My thoughts exactly... on
VIDEO AND AUDIO MARKETING
After Sales Video
Stop thinking about marketing videos as a pre-sale tool...
I bought a case for my iPhone.
From a company called Peel that I saw on Instagram.
I got an immediate email... confirming my order. Saying 'thanks'.
Adding 'Here's a peek into what just happened in our office when we got your order'.
And a video...
What happened?
- my buyer's remorse - where you feel a bit down after a purchase, that maybe you're wrong... was I an idiot for buying a phone case from the US from a company I saw on Instagram?.. It vanished,
- a human connection to the brand was made. I liked them.
- I kept thinking about them
- I went back and checked out their other products
- Erm, turns out I wrote a blog post about them
Marketing isn't just selling
Marketing is always loaded ahead of a purchase. But actually once you've made the sale... that's a great opportunity to really cement a relationship. It's easier to sell to people who already bought from you right? Make them feel special!
Make people happy they've bought from you. Make them want to tell others about you.
Make them excited about what they're going to get from you.
Book a table at a restaurant - show me a video of the kitchen team prepping for me.
Put down a deposit for a holiday - send me a video of that area, the hotel, get me excited!
Book a place for my kid at a holiday camp - get a video of kids enjoying themselves, having incredible adventures (instead of feeling guilty I'm not with my kids, I'll feel excited of what's to come!)
Send my files to the accountant - show me the humans in that office excited to get to work on them (genuinely!)
The list goes on... So, how about you?
There's not a product or service that can't do this.
Build a human connection. Make me love your brand. Kill my buyer's remorse.
How will you say 'thanks'?
Spring Clean Your Video Content
Are all of your videos on brand, relevant and easy to find? Take time to declutter and organise.
It's time to open the windows and freshen up your videos.
Time to spring clean your content.
If you've not done this in a long time (or ever) then, just like vacuuming under the bed or mopping beneath the cooker, you might be surprised at what you find lurking on your website, YouTube channel or Facebook page.
Review, Reposition, Refresh, Reuse, Remove
Just as you might refresh your wardrobe (does it suit me, fit me, is it in fashion, can I bin it, clean it?..) think the same with your business videos.
So, think:
- Do they use your current branding?
- Do they communicate your current message?
- Are they out of date with your product/service range?
- Do they seem visually current? (video trends change just as fashions do)
- Are they too long?
- Are references to phone numbers, email and web urls up to date?
It's possible you might have videos that are 3-10 years old. So for example you may find:
- 5 years ago those green screen videos seemed good... but how do they feel now?
- In the past many videos were long, could it now be punchier?
- Previously people produced long visual introductions for their videos using their company logos, but now it's seen as better to jump straight in with the content before you lose attention. Can you trim these off and add your logo in elsewhere?
Once you've reviewed, do one of four things:
- Reposition -
Can you use playlist/albums/categories to make sense of your content.
Is there a place on your website for it? If already on your site, is the embed working well?
- Refresh -
If it's out dated, can you re-edit?
What about the descriptions, naming and interactive features? Can they be updated?
- Reuse -
Can you republish it to other platforms? Share it on your site or to your email list?
Can you take sections of it and re-edit for shorter versions?
Can you take the content or script and remake it?
- Remove -
If needs be, take it off.
Don't totally delete it from your own systems, but for now, remove it from public access.
Would you want this seen in public?
Think of your video hub (wherever it may be) as an exhibition stand.
You wouldn't let your company be seen in front of thousands of potential customers with old posters/banners, dog eared leaflets, business cards for people who have left, a box of CD-Roms to hand out... So don't do it in this virtual space either.
YOUTUBE Cleanse
- YouTube lets you create playlists so it's easier for people to find specific categories of video.
- Make sure your 'feature' video is the best it can be, the most suitable - not just whatever the latest upload is.
- Are you making the most of YouTube's functionality like cards, end screens and watermarks?
- Is your channel art work (if you even have it!) looking great on all devices and do you have your url and social links on it?
- How are your title, description and tagging conventions?
- You might even find gems of content that you've neglected. Can these now be shared again on your site, in an email, on Facebook/Twitter/Instagram/LinkedIn etc?
FACEBOOK FACE LIFT
The great thing about Facebook is the ability to have your video 'gallery' right there on your page so your content doesn't get lost in the feed. This is brilliant... but is everything in there relevant?
If you're regularly posting video, prune back this area so it's your key uploads that people will find. Otherwise your beautiful animated explainer video or customer testmonials from 6 months ago could get choked by the brambles of 'Dave's birthday surpise', 'ice bucket challenges' and 'ooh hot cross buns in the office' videos.
Again, just like with YouTube you can create categories and have a feature video.
Check out this example from Gary Vaynerchuk.
It splits his videos into his 'Daily Vee' show, Keynote speeches he's given, 'Rants' :)
DON'T JUST DELETE
Let me say this again. Don't just delete things.
'Unlist' them so they're not public on YouTube, or download them first...
It may be that some of this content can be used again. If you've spent time crafting a script in the past, don't let that go to waste.
EVALUATE & CELEBRATE!
In going through this process you'll get a feel of what's working for you, what isn't and feel inspired for what you can do next.
This is also a great opportunity to celebrate your progress with your videos.
Look what you've done!
Come on, spring into action and get cleaning.
