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Why video content is the backbone of digital marketing strategy – and why you should invest in it.

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Before we start, here are some statistics which will help you gain some perspective:

YouTube has over a billion users, almost one-third of total internet users.
45% of people watch more than an hour of Facebook or YouTube videos a week.
More than 500 million hours of videos are watched on YouTube each day.
More video content is uploaded in 30 days than the major U.S. television networks have created in the last 30 years.
The average user spends 88% more time on a website with video.

Unless you’ve been living under a rock for the past few years, you know that the internet has become an integral part of our lives. If you want to market your brand in a space where consumers are impulsive and have a considerably reduced attention span, your only hope is to stand out from the crowd of mundane marketers. When I say mundane marketers, I mean people who focus too much on the ‘eyeballs and clicks’ strategy. As a consequence, they have forgotten the core fundamental of marketing which is ‘to capture the imagination of the consumer’.

The internet and the rise of social media platforms has given the creative marketer a chance to stand out. A clear trend has evolved and it points categorically towards video content on digital and social media. By 2019, internet video traffic will account for 80% of all consumer Internet traffic, and if you want to be good at marketing your product, brand or service, investing in video content makes the most sense. After all, numbers don’t lie!

The transition from desktop to mobile has escalated to warp-speed. Mobile hardware and telecommunication infrastructure advancement has made it possible for people to access data, especially video content, on-the-go. As a result:

Over half of video content is viewed on mobile.
92 percent of mobile video viewers share videos with others.
90% of Twitter video views happen on a mobile device.
10 billion videos are watched on Snapchat per day. Yes 10 BILLION.

(Appendix 1: The rise of Mobile Data, Appendix 2: Mobile Usage Split)

SOCIAL Media (how to keep it social):

It’s not always about stats though. At the core of your consumer lies a human heart and soul, which still responds to creative and engaging video content, and there is a well-defined strategy to digital marketing for you as a marketer. You can never forget the emotional aspect of online marketing and must engage your consumers in conversation. Essentially, the platforms that exist online today have replaced the environments of yesterday, and marketers must treat these online spaces like environments and engage in “real” conversations online.

There are many examples on how brands have taken a hit after they have said something inappropriate online (think about the Pepsi Kylie Jenner campaign or the recent Dove debacle), or even said nothing at all. You must be aware of loyalists or ‘fans’ of your brand and actively engage them in online conversation by inviting them to take part in your branding efforts (the LUGNET platform for Lego users is a great example). They will market your product for free. You can also identify influencers on various social media platforms and filter the ones whose work resonates with your core brand ideals. Then you must take steps to get them involved.

Key steps to this strategy are summarized below:
Keep pushing brand generated video content.
Create niche communities .
Participate consistently in social media conversations.

B2B Online Strategy:

The trend of video marketing doesn’t hold true just for B2C, but also B2B businesses. Corporate video tutorials hosting modern and trendy content establishes that you, as a marketing expert, understand the trends in the market and that your company is up to pace with the times of digital and social marketing. 62% of consumers report to be disengaged with your brand if your video is of poor quality, and 52% of marketers now believe that video generates the best ROI for firms. If you want to be ahead of the curve while dealing with your clients, it’s advisable to shift from boring powerpoints to engaging video content. Powerpoint presentations are cheap to produce, for a reason!

To conclude, the only marketing solution in the present day is to have a comprehensive digital strategy, integrated with your offline efforts, which brings together all marketing and branding exercises, and engages the mind of your customer effectively while capturing his/her imagination.

The author, Kunwar Ankit Bhatia, is an MBA in Marketing from ESADE Business School/ Cornell University with a specialization in Digital and Social marketing and is the Head of Marketing and Sales at Tiara Motion (a platform for your digital and social media marketing needs).

Appendix 1:
Appendix

Appendix 2: (Mobile usage split)
Appendix

Dec, 01, 2017

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How to Write an awesome Explainer Video Voiceover Script

How to Write an awesome Explainer Video Voiceover Script

Videos are taking over the Internet. What were once cute cats and laughing babies, videos today have become the number 1 marketing medium on the Internet.

