Marketing Do or Don’t: Live Video

It’s no secret that the current social media landscape can be a confusing world for brands to navigate. Its ever-changing nature can make creating effective marketing strategies difficult – one minute Facebook reigns supreme, the next it’s Instagram. Not only are the platforms constantly filtering through, but consistent upgrades and new added features can prove to be less user-friendly than developers hope they would. Take for example the Instagram feed; developers changed it from chronological order to a seemingly more tailored experience for each individual user. This resulted in major backlash as many found their posts were not being seen by their followers, ultimately forcing users to shift focus to Instagram stories rather than traditional posting.

Another feature recently introduced on multiple platforms that has brands confused is live video. It is now possible to create live streams on Facebook, Twitter and Instagram, allowing audiences to see what you are doing in real time. But, as with nearly all new social media features, many brands begin to experiment without concrete strategy, which can result in lost time and effectiveness. So, is live video right for your marketing plan, and if so, how do you execute it effectively? Here are a few ways to get started:

Know your audience

This should be a first step in any marketing strategy – live video or not. In order to effectively communicate with your audience, you have to know who they are. What platforms do they use? When are they most engaging? What kind of content do they respond to best? It wouldn’t make any sense to do a ‘behind-the-scenes’ type of video on Facebook live if your audience are consistently sending you questions through Instagram direct messaging – try a live Q&A on Instagram instead. It’s important to do the preliminary research to understand what your current (and desired) audiences are looking for – demographic research will go a long way here.

Consider your industry

When developing a plan to execute a marketing strategy, consider what it is you want to communicate with your audiences. If you’re planning on sharing valuable industry information, consider whether you want to be a thought leader or if you want to keep trade secrets, well, secret. Is a behind-the-scenes look into your brand’s operations going to make for an enticing or boring video? Be brutally honest with yourself and think about live video content from a consumer’s perspective – what is it you’d want to know?

Be prepared to improvise

The nature of live video is exactly that – live. It’s meant to be in the moment and real, meaning there’s no room for rigid, scripted content. That’s not to say there isn’t a place for this produced content, it would just be better suited as a post. If you’ve decided to use live video as part of your marketing strategy, use it as a tool to give audiences an inside scoop into your brand, whether that be answering live questions or giving an in-the-moment sneak peek into specific operations. The beauty of live video is the authenticity is gives brands, making them more relatable – take this time to truly connect.

Look, live videos are tricky. Not only do you need to consider all of the above, but you also need to have insight into what time of day and week your audiences is most active on social media to be able to time it correctly. A live video won’t be effective if no one tunes in. Luckily, our marketing expertise will not only help you identify is live video is right for your brand, but also the best course of action for executing that plan. Get in touch with us today and we’ll help you navigate the world of live video.

Building your Business with Video

The popularity of video marketing is soaring, and for good reason. Thanks to mobile devices, virtually everyone has access to online content at all times, and videos have a way of grabbing attention. Research groups like Forbes, Adweek, Google, Cisco and comScore all have similar stats on video consumption and the numbers speak volumes:

  • 80% of all internet traffic will be driven by video in 2018
  • 75% of executives say they watch a business video at least once a week
  • 90% of online shoppers say that product videos help them make purchasing decisions
  • 45% of Facebook users watch more than an hour of video each week
  • Websites are 53% more likely to come up on a Google search if they have video content

If you don’t have a corporate video (or your existing one is out of date) now’s the time to start filming. But just like any other marketing endeavor, corporate videos need forethought and planning to be most effective. Before you get the camera rolling, here are a few things to consider:

  1. 1. Who’s Your Audience? No matter how great your product or service is, it’s not for everybody. Be very clear about who you’re talking to, what they want and need from you, and figure out what you need to say to appeal to them. Video is a great way to motivate people to taking the next step – investigate further or hire you for a job then and there, so be sure you’re speaking your target audience’s language. You want to make them believe that what you’re offering is something they can’t do without.
  2. Hire a Pro. Sure you can create a video with your smart phone, and maybe your receptionist’s nephew really is a decent amateur cameraman, but is that going to be enough to create a great looking video? No, of course it isn’t. There’s a lot more to video production than hitting the record button and yelling action!, and only an experienced producer can bring it all together in a way that makes you look like the professional you are. Script writing, lighting, editing, creative concepts – video production is a highly nuanced artform, and if you hire a subcalibre videographer, you’re going to end up with a video that makes you and your business look bad. Production value matters.
  3. Tell a Compelling Story. Video is innately memorable, but it becomes even more impactful when the message you’re conveying makes an emotional connection with the viewer. What is the unique story you and only you can tell? Has your business or product helped to change someone’s life or work for the better? What drives you as a company? Think about how you can showcase your organization’s heart and soul and get it on camera. People engage with companies and products that mean something to them, so the more meaningful you can be to your audience, the better.
  4. Show – Don’t Tell. The biggest advantage of video is that it allows you to demonstrate things in a visual way. Nothing is more boring than watching a talking head, so make a point of actively showing whatever it is your selling. Action on video is engaging and helps create that important emotional connection you want to have with your audience.

But be forewarned – video does not come cheap, and is not the kind of initiative you should try and cut corners (or budgets) when creating. However, the investment is well worth it, as a professionally produced video can help you grab the attention of your customers, and ultimately, increase revenues.

Check out some of the videos we’ve created for our clients here.

Channeling the Power of Video

In an ever-changing digital landscape, video content marketing is quickly becoming one of, if not the most effective ways to engage consumers. Thanks to the prevalence of social media apps which integrate video technology and big investments from digital powerhouses, video is now at the forefront of leading content and marketing strategies. As attention spans decrease, video is largely the most compelling way to catch your customer’s attention, and hold it. Video shouldn’t be an afterthought, but should rather play a dominant role in your content marketing plan. Here’s a look at some of the top reasons why video reigns supreme.

The presence of video does wonders for your SEO; according to Comscore, adding a video to your website can increase the chance of a front-page Google result by 53 times.  Video also provides more opportunities to optimize your content. Unlike blogs, which yields minimal user-data, video feedback   loops measure click-through rates, number of times watched and drop-off points. Equipped with these invaluable insights, content creators can then optimize future video posts according to what resonates best with your target audience. Further, your audience is more likely to engage with video, resulting in higher retention rates. In fact, 65% of viewers watch more than ¾ of a video, making video one of the more effective ways to communicate valuable information.

Video is also a great way to supplement product information, from digital spec sheets to product reviews. Animoto’s research says that 96% of consumers find videos helpful when they are making purchase decisions online. Moreover, 58% of them consider companies that produce videos to be more trustworthy. Studies show that using the word “video” in the subject line of an email can increase open rates by 19%, click-through rates by 65% and reduce un-subscribers by 26%. According to Twitter, unsurprisingly, videos and photos get the most retweets. This is likely because video creates a more powerful emotional connection than pure text. It’s this emotional connection that is paramount. The most successful content marketers design campaigns that create an emotional connection with consumers.

Here are some of our favourite video marketing campaigns. Notice how they all succeed in creating an emotional connection, create a compelling narrative and manage to keep our attention from start to finish.

1. Purina – Puppyhood

2. Dove – Beauty On Your Own Terms 

3. GoPro – Fireman Saves Kitten

4. Android – Friends Furever 

5. American Greetings – World’s Toughest Job