Do We Have to be on Camera? Why People are the MOST Important Part!

Human brains are hardwired to recognize faces. When a video has a person talking in it, customers are more likely to connect with the video. When the audience can see the human behind the voice, they are more likely to trust what you are telling them. Speech is perceived by more than just auditory cues, we take in visual ones as well.

As a species, we are hardwired to be judgmental. Many people do not trust the information they read online. A study done in 2009 found that rather than trusting the people with the most expertise in a subject, people are more likely to trust those they believe have their best interests at heart. Psychologists at Princeton discovered that in only a tenth of a second, we form impressions of strangers from their faces alone, and our brain then responds based on how trustworthy we find their face to be.

In video, it is important to note that just having a trust worthy looking person is not going to make your audience listen to the message presented in your video. Remember, speech perception relies on both visual and auditory cues. The combination of both a great speech and a trustworthy face, among other things, is what will make your video the most compelling.

So, how can you get people to want to listen to your video? There are a few items that are critical to building the trust you deserve. First, you must be authentic. Be you. Don’t try to be someone you are not. If you look, sound, or feel uncomfortable, it will show, and many viewers will see, hear, and feel it. Second, demonstrate your integrity by showing us how much you believe in what you are saying. Again, if you come across as fake or phony, it will show. A good analogy is a dog’s behavior when certain people walk into the room. Some people are deathly afraid of dogs and the dog can sense it immediately. We humans have learned to do something similar…to sniff out false and bogus people. Some are better at it than others are, but we all have this ability. Third, people don’t care how much you know, they want to know how much you care. If you are genuine in caring about your viewer, they will sense it and feel a higher level of comfort in listening to you speak. Finally, speak the truth. Don’t sugarcoat or exaggerate…these all come across counter to the previous three and will completely destroy your credibility.

This can be applied to all parts of speaking, but with video, you need to be aware of more than just your speech. Your background shouldn’t distract from your message. You are what they should be paying attention to, not the bookshelf of what’s happening outside the window behind you. Add text to the screen to help reinforce what you are saying. It also focuses the viewer on what you are saying and subtly tells them, “This is important!” Have confidence and be positive while on camera and use transitions when speaking. It helps the viewer follow along when you say things like, “Now that I’ve covered XYZ, let’s move on to ABC.” This transition tells the viewer where you are and what to expect next. Sound like English class all over again? Good! It should.

Having just a trustworthy face is not enough to make people want to listen to your video; however, neither is just having a good speech. If you take the time to focus on all aspects of your video, including what’s in the background, what you’re wearing, and even the music that is playing, your video will have a much better chance of being listened to and acted upon. You want to connect to your audience, so give them what they need. Comfort, trust, integrity.

As always, we coach clients how to perform better on camera during our shoots. When we have someone who is struggling on camera, we do our best to help him or her relax and speak clearly. After all, you know the subject matter, just talk as if you’re talking to a friend. We’ll do the rest! Let us know when you’re ready to get started.

 

Source: Wistia Blog. (2017). Why Videos Featuring Humans are Easier to Trust. Retrieved from: https://wistia.com/blog/make-trustworthy-videos-with-humans on September 28, 2017. 

Product Videos: How Much Can They Really Impact Marketing?

Product videos have become an essential aspect to any marketing strategy. Videos appear in 70% of the top 100 search results, and viewers are at least 50% more likely to buy a product after watching a video for it. The business community is learning the importance of this for their marketing…and they are getting smarter and more creative to boot.  The best part, this leads to more interesting ads for consumers to watch. Not a bad thing!

Online video is so popular because people would much rather watch a video about a product than read about it…and video manages to span every demographic. Even if someone can’t read, they can still get the information a company wants to give them from a video.

Companies that normally only sell parts are posting how-to videos to their websites to attract customers, and to show them how to use the parts that they have bought. Here’s the cool part, people who start watching these types of video tend to stay on the site a little longer (maybe to the end of the video). Goole likes that. This tell Google that people are interested in the stuff on this website and therefore gives that site a bit more ‘search engine juice.’  Add to that, the ability to share the video to multiple social media sites further increases the reach, and the affect of a marketing video.

