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Posts from the ‘VIdeo’ Category

MarketingProfs – The State of Content and Influencer Marketing [Infographic]

 

 

 

April 20, 2017

By Laura Forer

As content and influencer marketing continue to become staples of the marketing repertoire, marketers must continually determine how to best use influencer content for brands.

Marketers lean toward using influencers for “snackable” and visually consumed content, like infographics, animated imagery, and short videos, an infographic by Izea explains.

But working with an influencer involves more than just asking him or her to put out useful content to promote your brand. Influencers must be credible and respected for the content to be effective to their audiences.

See Full Story and Infographic: http://ow.ly/HnFA30b1STu

 

MarketingProfs – [Infographic] Consumer’ Mobile Video Viewing Habits

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June 29, 2015

By Ayaz Nanji

More than one-third (36%) of smartphone video viewers say they watch long-form video (five minutes or longer) daily or more frequently, according to a recent report from the Interactive Advertising Bureau and On Device Research.

The report was based on data from a survey of 4,800 consumers in 24 countries who own a smartphone and watch videos on it.

Some 58% of respondents say they watch short videos (under 5 minutes) daily or more frequently.

Other key findings from the report include:

  • 35% of respondents report watching more video on their smartphone compared with last year; this percentage is even higher in the US (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the UK (40%).
  • 53% of respondents say they often or sometimes watch mobile video while watching TV.
  • 48% of respondents only or mostly use mobile apps to watch video on their smartphone.
  • 68% of respondents share the videos they watch on their smartphones; 42% say social media is a way they often find the videos they watch on their smartphone.

Check out the infographic below for more insights:Screen Shot 2015-06-25 at 6.35.40 PM

 

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See Full Story and Infographic: http://ow.ly/OOFC1

Buffer – The Quick-and-Simple Guide to Getting Started With Video Content

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June 9, 2015

By Matt Aunger

If you find yourself intimidated by the concept of creating video content, you’re not alone.

Every minute of the day, YouTube users alone upload 72 hours of new video content, not to mention uploads to Facebook, Vimeo, Daily Motion or Wistia.

With all that noise, making your video stand outincreasing engagement and finding ways to add value is a mammoth task; which makes doing it right even sweeter.

Fortunately, there are tons of great blueprints for creating valuable, meaningful video content.

I’ve taken a closer look at some of these strategies and have condensed the advice here, in a “delightfully short” guide to adding value with your video content. I’ve included the latest research on video content, the best expert tips, and some great examples of video content done right. If you’ve got any more tips or examples of great brand videos, I’d love to hear them in the comments.

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The Stats Behind Valuable Video Content

At first glance, taking on the challenge of adding video to your content marketing mix might seem enormous to say the least.

So why would you want to take on such a mammoth task?

  1. Video generates 3x as many monthly visitors to a website as other content
  2. Visitors spend 88% more time on a website that includes video
  3. Organic traffic from search engines increases by 157% with video
  4. Consumers are 46% more likely to seek information about a product or service after seeing in an online video
  5. Consumers are 85% more likely to buy after watching a product video
  6. Consumers have 52% more confidence in their online purchase with video

Online video presents a huge opportunity for you to add tremendous value to your brand, whether you overall goal is increasing conversions, improving brand confidence or simply to show you care.

With the advent of social streaming platforms such as Meerkat and Periscope, and in a world where the majority of marketers already have some way of recording HD video and access to easy-to-use editing software, it’s clear that no matter your budget or ability, you can create valuable video content.

The 5-Step Process to Creating Video Content

I’ve gone through some of the best user guides to making engaging video, and I’ve highlighted a few of the key steps that experts are suggesting you consider when creating video content.

Here is a quick rundown of my five steps toward more valuable video:

  1. Listen and understand your audience
  2. Align with your brand goals
  3. Create the content and make it resonate
  4. Share. Share. Share again!
  5. Measure. Analyse. Understand.

