by Ydraw | Nov 6, 2013 | video
Why Video Is Not For You
Videos are everywhere and YouTube is launching stars like Justin Bieber and songs like What the Fox Says almost every day, or so it seems, … but they’re probably not for you. Sorry.
Ok, ok, before you begin a rant of why you, your business, or your product deserves a video… let me explain.
I’ve been involved in marketing in one way or another for most of my professional career, 17 years now (yikes), and this has all brought me to this conclusion…. video isn’t for you!
You see, video isn’t for you at all… it’s for your viewer, your customer, your lead, your contact, your fan, etc. It’s not meant for you, so stop being so selfish!!
I had a client the other day who said he wanted a video that would compel the viewer to contact him and buy. Sounds good. Then the client went on to say here’s the script I’ve written, here’s the visuals, here’s the music, and here are all the supporting documents. After I read what was provided I was confused. I didn’t know what the product truly was, what was being offered and more importantly, why I would care in the first place.
So… I asked the client, who’s your customer, your viewer? How familiar are they with you, your product, and what you do? His answer… “They aren’t. This is to attract new customers.” My response was, “I don’t know you, so could I be one of your customers?” His answer, “Yes, of course!”
I hated to shoot down his enthusiasm, because he was very passionate about his business, but I had no idea what he was trying to say in his script. None. There were so many details, so much business jargon, I was lost in a matter of moments… long before his conclusion and call to action. I never got that far. Why? Because the video was all about him, what he knew, what made sense to him, what he wanted, and really had nothing to do with me (the viewer). Which was why I didn’t “get it.”
Trust me. I understand your passion. I understand you have a lot riding on this video. I understand no one knows this stuff or can do it better than you… but that’s why it’s so important that the video isn’t about you. It has to provide value to the viewer, a laugh, something to remember, a reason to contact YOU.
And that’s why video isn’t for you, it HAS to be for them. So before you spend the time, money and resources to create your perfect video, make sure you are not building something that only you will find interesting to watch. Unless that’s what you had planned on all along. And if that’s the case… good luck.
+Chris Salisbury
Ydraw Creative Director
by Ydraw | Oct 30, 2013 | video
5 Traits of Viral Videos
What TV commercials do you remember? It’s probably a different answer for each person, but I’m guessing there are some similarities. The eTrade commercials with the talking baby, the Chick-Fil-A spots featuring cows with signs that say “Eat Mor Chikin”.
What about YouTube videos? Which ones stand out?
We often have clients who tell us, “I want a viral video.” Easier said than done–and while there’s no sure fire way to make a video go viral, here are common traits we’ve noticed in viral videos:
- The videos are different
- Something unexpected happens in the videos
- They are funny
- They often tell a story
- They focus on just a couple of key points
Here’s a great article about how telling a story can help promote a company’s brand and enhance business communication [http://www.fastcompany.com/3020314/bottom-line/how-screenwriting-guru-robert-mckee-teaches-brands-to-tell-stories ]
It sounds very simple but it’s true – people like stories, read stories, and respond to stories. They work.
There’s a book titled Made to Stick by Chip and Dan Heath and we reference it here at Ydraw all the time. It really helps (it’s a must-read for any business owner or marketer). The authors give a number of great examples of how a story can deliver your message better than most any other approach. They even start the book with a story!
When we’re creating a video we try to answer these 3 key questions:
Will the viewer understand it?
Will the viewer remember it?
Will the viewer enjoy it?
If we can get a “Yes” for all three, then we’re on our way (we get those positive responses by using the elements from the bullet list included above). If not, we rework it until we do. It’s a different approach for sure, but by including a narrative in videos and business communication we’ve seen better responses, higher retention rates, and more interested customers.
Give it a try! We’d love to hear your comments and your success “stories” using narratives in your efforts. Don’t be shy, you can do it!
Once again, we encourage you to Tell a Story to Make a Viral Video!
by Ydraw | Oct 19, 2013 | Video Scribing
Ok this is rather funny and embarrassing so please, no judging.
This is where it all started for Ydraw. Every company has a starting point and this was ours. 10 trips to Best Buy, 3 weeks of figuring things out, and a bunch of YouTube videos tutorials later. Ydraw was born. It is really an amazing story. Curtis and I (Jace) had zero experience in the video world and we figured it out. We just had a new idea, a demand by customers, and a heck of a lot of determination.
Video Number 2. As you can see it was a trial and error with our videos. We had to figure out our style, and what markers, papers, font, etc…worked the best for what we were trying to do.
As you can see we have improved the process a bit. Now we have some of the best artists, editors, and writers in the business instead of just two best friends trying a new business idea. We’re still going strong and growing, giving others the opportunity to do what we did. Come in and learn, and become the best. It took time and a lot of work, but eventually we figured it out.
