By 2018, it is predicted that 79% of the web will be video. I’m sure you have noticed the dramatic changes to content, social media, and the web in general. How can marketers stay ahead of the game? I rounded up 15 rockstar marketers to answer the following question:
“As a marketer, what to you is the most effective way to leverage the power of video and why?”
The question asked was somewhat broad, but It gave these experts some freedom in their answers. At the end of the answers, I will give a brief summary of my personal takeaways from the roundup.
A great way to leverage the power of video without spending too many extra calories is to record things happen as they occur “naturally”. Is your CEO presenting at a company meeting? Record it. Your top sales person is doing a customer demo? Record it. Your head of marketing is giving a talk somewhere? Get permission, and record it.
Life is full of opportunities to capture video content, and often, this natural “non-staged” content is the best material to work with.
Joanna Wiebe – Founder of AirStory – @
I love video for anything that is better shown and demonstrated than described on the page. So when I want people to understand how to use my app Airstory, I set up a Google Hangout and show them – and that’s actually been amazing for turning lookie-lous into active users. And when I’m teaching at Copy Hackers, there are times when a great number of steps to understand a concept or practice – like Amazon review mining – lends itself better to video than to text.
I’m not quick to jump on new technology until its value becomes apparent to me, so I don’t use Periscope or Snapchat at this point in my marketing. Google Hangouts on Air and Wistia are the core technologies I look to when I’m using video to demo and teach.
Bryan Eisenberg – Founder, CMO Ideal Spot – @
My favorite example of using video has to be the way Warby Parker leverages it for customer service. Their social media team started shooting videos of themselves answering questions, uploading the videos to YouTube and replying to customer’s tweets with a link to the video. They found that customer service tweets that included a video were retweeted 65 times more frequently than other tweets from the company. Plus all those videos made great content that was now indexed and found on YouTube and Google.
Lately, I’m in love with Periscope, as I can take quick videos and not have to worry about editing or post-production. All I need to do is just get my information out there and engage with my audience. That being said I do the same thing with customer questions as well as product demos. Instead of creating 1 professional designed demo I’m a fan of doing ad hoc ones that are more tailored to the customers needs. It not only create a better user experience but the person on the other end is more engaged. At the end of the day, I optimize for engagement.
Follow Sujan on Periscope! http://www.perisearch.net/user/sujanpatel
Kim Clinkunbroomer – Partner, EVP of Paid Search @ Philly Marketing Labs | Google AdWords Top Contributor – @
As a Paid Search Professional, I leverage video for a variety of efforts on behalf of our Clients, but Video Remarketing is one of my favorites. It can sometimes be difficult to convey a message and persuade people to act through text and static imagery alone. If we were not successful in obtaining a conversion for our clients the first time around I love to follow up on that lost opportunity by presenting our message again via Remarketing, but this time through compelling video. I find that video brings things to life, is more persuasive, more effective at tapping into people’s senses and sends the message home. It is seen, heard, and can sway emotions and ultimately decisions. Video marketing continues to grow in popularity. Couple that with ever evolving device technology and in my opinion video proves itself a major contender as a marketing opportunity.
“The most effective way to use the power of video is the same as any content marketing type: make sure it provides a quality answer to an important customer question, make sure it is interesting, and make sure it highlights some emotion and personality. Video is a really great way to provide deep utility (Wistia is a great example of this), to make people laugh (Tim Washer is doing amazing work with video at Cisco) or to evoke emotion (P&G’s “Like A Girl“).”
I’ve experienced that the explainer videos promoted through Facebook works really well. We had done a campaign for one of our clients in the past where client’s business model was a little tricky so we worked with our client to create an explainer video and had promoted it through Facebook as well as through blog posts. But Facebook promotions resulted into tremendous response and we did fairly well with blog posts too.
Ryan Hanley – VP of Marketing at Trusted Choice and creator of The Content Warfare Podcast – @
“Video enables a level of humanity and authenticity unlike any other form of content. Because of this, we must be careful to match message, medium and market to the goal we’re efforting to achieve. As an example, take one of my new favorite tools, Blab creates amazing personal touch points with clients and audience, but would most likely be horrible as a landing page conversion tool (where an animated explainer video or produced talking head video might fit perfectly).”
Mike Street – Senior Digital Marking and Social Media for Burrell Communications –@
“Video is everywhere! As a business own you have ZERO excuses for not having a video strategy. Your mobile phone or tablet can do it all. Most recently, I managed social media for a huge conference in Orlando, Fl. and we used Periscope, Instagram Video, Facebook video, and Twitter video, to keep attendees updated on the conference, job opportunities from vendors, and so much more. Our video engagement rates out performed all other types of conference media. So seriously think about what value you can bring to your audience through video, and how you can leverage it in real-time.”
