Do Videos Help Your Brand?

“Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” – Robert Weiss

Each year the same thing is said repeatedly when it comes to making videos for your business or product. “This year will be the year for video.” It’s a farce. There’s never a specific year that’ll be a break-out year for video – every year is the year for video. And there’s a good reason for this too. According to a recent Cisco study, 82 percent of consumer internet traffic will be done via video by 2021.

The use of video among small businesses is hitting a stride and solidifying itself as the “must-have” marketing tactic. This might come as a surprise, but 61 percent of all businesses are using some form of video content in their digital marketing plans. Granted some of these videos can be one-offs with no other purpose than to portray one product and nothing beyond that. But, the use of video among marketing plans is more readily becoming a must.

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What Do Avocados & Online Video have in Common?

Online Video

I like things that are indescribable like the taste of an avocado or the smell of a gardenia. – Barbara Streisand 🥑

Did you know that there are hundreds of different variations of avocados; there is the Hass avocado, the Maluma, the Hall, the Rin con, the Tonnage and the Choquette to name a few. They have slightly different properties, are ripe during different parts of the year, and interestingly enough, only a few are sold commercially. It’s not the number of variations that draw people in it’s the benefits to the human body, including the fact that they are easy to digest due to a wide range of nutrients and healthy fats! People love them because of the fact that the body retains the good stuff.

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Creating Better Facebook Video Ads: Tips to Optimize the Viewing Experience

In the past year, the number of Facebook videos posted in the U.S. increased by over 94%. Not to mention 50% of Americans who use Facebook every day also watch at least 1 video per day. So why aren’t you utilizing the Facebook Advertising platform? Moreover, if you are using Facebook video ads, why aren’t they performing well?

With several opportunities to create video ads for a few StrataBlue clients on Facebook, I have grown accustom to creating top-notch campaigns with high levels of engagement. Continue reading to check out my tips and tricks for creating better Facebook video ads for your social media campaigns!

Choose Your Call to Action Wisely

What is it that you’re trying to accomplish with this video ad on Facebook? Facebook offers the following call To action buttons to drive click-through and engagement with your video ad:

  • Shop Now
  • Book Now
  • Learn More
  • Sign Up
  • Download
  • Watch More

Selecting the CTA button you believe will generate the most clicks is key. Don’t trick people by taking them somewhere on the web they don’t want to go. If you want people to “Book Now” after viewing a video of your restaurant, take them to your website or another third party reservations page so they are able to book reservations. Selecting the correct CTA button is key to any social media ad.

Make the First Two Seconds Engaging

Initially you will only have 2-3 seconds of someone’s attention as they scroll through their feed. Use this short but crucial time to engage your audience. Don’t waste this time with (fluffy) nonsense. Grab attention in the best way possible with your video.

Ideal video length

Yes the first two seconds are important to ensure the viewer is engaged but the remaining time is also important. Video length largely depends on the content and message of the video. Data and statistics suggest the optimal length for an online video is between 30-60 seconds. Thenextweb.com also iterates that it does depend on content – but if you’re looking to optimize for total views, shorter is the way to go.

Use Footage that Works Well Without Sound

More often than not, people will view your video while at work, in class or some other place they can’t immediately click for sound. Be sure your video ad makes sense if someone is silently viewing. Think about how you personally use Facebook to give this more context. While “thumbing” through your newsfeed, videos will populate very frequently. What makes you click to actually hear the sound associated to the video? Has to be pretty awesome, right?

Mind Your Thumbnail

AVOID TITLE CARDS. Like YouTube, lead the video off with something engaging yet descriptive of what someone is about to watch. Again, don’t be misleading and don’t be boring.

Don’t Reuse TV Commercials

Facebook is not the same as TV (obviously) so don’t make your video ad the same commercial you’re broadcasting on television. It’s a weak strategy and doesn’t provide depth to your campaign. Instead, use your Facebook video ad as a “behind the scenes” feature of your commercial. Not only is this engaging, but it’s kind of like an invitation to be a part of your brand.

Now you’re ready to start producing fantastic Facebook video ads! Not sure you’re up to it? We can help! Click “play” below to set up a time to talk with us.

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StrataBlue’s Julie Perry Appearing at the ReelSEO ReelSummit on Video Marketing

ReelSEO Video Marketing ReelSummit Julie Perry StrataBlue

StrataBlue’s own Director of Digital Media Marketing, Julie Perry, will be moderating a panel at the upcoming ReelSEO ReelSummit taking place in San Fransisco on July 24 and 25, 2014. This two-day summit features insights from the foremost influencers in video marketing, video advertising and video analytics/results. The conference offers attendees a chance to learn from the experts in video advertising, commerce, marketing, production, SEO and more.

A regularly featured speaker on YouTube marketing topics at BlogWorld & New Media Expo (Oct 2010, June 2011, Nov 2011), New Music Seminar 2012 and Social Media Marketing World in 2013, Julie Perry moderated the “Best Practices to Optimize the Video Advertising Opportunity” panel at the inaugural ReelSEO ReelSummit a year ago. The panel included TubeMogul’s VP of Marketing, Keith Eadie; Google’s Head of Industry-Retail, Alex Barza; Essence’s Media Director, Mary Griffin; and Mediasmith’s Director of Insights and Technology, Marcus Pratt. Check it out:

And this year’s conference promises to be even more information-packed, with workshops, panel discussions and a “Grill the Gurus” session that offers attendees an opportunity to learn, network, and share information with their peers and industry professionals.