SONOS Win & Lose
It's okay - even big brands don't always get it right.
But what can we learn from them?
Those sound dudes at SONOS have a new product.
SO, how did SONOS win and lose in launching it?
Well. I got a nice email.
I bought a SONOS product (or two) last year and they cleverly get your email address when you set up their gear.
I'm a prime target.
SO - a win for customer data collection.
What would have been nice is putting a thumbnail with a 'Play' icon on it in the image so that I was tempted to play their video.
Email with a 'play' thumbnails get higher click throughs.
And since, erm, this is a TV product, showing a play icon on a TV would have been a no brainer.
SO - I go to their site and there's a nice big image enticing me to watch the video.
Nicely done. 'See why'... a great piece of copy to pull me in.
It's a nice video! WIN.
What I like is they show the insane detail that goes into creating a product like this.
It shows the care. The science. (The justification for the price tag.)
Because after all... I already know how easy SONOS is to use.
I know how good the sound is.
I don't need those selling points.
This cements a feeling inside me that these guys care and that I'm buying into the brand.
BUT just as I'm having this feeling of 'need' for the product wash over me...
They embedded using YouTube.
And didn't turn off the 'watch this next' button. So I end up with this screen...
Argh! Suddenly I'm snapped out of the reverie of the product and I just want to click things.
I'm lost in the YouTube rabbit hole and not returning to their product's landing page. Crazy!
I've written about this before - it's so easy to avoid.
Like I did when I embedded it at the top of this post.
And if they used a business orientated site like Vimeo or Wistia they could have requested my email at the end if I'm interested... or a button to click ' buy' etc.
This is part of a sales funnel isn't it?
That said, YouTube is still a good place to have it out in the world..
But they LOSE here too with a killer careless mistake.
If I watched this video on YouTube to the end and I'm impressed by the product what will I want to do next?
... Yep. Click a link to find out more about it?
Yet the link in the notes below the video doesn't work!
MAJOR fail.
Especially as a couple of people had flagged this up in the comments and SONOS had ignored it (whilst replying to others).
Neither had they made use of the YouTube 'cards' system of having clickable buttons direct on the video that could have linked to their product page.
Do you want to sell this thing or not?!
Plus, they didn't use any of the video on Twitter...
OR on Facebook (not uploaded natively or posted from YouTube).
SO.. SOrry SONOS.
The video itself is good marketing wise.
But how you put it to use in the world... is another thing.
Sound judgement?
What can you take from this for your business?
Don't get so excited about the video and the 'launch' that you forget about the detail.
That you forget the strategy.
How are you releasing your video into the wild?
How will you turn viewers into buyers?
How will your video play its part within your landing page?
What additional tools in social and on your page can you use to cause people to take action?
As they say in the video 'making simple things is never simple'.
But when it comes to video marketing and sales you don't have to make it harder for yourself either.
SO - what will you do?
(PS. I also learnt today that I've been saying 'SONOS' wrong all along...)
5 Seconds Says It All
Maven sum up their brand and set the mood for purchasing in seconds of landing on their site. How?
I love the use of video on the new website of Belfast based Maven.
They have autoplaying full width video as their header image.
In just 5 seconds they say everything about their homeware brand and create an atmosphere that makes us want to indluge. In other words: buy.
How the video looks on their website - alas, remember, currently autoplay video doesn't work on mobile devices, you get a fallback image instead :(
WHY I LOVE IT
- for their customers lighting a cool, fashionable candle will instill a feeling of relaxation and happiness
- the way the room around it is dressed - the table, chair and blanket (all their products) is a desirable lifestyle their customer wants; who wouldn't want this to be their home?
I've seen lots written recently about the Danish term 'hygge' which basically means living cosily. The Scandavnavian way of life. Of lighting those candles, getting under your blanket and cuddling up by the fire.
It's a lifestyle that Maven sell. This video is hygge.
Remember, when we 'sell' to people one of the best ways to do it is to help them imagine their life with your product in it. How will they feel? How is their life going to be better? Maven do this before you've even started scrolling.
Then when we walk into a real store, the lighting, music, setting... the 'enivronment' is designed to put us in an emotional place where we're inclined to linger and purchase. This video does that in the online sp
See? 5 seconds says it all.
What visual could sum up your business that quickly?
Go on: grab a blanket, coffee, cake, snuggle up and have a think about it.
For more on using full width video on your homepage - check out this post and interview with Minneapolis digital marketing brain Tim Brown.
Twitter Product Gifs
Using video doesn't have to be complicated. Here I put my hands together for Datum and their clever use of gifs on Twitter.
I love the way Datum are using gifs to promote their product range.
Simple. So, so simple.
These 'videos' jump out of my noisy Twitter feed.
Using their 'need a hand?' motif from their site they quickly grab attention.
You may have to hit 'play' on these below, but the way they auto-play on Twitter works a dream.
Why I love them
- Bright colours jump out of the Twitter feed
- Auto-play
- Work without sound
- Cut to the action - before you can scroll past
- Our eyes notice the change, if it were a still image we'd probably scroll on past
- Our attention grabbed we then move to the text call-to-action
- Even if we don't click through... this tactic when repeated again and again seeps into our consciousness; a range of products tied together visually
- Totally on brand with their site - using the colours and 'need a hand' motif
- No wifi? (gasp) Even on 3G these gifs load quickly so they won't get missed
- These kind of gifs would also work really well in email - yep they're the gif that keeps on giving
Let's put our hands together for Datum.
