“Hello, my name is Mr. Important the CEO of Important Products… but the true important person is you!”
Uh wrong… Can you believe this guy?
He has officially lost us within the first line.
Code #282: If you want your audience to believe your product is important… focus on them and their needs, not on yourself.
This code is very important when creating successful content.
Don’t be Mr. Important.
“My Dad is cooler than yours!”
“Na uh, my Dad could beat up your Dad!”
“No way, my Dad can run faster than any one earth!”
“Oh yeah! My Dad is so strong that he can lift up a car!”
“Hey, Hey, that’s enough from you two…”
Do you remember when you were a little kid arguing about why one thing was better than another? It would go on and on, and after a while, the argument was no longer of benefit…it was just an argument for arguments sake.
This same problem often happens in our brand messaging. We want to prove every reason why our product is superior, but cramming every reason into your messaging loses the simplicity, and your target audience will get disinterested. Couple that with the long amount of time it takes to create that messaging, you are not only losing their attention, but you are rarely creating content.
How do we remedy this conundrum?
If it’s easy to understand, it will stick with your audience. The next step is to keep creating and releasing that simplified content on a consistent basis. Once a week, two or three times a week. Whatever your goal is, if you have simple, easy to understand content, that is consistently getting in front of your audience, then you are going to have far greater success with your product.
Now how about a Simple Recap?
LONG-OVER-COMPLICATED MESSAGING + RARELY RELEASED CONTENT = BAD
SIMPLE MESSAGING + CONSISTENT CONTENT = GOOD
Got it!? Now give Ydraw a call. When you work with us, we’ll help you simplify your brand messaging, and start you on our system for releasing consistent content.
You did it!! You’re ready to start making your video.
So what’s next? The Ydraw process has stood the test of time in creating awesome videos, so don’t worry, you’re in great hands. There are 3 steps to our process: The scripting and scene plan phase, art phase, and production phase.
Here are some tips and trips and to make the overall process smooth and enjoyable.
SCRIPTING AND SCENE PLAN PHASE
During this time you’ll work with a creative director to nail down your script and scene plan. We like to think of these videos as a teaser to your product or service. We want to make sure that just enough information is included so that it sparks interest in the topic, and causes the viewer to take action. We don’t want to include every minor detail involved in your product or service, as this is likely to bore your audience.
So what makes a video successful? The headline and call to action!
A headline is the first couple of sentences in your video. These sentences are what hook your viewer immediately! A call to action appears at the end of the video, and instructs your viewer to do something! It can be as simple as visit your website, click the link, fill out a form, etc.
Below are a few DOs and DON’Ts to creating your script.
DO:
-Share all your ideas with the creative director.
-Collaborate and discuss the MOST important information needed in your video. (Remember it’s a teaser!)
-Keep your audience in mind, and solve their needs.
DON’T:
-Ramble on about minor (non-important) details.
-Make your message all about you. (Remember, the viewer is the star!)
ART PHASE
Once the script and scene plan is approved, we send it off to an artist!! (Check out our art styles page to see all the different options!) The artist then creates the artwork based on the information described in the scene plan. We love to send them reference images, color schemes, logos, and any other documents that help them create the scenes!
We send these scenes over to you so that you can meet with your team and talk through your changes. We want your artwork to be perfect!
Below are some DOs and DON’Ts in the artwork phase.
DO:
-Share your artwork with your team.
-Make sure the artwork tells your story.
DON’T:
-Get the opinion of every family member, neighbor, and person on the street you talk to. Involving too many people in your video’s production forces you to pick and choose whose opinion matters most, and definitely slows the process!
-Focus too much on minor details.
-Complicate the artwork. Keep in mind that simplicity is key!
PRODUCTION PHASE
Once your artwork is approved, we send it into production. This is the best part. You get to sit back and relax while we bring your video to life! We’ll add in the voiceover, animation effects, and music and sfx, and send you the finished video link.
Overall, our advice to clients would be to not sweat the small stuff! Sometimes, we see our clients get hung up on minor details that often times have no impact on the video’s message. We love creating videos, and want you to enjoy the Ydraw process too!
Want to get started? Contact us today to start making an awesome video 🙂
Teddy Roosevelt has been quoted many a time, “Nobody cares how much you know until they know how much you care.” And this goes especially for Marketing to Your Audience!
You see, you CAN begin your marketing by sharing your giant Pedigree* of Success, your giant Rolodex* of clients that come at your every beck and call, and your impressive collection of Vintage Star Wars action figures, boxed in mint condition. BUT THEY DON’T CARE!
Okay…maybe the Star Wars figures, I mean especially if they have that one Rare Boba Fett*…
My point being, don’t make your first impression with your audience ABOUT YOU. In fact, you may consider, minimizing the mention of “you” to the smallest amount possible. Your marketing NEEDS to be about THEM.
FOR INSTANCE!
