Video Marketing

What’s Next for Livestreaming in 2017?

With Facebook Live truly kicking livestreaming into an everyday habit for many consumers, media professionals are wondering what’s next? After all, the technology has been around for years. It was only in 2016 that it was being used on a personal level. Below are some of our predictions:   Multi-camera broadcasting New tools will make it easier to network multiple smartphones for live broadcasts, making possible not just new kinds of programming, but transforming the news business.   The ability to nimbly stream an event from multiple perspectives, and switch between them, will take live video to another level of power and immersiveness.   Brands go big on their own terms The chance to connect directly and compellingly with consumers attracted more and more smart brands in 2016, particularly as their traditional audiences on pay TV, radio and print continued to erode. In 2017, brands will still spend plenty on those traditional platforms, but they’ll increasingly turn to live online video to reach customers directly.   More kinds of branded live experiences At Brandlive (my employer) and elsewhere, we’ve already seen significant investments by big brands such as Walmart and Nike’s Air Jordans, which added live video to their broader…

3 Things to Remember Before Filming a Company Profile

A Company Profile video is one of the first pieces of media we suggest to new clients. It’s important because it gives a face of the company to prospective customers that will be researching it before they make a purchase. Taking a moment to humanize a brand is especially helpful in a modern era of digitization. In a guest post for Inc, Fan Bi – CEO of Blank Label – offers a few tips for gearing up to create a Company Profile video. Gather a Diverse Group of Collaborators If you really want to open the floodgates of creativity for your video, bring a group of people with different backgrounds and sensibilities together, and let them bounce ideas off each other. Don’t confine your team to the traditionally “creatively-focused” departments of your organizations, such as marketing and communications.   Frame Your Video Around Music Some film critics like to say that overrated directors rely too heavily on the score and soundtrack of their movies to do the emotional heavy lifting. Since you aren’t a world-class filmmaker or gunning for an Oscar, this critique doesn’t necessarily apply to you.   Don’t Do It Halfway Your audience can detect a half-hearted video…

4 Tips for 2017 Video Content Marketing

Knowing how to maximize your content marketing strategy is like finding the fountain of youth. Implementing those elements into your strategy make all the difference. Molly Reynolds over at Inc. breaks down four key tips to make sure you are implementing in your search of video marketing best practices, of which we’ve included an excerpt here: Identify Your True Audience In order for your content to resonate, you need to put it in front of your true audience. Not the folks who are the right age or “type” – the folks who are already talking about your subject matter.   Invite Your Audience on the Journey Shows like The Voice and Project Runway have been so popular because the audience becomes invested in the artist’s journey and feels as though they had something to do with their success. This tactic works. Use it.   Create a Distinct Voice Authenticity has become a must – and yes, you can probably blame millennials for that. Because of the sheer amount of content we are served and how much we choose to consume, we can all spot BS from a mile away. As a content marketer, it is more important than ever to…

Statistics that Say You Need to Focus on Video Marketing in 2017 [Infographic]

Over at HubSpot they like to identify good content resources for marketers to use and share, and this time they found a great one. This graphic comes from HighQ, a software collaboration company that works with a number of Professional Services industries. Here’s what HubSpot had to say: 2016 saw a surge in the popularity of video as a content marketing format. From 360-degree videos to Facebook Live, marketers are responding to audiences’ shorter attention spans by making content more interactive and visual — and it’s paying off.   Video is growing to dominate your audience’s online activity: 78% of people watch videos online every week, and 55% watch videos online every day. If you don’t already have a video marketing strategy in place for your website and social media, you’re missing a tremendous opportunity to reach and engage with your audience.   HighQ created the following infographic that illustrates why 2017 will be the year of video marketing. Learn about just how many videos are watched on social media every day (hint: it’s a lot) and how other marketers are using video to achieve their goals.   If these statistics shock you, or if you think you need to jump…

Fixes for Your Online Video Marketing Strategy From Google BrandLab

Happy New Year! A new year of business and a new year of marketing has now commenced. Kim Larson, Global Director at Google BrandLab, breaks down how breaking of New Years resolutions inspired her to analyze how marketers fail to break down their media campaign metrics properly. Instead she offers a few tips: #1: Measure progress with the right metric Body weight. Body mass index. Body fat percentage. There’s a whole body of metrics we use to measure our bodies. It’s strange to me, then, when marketers measure their body of work in online video based on just one metric: views.   Views may be the proverbial public scorecard, but they’re not always the best way to track progress against a brand’s unique goals. Last year, we broke out how your brand goal (e.g., awareness or consideration) can help you land on a more relevant metric or KPI than just “views” #2: Start with short-term solutions If your resolution is to run seven miles without stopping, but right now you can barely run seven blocks, your first goal out of the gate isn’t a seven-minute mile. Instead, successful resolutions start with realistic, short-term goals and solutions. First, you walk a mile.…