Your explainer video can have amazing characters, awesome animation and a great product to show- but the voiceover is the heart of the video and a bad script can bottleneck your video’s performance.

So here are some tips that will let you write a great voiceover script that truly works and captures your audience!

1. Know your Audience

Who is your video aimed at? Are you trying to catch the attention of college students or corporate giants?

Identify the type of audience you will broadcast your video to and set the tone for your voiceover script.

For example, if your video is for school kids, it should have a friendly and funny tone that will keep them engaged till the end of the video. Finding the perfect voice is the first step to make your explainer video work!

2. Keep it short

The average attention span of any Internet user is almost as good as a goldfish.

If you start your video with a long-drawn introduction, chances are they will probably get bored and close the video. The voiceover script needs to be short and sweet.

Consider it as an elevator pitch. Try to explain your product in under a minute, which amounts to around 150 words.

3. Knit a story

The most important aspect of a great script is that it needs to be relatable. Is your product or business solving a problem?

It is always a great idea to knit a story around your product. Let’s say you have a great solution to bicycle theft. You can start your script by introducing Sam, a college student who is always worried about his bicycle.

Then introduce your product through Sam and show him using the different features. Such scripts tie up the audience as they can easily relate to a character on screen.

4. Does it sound right?

Always read your scripts aloud after writing them. Reading and listening are entirely different things! This blog post may be good to read, but won’t work as a voiceover script.

Try to find out any dead areas in your voiceover script, that could be difficult to animate or show in the explainer video and remove them.

A perfect script needs to blend seamlessly with the video it is supporting.

5. Keep it easy

Your video needs to be understood by people. Using big and fancy words can do more harm than good for your voiceover script.

You don’t need to dig deep in to your vocabulary to sound like experts in your field. In fact, the easier you make your voice over script, the more your audience will understand and appreciate your product.

Throw that thesaurus away and keep it absolutely simple!

6. Find the right voice!

The importance of matching the perfect voiceover talent to your voiceover script is intangible.

You can find great talent on freelance websites like UpWork and Fiverr.

Listen to their samples and imagine their voice with your script. Does your script need a soft voice, or an energetic cartoon tone? A great voice can make or break the video. Take your time to select the talent!

CONCLUSION:

The script is the backbone of an explainer video. If you can explain your product to your audience in under a minute, half the battle is already won.

Keep it short, simple, and relatable – and you’ll see your script work wonders for your explainer video!

We hope these tips helped you in understanding how to improve the script for your explainer video!

Jun, 28, 2017

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How to make an awesome landing page video

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The Internet has evolved at a blinding pace. Websites have become more complex and interactive with the user getting bombarded with animated interfaces and floating web links. Writing a passionate description only goes so far in engaging the user. It is time to think of video! Here are 5 tips to ensure that you get an amazing landing page video in your first try!

1. Be direct

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No one likes to beat around the bush. With the average attention span of a viewer being less than 10 seconds, you can’t expect to start a video with a long-drawn and pointless introduction. Make it exciting, make it pop! Give your viewer something he just can’t skip. It is easy to go overboard and over-embellish a script. Tell them what you do, and tell them quick!

2. Tell a story

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What does your product or website do and how does it help? Are you a problem-solver, a time-saver, a vigilante? Tell your viewers a story through your video. Show them how your awesome product or website can change their lives. Don’t just read a list of features! Use the visual medium to explain how your product is good for them

3. Share your energy

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The landing page video needs to be full of energy! Imagine clicking on a video and being treated to top-quality animation with lovely music and an exciting voice-over. The exact same script can be done in a million different ways. Take your time to choose your voice-over style. Does your product require a soft feminine voice, or are you looking for an exciting cartoon? Ponder over it. It goes a long way!