1. Listen and understand your audience

First things first, before brainstorming video ideas or choosing the right video tools or thinking about which cameras to buy, you’ll need to find out:

What does your audience want to see?

Making the effort to understand what your audience wants can add a huge amount of value to your video.

Before settling on an idea for your video, spend some time getting to know your audience, looking at what they want to know about your brand and what they are talking about in the industry.

Earlier in the year, Kevan’s post covered some really useful tools that can help you understand and get to know your audience. With that list in mind, here are a few ideas of where to begin with listening:

  1. Social media conversations, questions, and replies
  2. Surveys sent to your users, subscribers or followers
  3. Frequently asked questions from your support inbox
  4. A Twitter hashtag search of something meaningful to your brand
  5. Popular question headlines in a BuzzSumo search of your brand’s keywords

2. Align with your brand goals

Once you’ve identified a topic for video content that you think your audience would enjoy, the next consideration is you and your brand.

Does your video idea fit with your brand’s goals?

After you’ve taken time to understand your audience, Katherine Hipwell of Red Bee Media suggests looking toward your brand goals and seeing how these align with the needs of the audience.

What is a brand’s objective? What is the audience interested in? And how can this be done in real time?

Here’s a neat Venn diagram that touches on the intersection of these three key questions. Aim for video content that can answer “Yes” to all three questions.

venndiagram-800x400-1If it becomes a struggle to align brand objectives with audience wants and needs, consider shelving the idea for the time being.

It is a tough thing to do, but will help you focus on the most valuable ideas for both the brand and audience.

See Full Story: http://ow.ly/O2DwB

Hootsuite – What 20,000 Tweets Taught Us About Twitter Images 

Hootsuite logo

 

 

 

May 25, 2015

By Evan Lepage

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Scroll through your Twitter feed. Which messages catch your eye? The ones with great images, right?

Every Tweet that you send without an attached image is a missed opportunity. But simply throwing an image on every Tweet isn’t enough anymore. If you’re trying to separate yourself from the noise, choosing the right image is essential.

Of course, just as there are a number of factors which make certain images more effective than others on social media, the success of a Tweet is based on even greater number of factors: the composition of your audience, the substance and quality of your content, the Tweet copy and the images. All of these factors are important—you can’t rely on one and hope it will compensate for the others.

For this reason, it’s vital that you learn what works for you by testing all of these factors individually and analyzing the results. We do this every day, and breaking down the performance of thousands of Tweets has allowed us to hone in on Twitter images specifically.

Here are 5 good and 5 bad Twitter images and what they taught us about choosing visuals for Tweets.

Lessons from 5 good Twitter images

Words within images—A killer combination

The old cliche ‘an image is worth 1,000 words’ seems very poignant when you’re limited to 140 characters. However, when your image is placed in a stream with 1,000 other images, that value might not be so obvious to your followers. On Twitter, we may need to update that expression to “an image with words is worth 1,000 clicks.”

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This may come as a surprise to some, but Twitter images that combine text with photos or design are actually quite powerful for two main reasons.

First, words force a user to slow down their scrolling, to take an extra second or two to look at your Tweet. This is exactly what you want, since those extra few seconds of attention are far more likely to lead to social media engagement or a click on your link. If you can make a person stop scrolling, your Twitter image has done its job. The above image isn’t particularly appealing from an aesthetic standpoint, but people stopped to read the text in each level of the pyramid and because they stopped many of them ended up on our blog. In addition to the over 180 retweets and 120 favorites, the url within that Tweet was clicked 1,274 times—significantly above our average click-through.

The second reason images with words are so powerful is that words add context. When you’re so limited by space, you might want to have a great image that isn’t necessarily explained by the Tweet copy or vice versa. By including text within the image, you get to add context so that your Tweet copy can be self-sustaining. This saves you precious characters and allows you to focus on making both the text and the images as strong as they can be.