Sure, you might argue that these aren't videos. But they are.
They're short sequences of moving images right? The file type just happens to be a gif.
But why are you even arguing the toss when you could be out there creating short engaging content like this for your business?
As I've written about before, product videos matter - turns out, the file type doesn't.
Make a Charity's Christmas Video
Do good, feel good, look good. Find out how you could fund a charity's christmas video. Come on, Christmas is for sharing.
I'm writing this on a very hot (30+) day in September.
But right now photographers are busy shooting Chritsmas promotions.
Copywriters and designers are putting the finishing touches to Christmas brochures.
And you?.. What are you doing?
I'd like to urge you to think about making a charity's Christmas video.
THINK BACK TO LAST YEAR
For the second year running, Sainsbury's wanted us to remember 'Christmas Is For Sharing'.
(Preferably their Christmas advert with all of your social media connections.)
They dedicated their main Christmas advert to the message of sharing. To benefit not themselves, but a chosen charity and cause...
Have a watch, then read below to find out how your business can share the love too.
Here, they only show us their logo right at the end as we're glowing in the positive emotion the film has given us and they fleetingly tell us they're supporting Save The Children and child literacy.
John Lewis took a similar angle with their Man On The Moon ad bringing Age UK to the fore once you went to their website.
I like it... but your business can do better.
WHAT CAN YOU DO?
Use your marketing budget, whatever it may be, to help make a video for a charity instead.
DO IT FOR CHARITY!
If you have the cash to spare and the heart to give, why not offer to fund a video of a charity‘s christmas Santa fun run, Santa’s visit to a hospice, you get the idea. Ask everyone in your office which local charity should benefit, pick one and contact them; ask how you can help. Do it soon.
It doesn't have to be 'epic' but it does have to be genuine.
You will make a difference to the charity and those featured will feel special and to a certain extent it may go viral on a local level and if that’s where your market is, brilliant. Just have your name at the end, or if appropriate subtley in the background during it (I’m talking a volunteer wearing a xmas hat with your logo on it, or balloons, not a giant billboard)… the key is.. this isn’t about you. You may benefit yes, but that shouldn’t be why you do it or it’ll backfire. Doubtless the charity will also mention you in their newsletter, blog, own social media, maybe even local press. Think about it: loads of people sharing a heartwarming video online that benefits that charity, but that you played a part in?
Of course this shouldn't be your only marketing spend for Christmas if your business benefits from seasonal trade. But it will sure feel like the nicest part of your budget. It also means any business can do something in the spirit of Christmas: so businesses like solicitors, accountants, estate agents... you know, the ones with no particular spending boost linked to Christmas, just because no one's thinking of them, doesn't mean they can't think of somebody else.
DO GOOD, LOOK GOOD
This example was part of a post I wrote on 7 Stylish Ways Barber Shops Can Use Video... it isn't from one particular salon, but rather a united effort of stylists from a local community. They joined together to give haircuts to the homeless one Sunday at their busiest time of year... just before Christmas.
This documentary style feature is a special heart warming video that reflects well on all of the people and companies involved.
If you do this, please share it with me, I'd love to know. And if you need any help throwing some ideas around, get in touch. Bring mince pies.
Come on.. Christmas is for sharing.
**This post was originally posted for Winter 2015 and has been updated for Christmas 2016 - Festive marketing, it's the content gift that keeps on giving**
Premium Products... Premium Videos
Video allows you to say everything your brand stands for within seconds... See how Mühle portray their premium product with premium films.
I'd never heard of Mühle before.
I was searching for a gift on Amazon.
One of their products appeared with quite a hefty price tag.
Were they really worth that? Who were they?
I hit Google.
Within seconds of landing on the Mühle site I was immersed in their video. Amazing. Seconds later I knew everything their brand stood for.
I could feel the history.
The quality.
I knew they were a premium brand...
I've not shaved since 1997.
This was definitely a gift...
This is an industry where the Dollar Shave Club video exists.
And so, the Mühle brand needs to stand apart.
Show what they are.
Who they are.
Who we are if we buy their products.
WHAT I LOVE
- the high quality of the filming reflects instantly on the brand and product
- subtitled, so the German authentic voices remain, again aligned with quality
- the passion
- the close ups of the product, it reminds of the Apple Watch videos, classy product porn
- the craftmanship, the hand-made, artisan nature
- the care
- the team of old and new
- the story, the family history
- when we buy something special, we want to feel part of something special, this delivers that
TUTORIALS
But that's not the only video content on their site.
I love the shaving tips videos.
Let's face it, classic shaving isn't something many of us were taught.
If we're going to buy this premium brand we're going to want to do it right.
These feel different to the homepage films.
They show that this brand may be old...
but it's not old fashioned.
WHAT I LOVE
- they make the brand cool
- they're genuinely useful
- they're still very premium in their production, but it's a much cooler viewing experience
- they're search friendly, hosted on YouTube, so people might find the brand looking for 'traditional shave' how-to advice
WHAT COULD THEY DO BETTER?
Hey, I love where they're going with video, but they could make the most of what they have
- they're not using any of this video content natively on their Facebook page
- they could use nice edits of their arty videos on their Instagram account as well
- their site is in German, English and French... and yet the French site gets the same English subtitled films; can't imagine that'll go down well with the French audience, so come on... get a French subtitled video up there!