20 Statistics To Validate Boosting Your Video Marketing Budget in 2017

Budgets for Video Marketing are constantly in flux due to the decrease in equipment costs and efficiencies of production, but increase in amount of content that’s necessary to beat through the competition. Gordon Tredgold has pieced together a list of twenty fantastic statistics that provide a small sampling of why budgets should continue to rise for this content marketing segment. Here are 20 additional reasons why you should make you rethink your video marketing plans for 2017. By 2019 Video will represent over 80% of all Internet traffic says a new study from Cisco, and for the US it will be over 85%. According to a report published by Forrester, including video in an email leads to a whopping 200-300% increase in click-through rate. Unbounce reports that including video on a landing page can increase conversion by 80%. YouTube reports mobile video consumption rises 100% every year. 90% of user say that seeing a video about a product is helpful in the decision process. 65% of executives visit the marketer’s website, and 39% call a vendor after viewing a video according to Forbes. Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.…

Rules for Better Video Marketing

We love video marketing best practices. It makes the rest of the process so much simpler when everyone is on the same page. Over at Convince&Convert, Tyler Lessard put together a great list of three key rules to follow. Video Marketing Maturity Means Getting More Strategic It’s pretty commonplace for companies to use YouTube or Vimeo as a starting point to host and stream online video. It makes sense; the platforms are entrenched in our daily lives and offer a hefty B2C audience. However, Forrester points out that from a marketing perspective it’s insufficient to only use these non-commercial platforms that offer limited visibility into the performance of your content and no integration with your other marketing and sales tools, such as marketing automation and CRM. When the goals of marketing and sales teams are lead generation and conversions, you need more control over the playback experience and the right tools to help you identify and convert your viewers. Put simply, there needs to be a clear plan for video to strategically align with the classic sales funnel.   Integrations Are More Important Than You Think Part of the aforementioned strategic approach requires integration between your existing video platforms and assets,…

Using Video to Become a Content Marketing Genius

There are marketing companies, ad agencies, digital media firms, and then there is HubSpot. The term “Inbound Marketing” was one that they coined, and boy has it ever minted them dividends. Both the concept of Inbound Marketing and the associated marketing capabilities that the efficiency of that practice provide tens of thousands of businesses around the world with unparalleled success. One of the users and subsequent proponents of HubSpot is Jeremy Goldman, CEO of Firebrand Group, and he took some time to break down how he is leveraging HubSpot’s initiatives into video for his business. #1: Be Where Your Audience Is. It’s important for a brand to look relevant and authentic, but more than that, it’s important to be where your audience is, and reach them in the ways they want to interacted with. Sometimes that might be via Facebook live streams, for other consumers, it might be short-form Snapchat programing. Your customers are going far beyond TV to get their information, so it makes sense to have an ongoing dialogue with your audience to figure out how and where they consume video content.   #2: Embrace a “Video is Core” Mentality. As someone who came to HubSpot from the…

5 Methods for Using Personalized Video in Marketing Campaigns

One of the recent trends that’s popped up is the use of personalized video. We are all starting to see this with Facebook anniversary, year end, or holiday videos, so what’s the big fuss? Well, there’s something to be said for a personal message from someone. That’s why handwritten notes always carry more weight than an email. It’s a matter of leveraging that personal touch, but applying it across a wide range of customers through multimedia conent publishing. 1. Customize your content marketing You created an awesome white paper or report as part of your content marketing strategy — great! Get the most bang for your content buck by using a personalized video in the emails that you use to promote it or on the registration landing page. The video could be a quick clip describing what prospects will learn in the report, and it could be personalized with “This report is the property of _____” at the top (like the fancy analyst reports) or a stamp on the report cover saying, “Prepared especially for ______.”   2. Enhance your event promotion Whether you’re hosting an exclusive executive luncheon or inviting your entire list to your user conference, personalized video can…

How Videos Create Amazing Brand Awareness

It would be fair to assess a particular bias here towards videos being the king of content, which also happens to be king. Nevertheless it’s important to understand why the success of video marketing exists. It’s actually rather human, after all, as we love storytelling. One of our favorite “escapes” is either into a multiplex to see the next great blockbuster film, or binge watching reruns on Netflix. That’s only one component, but the reason we find for why it sticks so well. Lets You Tell a Story Storytelling lays the foundation of your brand’s marketing efforts. It allows you to reach out and connect with customers by telling and showing them who you are and what your brand is all about.   Using videos, you can convey your personality and create a memorable impression on your audience–how you choose to portray your company and the story behind it is how customers will position it in their mind.   Improves Search Engine Performance Video ranks higher in online searches with 62% of Google universal searches including video. This means more people will be exposed to your video than they would be to any article.   Most time, when individuals search…

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