You’ve produced new video content, created a buzz, promoted the living crud out of it and shared it on social media but even optimizing the title and description still didn’t get you the views that you were hoping for.
What went wrong?
One of the biggest challenges facing anyone in marketing is figuring out how to break through the noise to reach your customers.
While great video content is crucial, perhaps there’s something simple you may have missed:
Captioning your videos can have a HUGE effect on how successful they are. This is true for movies, TV shows, social media videos, training content, and any other kind of video you might record or share.
Why are subtitles so important?
1) Not everyone watching your video can hear it.
2) Subtitles improve comprehension
3) Some people actually prefer watching videos with subtitles even if they don’t have to. (My teenage daughter is like this; I have to turn off the captions on Netflix every time after she watches something. Every. Dang. Time.)
4) Viewers are more engaged. As more people are producing high-quality video content, social networks like Facebook have made it easier to post and share videos on their platforms.
But do you know what’s the most annoying thing about scrolling through your Facebook or Instagram feed? When the air of silence is violently stabbed by the blaring audio from the video you just scrolled over! This is why social platforms have made ‘mute’ the default volume setting for videos that auto-play. As a result, many users are likely to watch your video without actually turning on the audio.
Captioning videos can help guarantee your viewers get the message, even if they don’t actually listen to what you have to say.
Beyond making your videos more accessible, captions keep your content competitive within the social media landscape and can even boost your SEO!
Everything you’d ever want to know about subtitles and eye tracking software can be found here.
Did I read that entire article?… um… no (totally skimmed it) but what I CAN affirm is that if I’m awake in bed next to a sleepy spouse, eating lunch in a crowded restaurant, riding the bus, quietly not paying attention in church or a number of other moments where I’d choose silence; a video with subtitles will capture and keep my attention when a non-captioned video would just get lost in the upward scroll of oblivion.
Test it out for yourself.
Take a marketing video you’ve already produce and slap some captions on it. (If you don’t have caption-slapping abilities… Ydraw can do that for ya in a jiffy!)
Then launch that video into social media cyberspace and see what happens when your watchers become readers.
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.
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
Marketing is about THEM
Sell a Relationship
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.
THAT, my friends, is the power and charm of simplified marketing.
2 words and your mind has been hijacked by a catchy jingle, an image of two bubbly tablets dropping into a glass of crystal clear H20 and possibly a pale faced, indigestion-plagued person sitting next to their half eaten deep dish pizza… about to toss their simmering seltzer salvation down their gullet.
Just 2 words and without thinking, you’ve recalled a problem that can be solved by the product. BRILLIANT.
So let’s take it wayyyyy back to marketing meetings of yesteryear.
It’s probable that at some point the indigestion big-wigs of this company met with the advertising crew and gave an hour long in-depth display of why these dissolvable tablets work. Charts, product testing, scientific results and guarantees were no doubt tossed around during a monumental data-packed discussion that would surely convince even the most discriminating consumer of its usefulness… so why didn’t Alka-Seltzer go with:
“Sodium bicarbonate can be used to treat heartburn, indigestion and acid reflux by reacting with and neutralizing excess stomach acid through effervescent tablets that contain three active ingredients, aspirin, sodium hydrogen carbonate and citric acid. Also, aspirin belongs to a group of medicines called non-steroidal anti-inflammatory drugs (NSAIDs). It works by blocking the action of an enzyme in the body called cyclo-oxygenase and oh what a relief it is!” as their jingle???
Because they understood that ENTERTAINMENT can be more valuable than the over-stimulation of EDUCATING your audience to death.
Though this product is complex and scientifically proven, the message is simple.
Bottom line… if your stomach hurts, plop-fizz your way to relief.
Problem. Solution. That’s all they need to know.
Close your eyes… (wait, actually don’t because I still need you to read my words) IMAGINE that you’re taking your target-audience out on a blind date.
You put on your best suit, douse yourself with high-end cologne and drive to that fancy corner steakhouse, eager to meet your new muse.
