5 things I learnt from eConsultancy’s Video Marketing Strategy Course
“What about a video marketing strategy course?” Those were the words MD David said to me regarding the personal training budget that every single member of thinkbda had been given at the start of 2016. I felt hesitant at first – wondering to what extent this would benefit my role as a Social Media Executive – but thought back to all the mini video projects I’d done at school and felt excited to get involved with video within the workplace. Besides, YouTube advertising was an area of the social media industry that I was keen to explore.
I attended the eConsultancy Video Marketing Strategy course in London (without a doubt the best training course I have been on) and albeit only one day in length, there is no way everything I learnt in those 8 hours can be packed into one blog. So here are the best bits…
ALWAYS have objectives for a video, and make them SMART…
For example: “I want this YouTube video campaign to create 80 sign ups on our website by the end of this month.”
The biggest mistake made in video marketing strategy is going ahead with video production without smart objectives – or even any objectives at all. It is not until after the objectives have been set in stone, that a reasonable budget can be worked out for video production which has a clear marketing strategy.
Content is King
What are people willing to watch? And what are people willing to share? Content has to be interesting, entertaining, emotive, or useful if it’s going to be successful. Examples of creative approaches to video include…
- How to’s
- Behind the scene footage
- Live video
- Branded content
- User generated content
Tip: Don’t overdo it with key messages. Only include 1 – 2 key messages per video, as this helps keep your video short, simple to understand, and successful.
…Wondering how long a video should be? The answer: how long is a piece of string? If a piece of video content is engaging to the audience, then the length does not matter – as long as the end user stays engaged and entertained until the end. The first 6 seconds of a video are absolutely crucial to catching a viewer’s attention and capturing their interest. So, don’t begin your video clip with a slow fading in title.
“We’ve discovered that duration is not necessarily a barrier to consumption, but the content has to be right for it,” – James Weeks, Head of Video, Telegraph Media Group
It is worth pointing out at this point that if you are going to add a call-to-action button to your video, then do not put it at the end, because it is not guaranteed that viewers will finish watching the whole thing. Instead, add your call-to-action button throughout your video as an overlay.
Audience is Queen
Who do you want to watch your video? If you already have a clear idea of who your target audience are then it might be worth running a focus group with individuals who fit the description and test some ideas out with them before going straight into video production. If not, social listening and audience insight can be a useful part of video marketing strategy to ensure you are targeting the correct viewers.
Tip: Go after key influencers instead. Experiment by producing video content for key influencers as they might be easier to hit than your target audience. For example, the NHS wanted to engage with university students, and encourage them to visit their dentist more regularly. However, the NHS figured that uni students are most likely not interested in a video on topic of dental hygiene so instead created a video that was displayed in front of parents of university students (key influencers) through news websites such as Mail Online, in the hope that they would then share with their teenage children.
Don’t blow your budget
Spending all your budget on video production? Think again. When it comes to creating a successful video campaign, it is worth thinking about the budget breakdown below…
- Audience insight/data
- Content production (not the whole lot!)
- Contingency budget (e.g license for filming at a venue)
Whatever objectives and budget you have for a video project, don’t forget to be creative and brave.
This is the Dollar Shave Club. In the first three months after the startup posted the video clip on YouTube, it racked up 4.75 million views. In the first 48 hours after the video debuted on YouTube, more than 12,000 people signed up for the service. Aside from some Google ads, there has been no other marketing. The video production costs were low; the company spent just $4,500. It’s estimated that such a highly polished video would run most companies $50,000. Showing that budget isn’t everything…