online marketing

Three Reasons You Need Video in Your Digital Marketing Strategy by Andrea Beça

I know I've said it before, but I'm saying it again: if your business or organization doesn't have video in its digital marketing strategy yet, you're missing out on a significant opportunity. 

Something I get asked a lot, especially when I'm presenting about social media and storytelling, is, "Why video?"

What makes video so special?

Here are three reasons you need video in your digital marketing strategy, stat.

1. It's engaging.

As a lifelong writer with two degrees in the field, I hate to say it, but words take more time and effort than video. You can convey to your audience in a 90-second video what may take you a short article to explain in words. And you can grab someone's attention much quicker with a strong visual than you can with a headline. (Especially now that we're in the age of brutal clickbait titles for everything.)

The digital space is a busy one. It's teeming with words and ads and info. Getting your story across in a succinct, visually appealing, emotionally gripping way (whether the emotion is excitement, fear, anticipation, romance, etc.) is going to do you good.

2. It's authentic.

Did I mention the digital world is teeming with words? It's also teeming with highly curated, often disingenuous personas that belong to both people and brands. And while yes, you can decorate a fancy set and make your business (or life) seem more sumptuous than it is, it's pretty difficult to fake personality if you're not a highly experienced actor.

download.jpeg

Video is a great way for people to see you - eye to eye - get to know you, and connect with you. And in the age of social media, that face to face connection can be absolutely priceless. I think that the authenticity of that behind-the-scenes glimpse into a business, brand, or organization is what really captures people's attention - and hearts.

3. It's effective.

The bottom line is, videos works for you. Social media algorithms love it, and, as a matter of fact, favour it. And it's been proven again and again that it gets a lot more engagement than written words or even photography. (And keep in mind that these stats are on the rise...at a rapid pace.)

Ready to start creating killer video content to up your digital marketing game in 2018, but not sure where to start? Check out my Five Tips for Great Video Content. Before you panic, know this: you don't have to kick things off with a giant film production. Start with a goal, and then figure out what steps you need to take to crush it.

Ready to collaborate with a professional to achieve your video goals? Get in touch.

 

Thanks for reading! Love this article? Hit the "share" button below to spread the word.

Five Tips for Great Video Content by Andrea Beça

You need video content, period.

It's 2017 and video is everything on social media. If you don't believe it, you really don't have to look much further than an infographic like this one, or articles like this, which are being published every day. Video gets ten times more shares than other content, and many social media channels are now giving it special preference. Video content on Facebook has such strong reach that a lot of businesses and brands are even trying to "hack" the system, sharing still photos as videos just to reap the benefits (side note: don't do this - it's just annoying). 

So, in the age of video content, what makes for great video content?

Here are my Top Five Tips for Great Video Content:

1. Know what kind of video you need

What's going to help you reach your goals? What ARE your goals? Are you trying to spread awareness? Sell product? Teach your clients? 

Examples of types of videos:

Knowing what you want to get out of your video is absolutely crucial to its success. I can't stress this enough. In fact...

2. Plan first, shoot second

Or as I like to say, plan first, second, third, fourth, fifth...and shoot tenth. 

The last thing you want is to spend your time and money on a video that doesn't actually do anything for you, or that leaves you wising you could do a re-take on your interview or voiceover. Before you shoot, make sure you know what your goals are, what you want to say, and that you have a plan for the final product. This is all accomplished by a briefing/concept meeting with your videographer and/or editor.

And speaking of hiring a professional to do your video...

3. Pay for quality

Do you always need a professional to make video? No. Not if you're doing quick Facebook Live content, or if you're shooting super casual videos with your iPhone to share on Twitter or Instagram Stories. 

But when it comes to videos with marketing goals, trust me on this one: hire a professional. 

Note the difference:

(Note: Absolutely no shade intended at the YouTube video on the left - I just needed an image to show what a video shot on a laptop cam/iPhone with no lighting or framing looks like, so I grabbed a screen cap at random.)

Not only does a professional videographer know about lighting and composition, your producer and editor (note that these may all be the same person, which is what happens if you hire me and many others) is a storyteller. Making you sound good and getting the right message across in an engaging and effective way is their job. It's the difference between an unprofessional video full of "ums" and "uhs" and a concise, compelling video that reaches your goals.

Almost every time I deliver a final cut to one of my clients, they say, "You asked me just the right questions and got me to say just the right thing - you totally captured who I am!" That's two writing degrees, over a decade of experience as both a professional writer and director, and six years as a video editor. I can take 30 minutes of interview footage and turn it into a fantastic 90-second video. Telling stories is what I've committed my entire life to doing. It's what I love the most.

As with many things, video is definitely a, "You get what you pay for" situation. Beware the person saying they can make you a great video ad for $100. That amount of money wouldn't even cover the rental on a basic lighting kit.

But at the same time, you can have incredible video content and no success with it if you don't...

4. Strategize your sharing

No social media strategy? 

Photo by  Jez Arnold

Photo by Jez Arnold

You can't just order a viral video off a menu (though back in the day, when I worked at an advertising agency, we had many clients try). The internet is a very busy place. It's not an "if you build it, they will come" situation. So before you spend good money on developing video content, make sure you know what you're going to do with it. This strategy should be tied into the same conversation you have to set goals for your video(s). And it should definitely involve more than, "we're gonna put it up on our website." 

Remember that it takes a number of mentions for people to catch on to something - or even just to see it (damn you, algorithms). Have a strategy ready to get the most out of your video content.

5. Be yourself

It sounds simple, but it's so important. Video is the beautiful golden gateway to creating a strong, human connection with your audience online. If you're not genuine, your video will fall flat. So embrace your nerves, your unique facial expressions, and that cowlick in your hair, because all of those things are what will make your audience like you that much more.

Ready to make great video? You know where to find me

Thanks for reading! Love this article? Hit the "share" button below to spread the word.