4. Keep it short

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We know you love your website so it is easy to keep talking about it. The same mistake is made in videos by many companies. Try to keep your message short and sweet. Each word should make sense and enable the viewer to understand you better. Keep the poetry curtailed to the website! A good landing page video should never exceed 60 seconds in length and 45 seconds is ideal!

5. Be original

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You must have seen hundreds of videos on websites and there are always a few that catch your eye. Different styles work for different products and brands. Try to find an animation studio that can understand you and your work. Custom content is the way to go! Do not settle for a style that is offered to you on a platter, since it is always possible to find similar videos everywhere. To set yourself apart, you’ve got to be unique in your video style. Going that extra mile works wonders!

Jun, 05, 2017

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5 Top Reasons you should spend more money on your Explainer Video

There are hundreds, if not thousands of animation companies that create explainer videos every day and the price differences are staggering! Making the decision in spending tens of thousands of dollars as opposed to just $500 is no easy task. So here are 5 reasons which will help you understand why spending money on your […] Read more

Sep, 02, 2016

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So you don’t want an Explainer Video? This doesn’t mean video should not be part of how you interact with your audience though!

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Everyone and their mother is talking about explainer videos and getting one.

We certainly will not say that they are wrong in doing so because after all it is our business to produce explainer videos and there certainly are many valid reasons for getting one! However, we acknowledge the fact that there are some businesses and organisations for whom an explainer video might not be the right approach to using video content as part of their communication.

Even though they are much less talked and hyped about, there are many types of videos which will enhance and add to how you interact with and engage your audience. Let’s look at some of these in more detail:

Event Recap Videos are an extremely popular means of providing memories whilst discreetly marketing your product or business. Think of festival or concert after-movies for example, they help creating long-lasting relationships with your audience and contribute to turning them into fans, who will pre-buy tickets to the next event the moment you make them available online. In the same way you can use this on a smaller scale for your organisation’s events.

With increased numbers of people working remotely and globally distributed teams, we are seeing many companies benefiting greatly from the use of internal videos. These come in many shapes and sizes:

1. from the more common training videos used to allow people within your organisation to acquire skills cost-effectively, remotely and/or in their own time;

2. to the team leader of remote workers, who wants to create a more personal way of engaging his or her team via video updates and video briefings;

3. to induction videos for staff that help provide a 21st-century-worthy welcome to new team members and also help with presenting your company culture to them and their families and friends; ‘

4. and to newsletter videos, which thanks to their nature undoubtedly get watched way more than text-based, internal newsletters get read.

Another form of online videos gaining more and more traction in recent years are recruiting videos (and video resumes, on that note). Attracting the best human talent to your company is arguably one of the key elements for your business to be successful, so what better way to market to this stakeholder group using the most easily digestible and at the same time most engaging form of content – video.

Last but not least, our clients are having great success with teaser video campaigns. We live in a day and age where people are flooded with inputs, so a 10-30 seconds teaser video to spark someone’s interest can be more effective in some cases than a more detailed and lengthy presentation. As they say, less is more sometimes.

And this is just a short list of some of the types of videos we have been seeing recently. We’d love to explore with you what other forms of video content could enhance your communications.
We create what people love to see!

Contact us today!

Jun, 08, 2016

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Learn about the Secret Ingredient to Make a Video Memorable and Increase its Chances to go Viral!

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Like a Master Chef has its secret ingredient to make that signature dish taste out of this world, we know what it takes to make a video memorable and increase the likelihood of it being shared and going viral.

Wouldn’t you love it, if millions of people shareand re-share and talk and laugh about your explainer video? Of course! And the good news is that we can help you make this happen.

Let’s take a quick trip down memory lane and go back to your early school days. Think of a happy moment involving your childhood friends from back then.

What did you think of? Most likely you thought of a moment involving smiles and laughter obviously. – The reason for this is quite simply because humans enjoy remembering things that made them smile or laugh. And that’s exactly why your explainer video or promotional video content will be more memorable if it makes people smile or laugh.