- the videos could have more prominence (though, remarkably, their site isn't mobile responsive yet, so maybe it's in the works)
- they could use video on their individual product pages (check out my post on the power of product videos)
- they could take some of their amazing footage and tell their story using full width autoplay background video, so it hits us immediately (check out my post on this technique - it works really well with such artisan companies)
WHAT COULD YOU DO?
The key thing to realise here is the power of video to communicate pretty much everything a brand stands for within seconds of a potential customer landing on their site.
I'm not saying you should make epic films. It might not be right for your brand.
For Mühle it's a perfect way to show why their premium product deserves a premium price.
How do you communicate your brand's values?
Product Videos - Coding For Kids
Here's two coding-for-kids products.
Two websites.
Simply... which would you buy?!
Let's return to the power of video to help sell your product online.
(see earlier post)
I was looking for coding toys for our kids...
SERIOUSLY? WHICH WOULD YOU BUY?
A potential customer's on your site:
- show them how your product works
- show them a story of your product in action
- show them the potential difference this product will bring to their life
- make them excited and eager to buy
WHAT I LOVE ABOUT OSMO'S SITE
- the clear 'play' button in the bold header image enticing us to play
- the fact that video is the first thing they want you to see about the product
- everything 'above the fold' on that site is geared towards the video
- even if you don't watch it, as you scroll you STILL see an auto-play video of the product being used, it's subtle but so much better than a still image
- as we scroll further, yet more video, this time full width, shows us more about the product
Notice that video doesn't just have to be an embed box hidden away at the side or intruding in the body of your page... it can be totally entwined in your page message.
What's your site like?
WHAT I LOVE ABOUT OSMO'S VIDEO
- we see the product from the unpacking of the box to the play
- we see the game in action
- we know we need an iPad
- we see a story of how our kids of different ages will engage with it (and with each other!)
- IT'S A STORY
- we see the link between their coding product and 'real' coding
- dare I say it, I love that they show us that coding's definitely not just a boy thing
- we don't have to understand English to get the message
- it's short and quick to dive into the product
HERE'S THE CRAZY THING
There are videos on the net for the Coding Mouse product!
They're just hard to find!
As in, I couldn't even easily find them on their YouTube channel.
I had to go searching. And 3 of these videos are made by the company!
Here's a gallery of their videos mixed with user generated content.
When we (finally) see the videos we can
- see how easy it to progam the mouse.
- see there's no need for a computer (which I thought there might be)
- see how easy it is to put together
- see the fun kids have with it
- see the age of the kids
Personally, I saw that actually this tangible product looks really good fun for kids to get their actual hands on compared to Osmo.
Yes! There's the thing...
I think actually having this real life product in your kids' hands instead of the iPad screen could be better. BUT did I get that from the company website?!
No. Based on the sites I'd have bought Osmo.
(And I probably still will).
RE-PROGRAM YOUR MARKETING MINDSET
If you're selling products online, video is your secret weapon.
I've said it before. Doubtless I'll say it again.
Show us the story of your product right there and then when we're tempted to buy.
Don't make us go through a maze of pages to find it.
Show us the, erm, cheese!
NOTE: This article was researched, produced and written w/c 25 July 2016.
Because, hey, I like to think the Robot Mouse dudes will, well, re-program their site.
Here are their links:
Learning Resources
Osmo
Snapchat Memories - Using Storytelling To Explain
How Snapchat introduce and explain a whole new feature in just 45 seconds with video.
Here's a great reminder from Snapchat that not all 'explainer' videos have to be a narrator talking out loud about how something works. We can use a story narrative too...
This video played vertically (and even more effectively) full screen within the Snapchat app to announce the new feature
What I love about it?
- it shows a practical use for their new feature
- it acts as a 'how to': without realising it you're seeing the process she goes through to use 'Memories' and then we have the 'My Eyes Only' feature demo'd in a fun way at the end
- it's fun and engaging as a story
- it inspires us to use Snapchat itself in a more dynamic way to document our lives so works beyond the remit of explaining 'Memories'
- it transcends language barriers - it wouldn't matter if you didn't speak Englsh, this video still makes sense which is really useful for a global product - making one video to fit all
- it's short & sweet - look how much images can do without words getting in the way, sometimes when writing scripts the words make everything longer than it needs be
One video can say so much
See? It's all done in that video.
Snapchat's audience devour short snappy content after all.
All Snapchat had to do was send this one video to its users within the app itself and everything was explained. No need for a lengthy blog post or email... it's all done in 45 seconds.
What can you do?
Be wary of creating a cheesy advert... that's not what I'm getting at. And this is borderline.
But keep in mind when creating explainer videos that they come in different forms and using a story (and it could be a real life one!) is a great tool for showing your product in action, creating an emotional connection that makes us want to get involved.
And remember: keep it simple. Keep it short.
When writing your own scripts, think about what your visuals can do. More show, less tell.
One video has done everything that an 800 word article could do here and made an emotional connection that makes us want to get stuck in using the product.
So if you store anything in your Memory today, make it that.
And don't show your dad pictures of your bottom over dinner.
Using Video To Promote Your Webinar
How email marketing company Emma use video to personally invite you to a webinar.
There are a LOT of webinars requests sitting in people's inboxes these days.
