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TransferWise masterclass in a Facebook Advert
Faceboook video is a hugely valuable marketing tool.
This video in my feed today really made me stop and...
well actually, that's the amazing thing right?
It made me stop... Stop scrolling and watch. I even took in the company's message.
Yeah, you heard me. It worked.
So what can a woman being hit in the face with a fish tell us?
Other than that she needs a pay rise.
What makes this TransferWise ad so effective on Facebook?
1. It catches attention immediately
Scroll, scroll, scroll.. woman, screaming, being hit in the face with a fish?! Stop.
2. It works without sound
If anything, it's even better without the music.
Facebook video auto-plays without sound, so it's essential your video works with no audio.
3. It has a clear, uncluttered message
It's so easy to see and read the text; to get the message of the ad.
4. It has a clear call to action
If that button gets people signing up, what a clear return on investment.
Still, if it had said 'find out more' I might have actually clicked.
5. It's fun and shareable
If I 'like' or comment on this video, it will start to appear in my friends' feeds too.
Share it? Even more so. Thousands of people already have.
I'm not saying I find it hilarious, I'm not saying you should copy it; but it's incredibly effective and it's worth considering why and what you can do to tick these boxes with your own Facebook videos, ads or not.
Just as you're about to stop watching.... screamy-fish-girl gets squirted with hotdog sauces and suddenly your attention is back again wondering what might happen next.
And what might happen next? You might just click 'like', 'share' or 'sign up'. Shocker.
Want to figure out how to make Facebook video work for your business? Get in touch!
Below: How the video appeared in my Facebook feed.
5 Ways To Get Your Videos Seen Using Twitter
Making your video is just part of the job.
Now you need to make it work for you. You need to get it seen.
Twitter's a great way of getting your video content out there in front of people.
Here are my favourite free and paid methods to do just that...
1. Post your YouTube content
This feels like the 'old' traditional way of sharing your videos on Twitter. It still works well.
Simply post the url and Twitter embeds it to play (when clicked) within your tweet. A bit like this handsome devil did:
AND - it's not just about YouTube - you can post your Vimeo of course and Vines as well.
You might think: 'why wouldn't I just post all of my videos like this and be done with it?'
Well, if you drive people to your site/YouTube channel/Facebook page instead - here they will encounter more content and maybe purchase from you, or hit 'subcribe' to your channel or e-news letter etc.
So that's why another option is to post a thumbnail of your video and a link to the page you'd rather they visit, like this:
2. Upload direct to Twitter
You can upload video 'native' to Twitter. The benefit? It will play automatically in people's feeds (just like Facebook native video does on FB). You can even capture video directly from the app.
Keep in mind that tweets soon drop down feeds so if you've created something specifically for Twitter, it's worth paying to promote your tweet.
Short form video works best and Twitter limits you to 30 seconds.*
(*although big brands partnering with Twitter can upload longer)
So, either make nice snappy content:
Or, if you have longer form content, try making a Twitter trailer.
I love this example by Wistia. When they made their longer video tutorial, they took time to create this Twitter specific promo and then paid to promote it.
Here's another example from GoPro. Notice how they've specifically made a short form video for Twitter but in the text direct us to the full video on YouTube.
Plus, this from Stella Artois during The Open, is a standalone trailer... but rollover the video and you see a YouTube link that takes you through to the full length 90 second edit.
And here's General Electric promoting their live Periscope video streaming event (on Twitter) by using a native Twitter promo. Yep, they're all over it. And not being remotely 'general' about it.
Which leads us nicely into...
3. Live Stream 'Behind The Scenes'
Using Periscope or Meerkat apps you can share live video via your twitter feed.
Why not share the process of your normal video content being made? Draw in the audience, make them aware of what you make; people love 'behind the scenes' sneaky views. It doesn't just have to the 'filming', you could chat through your post-production process too.
Gary Vaynerchuk streams the filming of his YouTube/Facebook/Podcast show '#AskGaryVee' for example.
Meanwhile Landrover used Periscope to show live filming of a video for their rugby social content.
AND - remember, these apps also allow the live audience to interact with you, so take time out from your shoot to chat to them, that engagement strengthens the relationship with you/your brand and ultimately will bring them back to your core content: they'll want to see how the video they watched being made actually turned out and will discover your other videos too.
4. Get other people to share your content
It may seem obvious, but it's easy to overlook: Twitter is SOCIAL - you want people to share your content right?
But as well as making something cool/emotive and hoping people will share it, you can also be deliberate about this.
Take this example of a Red Bull tweet containing video being shared by Absolute Radio.
Above - the original tweet from Red Bull UK
Notice how the original tweet by Red Bull includes the twitter handles of presenters @OC and @RichieFirth along with @AbsoluteRadio and also @GoProUK (it was shot on GoPro) - ALL of whom could share that video.