You should know, however, simply uploading a video to a company’s website or YouTube channel doesn’t always work. Increasingly, creative companies are making their videos interactive, so that customers can click on something in the video that takes them to a corresponding web page. This is usually done on YouTube to bring the viewer to their site.  Some companies are even using Facebook Live to capture potential client’s attention.  It’s critical that any of the services you use work on mobile devices as well, since many customers do most of their ad viewing on their cell phones or tablets.

One of the important things we do when making video is to incorporate the needs and wants of the client in the video. Novel idea, right? So many production companies try to bulldoze their way to create the video they want, but why can’t we just create what the clients wants? That’s our philosophy. When the client gets to add their needs into the video, they’re more likely to share it and show it off! That’s good for us…and good for them. Does it convert to product sales? Many times it does. When the video does a great job of highlighting why someone needs the product and clearly explains the result of using the product, more units will sell.

With product videos, placement is the key. Our clients currently place their videos on endcaps in retailers nationwide in order to catch prospective buyers in the moment of buying. When using video online, the best part is that one can now customize who sees the video based on their location, demographic, and recent purchases or items they’ve viewed online. This increases sales because the type of individual who might need the product will see the video, making it a relevant item to them. To simplify, doing this makes their videos more relevant to the people who live in an area, fit a demographic and have already researched similar items. That’s effective!

Key Takeaway: Remember when considering making a marketing video for a product: Hire a professional! They are there for a reason. Local video production companies are the best for this. They know the area well and how to maximize locations, spaces, and how to show off your product in just the right manner. They should show the product from several angles while highlighting the product’s best features! You might even try to include people who know a lot about the product, such as current customers.

Video marketing is fast becoming an essential tool to a good marketing campaign. Take advantage of it now, before any competition does!

Video Length: It Depends on What You Measure

Video shoot with lights and camera

Some research has shown that there is a direct and consistent relationship between how long an ad is viewable and the increases in brand consideration and awareness. So the question is; how long should an ad be? Is the attention span of the potential customer shrinking down to nothing, or is it still possible to get them to willingly watch a longer ad?

For brands who are mainly focused on awareness, the shorter ad format may prove more effective and efficient than a longer video. With a shorter video, the brand stays top of mind. They are good for raising awareness and for creating signals that influence more frequent searches.

However, with the use of more complex stories it is possible to create a more meaningful connection to the brand that is being advertised. For a brand that wishes to move beyond simple awareness or to make a deeper connection with their consumer base, a longer story may be necessary.

The most important thing a brand can do is measure and compare their results to their critical overall business goal. Is ad recall or brand favorability more important? With shorter videos, customers typically show greater ad recall, whereas with longer videos there is less ad recall but more brand favorability. Whichever is more important to your brand should dictate elements of length.

If using a longer video format, it is important to state the brand early enough in the video that the customer will see it before, and if, they decide to skip the video. Generally, only a quarter of customers who view longer ads make it all the way through to the end, even for the most compelling ads. It is important to create a story that weaves the brand throughout the ad, instead of just popping up a logo in the beginning of the video. Oddly enough, just showing the logo generally reduces the view through rate of the ad.

With all of these things to consider, it is important to remember that a great story can still grab today’s audience, even with that pesky skip button beckoning to be pressed. The pressure that the skip button presents may push companies into believing that everything has to be faster, faster, faster, but that may not be true. Shorter ads may actually lessen the attention given to the company, while longer ads take the time to connect with the viewer, and possibly even change their minds.

Deciding on video length is important based on many factors, and not only those listed above. If you want to get into a more length discussion, give us a call.

 

Don’t Think You Need to Invest In Video? Time and Again We Help Businesses Avoid These Mistakes!

kid frustrated by mistake

How is it that in 2017 video is absolutely crushing the other forms of media…and some still refuse to use it? I know, I know…Crazy right? I’m sure you’re not doing thinking these things…but just in case, let’s go through a few reasons why it’s time to invest in that website video.

