online video marketing: where to start?
TRANSCRIPT
SOCIAL VIDEOWHERE TO START?
That made al l the difference
Once Coca-Cola used video to show a moving drop, sl iding down the bott le or can: sales increased by 30%
THE DROP
ME Mimi Soeteman Film School: Netherlands Film Producer: Singapore Promo Producer: Benelux Social Media Producer: San
Francisco
YOU….!
Prediction: by 2019 80% of the world’s Internet traffic = video content
Facebook: 1 Billion video views per monthBuzzfeed: 1.9B views in July 2015YouTube : U.S. 18-34 year-olds watch YouTube, not cable
Source ©ReelSEO.com
Real estate listings with videos receive 403% more inquiriesWebsite visitor is 64% more likely to buy after watching a
video. Source: Videobrewery.com
SOCIAL VIDEO STATS
What Goal
Which Content Where When Who
Sell?Grow?
Style Format YouTube Facebook Instagram PinterestTwitterVineLinkedInWebsiteSnapchat
*
Target Audience
Duration?
Funny?Dark?Glam?
Interviews?Demos?Mission statement?Testimonials?
WHERE TO START?THE COLUMNS WE WILL DISCUSS IN THESE SLIDES
*The web is a Café -> there’s people -> when will they listen? When will they share? When will they engage? Interactivity. Inclusiveness.
What Goal Tied in with basic marketing strategy:
------------------------------------------------------------------------------------------------ +Your story -> video inspiration
Be specific!
COLUMN 1: GOAL
Examples: coca cola, apple, cadbury
What problem are you solving?
-> your niche
Why you / your product?
-> your special sauce
For who? -> your target audience
Which Format depends on the media platform, and your sales funnel.New-school:ExplainersDemo’sInterviews (thought leaders)WebinarVlogsTestimonialsMission Statement Old-school:CommercialsVinesBehind-the-scenesEvent videos
COLUMN 2: CONTENT FORMAT
Examples: 1 dollar club; Lulu Petites; Fujitsu.
Good news: cross-content and cross-platform.
Which Content : StyleContent (target audience) specific
- Low budget vs quality- Length!- 10 sec rule- 15 seconds or shorter are shared 37% more often - Engaging!“[…] making it engaging enough to start a conversation. Keeping that conversation going is key to success in 2015 and beyond.” -> INTERACTIVITY = inclusive
Source: Want Online Video Success in 2015? Then Get Social http://www.reelseo.com/video-success-2015-social/#ixzz3rZpuEYnZ ©ReelSEO.com, All Rights Reserved
COLUMN 3: CONTENT STYLE
Examples: Charity:Water #nothingiscrazy. Coca cola name bottles.
Where to post your content?Each platform has its merits VS cross-platform
YouTube: everythingFacebook : getting personal? Instagram: behind-the-scenes clips Snapchat: promo’sEtc.
CALL TO ACTIONHeaders: problem solving … / 3 ways to improve…
COLUMN 4: WHERE
Examples: Ben & Jerry flavour graveyard.
When to post your content?
-Tie it in!-Micromoments -Day & hour
COLUMN 5: WHEN
Examples: Vine: Lowes (tools). Charity: Water ‘birthdays’.
UPLOAD SPECIFICSHeaders: problem-solving. “5 reasons”, “ways
to improve…” Etc.Call-to-ActionA/B testingSEO: tagsMetrics per social media platform
AFTER ALL THAT…