Now think of all those hilarious ads or funny explainer videos that you have seen shared by your friends on Facebook or via YouTube – they also create moments of laughter or smiles, even if you’re sitting alone in the bathroom, no?!

So by now you have probably figured out what the secret sauce is for making an online video unforgettable and increase its chances to go viral. Yes, you guessed it – it’s humour.

Of course one can argue that a viewer may remember your online video anyway, if what you offer is very relevant to what they need or are interested in; but even for such a viewer a smile or laugh will invariably make your video more memorable for them.

Similarly, if a viewer thinks that a friend is very interested in or needs what you offer, they may share your video with them – this statistically however will only occur in a limited number of instances. If a viewer on the other hand finds the video funny, he or she is way more likely to share it with friends just to share a laugh with them.

However, as with all powerful things, humour needs to be used in moderation. We all have a friend who jokes a lot but simply isn’t funny. Many online video production companies are the same and use too much humour (or, worse, their jokes are simply not funny!).

Lucky for you, we are Master Chefs when it comes to making online videos and know how much of the special ingredient makes the dish taste unforgettable and worth writing home about.

So let’s cook up a video for your business.

We create what people love to see!

Contact us today!

Feb, 01, 2016

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Bla bla bla… Sounds familiar? See why Words are not as effective as Video. Today more than ever before!

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By right we should be using a video here instead of typing this article. Why? Because regardless of how to the point we will try to keep this post, you reading it is statistically much less likely than watching a short clip about it.

In fact, statistics, both commercial and academic, show that … bla bla bla… We could go into the statistics of why this is the case and we’re not saying that statistics are unimportant but writing words about them is simply not going to be as effective as displaying them in an infographic in a video for example.

Let us just point out three facts:

– 1.8 million words is the value of one minute of video – as per Dr.James McQuivey of Forrester Research;
– by 2017 video will account for 69% of all consumer internet traffic – according to Cisco;
– Youtube receives more than 1 billion unique visitors every month – that’s more than any other channel apart from Facebook (and Facebook is full of video content too).

Honestly, the statistical evidence is staggering – video is totally dominating the online space and will do so even more in the future.

Unsurprisingly this is also why an explainer or teaser video for example will invariably generate more sales than a long page of text and images or worse just text.

We set out to keep this post as brief as possible to give it some kind of chance to compete with a video counterpart but at this point, it already would have taken close to 2 minutes of video to record this and in reality the video could have effectively conveyed what we are trying to highlight in around 10 seconds or possibly even less time.

Not-so-long-story-short, if you’re reading this, the good news is that you are one step away from getting in touch with us, and we can help you explore how you can use video as part of your communication or produce the video you have in mind.

(And if you want more stats, which we intentionally chose not to bore you with above, we obviously have those too! Just ask.)

We create what people love to see!

Contact us today!

Jan, 25, 2016

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Why Do Humans Love Stories and How Does This Work to Your Advantage?

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Humans have been telling stories for thousands of years. In fact, telling stories has been a central form of homo sapiens’ communication throughout the ages – even cavemen told stories about their great hunting adventures, which we can still see evidence of in their cave paintings. Every civilisation has a thriving repertoire of captivating and riveting stories, tales, sagas, legends, myths, fables, epics and so forth.

One reason for why stories are special is that they have the power to engage the listener, reader or viewer in ways no other form of communication is able to. For example:

Once upon a time…

These four words alone can make an audience (including yourself maybe, even though only for a millisecond or so) switch to a different part of the brain for processing whatever sensory input comes next.

If we listen to a list of boring facts for example, scientist have discovered that a particular area of our brain is activated – this area is called Broca’s or Wernicke’s area. In essence what is happening is that our language processing center decodes words into meaning. Nothing else happens though!

When listening to stories however, virtually all parts of our brain are potentially engaged because we start to imagine things and associate them with our own experiences or stored memories and mental data.