  • Missing Out on Loyalty. First off, your customers love you, right? Right. We know this because of studies like this that tell us the probability of selling to an existing customer is somewhere between 60% to 70% (HelpScout)…which is so much higher than the 5% to 10% chance of selling to a brand new customer. Since your existing customers love you, why wouldn’t you give them a reason to tell others? Some clients like to create videos that are educational and entertaining…making them shareable. By posting a video, you allow your existing customers the ability to share your greatness… just remember, you don’t want to sell in this video, you’re showing your greatness a different way: giving information that’s useful.
  • Forgetting to Remove Confusion! What if you sell a product or service that is a bit more complicated? What if your product or service could easily be explained with a short video versus text? Most people are too lazy to read any more. So much so, I’m a bit surprised you’re reading this! Most people would prefer to click the video than read text. Give them something to watch! Here are couple of examples:

MicroPop

Tone-Y-Bands

 

  • Losing the SEO Game. If people are searching for you online, will they find you on Google? Google OWNS YouTube and loves video. You’ve probably already started to notice the video search results that sometimes pop up when you search for how to do something. For example, if you were to search “How do I unclog a dishwasher?” You’ll notice that the top non paid search result is a video. Hmmm. Makes you think a little, doesn’t it? What questions need answers that your potential (or existing) customers might be searching for? While video isn’t the only answer to SEO, it’s certainly a powerful one!
  • Conversion is Too Low. What’s your conversion rate? If you sell products, a video helps the viewer decide whether to buy the product. In fact, StacksandStacks.com, “an e-retailer of home storage and organizational products said that when a consumer views a product video, that consumer is 144% more likely to add that product to her cart than a consumer who watches no video”  That’s astounding!  Even our own clients have told us that their products sell out faster and need to be replenished more often when the product is displayed with a video running next to it in stores. And, if we go back to our previous point, if consumers are on a website viewing a video, they’re on the site longer…leading to better SEO. Google seems to love it when people stay on a website longer. We think it’s because Google algorithms say, “Hey, people arrive here and stay here….this site must be good!”
  • Inconsistent Training. Have you hired a new employee? When you do, do you spend hours teaching them all that boring stuff you have to go through? Here’s an opportunity to have your new employee watch something that is more engaging and useful. An on-boarding or training video will help a new employee learn about the culture of the business and review all important points in a consistent way…and you can be sure that every new employee hears and sees the same information presented in the same way. Consistency! One of the keys to Human Resources!

If any of these items helped you make the next step toward creating a video for your business, great! If you’re not sure what your next step is, that’s ok…just fill out the form to the right. We can answer any questions you have and point you in the right direction. Even if you don’t use us, we hope this helped.

 

 

Source:
Photo Source: Pixabay.com
2017, April 19. Convince and Convert website.  http://www.convinceandconvert.com/content-marketing/you-need-to-invest-in-video/

Six More Questions You Should Ask a Video Production Company BEFORE Hiring Them

Video production can feel like a huge undertaking. It shouldn’t be and it won’t be if you hire the right video production company. Before you hire a company, you should know the answers to some basic questions. Each question will garner an answer that will help you determine if they are a good fit or if you need to keep searching. Here are the six questions to ask before deciding on whom to hire:

1. Can you show me some of your work? When shooting a corporate video, for a website or for TV, seeing samples is the first thing you should ask to see. During this process, the video production company should show samples from their portfolio. While you view their work, you should be thinking about their quality of work, their style, and their level of skill.

2. Do you shoot and edit something nice or do you shoot to a specific script? While most video professionals will plan the shoot out ahead of time, many do not. This question is to determine whether they are good producers, shooters, or editors. What you want is all three…whether in one person or in a couple of people. Some video pros are very good at shooting the video, but struggle to get the edit completed on time and to your liking. Other video pros are very good at editing, but miss big opportunities during the shoot to tell your story. The key is the plan before the shoot. This is what will usually make or break a project…and when we usually get calls to fix.