Andy Crestodina – Co-founder of Orbit Media – @
The power of video is primarily the power to build trust. It is typically much more effective at increasing conversions rates, rather than driving traffic. These are some of the most powerful videos and tips on where to put them:
- Your Value Proposition Video …on the home page
- Your Story Video …on the about page
- Your Testimonial Videos …everywhere
Each of these videos will boost your conversion rate. They’re a key piece the lead generation process. If you want to use video to drive traffic, try putting a clickable video thumbnail (with the little triangle “play” button) in an email, then watch your stats. This email will likely have a higher clickthrough rate, driving more traffic, than your typical email call-to-action.
The biggest potential with video is to reach new audiences through a viral hit – remember ‘Dollar Shave Club” from a couple of years ago. But it’s only ‘potential’, not a ‘sure-fire’ hit… there aren’t so many examples that have been so effective for launching a new service since ‘creating a viral video’ is no guarantee you will get ROI. So, for me the most powerful type of video is a short, engaging Explainer video that explains a product or service in a category that’s not well understood, so your audience is more likely to convert than if they are just reading plain text and bullets. We’ve tested this on Smart Insights and for us it definitely helped conversion. Using a service like Google Content Experiments it’s easy to test to see the type of video that works best for you – perhaps a video from the CEO or a customer explaining a service could work better than a cartoon based explainer. Remember you don’t have to create the ultimate high-fidelity video to test what will work. You can test a lo-fi version before investing more a more quality production.
The most effective way to leverage the power of video is to create a compelling story that you can repurpose into a variety of different formats of video. For example, developing a long-form video of three to five minutes to live on YouTube, then develop a 30 second trailer from that video and sharing as a Facebook video, Twitter video or an even shorter version for sharing on Instagram. The point is to utilize the unique feature sets and audiences that a few social channels provide access to in order to generate the visibility you’re looking for with your use of video.
Jeff Domansky – Head of PR Coach – @
- Always tell great stories. Forget talking about yourself.
- Share your video on many social channels and repurpose your video content in other forms such as blog posts, how-to articles, Slideshare, etc.
- Create opportunities for users to generate and share their own content on your platforms.
Joe Pulizzi – Founder of the Content Marketing Institute – @
Video works when we target an underserved informational niche, to a targeted audience, with a consistent, relevant message. Almost no one does this. The video celebrities that have made it big consistently produce amazing, helpful and entertaining information over a long period of time. This is what the greatest media companies of all time have done, and it continues to work. Simply put – build an audience with your video over time. Then measure the difference between your subscribers and nonsubscribers. Do they buy more, stay longer as customers, market on behalf of your business?
Will Critchlow – CEO of Distilled –@
Tactically, I’m a huge fan of using video for things like conversion rate improvements, and engaging content in all kinds of forms.
In a bigger strategic sense, I think there are two really important trends:
The importance of video on platforms you don’t control. Unlike a lot of content that is well-suited to direct response / moving people through the purchase funnel, video can be exceptional for brand-building. The key insight about brand-building content is that much of it is distributed outside your owned channels. I love Buzzfeed’s philosophy on this that looks to distribute their content far and wide (and yes, that includes SnapChat / Periscope / whatever comes next). By building a strategy that aligns with wide distribution, it suddenly becomes easier to see how it makes sense to create content for these emerging platforms
The YouTube remarketing announcement buried in the recent AdWords update is a huge step forward, and creates the possibility of both building affordable brand affinity (by remarketing to people who have seen your brand once) and conversion-oriented content
I’m very bullish on video, and the opportunities for online brand building as a whole. You might find my deck on the future of TV helpful in this context as well.
Here are my takeaways from this roundup.
1. Live video
This doesn’t need to be live streamed or something on Periscope but rather video that is based on something real. Why would you stage a video on your company’s vision when your CEO is talking on that next week?
Here is an example of a video from Hubspot’s Instagram. It is a great example of this natural, unstaged video we heard about from the experts above.
"Overhead smash!" The @hubspot courtyard features cool breezes, tables for group lunches, benches for doing work and a world famous @spikeball court. Here is an action shot of @the_real_big_ern unleashing a #federer smash on @dr_dunfee & some other HubSpotters. Still bummed Roger lost on Sunday night, by the way…double tap if you're on #teamfederer… #spikeball #spikeballislife #power #grace #sports #athleticism
2. Try Video at different parts of the funnel
Video improves engagement, but it has different benefits in different places. Don’t be afraid to feature video in other spots (about page, newsletter, even customer support).
I recommend this article below for some actionable tips for implementing video in your marketing:
3. Video Retargeting
Did your lead bounce off the page without converting? Video retargeting seems to be a best practice to re-engage with users who didn’t make it through on text alone.
Here is a helpful post from Search Engine Land on Youtube Retargeting:
Big thanks to all the Marketers who participated in this roundup!
Latest posts by John Stokman (see all)
- How 15 Rockstar Marketers Use Video - October 13, 2015
- “I’m Samantha O’Hagan and here’s why I use ilos” - October 7, 2015
- The “How-To” Search revolution and what it means for your SaaS - September 28, 2015