How to stand out?
Use video.
Above: the landing page (their video doesn't play full screen, I just didn't want you to squint)
This is the Landing Page I, well, landed on after clicking through from an inbox invite from email marketing company Emma.
It really grabbed my attention.
In such a short amount of time, without reading any page copy I'd found out when it was, what the content would be and felt that it was a friendly, slick company I'd enjoy spending time with and learning from.
After all, when we sign up to a webinar we're signing up to spend 30-60 minutes with the webinar host, so it makes total sense to have that individual personally invite us!
Let us see and hear from them.
Let them tell us what we can expect and why we should care to join.
Psycologically you're far less likely to stand up a real person than just a url and diary appointment. If they followed this up with a video reminder an hour before saying 'hey - can't wait to see you at 12...' for example, you'd almost feel guilty to miss the party.
Use it as part of an email campaign, use it on Facebook, LinkedIn, Twitter, Instagram...
AND it finishes with the cute call to action prompting us to sign up now.
It's a really smart tactic. Are you running webinars? Could you do this?
Of course you could.
If you're planning webinars far enough ahead you can easily record a batch of videos in one go.
You put so much effort into prepping and promoting a webinar, this small addition will really reap the benefits. Stand out from the inbox.
PS. I hugely recommend signing up to Emma's mailout: it's full of such great stuff.
Ideas For Using Video At Your Awards Event
Take the moments from your event and make them work for you by using video before, during and after.
As I stood their hosting the Inspiring Hertfordshire Awards I was struck by inpsiration myself: of how video should be a dream tool for awards organisers.
1. Social Video on the night
Have a video crew at the event. As each prize is awarded save that clip out and tweet it using the @ of the company and the sponsor of the award. You'll piggy back on the good feeling to their audience who will become aware of your event.
You could even do 'red carpet' videos of guests arriving, or at the pre-event reception. That way you'll get even more shares because all of the finalists get to share themselves looking glam, win or not.
Attendess on Instagram? Do the same thing with 'Stories' of vertical video - remember to tag them in to the on screen text.
Tip: Pre-write the text with @ handles in a doc, ready to copy and paste to Twitter... but don't schedule anything, you'd hate to accidently tweet out the winner before it's announced!
2. Promo Video of the night
Pull together all those smiling faces, clapping hands... have some testimonial vox pops of how great it was. Worth booking your video team to edit this the next day. A tall order, but worth getting it out there while people are still excited from the night before. Get it on Facebook & LinkedIn so it's shared. Create a 30 sec edit for Twitter.
Make sure you use this again in 9 months time to help you get entries for next year!
Above: Inspiring Hertfordshire Awards promo 2015 (made by Pearldrop)
3. Winner Stories
This takes more effort and investment but is well worth it. 8 months after the event, film at a few of the winning businesses (or individuals). Let's share their story.
What was it like on the night? The effect on team morale? The press/publicity they got? The effect it had on them - new clients, profits, further awards etc. Use this to fuel entries for your next event!
These are just a few ideas. You could use video before the event; go behind-the-scenes; stream live; interview winners... but the three above are the best place to start.
Make the most of the moment!
That's what this is about. Taking the energy and positivity of the night and using video to show, to share, to make it live long beyond the moment.
People at awards ceromonies are full of hype, passion, pride and, well, maybe a drink or two. As well as their meals, feed them celebratory content and they'll become your advocates; sharing their own stories of the evening.
As with everything, there's no point making a promo video if you don't share it, put it out there and make it work for you. But if you do, your event will grow and your reputation as an organiser will grow - for example Inspiring Hertfordshire is organised by the Herts Chamber of Commerce so all of this is actually spreading their name and purpose.
Take the moment and turn it into momentum.
(And the prize, for most cheesy inspiring last line of a blog post goes to...)
Instagram's rebrand video
When you rebrand you need customers and staff on board. Video helps explain and inspire so they'll be along for the ride.
No doubt you've seen Instagram's new logo.
Now, not everyone may like it.
But what I do like is the video they made to help explain to their users why they did it.
An Instagram video of course...
What I love
- It shows love and respect to their audience
- It's fun. It's emotional. It's arty. It shows the breadth of what Instagram has become
- It namechecks the user generated content with their @ tags
- Short punchy text in the language of Instagram with # emojis etc
- It works with no sound
- It is (as you'd expect) totally in keeping with the visual style of the platform
It manages to say through images the following: 'we started out as a place to add filters to your images, but look what you've done with that, look what you have made Instagram become, this is more than just filters, this is you sharing, belonging, enjoying... you have evolved what Instagram is and we have now changed our logo to reflect that...'
If you typed that out, would anyone read it?
That's press release talk.
The video however says that and so much more, it connects, resonates, it moves us.
Staggered release
As a side note: I also like that this was of course originally posted to Instagram itself, but three days later was emailed out to users as part of a note about their rebrand and refreshed app.
It's a good reminder that it's worth staggering the way your promote your content.
Let's say I write this blog post on Monday.
I might tweet it out Monday. Put in on Linked In Tuesday. Email it out Thursday.
(I know, good job Craig David changed the lyrics I sent him).
If you've got a video. It might be YouTube and Twitter - Monday. Facebook - Tuesday. Twitter and LinkedIn - Wednesday. Email Thursday. And so on...