3. What can derail this project? This is a great question to find out what problems may arise during the course of your project. The answer you get might be a bit vague, but may lead to follow up questions. One of the biggest items that derail projects for us is change in scope…or scope creep. Any change in script after a shoot can severely change the scope. Remember, the script is the plan. Change the plan and you change a lot! There are several things that can derail a project: script changes, change of actors (or person on camera), change of shoot locations, adding of shoot locations, change of messaging…and the list goes on.

4. When has a production gone over budget? This question is meant to trick the video production company. The answer is: it shouldn’t go over budget. Keep in mind, if you have a very small budget, the video pro may not be able to do everything you want; however, the video pro should offer some insightful suggestions to get it closer to your budget. Budget should be a factor, but not the deciding factor. If the shoot is not planned and executed poorly, the final video will most likely not meet your expectations…wasting your money. A larger budget doesn’t always mean better video…but smaller budgets might. Here are some factors that can increase a budget: length of the shoot, including professional talent, professional narration, special music (non royalty free).

5. Can you do what you say you can do? Because creative work is subjective, their answer is something you need to consider. What you think is creative may be mundane to another. Be very clear about your expectations. If you have a vision for your video, your video producer should be able to clearly see your vision and describe some details about how they’ll pull it off. Sometimes it comes down to having the right equipment for what you want in your video. Sometimes it is how the story is told. If you feel the video producer understands what you’re after, you should be fine…now it comes down to whether the quality matches your expectations. This is where you should be evaluating their work. Quality means having the proper sound equipment, the proper lighting, the proper framing, and an attention to detail (such as the background) can all make an impact on the final product. Look at the samples to determine if they have what it takes.

6. Have you ever missed a deadline? What happened and why? If your project is on a time constraint, ask this question. If it isn’t and time isn’t an issue, you may consider skipping this question. We get calls (a lot) where we’ve heard, “They (their video production company) has been working on this project and edit for 6 months, and I’m fed up waiting for them to finish. Can you help us?” Six months may the right amount of time for some projects, but for some of the calls we get, six months is completely inappropriate. Several problems can come up during a video project. Believe it or not, one of which may be the producer, the client, the shoot, too much work to complete in a short amount of time. A good producer can to tell you how long the project should last and when you can expect completion. Keep in mind, even the best producer can miss a deadline in his or her life, but this should be very rare. If they say they have missed a deadline, find out how often it happens. This should be a good start to picking a good video production company. Listening to the answers to these questions should lead to closer to a decision about the level of work they can do and identify some problems that may come up. If you need help or have any questions, please feel free to reach out to us. We can answer any questions you have, even if we are not your video production company. We are here to help.

Want a few more questions? Check out Top 5 Questions to Ask a Video Production Company Before Hiring Them.

Storyboard or Script?

Which is better? Does it matter?

While we don’t get this question often, it’s a valid question. A more likely question we get sometimes is, “Can we create a storyboard so we can see what the plan is?” The answer is usually yes, but there are times it doesn’t make sense. First let’s start with what a storyboard is versus what a script will do.

Storyboard

A storyboard is developed to show a client pictorially what may be shown on screen. These usually work well when we do product videos, especially when the finished video will need to be approved by a third party. Third parties to a product video might be QVC or the Home Shopping Network. Usually when one wants to create a product video to be featured on one of these channels, it’s a good idea to make sure the video matches their specifications and needs. It becomes costly to re-shoot or re-edit a video simply because it wasn’t approved prior to shooting. For instance the video below required a storyboard so it could be approved by management and shown to the retailer. The retailer had some input as to how it featured certain components that might help the product sell faster in their stores. They know their customers, so get them to help!

Here’s the video:

Here’s the storyboard that went with it:

Scripting

So now that we’ve discussed storyboarding, let’s shift over to scripting. Scripting is when we take what you do, how you do it, and/or why you do it and convert that into a spoken script that highlights the points your video needs to create. Spoken script can be you (or someone you designate from your business) on camera reading from a TelePrompTer, or it can be professional voice over. We have hundreds of professional voice over options to choose from and several languages. It’s important to choose which voice best represents your business. We can help with that as well.