The Mom who is exhausted carrying around a giant purse that contains everything known on the periodic table of elements. She wants to know that you care about her and her plight, when you sell her your amazing, mega-organizational handbag.
Spend the time in your marketing, connecting with her. Show empathy for how hard it is to carry that overgrown purse. Use humor to help her have a chuckle about it because she knows how impossible it is to find that lip gloss when her chapped lips are screaming for moisture, and the kids are clawing their way to find a granola bar in there too. She will totally think to herself, “Been there done that!”
By doing this, you will establish a relationship with your audience, in this case the Moms of the world. Now, they’ll care to listen to YOU! You have their attention because you relate to each other, on an emotional level. You are selling a relationship BEFORE you sell a product or service. So now, proceed to show some of the cool features of this “Heavenly Handbag” and again relate those features to them.
On a side note, keep your features explanation brief. They don’t need to know the process of “cutting and stitching every nuanced detail” that you researched; they just want the HIGH LEVEL facts that relate to them. This will keep them EMOTIONALLY engaged in your marketing.
In the case that you do spend time talking about YOU, make sure it’s to show how you relate to them. The purpose of sharing this piece of you is to connect with them, and not to gloat about you or in any way make you seem superior. If you don’t connect with them, be on their level, share their emotions, they will see right through you and go elsewhere for a solution to their need.
So…QUICK 5 POINT RECAP
NOW, get your groove on and practice that Electric Slide together! It’s all about the relationship, and your audience will respond to you once they know that you care about them.
*Pedigree – Pretty sure it’s some type of dog food.
*Rolodex – The Stone Age variety of a contact list on your smart phone. Geesh, writing all those cards sucked.
*Rare Boba Fett – A Boba Fett figure that was designed exclusively as a cereal box mail-in item in 1979. It was advertised with a Rocket firing backpack, but the actual production firing rocket was made stationary, as it was deemed a “choking hazard.” This figure is still highly sought after by collectors and has fetched upwards of 20K at auction.
As technology becomes more accessible, our means of marketing continues to evolve. Over the past decade we have seen a significant increase in video marketing efforts from brands both large and small. The reason people are so ecstatic about video marketing is because it works!
Not only has the costs of producing a video dropped significantly over the years, the means of promoting your video have become much more sophisticated, helping brands reach the right target audience much more quickly.
Below we’ll dive into the main reasons why you should definitely consider making space in your marketing budget for video, and some of the best ways to reach your ideal buyer in no time.
Get your Message to the Masses
They say that an image is worth a thousand words, however, video is estimated to be worth 1.8 million words according to Dr. James McQuivey. People are predominantly visual by nature, meaning that by implementing video you cater your marketing message to the masses.
While a striking image may captivate the attention of a person rather quickly, the moment you add motion to it, you significantly increase engagement and retention. This is why video marketing has seen a steady increase in use over the past few years.
People are waking up to the fact that in a world where everyone is bombarded with information on a consistent basis, it is important to be able to draw their attention away from the clutter and look at your message.
The Viral Potential
Video marketing done right can reach millions of viewers with a small budget. Above any other content format on the internet, video has the quickest potential to go viral. It’s much more memorable to share a video as opposed to a blog post. An image may impact people, however video captivates them and keeps them talking.
Facebook has shown to be one of the best video marketing platforms for viral video marketing. While YouTube is still the king of video on the internet, the advertising platform and precise targeting options within Facebook, allows you to put your brand video or product video in front of the eyes of a very precise demographic.
However, it is important to understand that both YouTube and Facebook are two different platforms that ultimately serve different purposes. On both platforms, videos can go viral and drive in heaps of traffic seemingly overnight.
Understanding Different Types of Video Marketing
Video is versatile and can be utilized in many different areas of your business. Whether you use video for promoting a product or your company, to facilitate customer engagement or simply to add value to your brand, there is no downside to using this marketing method.
Quick Ads – These ads are typically no longer than 30 seconds and most are even shorter. For the most part, this format is used on popular video platforms like YouTube. These are the videos that appear in between your video playlists that give you an option to “skip this ad” after five seconds. This means that if you are going to implement this strategy, you have to hook the viewer within five seconds. It’s a good way to break into relevant markets if you don’t have any followers or to push a time sensitive promotion.
Tutorials – These videos are typically longer in nature and can last up to 20 minutes. While you aren’t ‘selling a product’ directly, you provide value to the viewer by giving them insight into a product/service you might be promoting. Tutorials are also excellent for SEO as it keeps the viewer on your page meaning that the ‘on page time’ increases and bounce rates decrease.
Explainer Videos – These videos are typically no longer than 2 minutes. However, for the vast majority of these videos 90 seconds is the goal. These videos are dynamic as they could be used to introduce a brand or product and should establish a problem and solve it within the timeframe. Most brands implement these types of videos in their marketing campaigns.