So if you make a video that includes someone else, include them in the tweet - get them sharing!
You might even go out of your way to include other people/businesses in your videos for this very purpose. If you've filmed someone at your business/event get their Twitter details there and then to make this easy!
5. Twitter Cards
'Cards' are one of the way Twitter ads put your content in front of people. The crucial difference between a Card and a promoted tweet is the Call To Action Button.
Button text can be whatever you like: 'Install Now', 'Buy Now', of course you want to say 'Watch Now' or 'View Now'. Don't forget 'Now' - it makes a difference.
Here's what they look like in action:
Pay attention to your thumbnail image and sub-headlines as well - powerful tools you don't get in a normal Tweet.
Cards also have the advantage of taking people away from Twitter and on to your own site. So instead of watching your video on Twitter and then getting distracted by something else, the viewer stays engaged with your site/content/brand.
Yes, you have to pay... but if you have the budget to do so, cards are a great technique to try out.
Experiment
Video marketing, social marketing - it's all very much experimental right now. So try things out and see what works for your brand and your audience. Even changing the wording of your tweets, or the time you post can dramatically alter your success rate.
Don't just make a video, make it work for you.
Get on Twitter.
Get it seen.
I'd love to hear how it works for you. Get in touch!
Apple Watch Proves The Power Of Video Marketing
When it comes to marketing, the folk at Apple know what they're doing.
And with the launch of Apple Watch they put a whole lot of love into a video marketing strategy, take a look:
Check out the Apple Watch videos for yourself.
Like I say, you can do this too. Pair up a strong strategic email campaign with video and you're on to a winner. Want to chat about it? Get in touch.
PS. Notice how they remade the Aluminium one with the UK spelling and voiceover? They're good.
How can people watch your video... if they can't find it?!
Okay, so sometimes it's best to just 'show' what the heck you're talking about, so click play...
As as promised, here's their video... once you find it:
As I mentioned, I think Bewilderwood looks like an awesome place to visit with the kids and they are doing SO much right with their site, business and social... I'm not picking on them as such, just using them as an example of something that so many companies get wrong.
If you've made a great video, let people see it!
Want to make a great video? Get in touch!
(NOTE: In August 2015 I finally went to Bewilderwood. It really is a magical place to take kids. In fact, we returned in August '16 too. So great that an independent business (you know, not part of the big tourist attraction magnates) can be so imaginative and create a place without the need for any technology-based 'rides', just encouraging the joy of playing outdoors... Head to Norfolk with the kids and enjoy!)
#HIBERNOT
“Land Rover aren’t just selling us the car.
They’re selling us the story.”
Hibernate? No Chance. #Hibernot
That was the brilliant message Land Rover ran, or drove, with all winter long.
Don't sit indoors. Get out there and enjoy life. Especially if it's in a Land Rover.
This was an epic cross media marketing strategy powered by a) a LOT of money and b) several agencies working to make it happen. But that doesn't mean there aren't lessons any business can pull from it.
Video was a major tool in the campaign and at the heart of it all was the #HIBERNOT family. Taking a 'real family' and making them trade their sofa for a week exploring and having fun together (in a Discovery Sport).
What's key here, is Land Rover aren't just selling us the car. They're selling us the story.
7 days of adventure for them to share. 7 videos for us to share.
“7 days of adventure for them to share.
7 videos for us to share.”
'Look at how this car brings the family together and lets them bond and live life in the way we all dream of, look Dad, you're not a loser in a xmas hat, you're a real man!' it says.
This could be your life too! Well, almost. Even if you could afford a Discovery Sport, it'd be an even bigger stretch to book Ray Mears to hang out with you for the day (genuinely - Day 3, Dad rather handily had to utilise the extra hidden seats in the boot to make way for their foraging hitch hiker).
This was a great campaign. Reclaiming 4x4s from the school run image they've gained over recent years and using great storytelling to sell us the lifestyle of a family united.
Honestly, #HIBERNOT is so immense in its ambition that I could talk about examples of what it did well for far too long. The best thing to do, if you're interested, is check out their site that has brought together all of the material.
The final day of Land Rover's Winter, was celebrated with this video:
So how can your business learn from #HIBERNOT?
Just think hard about this question:
How can you tell the story of what your product/service can do for real people?
Don't just sell a product. Sell a lifestyle. Sell a better version of me. I want to buy that change.
Show me how that's happened to someone else. Let me see the change.
It doesn't have to be 'sexy' like cars. It doesn't need a celebrity with a handy knack for surviving without matches. I'm not going to pretend it doesn't take vision, nor for that matter, a healthy budget, but it will set you apart from your competition if done right. It's about moving beyond an 'About' video and a 'How To' video and creating something special, sharing a story that shows just how awesome my life could be if I had your 'product' in it.