That way you stand more chance of getting eyes on your post and your video. Those who saw your post but didn't have time to engage, will finally get around to it.
Not the only video
Now, it's not the only video they made on their rebrand.
They also created this to accompany a blog post about making the change.
And whilst this is a really slick video, it just doesn't work like that one I first showed you does it?
It lacks any degree of 'why'. It has no feel of the platform. It's really just a bit of fluff.
In fact, the following gif is far more useful...
Insta Hit?
When a company rebrands it is never going to please everyone. People resist change.
But using video is a great way to explain your why and to inspire people, be it your customers or your staff, to care, to get them on board.
This is something I've worked with a few major brands on now and it's so important. You need people to jump on board, not be forced on board; otherwise they'll start to look around for somewhere else to be.
Respect your audience.
Share your thinking.
Make them part of the story and they'll be along for the ride.
STOP Embedding YouTube Videos Badly!
Okay. I've finally cracked.
This happens so often that I have to write this.
The number one mistake businesses make when embedding YouTube videos to their website.
Take a look below.
That's what I see after watching the key explainer video on a major tech brand's website.
The problem
Instead of looking at their Call To Action.
Instead of typing my details in... or buying product... or exploring the site more...
I'm being tempted to watch another YouTube video, THAT MOST LIKELY HAS NOTHING TO DO WITH THEM AT ALL...
I'm about to be sucked into the YouTube rabbit hole.
Once I'm there I may never come up for air again.
They've lost me.
I'm going to get lost in 'The Office' clips, or watching kids react to old computer games or a cat who hiccups... whatever it is, it isn't learning more about their product.
THIS IS CRAZY and it HAS TO STOP NOW.
It looks unprofessional and crucially it takes people away from your site and your business.
I'm not over-reacting: you go to a lot of trouble to get people to buy from you; you've spent a lot of time, energy and money in making that video; even more in building your website, tweaking each bit of copy; perhaps you've even paid to get people to your site... and then you willingly let them be enticed away?!
The solution
Hey, don't feel bad if you're doing this. SO many companies do it. So many of my clients have done it which is why I then have to follow up with a message a bit like this one. Now I can just send them this link (Hi there if that's you! We should catch up for cake soon!)
How to embed properly from YouTube tutorial coming up. Watch this (silent) video.
Ironically for the company who committed this sin, it's all about paying attention to a box.
Yep. When you go to select the embed code click the sneaky 'show more' and you'll see the option to untick 'Show suggested videos when the video finishes'.
That's it!
I also like to untick 'Show video title' because it'll look nicer on your site.
And the great thing is, to their credit, YouTube remembers your preference so going forward it'll know how you like to embed.
Don't forget to make sure the thumbnail looks good too, you can choose thumbnails in the settings of the video and even create a custom one.
There are other ways to embed that don't involve YouTube at all, check out Vimeo (the paid version ditches the 'suggested' slides) and Wistia for example. But if you really want to use YouTube, do it properly.
Click 'show more' and start showing more of your business, not someone else's.
Budweiser's Dream Social Video
Bud's using user generated content, social and a love of football for their Dream Goal campaign.
Budweiser UK have a great social media promotion that encourages user generated content, social shares, voting and competition. It alligns the brand with the UK's love of football.
The concept
The idea is simple: film your ground roots game of football and if they score a 'dream goal' upload it! Goals get shared in a gallery on Budweiser's site and the best get seen on TV and judged by famous pundits. Grants worth up to £50,000 can be netted too.
It's hugely effective on Facebook where the comments, shares and likes are in full flow.
You can also see above that Sky Sports have also shared it to great effect. Whether that was a paid for collaboration (I'd imagine so) or just because the content was so good it was worth sharing... it's clearly working. The key audience is being reached.
What's so great?
- It appeals to their core audience
- It appeals to an anticipated audience (ie, young sports fans not old enough to drink, but who can start to love the brand - not that Bud would admit to this I'm sure, but still, it's a reality despite putting an 'age limit' entry gate on their site)
- They get audience created content which drives the clubs supporters to the brand
- It's brilliantly visual so grabs attention in social
- It's short, snappy, REAL and works well without sound on social 'autoplay'
- It's very viral; the content of great goals is very likeable and shareable
- They paid to promote on social, but the organic reach is substantial
- They posted the tweets in the lead up to and during a key FA Cup match using hash tags that meant a wider audience will have seen this tweet organically as well
- They partnered with other relevant companies to piggyback on their audience, such as this...
Here, Bud tie in nicely for a giveaway with another huge brand - EE - Genius! Cameras you can film action with and a phone network keen to promote 4G for uploading/streaming. Look at the social reaction... And this will have been seen by EE's followers as well. Relevant. Smart.
Video on their site
The Dream Goal section of their site is rich in video as well.
- You have additional content where TV pundits are shown giving their opinions on the footage, just as they might for a Premier League goal
- You have a gallery of 'dream goals' to enjoy
- They use ultra-short videos to 'teach' the process of how to get involved (see below). The first one of which is particularly interesting as it demonstrates to people that they should hold the phone landscape to film. Of course that'll make it look better when being shared and ultimately, potentially, on TV! Never take it for granted that people know what to do, especially when it comes to filming. Give them examples and they will follow...
Could you do this?
It's a smart, well executed social video campaign.
Of course it has a huge team behind it, but look at the ingredients that make it successful.
