video - ragan communications … · facebook fans targeted social ad spend & consistent voice...
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VIDEO:
THE GREAT BRAND EQUALIZER
Justin Allen Head of Production & Video Strategy Ragan Consulting Group [email protected] @Allen_Justin
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74% of all online traffic is video
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500,000,000 people watch videos online every day
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the practice of attracting the RIGHT audience with the RIGHT content
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audience acquisition:
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audience acquisition: do this correctly and you have a LOYAL and ENGAGED audience—no matter your size.
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LET’S TALK ABOUT A #CONTENT SUCCESS STORY
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LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
MILLION YT VIEWS SINCE 2012
25
COST TO PRODUCE FIRST VIDEO
$4K
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raganconsulting.com
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
LAUNCHED A LIFESTYLE CONTENT BRAND
SMALL CONTENT TEAM PRODUCING DAILY CONTENT
621,000 MONTHLY PAGE VIEWS
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raganconsulting.com
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
3.3 MILLION FACEBOOK FANS
TARGETED SOCIAL AD SPEND & CONSISTENT VOICE IN ALL POSTS
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LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
SOLD FOR $1 BILLION
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“He could start by undercutting the big competitors on razors, and then build out something that felt less like a shaving supply company and more like a full-scale men’s club -- a subscription-based grooming brand with personality, that men actually identify with.”
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
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raganconsulting.com
“He could start by undercutting the big competitors on razors, and then build out something that felt less like a shaving supply company and more like a full-scale men’s club -- a subscription-based grooming brand with personality, that men actually identify with.”
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
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“Does your brand understand ME as a person?”
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BUT IT ALL STARTED WITH A
SILLY VIDEO THAT DID ALL THE SMALL
THINGS RIGHT
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the right eyeballs > all the eyeballs
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audience acquisition:
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5 KEYS TO A LOYAL AUDIENCE
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55 KEYS TO AUDIENCE ACQUISITION
MONEYYour video has to cut through the
noise and show up in my feed.
To do that, you have to spend money.
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55 KEYS TO AUDIENCE ACQUISITION: MONEY
AWARENESS > REACH
DO I BUY REACH OR AWARENESS?
Reach: as many people see your video as possible.
Awareness: people remember your name after they see your video.
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55 KEYS TO AUDIENCE ACQUISITION: MONEY
ENGAGE FIRST.
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55 KEYS TO AUDIENCE ACQUISITION: MONEY
WOO AWAY FROM FACEBOOK SECOND.
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45 KEYS TO AUDIENCE ACQUISITION
PLATFORM EFFICIENCY
Each platform has “rules” for optimum results.
FOLLOW THEM.
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45 KEYS TO AUDIENCE ACQUISITION: PLATFORM EFFICIENCY
Good thumbnail; great SEO.
Timely + short. Very short.
Show me something cool.
Make me feel.
#1 RULES:
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45 KEYS TO AUDIENCE ACQUISITION: PLATFORM EFFICIENCY
ABOVE ALL
SOUND NOT REQUIRED
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35 KEYS TO AUDIENCE ACQUISITION
THE TEXT BETWEEN
Congrats! The first three seconds of your video grabbed me. But the
hard work is just beginning. Now it’s time to keep me. One easy way is by
writing a great headline/post text.
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35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!
MY EYE PATH:1. Your video. It’s interesting. Wait, what am
I watching? 2. Your headline/video title. Does it sound
interesting or did you trick me with a good first few seconds?
3. Any additional post text that might give me insight into whether or not I should un-mute and keep watching.
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35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!
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raganconsulting.com
35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!
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25 KEYS TO AUDIENCE ACQUISITION
GIVE ME ALL THE FEELS
Want me to keep coming back for more of your content?
Make me FEEL SOMETHING.
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25 KEYS TO AUDIENCE ACQUISITION: THE FEELS
Make me laugh, cry, stop and say “huh, that’s interesting,” — ANYTHING.
Otherwise, I have no connection to your content.
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15 KEYS TO AUDIENCE ACQUISITION
BE VALUABLEThe biggest thing your audience
needs to see in your content to keep coming back?
VALUE.
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15 KEYS TO AUDIENCE ACQUISITION
BE VALUABLE- Make my life easier
- Give me info I can’t live without
- Empower me to “be the change”
- Consistently surprise me in a good way
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THE COST OF YOUR FULL-SCALE #PIVOT TO VIDEO
“Publishers must acknowledge the pivot to video has failed, find out why, and set about to fix the reckless pivots so that publishers focus on good video. It should be original, clever, entertaining, and part of a balanced multimedia approach to digital journalism that includes well-written, well-reported stories, strong data and graphics, and good art.”
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if your content is hard to find, access or consume on a mobile device, it will not be
consumed.
ONE FINAL note
raganconsulting.com
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Q’s?Justin Allen Head of Production & Video Strategy Ragan Consulting Group [email protected] @Allen_Justin