One question that comes up when dealing with a script is, “Who should write the script?” Our recommendation is most frequently that we should write the script. We say this because we know how close you are to your business and sometimes we find people close to the work have a hard time formulating the correct message for the audience. For example, we’ve had some clients take a stab at their script only to include industry jargon and technical information that their target audience didn’t care about. What the target audience needed to know was, can you do what I expect of you, on time, and on budget? Those were the questions that needed to be answered, not the technical stuff. Sometimes the client is best suited to write the script, but most times, we can boil down the problem-solution for you making it less stressful during the shoot. Keep in mind, no matter what, the client has the last say in the script!

Here’s an example of a script for another product:

The concept is, tell the story, give someone the reason to buy your product or service. You’ll also notice that there are two columns in this script: a description of what you’ll see on the screen and the actual spoken words. This was a relatively straightforward script, but you get the picture. Here’s the finished video:


Wanna buy a Tator Gator now? We did!

If you have any questions about your video project, feel free to give us a call. We’re happy to help! Follow us on Twitter, Like us on Facebook.

Top 5 Questions To Ask a Video Production Company Before You Hire

When it comes to deciding which video production company is the best choice for your idea or project, there are several key questions to keep in mind. There are most likely a thousand questions you might have about video and the company you’re about to hire. We find that these are some of the good questions we’ve received over the past several years…and thought you’d like to know. Even if you don’t hire us, these would be good questions to have in your back pocket. Here they are (hint, number 5 is the most important):

  1. How long has the company been in the industry?  This question has a few meanings. Are you asking about longevity of the company or the people creating the video? How much experience? A good production company should be able to distinguish the two by also asking you a few questions. Sometimes hiring a company with 20 years of experience is important and sometimes this give you outdated ideas and concepts. It’s important you know what you’re looking for in this question. If you were to ask us about experience, you’d know that Jenn has many years of experience working in the video field. She’s worked at television stations and video production companies and started Plum in 2009 when she realized it was the time to do so.
  2. Are they creative?  Tough question because that’s a subjective question. What is creative to you may not be creative at all to us or to someone else. Here’s how you get past that. Find out if they are they able to provide examples of videos that took a dry subject and made it interesting? This is the sign of a strong creative. Ask them to tell you the story about how they created the idea and improved the story.
  3. What types of videos does the company produce?  Start with what you’re looking for. What type of video do you want? Interviews? Testimonials? Tours? Property? The list goes on. Once you know, ask them to show you some examples.  When you ask, keep in mind if you’re looking for a custom made video or a similar video to one they’ve already created. There are subtle differences and they should be able to distinguish between the two.
  4. What are some of the companies they have previously worked with?  Again, this begs a few questions. Are you looking to learn about what sectors they can operate in or are you looking for a fresh outside approach to marketing in your sector? If you’re looking for a company that specializes in your sector and wish to have a video that looks like everyone else in your sector, make sure you communicate that up front. If you’re looking for a fresh look that only someone on the outside would be able to create, communicate that up front…and for the same reason. You don’t have time to waste if the video production company doesn’t fit the requirements.
  5. What are some of the companies they have worked with previously? Same question, different reason for the question. You might be looking at this question and thinking, “No, I want to know what companies they’ve worked with…can they work with us?”  Also a good question. If you’re a larger company, concerns come up  like, can they be flexible, can they meet our deadlines, can they convert our message to an effective video, do they have the capability to meet our branding guidelines…and a bunch of other concerns. Have those questions ready when you start your interview.
  6. Bonus Question? How quickly can my video be completed?  Often there are specific deadlines that need to be met. Communicating that early is important because if they can’t meet your timeline, you’re wasting your time. Can a video be completed in a week or two months? That depends. It depends on the complexity of the project and a good video production company will be able to communicate with you a realistic and an aggressive timeline that you can work with. They should be able to tell you pretty quickly a general timeline and what is required to hit it. We’ve scripted, shot, and edited videos in a variety of timelines, including 6 days to 5 months, but each had requirements of the client and Plum to hit those deadlines. We find this to be the most important question one can ask when interviewing a video production company.

