What is VideoPROblogger?
Businesses must video-blog. YouTube is one of the biggest search engines. Use it to promote your brand, products and services.
You weren’t trained to be a professional film-maker and bespoke ‘amateur’ videos simply don’t cut it. They will embarrass you and your business. The VideoPROblogger app will provide tuition in every aspect of making your own videos better.
The final stages of developing the app are almost complete. All content is produced by Alias Studio Sydney and our collaborators world-wide.
We can also leverage your online social media and responsive website to reach out to a greater audience.
Some tips on how to make a video successful
Content marketing, and video in particular, is growing at an accelerating rate. When considering video as a channel for communicating with prospects and customers, organisations are faced with a plethora of options.
Types of Video
The first thing to be aware of is the different types of video out there, from Hollywood blockbusters to user generated mobile phone footage.
You will probably be familiar with pre-roll videos that often appear on You Tube before a clip. These replicate the production quality and intentions of television advertising and are typically used for awareness. For more targeted campaigns, homepage videos and mini series work well to convert website visits or build credibility. These will have a similar structure and length to campaign videos although tend to have a longer shelf life.
Crowdfunding videos for instance have a very definite redundancy date once the fundraising cycle ends. Vloggers (Video bloggers) have also entered the mainstream and as a result are being seen as pure advertising.
Why does video work?
The easiest way to answer the question is with data.
One minute of video is supposedly worth 1.8 million words. The efficiency of knowledge transfer is much greater than written text or even images (where the old adage reckons one picture is equivalent to 1,000 words). Rather than spend hours wading through pages of a product brochure or listening to a lengthy sales pitch, video enables buyers to undertake high level analysis in under 90 seconds.
Without video, some organisations could miss out on an initial Google listing altogether. As evidence of this, 60% of visitors will watch a video on your site before reading any text. And this trend applies to any level of seniority with 59% of executives also choosing video over text.
Time is clearly of the essence whatever your job title.
Where does video fit into the sales cycle? Video is playing an increasing role through every stage of the sales cycle. Different types of video work well when they match the requirements of the buyer at that time.
- Awareness: “How to…” videos, educational series and industry analysis can all help build awareness and credibility.
- Nurturing: Video case studies, product demonstrations and staff interviews can all help nurture leads and allow relationships to develop before and during any pre-sales engagement.
- Conversion: Customer testimonials, frequently asked questions and more technical demonstrations can assist a buyer make a final decision.
- Loyalty: Post sale maintain the high level of customer service through e-learning seminars, event videos and fundraising campaigns. These can help maintain a dialogue and build brand loyalty.How to make a video successful
How to make a video successful
There are six important steps to get right when commissioning and producing a great video:
Intent: What is the video trying to do? Determine your priorities from the start, be it views, web traffic, purchases, SEO, eBook downloads or so on. This directs the type of video that will work.
Pre-Production: The planning stage is vital and creating a video should be organised in the same way as a project. People, locations, the timetable and resources should all be planned in advance, as should the approval process and milestones. The budget should be set at this stage, taking into account both production and distribution fees.
The Story: Pixar uses the same (successful) narrative in most of their films: Once Upon A Time, Every Day, One Day, Because Of This, Because Of That, Until Finally.
This format can loosely be followed in corporate videos. Think of the context, problem, experience, change & epiphany, outcome and future as the stages you want to take your viewer (or buyer) through. And remember, you will most likely have 90 seconds rather than 90 minutes.
Story-boarding a video, and getting this bought into and approved before production, is an important part of managing a successful video project and makes sticking to a time-frame and budget much easier.
Style: Live footage, animation and motion graphics can be used in isolation or together to connect the video’s intent with the story. Animation provides greater control and allows the storyteller to present concepts and flows that would be difficult to convey otherwise. It also enables characters to be created that engender certain emotions from the viewer. Live footage is typically less costly but requires more management. Employees or clients may need to be trained and will potentially need to learn scripts.
Lighting, sound and other factors such as weather or access also need to be considered.
Production Quality: As with style, production quality should be matched against the desired intent of the project.
Sound often lets down an otherwise good video but beyond this, composition, lighting, the set, acting, camera style, length, pieces to camera, talking heads, voice-overs and on-screen graphics all need to come together in the post-production editing suite.
The time this takes is often underestimated and rarely seen by the person commissioning the video.
Changes at this stage can have a significant impact on costs.
Distribution Plan: A well planned video project will already have a distribution plan in mind at the design phase. A plan to reach its target demographic could use channels such Facebook, YouTube, Pay-Per-View, Blogger Outreach or of course landing pages and email marketing.
Conversion rates and pipeline value should all be monitored based on distribution spend and tailored to suit each project.
Thank you for your patience.