Do you sit across the table from this beautiful stranger, rub your sweaty palms together and then begin reciting every mundane moment of your life so that she can fully appreciate each and every morsel of the man that you have been, currently are and ever hope to be???
(Good luck getting second date.)
But what if you tried courting your audience instead?
What does she need? Why did she agree to this date?
Dinner, companionship and connection… not the details of last week’s wart removal… so take a deep breath and give her just enough of what she needs to get her to agree to date #2.
So what’s the equivalent of a 2nd date in the world of marketing?
Google searches. Leads. Phone calls. Emails. Consultations.
You’ve gotta spark enough interest to get some action from your call to action and that’s done by making sure your message is simple, memorable and easily absorbed into the viewer’s mind.
The more you can narrow in on the meat & potatoes of your message or the sweet & simple essence of your service and stop trying to push your beloved information watermelons through human attention span-keyholes…
The more you’ll start seeing your efforts convert into genuine, profitable results.
Like these campaigns:
Got Milk? (Totally makes you thirsty.)
Maybe She’s Born With It? (Fake your natural beauty.)
Give Me A Break. (Who in their right mind would refuse a chocolate break or a piece of broken chocolate?)
The Breakfast of Champions. (Cereal box heroes.)
The Best A Man Can Get. (Smooth, manly jawlines.)
Melts In Your Mouth Not In Your Hand.
(This is a lie, but I still buy/eat them.)
I Want My BabyBack-BabyBack-BabyBack-BabyBack. (You just sang, again… didn’t ya?)
Double The Pleasure, Double The Fun. (Hot twins. Who cares what they’re selling.)
Dilly Dilly. (Nothing to do with beer. Sometimes simple & stupid = memorable.)
When done right, marketing with simple, clever videos can be powerful enough to make your message last a lifetime (just ask the plop-plop peeps)… and Ydraw can help you do just that, oh what relief it is!
Things are changing in the video industry and Ydraw is changing with it. We have a couple of new styles of explainer videos that are going to blow your mind. lol
Curtis and I (Jace) spend a lot of time thinking about and discussing new ways to tell our customer’s stories. All we care about are your results. We want your videos to be successful. Just the other day, we were sitting in Chipotle going over the traditional story telling script style. Is it still effective?
For those who don’t know, a traditional style script starts off with a powerful headline, identifies the problem, gives the solution, and ends with a strong call to action. This has been used for years and it does work, but we think there needs to be more.
Explainer Videos and Stories.
Whenever I speak at conferences I like to open up with a story. There is something about a good story that gets my presentation started off on the right foot. We are not using them enough. So let me show you ways you can incorporate a better story into your new explainer video.
Video 1: Upgrade to a Testimonial Video
When a future customer is listening to your message, they want to know what you can do for them. They are hoping that you can solve a problem they’re experiencing in their life. Whether that problem is a simple want or an immediate need.
To often clients go way overboard on the features of their product or service. Features tell, benefits sell. A video that focuses on features does not perform at the top of the funnel. Feature based videos should be used at the bottom when a future customer has already looked into you business.
Make sure you write that down some place. It will change your business… 🙂
We decided to ask the question…If we were going to make a purchase, what kind of video would we want to see?
It would need three things:
1. Prove the product or service can solve my problem
2. Be very convincing (social proof)
3. Have a story behind it
Obviously we have all seen video testimonials before. They work! But a lot of them are lacking creativity and forget to focus on the actual story.
So here is what we came up with.
Have an actual customer tell their story (video testimonial), create graphics and images that show the story, and wrap it all up with emotional music.
We all get tired of boring educational videos. Unless they are creative, fun, and engaging.
Effective storytelling can be a great way to education an audience and persuade others to your point of view. A long lecture isn’t too convincing because they feel opinion-based. Which can be polarizing.
But a careful blending of rhetoric and facts woven into the right story can change minds.
We have done a couple of these styles of videos in the past, but we kind of took this educational explainer video to a whole new level.
If you’re in the market for a new explainer video that will persuade your audience the right way, then give us a call.