Need help picking a video production company? Call us. We can help. You might think we’ll just tell you to use us, but we won’t. If we’re not a good fit, that’s good to know…you’ll have just ruled out another company…we can certainly point you in the right direction.

How Should I Measure Video Success

Contrary to popular belief, when it comes to determining the success of a video, views aren’t everything. Crazy right? It’s true, there are other contributing factors to consider such as: getting and setting the right key performance indicators, what are your overall marketing goals, and what is the best way to track progress on a brand’s unique goal. Here are a few examples of how others are measuring success when it comes to video posts. The first step is to determine what the primary marketing goal is for the campaign. Typically, companies want their video advertising campaigns to increase awareness, consideration, and ultimately influence their online or offline sales. When trying to market to a target audience, consumers typically fall into one of three categories:

  1. “I’m ready to make a purchase,” or “I’m ready to give you a call to discuss;” or
  2. “I’m not very familiar with your product, but I’d like to learn more;” or
  3. “I’m undecided as to what to do…should I call you (or purchase online) or should I move on?”

The trick is to know where your target audience is when they connect with you. Viewing their actions can solve this. Set up a digital funnel and use video to help them. Could you walk them through a series of steps via the initial video? Or should you set up a series of videos that tells them what to do at each step? Only you can make that decision.

Next, what are the indicators for each marketing goal? For example, if your goal is to raise Awareness, the number of views, impressions, and unique users are important. You might also consider how well your marketing increased awareness and how well people can remember the ad they viewed afterward. Each indicator, if measured properly, will help you determine if the video/ad was effective. This is an important initial step because it demonstrates the impression your business is portraying or is begin perceived via it’s marketing efforts.

If Consideration is the measurement, then the indicators to measure are: view-through rates, watch times, favorability lifts, consideration lifts, and brand interest lifts. All these measurements illustrate how the brand is being perceived when viewing (positively or negatively).

Finally, the third measurement is Action. What happens after or during the view? Here are some measurements to consider: clicks, calls, signups, sales, and purchase intent lifts. When looking at these measurements through the lens of video, you must consider all brand marketing activities because video is typically not a standalone item that drives a sale. For example, many people will receive a mailer, see an ad in a flyer, visit the website, and view the video. The individual may or may not recognize that the video helped them make the sale or if it was something else they saw along the way.

Measuring the success of video is a little tricky…but we like to think that the number of views, frequency of views (same person seeing the same video), watch time, favorability lift and clicks/action taken to contact are typically sufficient items to measure to begin. If we can help you with this in any way, please don’t hesitate to ask!

 

Source: https://www.thinkwithgoogle.com/articles/how-identify-right-kpis-online-video.html

4 Tips to Maximize Your Fundraising Efforts

Video is fast becoming the most useful tool in getting your message out. We feel that people have moved from, “Let’s try video,” to “We have to have video.” It has become a mainstream medium and nonprofits and for-profit organizations alike. How do you maximize your efforts (hint: this works for both nonprofits and non-profits)? Waaaaay back in 2014, a study about trends in fundraising technology described the profile of a successful fundraiser. Here they are:

  • 3+ Software Management Tools
  • 5+ Communication Channels
  • 3+ Web-Based Tactics
  • 3+ Payment Acceptance Methods
  • Online Donation Acceptance
  • Contributions Management Software Usage
  • Video Content Sharing, and
  • Blogging.

Most nonprofits do some of these, but most do not do all. One that we feel nonprofits are missing is the use of video.