A simple example can highlight this – imagine a world filled with butterflies; you’re sitting under a majestic, old oak tree on top of a green hill. You are savouring the fresh breeze of wind that is making the tree’s branches crack and squeak. The birds are singing to each other when all of a sudden in the corner of your eye you spot something flashing and blinking…

A few words like this activate our sensory cortex because we simply love stories and how they take us to places. For a brief moment you may have experienced the above scene in your mind and not just decoded the words into meaning.

Obviously there are infinite ways how you can use this to your advantage when it comes to engaging your audiences. And this is exactly why the most successful explainer videos tell an engaging story. It’ll entertain your viewers whilst appealing to them on many levels, and the associations and feelings it will evoke, will lead to your message getting across in the most beneficial way.

Just like every other human being we love stories too – what makes us special though is that we have the expertise and tools to help you tell your audience a story that will engage them and at the same time also convince them of your offering.

Contact us today!

Jan, 19, 2016

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How to make your product sell itself ? Impossible! ? We don’t think so!

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Obviously not all products are created equal. Some will be instant and long-lasting successes; others will not do as well. Some products (or services) are so great that they literally sell themselves – think of a toilet paper roll for example: you look at it and you know what it is for and you know you will probably need it (sooner or later!). Sold!

Other products are not as fortunate and even with the most dedicated salesperson or a very comprehensive brochure or long list of detailed benefits and features still don’t make a potential customer slap their forehead and shout: “I need this!!”

And, let’s not kid ourselves – all those things combined will make for a pretty expensive marketing budget, which obviously many products in the marketplace heavily rely on. But do you want your product to have to rely on an ongoing, expensive marketing budget or would you prefer if it sold itself?

We thought so. So let’s look at what we think influences the success of a product the most. As the toilet-paper roll example illustrates, the best way to make a product sell itself is to highlight why a potential customer needs the product – and this in the shortest and most direct way possible.

One of the best and most cost-effective ways to achieve this these days is by producing an explainer video. In the online space we would even argue it is hands-down the best way!

And whichever end of the spectrum your product falls on, even if it already is a “self-seller”, doing this is always a great idea because who doesn’t want to have more sales!?

How do you go about making an explainer video for a “self-selling-product” then?

Simple.

Yes, literally SIMPLE. We simply recommend to apply the SIMPLE formula.

SIMPLE stands for simple, interesting, meaningful, productive, long-lasting and entertaining.

And here’s how we apply it to making successful explainer videos that help virtually any product to sell itself:

SIMPLE: Keep your message as simple and straight-forward as possible. Don’t worry we can help you with this if you have a complex or difficult-to-explain product or service.

INTERESTING: This is mostly our “magic”. Let us take care of making the video interesting and engaging by the appropriate use of animations and matching styles and visual elements to your product and target audience.

MEANINGFUL: By definition an explainer is actually a meaningful means of communication because compared to images, text or audio, it simply is the most meaningful and content-rich way to get your message across.

PRODUCTIVE: If you don’t already know what they are, with our help, we will identify what your products’ USPs (unique selling points) are, so we can embed visual and to-the-point messaging around them within your product’s explainer video.

LONG-LASTING: When creating cost-effective explainer videos, we also consider which information may become out of date and recommend to exclude this from your video. This allows for the video to have a longer validity and thus save you money in the long run.

ENTERTAINING: Well, this one’s an easy one, right? Obviously a video is way more entertaining than a boring long page of text and images for example. Especially with a little humour at the right points, your explainer video may even go viral as quite a lot of them do when they are well-made!

Let’s talk about how we can make your future customers slap their foreheads and shout: “I need this!!” with the help of an explainer video.

We create what people love to see!

Contact us today!

Jan, 15, 2016

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Techniques to Instantly Enhance Your Video Production Quality

There are thousands if not millions of video production tips both on the internet and in magazines. One may wish to enhance their video quality either for entertainment or for marketing purposes. Regardless of the intended purpose of the video shoot, most people will judge your video based on its content, presentation, production quality, style […] Read more

Jun, 09, 2015

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