Could you do something like this? Sure you could!
It doesn't have to be on this scale to be effective, it depends on (forgive me) what your goals are.
Also, can you tie in with another brand as they have with Sky Sports and EE? So long as they're relevant, your message spreads further and you give extra value to your audience.
And they're key. Don't forget at the heart of this campaign is the audience.
Who are you trying to reach? What do they like doing? How can you harness that?
Find Your Story - IAG Cargo
When your product might seem a bit dull, your stories are key. See how IAG Cargo use lion cubs and David Beckham to pull us in.
The team at IAG Cargo haven't thought outside the box with video marketing.
They've thought inside it.
You see, the cargo air-freight industry in itself is dull. Even the cargo industry can see that.
BUT… the real story is in the cargo itself.
What is in that box?
With both of these videos they draw us in. We see the care taken each step of the way.
We see the precious cargo itself, we see the humans who take such care and pride in their jobs.
The underlying message is ‘the leading x company trusts IAG Cargo with x… so why wouldn’t you?’
You’re unlikely to remember a video, let alone share it unless there’s an emotional connection to it. David Beckham? Animals? We’re not jut filling boxes, but ticking all of them.
The actual branding of IAG Cargo (and their airlines) is very subtle, this still feels like we could be watching a documentary on TV.
Look at the titles and thumbnails of the videos. These are very clickable.
The stories lend their light, intrigue, inspiration and positivity onto the brand itself.
When your product's a bit dull. Let your stories shine.
Think about it for your business. What are your stories?
Sadlers Wells Video Email Tactic
Love the way Sadlers Wells are using video combined with email marketing to sell their shows. Get your videos to perform for you!
I received an email from Sadlers Wells, the dance theatre folk today. And was immediately struck by how heavily that email used video to help sell the shows. 5 out of the 7 listed.
Clearly dance is a very visual product and video can do so much more than a description, static photo and theatre critic quote. It can move you. And hopefully move you to click 'buy'.
Check out how they go about this and how you could do this with your business (whatever it may be!). Combining video and email is well worth making a song and a dance about.
Above: the sequence from my inbox to the box office
What's great, is if you click 'Read More' on the email, it takes you to the web page where the video is a still image that says 'play clip' or 'buy tickets'. BUT if you click 'Video' from the email, then when the web page opens it autoplays the video. Nice.
AUTOPLAY
The auto play click through, means the transition feels seemless. It removes the chance of us getting distracted by something else, we're drawn straight in.
SHORT & PUNCHY
The videos are quick, to the point and visually enthralling. The original trailer for the Motionhouse show 'Broken' that I've featured here actually has a YouTube trailer of 2m33. But Sadlers Wells (who could easily have just embedded that) has a shorter, punchy edit of just 49 seconds. If I'm reading their email on my lunchbreak, I can watch the trailers for 3 shows from their email in the time it'd take to watch just one long one. Makes total sense.
EASY TO CONVERT
Remember that a video can only do so much. You need a good landing page to convert people. It's easy on the Sadler's Wells site to see how we can buy tickets with the big red button next to the player.
EASY TO SHARE
On completion of the video we see a series of 'share' buttons so we're prompted to share and given easy ways to do so. Again, this makes it easy for us to continue our purchasing journey. I could share this video with friends/family I might like to ask to come with me, or give myself cultural cudos by tweeting 'how cool does this show look?!' or, well, by using it in a blog post...
HOW CAN THIS WORK FOR YOU?
Clearly if you have a visual, emotional product: show, seminar, band, conference to promote then it's clear. But frankly, if you have products, the benefit of having product videos (click that link - I've banged on about it before) is really powerful, combine that with an effective email strategy and it's even stronger.
EMAIL AND VIDEO TOGETHER
Any business should recognise the power of nurturing leads using their own (growing) email database. Using video is a big tool in your armoury. Putting obvious thumbnails for people to click on is key. Autoplay when the site loads - briliant.
SALES METRICS
By using the likes of Wistia or Vidyard for your business video hosting you're able to benefit from amazing metrics. Unlike YouTube or Vimeo, these hosts tie into your email marketing platform (Mailchimp for example) and even Marketing Automation Software and CRMs. This means you can see exactly who from your email list has watched your video, how long for, maybe with repeat viewings... ie how hot a lead are they? And for that matter, you can see which videos/products/email thumbnails are working best so you're not just doing it on a hunch.
Making a video is only the beginning: it's the overture; it's how you put that video centre stage and let it perform for you that matters.
Great Social Video - Good Eggs
Co-op hatched the perfect Facebook video strategy for Easter. See how they did it.
The Co-operative Food's Facebook video stragey in the run up to Easter has been brilliant.
It's been eye catching (stopping me in my scrolling-tracks), enjoyable, serial and shareable.
THE CONCEPT
Each short video shows someone in need of help.
Members of the public are filmed with secret cameras coming to their aid, before being surprised with Easter eggs for being such good eggs. It's a social eggsperiment.
Each video is only about 20-30 seconds long and concentrates on one scenario, but here's a compilation that's pinned to their Facebook page to give you the idea.
THE GENIUS SOCIAL SHARING STRATEGY
The cracking part of this plan is when they encourage viewers to 'nominate the Good Eggs in your life by tagging them in the comments and explaining what makes them so great!'
Genius!
