The world is watching, what is the current state of online video? Are you planning a push for Q1, is your program already underway? There are 50,400hrs of video uploaded every day, perhaps a pillar of your marketing plan should be film.
So, our first blog. Over the next 327 days, we’ll aim to garnish you with news stories and tips that’ll help you lead the video marketing charge for your client, company, or agency.
Now, I could pick a sole subject to pontificate on, or take a certain segment of the production industry out for a walk. However, in an effort to keep this short and sweet (so we can get on with the business of making films), here are five tips I share with all new clients.
1. When you pay for a print advert to be designed, you have ongoing costs for reusing it.
You must pay to place it in a number of magazines and pay to have it resized for different format titles. Film and video are entirely reusable on multiple platforms.
So, why are most companies first choice Vimeo and YouTube? Two reasons: great branding and users. However, Dailymotion, the French video sharing site, has 100,000,000 monthly visitors compared with Vimeo’s 130,000,000. So, whilst 30,000,000 is still a decent amount, if you only choose to post your video on YouTube, you’re missing out on hundreds of millions of potential viewers.
Once your film is shot, graded and cut, get it uploaded to DailyMotion, Twitch, LiveLeak, Veoh, Break, Metacafe, and of course Vimeo and YouTube. You simply have a much higher percentage chance of your promo going viral if it’s penetrating multiple media outlets. Not to mention, it won’t cost you anything from your Opex or Capex budget. Also, your quarterly or annual campaign review can take all the traffic from multiple sites into consideration.
2. You’re planning a marketing event. Whether it’s a trade show, a product launch or a public event, you will likely have to spend some of your marketing budget on collateral and branding material.
Even if it generates huge interest in the brand and people remember your experiential marketing effort for years, why didn’t you get it on film too? You put so much effort into the event. Everyone had a good time and the brand looked on-point. Now, to get the most longevity from your spend, you have to share the memory with people that couldn’t attend the event.
Video allows you to capture that moment and utilise it moving forward. Not just for those that couldn’t attend, but to allow those who did to be collected into a nice little viral marketing pot. They’ll share it, they’ll like it and if the stars align, they’ll buy it.
Video pushes your spend and makes it reach further for longer.
3. The “magic of television” is a term often used with glee by many network executives.
The term itself was first used by BBC announcer Leslie Mitchell on 26 August 1936, as he inaugurated the first television broadcast. Many in the industry use it to abridge a section of film production, where we try to achieve a look within a scene that would cost the client far more than they have available. Usually with some creative thinking from our team, almost any idea can be made into a reality. There is no such thing as a bad idea in a pitch meeting. The goal is to throw as much as you can at the proverbial wall and see what sticks.
4. Here’s one for the new business owner who’s launching via crowd-based funding.
The fact that your program was accepted by Kickstarter, CrowdCube or Indiegogo is not going to be enough to guarantee that you hit your funding goal. The product or service might not lend itself to being this year’s viral video hit.
You need to combine your crowdfunding launch with a decent PR and marketing effort. One of our first crowdfunding clients realised that, to drive traffic to his campaign, he would need to be out there pounding the pavement and talking about it. Reuters, cnet, AolNews, Wired, Forbes. His PR manager got out there and secured interviews for him that generated $178,090 in two months. Considering their target was $100,000, we were all pretty ecstatic.
So, when you sit down and plan your funding approach, consider the marketing effort needed to push traffic to the campaign and help get that seed capital.
5. Measurement. Use your first few seconds effectively.
You’ve got about eight seconds to grab your audience’s attention before they vanish. To quash those with short attention spans, use the first few seconds to qualify viewers right away. Plainly put, make sure the first few seconds are very specific to the offering. That way you’ll instantly push the portion of the audience that is least likely to close and you’ll be left with those in your target market, who you’re more likely to persuade.
Film requires you to get to the guts of your marketing message much quicker. Setting a serious benchmark for success means thinking bigger and working out an annual video marketing plan.