video or making it. Companies using video enjoy 41% more web traffic from search than non-users (Aberdeen). With statistics like that, how could your business not want to utilize video?

The question, then, is what type of video do you produce that has a longer shelf life and still serves a purpose for your brand? The solution is a brand identifying video. Something that describes your brand in a short amount of time. What elements should you consider when developing the concept for your brand's video? Here's one example of a brand identity video from Cole Haan.

Here are our top pro tips to creating a video to enhance your brand:

Have a strong, captivating lead-in. This video starts off with soft music and then gradually begins to show the subject. The voice-over starts, and the story begins. Rather than jumping right into the story, viewers are able to understand the tone of the video and the brand’s voice.

Lay out your company's values and thought process. Let your consumers know how you see your brand. In the CMO of Cole Haan’s first sentence, David Maddocks says what he appreciates about what a brand values.  Later on in the video, Maddocks says, “We really don’t consider ourselves a part of a particular industry. We think about ourselves as being a part of a culture.” This statement positions the brand as an essential part of a society’s nature, rather than just another company to be overlooked.

Integrate your company's history to outline its future. Maddocks gives a brief history and talks about how the brand is evolving to accommodate for what its consumers value. Maddocks outlines the future for Cole Haan by describing how the company culture is being built around the company’s convictions.

Talk about what your audience desires and how your brand intersects with those wants and needs. What sets this video apart from other branding videos? David Maddocks recognizes what Cole Haan’s target audience doesn’t care about. Maddocks knows the desires of his target audience (knowing how a brand is relevant to them). He acknowledges that Cole Haan’s target audience calls the shots, and that the brand is there to complement these people as they evolve.

 

To begin the process of creating a branding video you have to ask yourself: How does my brand intersect with my target audience's values? Know your personas and know them cold. In order to make a video that appeals emotionally and logically to your audience, you need to know what that audience values.

If you have any insight you’d like to share about branding video formats please share with me in the comments below!

Casting talent for your video project

Internal versus professional talent

by Beatriz Terrazas, IMI co-founder

There are many ways to fill a talent role for your visual message. At InMotion Imagery we draw from several talent agencies for narration and acting roles in our clients’ videos. However, there can be compelling reasons for using talent within your company. For instance, you may want to feature an employee profile as a way to recruit new talent, or you may want to show actual employees in their everyday roles for an internal training video. Or, you may have a tight budget and feel that you can’t afford professional talent for your project.

In fact, cost is one of the main reasons clients cite for wanting to use internal talent. Yes, you’ll pay for professional talent to voice or act in your company video, and you might think the main cost involved in using someone within your company is time and energy. But, there could be hidden costs to using your own talent. 

Professional actors are experienced at taking direction, reading narration, using proper inflection, and, in general, are comfortable in front of the camera. But let’s say your budget dictates that you use a family member or employee instead, and you plan for a couple of hours of production time with that person. What happens to your budget if you have to spend double or triple that time because your talent couldn’t get the line or scene right? What happens to your project deadlines if you have to re-shoot parts of your project entirely? How does this affect not just your time, but your overall feeling about the project? 

Remember: Your visual message is a marketing tool. You want the people delivering the message to be able to do it well.

If you still want to produce your visual message with internal talent, here are some tips to help you get it right:

  • Planning is everything. Consider doing some informal “casting” among the folks you’re considering for this part using a real camera, even if it’s the one on your smartphone. See how people come across on camera.
  • If this is a speaking role, consider people who are articulate and present themselves well in terms of dress, grooming and demeanor. It’s not necessary to be a super-model or to look like a Hollywood actor, but it is necessary to be well-groomed and well-spoken.
  • Consider how even the most articulate person will do in front of a camera. Some people do very well, while others get nervous or flustered. Will you be asking the person to memorize a script? Will you be using a teleprompter? Will you be doing an interview style production? Think about who will do best with each scenario.
  • Is diversity of gender, race and ethnicity important to your company? If it’s something that you want to come across in your message, consider casting someone who will represent the diversity that matters to you.

Here's an example of a project in which clients used their own employees and brought in their own talent for the main role and it worked beautifully!


What exactly is video content marketing? Second in an occasional series.

Video content marketing: what it is and what it isn't

Simply put:

  • Video content marketing is informative, engaging, and sometimes entertaining. 
  • Video content marketing is not a commercial. 
  • Video content marketing is accessible to more marketers than traditional video advertising. 
  • Video content marketing is not something that magically works no matter what. 

Video content v. traditional commercials

Commercials tell us something, while video content shows us something. 

Brands use commercials to tell us things about themselves: "This is what we do." "This is where we’re located." "We’re having a sale this weekend.” "We’re better than our competitors." 

Video content, on the other hand, is a way brands can show their consumers facets of their personalities, the qualities that set them apart from competitors, how they operate, what it’s really like to work with them. Video content also lends itself more organically to the enjoyment of the primal act of storytelling.

Let's look at these two Gatorade campaigns, both creative, but fundamentally different:

We Love Sweat

Sweat It to Get It

The core message is the same--Gatorade is for when we sweat. However, the commercial tells us that Gatorade loves sweat, while the fun vending machine video engages us in a story about how Gatorade is only earned with our sweat. The “We Love Sweat” commercial is meant to be experienced passively when it airs on TV or when watched online. But the “Sweat it to Get it” video taps into our human need for story; because we engage with it on that level, we are more likely to share and discuss with others.