Get things moving—Use gifs

When people are scrolling through their Twitter feeds, how long do you think you have to capture their attention? Five seconds? Three seconds? One second? Your image needs to pack a serious punch in that very short time span, which is what makes gifs such an effective tool on Twitter.

Regardless of how you pronounce them, gifs are a powerful visual tool because of their short duration and how they stand-out an otherwise largely static page. Gifs don’t autoplay on Twitter, but that big play symbol has proven to be tempting enough to stop people in their tracks. We’ve found that gifs increase our engagements on Tweets, specifically the number of people who share and retweet our messages. The following Tweet was retweeted and favorited over 80 times respectively, and drew over 760 link clicks.

We created the above gif ourselves, which is great for businesses that have the resources. Unfortunately many businesses don’t have the resources or know-how, so a gif database like giphy.com is worth bookmarking. You can find a gif for almost any situation or context. Generally gifs lean towards the humorous, as well, which is a positive since people respond to humor on social media.

Of course, you shouldn’t be using gifs for every post, and maybe not even every day. Use them sparingly, only when they really fit the content, and they’ll come as a surprise and a treat to your followers.

Image cliches are cliches because they work

When someone makes a joke about social media and images, it probably involves a cute animal, a meal or a sunset. These images do make up a large part of what you’ll see on social media, so you should avoid them right? The opposite is true. They are cliches for a reason: because people love them. People love looking at food and cute animals. They love laughing at the same memes over and over again. If you use images that fall into these categories, you’re probably going to increase your engagement. It works for us.

In the social media and tech worlds, a desk shot—often an overhead image of a laptop on a pretty wooden surface—has become pretty cliched. And we absolutely use this style of image on Twitter, to great success.

See full story: http://ow.ly/Ngo6n

 

 

Marketing Profs – 2015 Will Be the Year of Video Marketing

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December 19, 2014

By Tyler Lassard

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“Show the readers everything, tell them nothing.”
—Ernest Hemingway

Show, don’t tell. That is the simplest yet most powerful lesson a storyteller can learn. As marketers put more emphasis on content that tells a story, we need to remember that old writing adage—even though it’s much easier said than done.

Fortunately, today’s marketers are using video to put the emphasis on showing. Video is the perfect format for quickly grabbing busy audiences’ attention. It enables strong storytelling in a short but memorable format that viewers can enjoy—and marketers can measure.

Grabbing the attention of potential customers is more important than ever in a world where buyers do most of their own research online before ever contacting a vendor. We have to cut through the noise and engage our prospects with content that entertains, inspires, and educates them about what we do and who we are, including the culture of our companies.

Facts tell, but stories sell, as they say. There is no better medium than video for storytelling.

Up until recently, most marketers have used video sparingly as a way to enhance their website, but very few have invested in it strategically as a way to improve the results of marketing and sales programs. That’s about to change.

Here’s what to expect from video marketing in 2015.

1. The play button will take center stage as the most compelling call to action on the Web

How do we know that audiences prefer video content over other formats? We have the data to prove it. Survey after survey supports it.

Some 65% of viewers watch more than three-quarters of a given video, according to Invodo. Any content marketer would be thrilled with that kind of readership for a piece of text. Moreover, more than 70% of marketing professionals report that video converts better than any other medium.

Video content is becoming a surefire way to increase click-through rates and digital conversions, and marketers are starting to take notice.

Simply put, the play button has become as the most compelling call to action on the Web.

2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.

2. Video analytics and attribution will take the lead

Data-driven marketing is all the rage, and new marketing technologies have made it possible to track the digital interactions of online audiences and measure the performance of marketing programs. This trend will continue in 2015 as marketers look to extract greater insights from their marketing systems to improve results.

As video becomes a more prominent part of the marketing mix, video analytics will become extremely important—and extremely valuable.

Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.

The days of view counts being the ultimate measure of success will soon be gone, replaced by an understanding of who is watching each video asset and how video is actually contributing to marketing and sales goals.

See Full Story: http://ow.ly/G4clB