Here are some of the video marketing experts and industry leaders taking the stage at this year’s 2nd Annual ReelSEO ReelSummit:

  • Keynote by Jon Klaff, the Head of Media Solutions, Brand Activation Team at Google/YouTube where he is responsible for driving brand strategies for the Top 250 Brands in the US by ad spend.
  • Jim Louderback: Previously as the CEO of Revision3, Louderback led the company through its acquisition by and integration with Discovery in 2012 and is now the General Manager of Discovery Digital Networks, Discovery Communications’ web-native video arm.
  • Jeroen “JW” Wijering: The pioneer of online video players, he will showcase the latest and greatest in online video technology innovations.
  • Michael Weissman: The General Manager of Creator Platform at Vimeo.
  • Allison Stern: The Co-Founder of Tubular Labs, and GM, Media Solutions, the enterprise group, which helps networks, studios, and brands make data-driven video content marketing decisions using Tubular’s software and services.
  • Rob Davis: Rob Davis serves a multi-purpose role at Ogilvy as Executive Director/Founder of the Content Marketing & Advanced Video Practices, Interactive Marketing Director on select global accounts and account lead.
  • Jonathan Perelman: GM Video & VP Agency Strategy at BuzzFeed
  • Renee Teeley: The Global Director, Digital Marketing Solutions at Brightcove.
  • Rob Ciampa: Chief Marketing Officer of Pixability, a Boston-based, big data software company that helps major brands succeed on YouTube.
  • Austin Blair: Currently manages the Zappos Creative Services team and Production Photo/Video team to ensure their continued development
  • Clayton Talmon de l’Armée: His current role as Director of Video Production at Salesforce includes creating productivity tools through in-depth story telling and the production of internal series for high speed on-boarding and culture absorption.
  • Jennifer Olivar: The Head of Network at Seventeen Magazine.
  • And many more.

The first half-day of the conference also offers two workshops for attendees to gain practical advice and tips and tricks they can put to work right away. The two workshops are as follows:

Thursday, July 24 Training Workshops at the ReelSummit:

  1. YouTube SEO & Audience Development for Marketers Workshop with ReelSEO.com’s own Mark Robertson and Tim Schmoyer (both YouTube Certified in Audience Development), and Matt Ballek, Director of Strategic Distribution at Magnet Media.
  2. TrueView Advertising Training Workshop led by Manny Rivas of Aim Clear and Greg Jarboe, the president and co-founder of SEO-PR and the author of YouTube and Video Marketing: An Hour a Day.

ReelSEO ReelSummit 2014 Logo

For those wishing to attend the two-day video marketing extravaganza, tickets are still available. Attendees can choose from the following options…

ReelSEO ReelSummit Ticket Options:

  • ALL-ACCESS PASS: For access to both Workshops and Summit
  • SUMMIT PASS: Excludes training workshops. Starts at 12:30PM on Thursday, July 24th through the evening of Friday, July 25th.
  • WORKSHOP PASS: Training Workshops only – on the morning of Thursday, July 24th.
  • There will be an opening cocktail reception the evening of the first day and a closing reception on the second.

If you are registering, be sure to use the code “vmarketing” upon registration checkout to save an additional $100.

In the meantime, have a look at this sweet video promo created for the ReelSummit by BonFireLabs — it’s “The History of Video Marketing” in under a minute:

Catch Part 2 on July 24th at the ReelSummit in San Francisco… And be sure to say hello to Julie Perry while you’re there!

(Remember: Use the code “vmarketing” upon registration checkout to save an additional $100.)

Creating a Content Strategy in the Wall of Noise

Recently Entrepreneur Magazine wrote an interesting article about the failure of content marketing. In a nutshell, they suggested that content marketers have a long haul from blog post to sale. Entrepreneur suggested content value, professional help and measured analytics can greatly help with content strategy, and who am I to argue? However, I will have to disagree that the focus should be solely on content marketing.

Content Shock

Content Shock

Less recently social marketers had to deal with an ice storm of gloom and doom in the form of Mark Schaefer’s content shock blog post. The idea is that everyone will create so much content that eventually (pick your timeline) creating content will be pointless for anyone but the biggest competitors. There was a lot of backlash to this idea, and multiple arguments against the concept. Change can be difficult, even for people in this field.

What is most enlightening was Schaefer’s response to the arguments against content shock. When addressing that “great content will always rise to the top,” he pointed out that content has a long way to go before it even reaches the eyes of potential customers. Search optimization, Schaefer argues, is as much of a factor of content strategy as content meaning is.

Refocusing Your Strategy

The only constant is that everything eventually changes, and that is doubly true in the field of online marketing. Take a look at SEO. I remember the days when guest blogging was the new silver bullet. How things have changed. Things can also be cyclical, though. I believe that marketers have championed content marketing as yet another cure-all, and now they’re surprised when it’s losing its edge.

So if content marketing isn’t the answer, what will we turn to next? If content is going to reach a high water mark, how can we continue to remain effective? I believe the answer relies on diversifying.

Basic Search is beyond important in a future world where everyone is producing far too much content. It may seem like a simple suggestion, but in a world where SEO has taken a backseat to social, marketers have gotten sloppy when it comes to keyword optimization. Far smarter people than me have written really great articles about using Google’s Keyword Planner, so I’m just going to point you their way. I would also suggest you spend some time with your meta tags. It’s an easy search feature that many marketers overlook.

Video Marketing is about to explode. Forget that, it already has exploded for the big guys. While everyone cannot create amazing written content, almost anyone can try. It takes a bit more work and thought to put together a piece of video content. And while you’re at it, I would suggest looking into podcasts and video blogs as well.

Marketing automation has grown from an emailing tool into an end to end process for sales departments. Perhaps you cannot snag every potential customers with your blog, but you can track their interests through other channels. If content marketing is going to be the silver bullet of the past, marketing automation will be the wave of the future.

What have you done to alter your marketing strategy in a post-content shock world? Have you expanded your marketing grip or re-doubled your efforts on fantastic content? I would love to hear your thoughts below or on Twitter.