Moral of the story: Don’t give up. It might take multiple fails, but eventually you’ll figure it out. And once you do, you can begin to figure out the best way to do what you’re trying to do.
Here at
Ydraw we have tried and failed a few times and have since perfected our video process along with our marketing process. If you have any questions or comments for us here at Ydraw, let us know and we would be happy to pass on some of this sage old wisdom. If you haven’t found what you were looking for on our blog yet, let us know, so we can take care of that immediately. We’re all about free tips.
by Ydraw | Oct 15, 2013 | video
How To Create An Amazing Video: A Perfect Video For Conversion, Attention, and Retention.
Are your viewers doing what you want them to? Are they watching your video, taking action and bringing you more business? When it comes to video marketing you have to be focused more on what is working now. Get ready to learn the science of creating an amazing video.
Have you ever seen advertisements that pop up before a YouTube video plays? Of course you have, but have you have you ever seen a good one? What about the videos that have 5 seconds of disclosures before they even start? Talk about throwing money down the toilet! The agency or company responsible for that ad should be fired … but come to think of it, that happens all the time.
You have 5 seconds to get our attention, if not we click skip as soon as possible and move on with our lives.
They would never admit it but most corporate videos fail to keep the attention of any audience for more then 5 seconds. Ydraw would like to change that so let’s jump into some stats.
Below is one of our highest converting videos created for Yinc (a sister company of Ydraw). The Yinc video is 1:15 seconds in length, it retains 98 percent of the audience for the first 30 seconds and then drops off to 75% by the end of the video. (Watch Here. Yinc Don’t Be That Guy Whiteboard Video)
By comparison, according to an article published by Business Insider (http://www.businessinsider.com/chart-of-the-day-video-abandonment-rate-2010-10 ), almost 45% of viewers drop off by 60 seconds. That means our video is performing 30% better than most online videos. How?
1. Headline: Unique and Catchy
You MUST get people interested in what you have to say within the first 5 seconds. The Yinc video starts off with some catchy music, a hand drawing and a headline. It’s different than your everyday video and the combination of these 3 things manages to grab the audience and hold them there for the first 30 seconds.
2. Unexpected and Random
Our Yinc sales video is actually a live video we created for our business managers Paige and Haley. This video holds 75% of the audience but we get an amazing spike between 1:00 and 1:15. Why’s that? It’s because we took a quick break to do something random and unexpected. Come on, who swings pink softball bats in their office? (apparently we do).
3. Strong Call to Action
I know we keep harping on the importance of a strong call to action, but it is a must. Applying a simple CTA acts like a remote control to get your readers to get up off the couch and actually do something. It breaks my heart (not really) when I see a million dollar commercial with no call to action. If you want your audience to act… you should ask them. This may not sound like rocket science but I figured it was time I shared all my magical secrets.
So there you have it. Now your job (the reader) is to take these 3 simple steps and apply them to your videos. They work and the proof is in the numbers.
Have a great day!
+Jace Vernon
https://plus.google.com/101199241074272105224/posts/QUTxsoDqizo
How To Create An Amazing Video: A Perfect Video For Conversion, Attention, and Retention.
by Ydraw | Sep 18, 2013 | video, Whiteboard Video
At Ydraw we create unique videos that people will watch and take action. Thats our mission! The Greener Cleaner is a great video, its fun, engaging, unique and short. It will give you a couple of ideas for your next video. Here are some simple questions and answers to help you create a great video.
How Long Should Your Video Be?
90 Seconds (250 words, shorter than this blog) if you are just planning on capturing leads. If you are looking to educate your audience or make a direct sale, the length should be dictated by the message and material. But don’t add too much content or you might lose your viewers somewhere in the rambling. Short and sweet is always best, just make sure you keep your point in there.
Should Your Video Have Music?
Depends, we have found music helps keep everyone engaged. If you find the music distracting, then you should at the least add in some great sound effects. You can buy libraries of music or Foley sounds, or you can find a lot of them online for free, just double check they are public domain before using them. No one wants to have to take down their video because of one small sound effect.
Should I Write My Own Script?
No, unless you create scripts for a living. Great scripts make great videos so let our writers create your script. If it is not in the budget, then take the time to educate yourself about the techniques of writing scripts, or find a friend or relative that knows a thing or two about the written word.
Where Should I Post My Video?
Everywhere! Use YouTube, Vimeo, and every other video site. Also, post your video on Pinterest, Facebook, Twitter and Instagram just to name a few. If you have a video, use it and abuse it. Shoot us an email if you are having problems getting your video out there. So there you have it. Short and sweet! Have a great day and get a video. +Jace Vernon