So, sure, they pay for a load of Facebook views by promoting these to everyone's feeds. But they get so many more by people sharing this, not just with the usual 'likes' or 'shares' but by socially tagging their friends/family.
Not only that, but the love and warmth people have for their 'Good Eggs' shines equally on the Co-op for their part in this.
I mean, this doesn't even expressley say this is a competition does it? People are doing it because it makes them feel good and the brand is inextricably linked with that emotion.
WHY THEY'RE PERFECT FACEBOOK FODDER
- short
- cut straight to the action so they grab our attention
- make sense with no audio
- have multiple story lines (so we can engage with each one plus we don't feel repeated to)
- make us smile, so we want to hit 'like' or 'share'
- make us want to interact, by tagging (and therefore sharing even deeper)
These short videos have the same effect when shared on Twitter (which they did of course) but the link on the tweets drives people to the Co-op website, which then directs them to Facebook.
THE ONLY CRITICISM
This is their web copy:
Number 3! It just feels really lame to invite people to like and share the videos. It kind of breaks the magic spell. You want people to share or like your content because they want to. In writing this as an instruction, it sheds light on the fact that, when all's said and done, this is a marketing campaign. Don't break the spell. People won't share because you ask them to unless perhaps it's a charity.
All in all though, hats (or Easter bonnets) off to the Co-operative Food team for hatching such a social video plan. It's brilliant.
You can see all of the videos in this YouTube playlist.
DIY Facebook Video Tool
Facebook has realeased a DIY video creation tool for Business Page owners. Should you be using it?
50 million businesses have pages on Facebook.
So brace yourself for millions of videos looking like this:
Full Screen Homepage Video
When relaunching their website, this printing company really pushed the boat out with how they used video. See for yourself.
Okay.
I never do this.
But instead of embedding a video and talking about it, I really need you to go and see it in action.
So, go to the new Ashley House website.
Oh and do it on a desktop/laptop - not your mobile - for the best effect.
Go on! Off you go. Don't worry about me, I'll be eating this hot cross bun.
Come back when you're ready.
If I wasn't clear enough... the above embed video is NOT the full video.
You need to watch it on their website. Jeez.
WHY IT'S GREAT
So here's the thing.
Ashley House are a printing company.
They really care about the craft of printing.
Beautiful stuff. Digital. Lithographic. Stunning.
Independently owned.
Technologically advanced. Environmentally friendly.
Did they shoot a video telling us this?
Did they let us meet their team?
Did they show us some of their fine printing work?
No. They put a fox in a boat.
And it works!
From the first moment of this short animation we're on board and we go with the flow.
It's fun and full of character.
And if they care this much about what the opening experience of their website feels like, think how much they must care about everything else?
The full screen video technique removes all other distraction; we can dive in totally.
Because of the genius way the web developer and animators have crafted this sequence, no matter how 'wide' you have your web browser, the animation still works. As the action moves from left to right it reveals more, so it scales perfectly for a browser.
Then that lingering loop with the sound effects is just long enough for us to understand it's over, without it having an ugly abrupt final 'stop' to snap us out of the spell. Instead we scroll down and are hit with striking portfolio images: now we understand they must be good at what they do.
The experience (and it is exactly that) leaves us smiling. We immediately have a positive connection to the company. It doesn't go into the detail nor history of the brand but instead entertains. But subtley, the care in crafting that particular style of animation seeps into us too. It's refreshing and inspiring to see.
Crafted. Digital. Passion. Unique.
The words they use in the voiceover align with the visuals to underline both in our brains.
(Sailor) hats off to those in charge at Ashley House for being brave enough to NOT do the obvious.
It's a shame on a mobile browser we just see the video without the immersive experience we get on desktop. But the way such things are evolving it's surely only a matter of time until it'll work there as well. The mobile experience is still good, it just doesn't absorb you in quite the same way.
Why a boat? Well they're based in Exmouth, which is on a river, near the sea... so the whole 'welcome on board' and 'plain sailing' metaphor connects nicely in their area.
Why a fox? Well, clearly the penguin was too busy working already.
Here's to thinking differently.
Samaritans - 360° Storytelling
Check out the new immersive 360 video from charity Samaritans. The use of video and audio drives home their message of 'listening'.
The Samaritans have launched a new campaign called 'We Listen'.
Check out their 360° video and you'll soon discover their message.
That 'listening' is very different to 'hearing'.
360° video isn't just used as a gimmick. It serves a real storytelling purpose.
The combination of allowing the viewer to be distracted visually, moving the camera to see others in the cafe, along with the distraction of all the other conversations and sounds of the room is brilliantly done. For the best effect, I'd suggest listening with headphones.
If the video doesn't load above, try watching it on their YouTube channel
(or the YouTube app on mobile devices).
It's short. It feels authentic (far from glossy). It strikes home the point on two levels.
If we need someone to listen to us ,Samaritans are there for us... but also, it kicks us as humans to remember that when someone's talking to us we really should be 'present' for them, to actually listen.
There's only one thing I'd suggest though: the text at the end is very hard to read. It's too small with those contrasting colours. Always worth bearing those things in mind when we create videos, how big will the player be, can people clearly catch your call to action.
I love this effective use of 360° video. Not for the sake of it, but as a key part of the message.
You can find out more about this Samaritans campaign, including the poster reach in conjunction with the UK's rail network here.