  1. Tell The Story. Tell it Vividly. Fundraising is tough. You have to find the likely contributors, deepen the relationships with current supporters, stand out from other nonprofits…and among all of that, find new, creative ways for fundraising. The story you must tell, however, is your unique story. The story of your success and the awesome work that your organization does. Video will ultimately do this and provide the viewers with content they can relate to, share, and improve the awareness about your organization’s efforts.
  2. Please Share! It’s interesting, people like to share stuff. We don’t know if it’s because we were taught to share when we were kids or if we just think something is so cool and awesome that we want to be the first of our friends to show it off… What we do know is that people share. This is where a strong video makes all the difference. It must show the viewer your story and end with some form of call to action…It can be a “Call Us” or a “Donate Now.”
  3. Short is Sweet. With the advent of Facebook, Twitter, Snapchat, Vine, etc., people only have a short amount of time to determine if they want to continue watching. It’s also important to remember that most viewers now watch video (from the services above) on their smart phone or tablets. They want quick videos to get the message and move on.
  4. Front-load the Message. Adweek’s article about Video Trends suggests front loading the message. No one wants to watch a 30-second video commercial on their iPhone (but most will on their computer when researching you)…so if you’re creating a short message for social media purposes, front load the message. Let them move on if they’re not interested. They aren’t your type of customer.

We hope these suggestions help you maximize your fundraising efforts and bring in even more dollars. We suggest that if you are a nonprofit, follow the links above to do the research on what you might be able to improve. We’re always looking for ways to improve, so we hope you don’t mind us sharing!  

Source: HandCrank Films, 2015, http://handcrankfilms.com/5-tips-to-improve-fundraising/

5 Reasons To Include Video in Your Marketing Plan & Strategy

Why Video? Why Is Video Important?

Most businesses have a business plan and a portion of it usually includes some form of a marketing strategy. If you’re like most, you’ve seen a lot of people starting to incorporate video into their marketing strategy, but you might wonder why. If you’re wondering this, you’ve come to the right place.

  1. Social Media Loves Video. Social media is most likely a portion of your marketing plan, but adding video can make it even better. By adding video, you create engaging content. Your fans will stay on your page longer because they’re watching your video (this is the same reason you should have video on your website, by the way). But, just because you have a video doesn’t mean you should only post it on social media. Consider the type of social media you’re posting it to, for example: a Twitter video post should be short; a Facebook video post must not contain certain elements and might be 15 to 30 seconds; and, a LinkedIn video might include a different message than either of the other two.
  2. Make Your ‘Call to Action’ Come Alive. Any marketing effort requires a call to action…unless you’re Apple (and even they are subtly calling you to action). Because video is rather passive (push play and watch), it’s important to include a call to action…if not a couple of them. Need an idea of what a good call to action looks like? Check out some of our Non-Profit Videos. It’s important to have a call to action that is subtle enough to not annoy, yet actionable to not be missed.
  3. Your Fans & Your Viewers Want It. Video is just more effective. There are several studies that have stated that product videos have a significant increase in sales when accompanied with a sales informational video (Kissmetrics, Wingify, and Video Brewery). More importantly, think about yourself. When faced with a page full of words versus a video of the same message, which would you prefer? Makes you wonder why we wrote this and didn’t record a video about this right? We have our reasons.
  4. Analysis. Video inherently contains analytics if placed correctly. Using YouTube, Vimeo, Wistia, or even Facebook, you can see how many people watched your video, where they came from to arrive at your video, and even, in some cases, how long they watched. Depending on where you place your video, tools to analyze your video engagement might even include learning when most people stopped watching. This can be very helpful. What if they fell off because they went to the “Donate” or “Buy” page? You’d want to know what was happening in the video at that very second, right?
  5. Respect. We believe that video has become the new business card. We may be pushing the thought envelope here, but think about the transition from, if you’re in business, you must have a business card…to, you must have a website…to, you must have a website that is mobile friendly…to, you must have a video on that website. Your prospective clients want to know who you are and what you stand for before they call you. In fact, most people who take action and call us have already reviewed our videos on our website and even checked out a blog post or two. This is just part of the research.

These are 5 reasons why we think including video in your marketing plan/strategy is important. If you have other reasons, we’d love to hear them… Oh yeah, and we didn’t event include SEO as a reason to include video. Google owns YouTube and loves it when you post a video to their video site…you get extra bonus points in SEO when you have a well-tagged, well-placed video on YouTube.