Sales Videos – These videos can range anywhere between 5-10 minutes and are typically used on landing pages or squeeze pages. As opposed to explainer videos, these videos can go into greater detail about the product/service you are promoting and should have a clear call to action at the end. Sales Videos are designed to make it easier for your prospects to understand what it is you are selling.
Viral Videos – For the most part, viral videos are quite short. Similar to Explainer videos, this format typically is no longer than 2 minutes in length. However, the ideal timeframe you should be shooting for is roughly 30 seconds. The purpose of a viral video isn’t to sell but to drive in traffic. You optimize a CTA to drive people to your squeeze pages after the video has gone viral. In essence, these videos should contain a strong emotional link to your target demographic and your CTA should relate to the contents of the video.
What to Consider when Using Video for Your Brand
Your budget will change depending on what type of video you need. There are a few elements you need to consider when making a video:
We hope this in-depth overview of video marketing provided you with the necessary tools to engage in video marketing for your brand. If you have any questions or doubts, be sure to get in touch with us today!
Video Marketing the Consumer Connection
Ads are everywhere, from the logo on your coffee cup to your children’s mobile devices we are constantly immersed in a consumer driven society. Of the many different modes of delivery your company can choose to market your product or services there are none that compare to a video.
Video marketing does what print cannot, it engages the consumer with both audio and visual means. Everyone knows the old adage “A picture is worth a thousand words”, but what is a video worth? According to Dr. James McQuivey of Forrester Research the value of a one minute video is worth 1.8 million words. The human brain is constantly absorbing information and “filing” it into our conscious and subconscious mind, guiding our everyday actions. Research by comScore states that 45.4% of internet users view at least one online video in a month’s time and the average user is exposed to a median of 32.2 videos per month.
As our technological advances are ever transforming; so too are our forms of entertainment. Nielsen’s Total Audience Report stated that people are spending more time with media and less time watching live television. This means huge shifts in how companies reach their audience with advertisements.
Aside from the fact that we now have DVR and the power to fast forward through commercials, people aren’t just sitting at home watching the boob tube. They’re streaming their movies and shows on tablets, smart phones, and computers. People are streaming everywhere from parks to public restrooms. Traditional television commercials and print advertisements cannot raise your bottom line alone. The future is here, and that future is online video marketing.
100 million internet users watch videos online each day. Statistically speaking the numbers don’t lie in 2010, the Forrester Marketing Group conducted a survey and found that when an explainer video was included in an email the click-through rate had increased by 200%-300%. A growing number of people would rather watch a video than read text. This is support by Forbes Insight which states that 59% of senior executives prefer to watch than read.
Major retailers have found that 90% of online shoppers have said that an online product video was useful in guiding them to make a purchase. Researching a product via written specs and reviews is now coming in second to product videos and video reviews. Product videos are a growing advertisement resource for retailers and are statistically proven. Not only do these videos allow for the consumer to better understand and “experience” the product, but it also leaves them feeling more confident in their purchase. Consumer confidence is key to achieving brand loyalty and additional word of mouth sales.
In short video marketing is more than just an ad. It is a means of connecting with the consumer beyond the traditional – “hey here’s my product, it is amazing you should buy it” approach that traditional or virtual print ads provide. Connect with your audience and reach your target market where ever they may be.
Already many large content marketing brands like Red Bull, Amazon, Cisco, Netflix, GoPro and many more have already made video their secret weapon to get awareness and loyalty from their customers. Marketing gurus say this is year will be all about video.
Are you wondering if you should invest in video marketing?
Reason #1: 50% of mobile traffic comes from videos
Reason #2: 64% of consumer internet traffic came from video last year and it’s predicted to rise to 69% by next year and 79% the year after that.
Reason #3: Nearly 80% of people watch videos throughout the week.
Reason #4: Over half of people watch videos everyday.
Reason #5: Of all the people viewing the videos, 65% will watch ¾ of it.
Reason #6: Forbes says they have found over 80% of senior executives watch more videos today than last year
Reason #7: ¾ of senior executives will watch videos related to their jobs and 54% of them share the videos with their colleagues.
Reason #8: Most people say they would like to have the text on the same page as the video.
Reason#9: Of marketing, sales and business professionals 69% of them say they have used video marketing and a lot of the people who haven’t used it yet say they’re going to in the upcoming year.
Reason #10: Respondents who are already using video marketing score it fair to extremely successful.
Reason #11: 81% of people post videos to their brand websites.
Reason #12: Of all online marketers, communication and sales professionals 93% are currently using video.
Reason #13: About half of marketers have found that marketing videos are effective for brand awareness.
Reason #14: over the next year 96% of B2B companies say they’ll be using video.
Reason #15: If you use the word “video” in your email subject lines will increase your open rate by 19% and 26% less likely to unsubscribe.
Reason #16: If your page has a video you’ll be getting an extra two-minute dwell time on average.
Reason #17: Half of marketers across the world say video has the highest ROI.
click here to read more about how video marketing can help you this year.