Video Marketing is changing the way we communicate with each other!
I have heard over and over again that Video Marketing is changing the way we do business, and I have to agree. Over the last few months I have noticed the evolution of Video Marketing and the impact it is having on the way we consume information.
Take for instance the new Facebook Celeb – Candace Payne. This lady is rocking the net right now! She randomly put together a video on her Facebook Live feed and this video – The Chewbaca Mask Lady is easily the fastest growing video on the web. Over 153 MILLION hits in just a short week.
But there’s more to the story. If you have watched the video, you will recognize that Candace mentions Kohl’s in the video.
Kohl’s within 24 hours sold out of all Chewbaca Masks that were in the video across the United States. I would venture to guess that that was the LARGEST bump in sales for an isolated product that was relatively unknown.
Creatively – Kohl’s knocked it out of the park when they came back with Star Wars memorabilia for each member of the family along with $2500 in gift cards to their store as well as a bunch of points to use in the store just in time for school. They videoed giving this to Candace and yet again the video was watched over 20 Million times.
The response was incredible! Numerous comments on Social Media – Facebook specifically stating – “I guess I need to revisit shopping at Kohl’s.” “Great job Kohl’s, I need to go shop there more often.”
Keep in mind that normal Marketing for a company like Kohl’s could be well over $60k for one month. For a small $5k they received better response than anything else they had been doing.
Well done Kohl’s, well done!
Not to mention Facebook invited Candace to come down to Facebook headquarters! Spent the day there with Mark and the crew! They treated her with royalty!
The list continues – Good Morning America, Fox News, Local Stations… She’s a new celeb. For the pure joy she spreads to the world! Pure joy!
“It’s the simple things people… The simple things.” – Candace Payne
So you might be wondering… What in the world does this have to do with Video Marketing?
I often get asked… How do I know what to do, or what I can share, or how to create the right type of content so people will watch?
Unlike the video Candace put out, it is extremely rare that videos go viral, comparatively speaking…. However, video marketing is becoming the new phenomena.
Well then you might
A few of my favorite points in this infographic.
- Online videos now account for 50% of all mobile traffic.
- 65% of viewers watch more than 3/4 of a video.
- 78% of people watch videos every week – 55% percent of people watch them everyday.
- By 2017 experts predict that video will take up 79% of the internet.
- 69% of sales, marketing and business professionals have used video for their business.
With these compelling statistics how can I refute the fact that Video Marketing is HOT!
I had a chance recently to sit down with a friend of mine – Video Marketing Expert
Here is the interview – in video format of course!
A few key points I want to share with you regarding Video Marketing from an expert in the field and this interview Taylor Galbraith.
The number one takeaway I received from this interview was this… It doesn’t matter how great your equipment is, how great you look, or how awesome you backdrop is. The most important thing in creating your video for marketing is the content. And this can all happen before you ever turn on the camera.
I’m now going to share the 5 Keys to Creating Quality Video for your Video Marketing efforts!
Key #1 – Pre-plan the Content
1. So… First thing I’d suggest you do is spend a few hours to make your first film on paper. Write down the story line of what you want to get across to your audience.
Imagine a producer for a $32 Million movie that didn’t put together a plan for his movie… just went out and started filming with the story still up in the air, script not locked down, having no sets built, locations not scouted and locked down, no crew for the various technical aspects needed, no actors to play the roles… the resulting “film” would not be that great.
The more time you spend in pre-production, the better. So what does pre-production look like?
- Who is your customer demographic? – The more clear you are with your demographic, the better your video will resonate with your customer. What motivates them, why did they click on your video…?
- What is your brand voice? How will you speak in your video to resonate with that target audience? Is it professional, funny, educational, inspirational. The same thing said in 2 different tones can make a big difference.
- Map out your story… it doesn’t have to be complicated. Just get the order of things your customers will get the most value from out on paper.
Notice I didn’t say “the order of things you want to say”.
That’s because it’s human nature to ALWAYS wants to say EVERYTHING about your products. But most of those things are things your customer doesn’t care about, and you’ll lose them (and therefore their money, too).
So make sure the things YOU want to talk about align with things your customers care about and need to know.
This is quite possibly the most important stage, yet it’s the one part of making video that no one seems to understand or wants to deal with. But that brings me to my next point…
Key #2 – Keep It Simple Stupid
2. Keep the number of concepts you want to cover in your marketing videos to ONE thing wherever possible. ONE will help your customers understand clearly what it is you want them to know, do, or get from the content, and they’ll walk away form the experience with much better understanding.
Ask yourself the most important thing that your audience needs to know and care about most. What do they need to know, before making the decision you want them to make?
I find way too often that people have a tendency to try to cover too many things all at the same time! As my baseball coach used to say… Keep It Simple Stupid! (KISS)
Key #3- Network with the Right People – Video Marketers
3. You now have your plan of attack, you have your content in place… What’s next? Network… Network? Yep, that’s right. Network with the right people! Find people in your niche that are doing what you’d like to do and figure out what they are doing that is working and what is not working. Connect with people who are successful.
People always forget this step! Find people, connect with people, learn from people. Jim Rohn once said, “Success Leaves Clues”. So follow those who are already in the Video Marketing world.
Key #4- Shoot What You’ll Use
4. Shoot what you know you’ll use. I know this can be somewhat difficult, but recognize that you may end up spending so much time if you are shooting extra content. I’ve heard of or seen a lot of people shoot 50, 60, or 80 hours of content for a simple, short video. Shooting extra content makes the editing process more difficult. If you did pre-production well, you will know exactly what your film will look like, so you can just shoot what you will use.
Key #5 – Test your Message
5. Last but certainly not least is to test your message. All to often I find people who put content out in the marketplace and then never pay attention to it again. As a matter of fact, I am probably guilty of that as well sometimes. Test, test, test, test. Split Test… Make sure your messaging is ringing well to your audience.
I know creating content can be extremely difficult at times, but if you’re not doing anything with video marketing you will never know if is works.
So get started. Test it out.. and then come back and report what your results are.