Video content marketing: open to the public

Video content is such a powerful force in marketing right now, and, unlike most traditional advertising, it’s accessible to small businesses as well as large. Think about this: In order to enter the network TV advertising space you must invest in production commercials; your budget must be big enough to buy good placement; you have to run the ad often enough to gain traction and get a reaction; and, you have to create fresh ads regularly. But with video marketing content, even companies with smaller budgets--or decent technology and operators in house--have the basic tools to enter the field. And with social media channels accessible by nearly everyone, the rest of the investment is the time it takes to upload and press “share.” 

Of course, to increase the likelihood of success with video content marketing businesses need to have a solid video marketing strategy that seamlessly supports and enhances all other marketing efforts. In the rest of this series we will give you the tools and information that you need to develop and execute an effective video content strategy for your business.

Check out our video marketing products here, and let us know how we can help you create and implement your video content: http://inmotionimagery.com/videogallery/

Stay tuned for more posts in this occasional series on video marketing!


Live streaming: Why you should be on board now.

Live streaming is changing how we interact

by Hannah Sheffield, IMI marketing coordinator

Live streaming platforms such as Meerkat and Periscope are changing how consumers interact with brands. With the advent of live streaming apps, brands can give consumers much more intimate and immediate access to products and events than typical social media (think Twitter and Snapchat) ever could. It’s these types of innovative apps (and utilizing them creatively) that excite and engage consumers, especially millennials.

One way such live streaming apps are changing brand interaction is by adding to the increased use of vertical video. And for those of you who aren’t on the “vertical video” bandwagon, Periscope’s new update now allows users to capture horizontal video as well. Halleluja, because as our executive producer Beatriz Terrazas says, “vertical video is so inorganic to the art.” 

One notable feature of Meerkat is the ability to schedule an upcoming video stream up to 24 hours in advance. With all of these features, it’s no wonder that live streaming apps are being used by a growing number of higher-end companies.

How to use live streaming platforms

Here are some suggested uses for these apps in your marketing strategy:

  1. Discount codes/promotions: These apps can give your customers a first look at new products that haven’t been launched yet. This could be the perfect opportunity to cross-promote your social media network, as well.
  2. Resolve customer issues: This is the perfect way to interact with customers who seem to have an issue with your product(s). Live streaming could be a viable option for addressing complaints and offering solutions.
  3. Informational videos: According to Prime Infographics, 65 percent of all people are visual learners. What better way to teach someone how to use your product than through video? Having an employee stream and actually show the proper way to use a product or service is one way to go.

Future of live streaming

Just as with every other social media platform, advertisers will find a way to weasel themselves into the mix. There isn’t a way for advertisements to be shown yet; however, we predict that the opportunity will arise soon enough. 

One of the best things about these live streaming apps is that they can be used by many different types of companies, organizations, and people. While Periscope is starting to eclipse other live streaming platforms, it’s probably just a matter of time before it has a legitimate competitor. 

Sources:

http://www.socialbro.com/why-these-brands-are-getting-periscope-right/

http://tvrev.com/jon-erlichman-the-future-of-periscope/#.VgxB1bQ-Ci4

http://primeinfographics.com/65-of-all-people-are-visual-learners/


About video marketing--an occasional series

Video marketing is here to stay

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The next big thing is in full swing

Video marketing has been “the next big thing” since 2006 when Google purchased YouTube and everyone started paying attention to it. It’s no longer “the next big thing.” It’s now “the” big thing and if your business isn’t on board then it’s sorely missing out. Maybe you’re like many marketers and business owners who know they should focus on a video strategy but don’t know where to start or how to be successful with it. Over the next several weeks and months, we’ll offer you an occasional series in all things video marketing here on this blog. You’ll learn what video marketing is and what it isn’t, why it’s gone from being an optional to a must-have strategy, how to succeed at it, and much more. Come along for the ride. You’ll be a video marketing pro in no time, and your business will be exponentially better for it. To get started, ask yourself:

Why should I care about video marketing?

The 3 Ps of why you should care about video marketing

Power: 1.8 million words … that’s the value of one minute of video according to Dr. James McQuivey, a marketing expert with Forrester Research. Do you have enough time to write 1.8 million words about your business? It would take you well over a year of writing non-stop for 8 hours a day. Creating a video strategy takes a lot less time than that!

Presence: Including a video on your website will have immediate effects on your web presence/SEO. Pages with video are 53 times more likely to rank on the first page of Google search results according to Forrester Research. And, according to ReelSEO, video results have a 41 percent higher click-through-rate than plain text results. Posts with videos attract three times more inbound links than plain text posts, cite analytics experts at Moz. 

Possibilities: Consider all the possible uses and topics already at your disposal for video marketing. How did your company begin?  Is there an interesting story about your founders?What’s unique about your products and services? Why do people love working there? Do you have a process that’s best explained with visuals? Do you partner with a non-profit, and if so, why? So many brand stories are more effectively told with video than with words alone. 

Check back here for more in this occasional series on video marketing, and how to put it to work for you. And remember, at IMI, we're experts at this. Let us help you maximize your marketing efforts with video marketing.