Monthly Archives: July 2013

Basics of video marketing

How to take advantage of video marketing

The proliferation of affordable high-quality digital cameras, either separately or as part of smartphones, laptops or tablets, has made video marketing, once reserved for large companies, affordable to small businesses and individual entrepreneurs. For those just entering the world of video production, however, it can seem difficult to know where to begin. What does a good marketing video need, and how should it be organised and distributed?

One classic model of a successful marketing video divides the video into three stages. The first, and perhaps the most important, is the question. A video can’t simply exist in a vacuum. Potential customers have to have a reason to search for it and click on it. Short of hitting on some viral marketing masterpiece, the simplest way to do this is to ask a question people are likely to want to know the answer to.

One way to find out the questions people are asking is simply to talk to the intended audience: questions could be solicited through a blog, through discussions with existing customers or in conversation at trade shows or other events. However, it’s also possible to use tools provided by Google to identify common searches. By looking for searches within their areas of expertise, would-be video marketers can identify subject likely to appeal to viewers.

The topic of the video, then, should address how to perform a certain task or solve a certain problem. The next step is to answer the question. This part of the video has to fulfil two goals: not only does it have to answer the question in a way that’s helpful for the viewer, it has to do so in a way that demonstrates the creator’s expertise in the subject. By creating value for the viewer, the video begins to build a community in which both business and customer are participants.

The last part of any successful marketing video is known as the call to action. The call to action links the video to some further action on the part of the potential customer. This may be purchasing a product, but it doesn’t have to be. It could be as simple as getting the viewer to visit the advertiser’s website, follow the creator on social media or watch more videos. Relationship building can be a slow process, but it can also be more valuable than any single sale.

The call to action should be the very last part of the video. It often takes the form of a link to the creator’s website, promising more of the fun and helpful content that the viewer has just enjoyed.

Although these three key points form the basis of any successful marketing video, many first-time video creators worry about production values. However, while steady camera work, clear lighting and persuasive delivery are all important, they are not as vital to the success of a video as many people seem to believe. The personality of the creator and the directness and intimacy of a video can go a long way toward offsetting any technical problems with the video. It’s important that the creator demonstrate expertise in his or her field, not expertise at creating marketing videos. Technical proficiency will come with experience.

Once these three basic building blocks of video marketing are understood, creators can begin to add the personal touches that make for distinctive and memorable videos. The question, the answer and the call to action aren’t the only things that go into a successful video, but they are the basics without which a marketing video can struggle to find and successfully engage an audience.

Here at Stormnet Media we specialise in helping businesses take advantage of video marketing. If you’d like to boost business leads and revenue then please contact us today on 01527 910050 or use our contact form.

Video Production for Vine

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Why you should consider Vine for distributing video content

Since its arrival for iOS in January 2013, Vine has quickly become the most popular mobile video app on the market, with versions available for both iOS and Android and a Windows phone version in the works as well. Vine doesn’t have many bells and whistles, but it’s simple and easy to use. For Twitter users, it has one huge advantage: studies show that Vine videos are far more likely to be retweeted than others — four times as likely, according to a study by Unruly Media.

Since Vine only permits six-second video clips, it may seem that it doesn’t have much application for video marketing. In fact, however, even six-second clips can be very important marketing tools, and several companies have made extensive use of Vine in their online marketing campaigns. The principles behind video production for Vine are just like those behind any other viral video, only more so.

As with any marketing video, the key to a good marketing Vine is clarity and simplicity. Each video needs to clearly communicate one idea; a complex message is unlikely to come across in only six seconds. This has several implications for video marketing.

First, it means that Vine is a great boon to companies with a physical product to sell. A six-second Vine can show a product from all angles in a way that a photograph can’t, and is more likely to be retweeted than a YouTube or similar video. It’s also a great way to show the product at work.

One unique way to do this is using Vine’s interface to create stop-motion animation. Vine records only when the user is pressing the screen. When the user’s finger is off the screen, however, the video doesn’t end, but simply waits for the user to press it again. As a result, Vine is one of the simplest tools for stop-motion animation in the world of video production. Several companies have turned products into the stars of their own videos using stop-motion animation.

The second similarity between Vine and ordinary video marketing is that videos need an artistic or comedic element that will make them stand out. Unless the product itself is visually arresting in some way, the video needs an easily-graspable visual hook. Bear in mind that not all viewers will have audio switched on, so it’s better to produce something that doesn’t need a spoken explanation to be understood.

Like other marketing videos, six-second Vines often serve as teasers for another product — perhaps a full-length article for a longer video, while a Vine can even serve as a teaser for an ordinary explainer video. Short Vine videos can also act as links to contests, giveaways or other tools to draw users to your main site.

Lastly, Vines have a very short life cycle, even compared to other types of viral video. If you’re going to make Vine a central part of your marketing strategy, you’ll have to produce them steadily, not just once. Produce them regularly and you’ll build recognition as a company whose Vines are worth watching out for.

Just like other forms of viral video, then, Vine has its own strengths and weaknesses. Its simplicity, versatility and simple integration with Twitter make it easy to learn and use, and the fact that the app is free means that production costs are kept to a minimum. It’s easy to experiment with Vine production until you find the presentation that suits your product and your potential customers perfectly.

If you’d like to get an awesome and creative video for use on Vine to promote your business and boost profits then speak to your video production experts at Stormnet. Call us on 01527 910050 or contact us using our form.