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YouTube is currently one of the biggest social media sites in the world. Over a billion hours of video are watched every single day by millions of viewers. If you are capable of making compelling videos that interestingly feature your brand, it is the ideal site for building a following.

The challenge to building that following is that YouTube marketing differs rather sharply from most other forms of marketing. Both technical considerations and marketing strategy require unique approaches. The following tips will help your brand take full advantage of YouTube marketing.

Create a Compelling Custom Video Thumbnail

One of the main keys to getting views is creating a custom video thumbnail that attracts the interest of potential viewers. With over 5 billion videos on the platform, there is almost no topic that hasn’t been covered by multiple videos. Thus, you need a way to differentiate your video from the dozens, or maybe hundreds, of similar videos.

Data shows that almost 90% of the most successful videos on YouTube have a custom video thumbnail and that a compelling video thumbnail can increase engagement by up to 154%. Many viewers make the final decision of what video to watch almost entirely based on the thumbnail. Exactly what you should include in the thumbnail will depend on your video. In general, however, the best thumbnails have bright colors, high contrast, facial close-ups, capture the essence of the video in a single image, and are at a 16:9 aspect ratio.

Use Brief Intros

The average person watching YouTube has an attention span that is under 10 seconds. That means you need an intro that captures their attention and then quickly shifts to the main video. The most successful YouTubers use something short, snappy, and fun. Your intro should set the mood and be consistent with your brand. Once your YouTube channel has become successful, you can occasionally stretch your intro into something longer, but this should be done sparingly and only when it adds value to a particular video.

Make the End of Video Experience Powerful

The end of video experience shares a lot of similarities with the intro. You want it to be consistent with your brand and you want it to be a powerful experience that captures the attention of the audience. However, the purpose of capturing the audiences attention is different in the end of video experience. You aren’t trying to get the viewer to watch a video, but rather you are trying to either generate sales or create customer loyalty.

The end screen should do four things: promote other on-brand videos, encourage users to subscribe, create a memorable conclusion, and direct users to non-YouTube websites associated with your brand. You have a little more time to work with than you did for the intro, but you should still avoid making your end of video overly long. About 20 – 25 seconds is roughly the longest it should be.

Use Video Embedding

You can embed videos almost anywhere. Some of the best places are on your website, in your e-mail signature, on your blog, or on your website. By embedding videos you increase views and viewing time, which results in better rankings on both YouTube and Google searches.

Get the Most Benefit From Your Great Videos

Just like with other types of marketing, great content is essential to customer engagement, but only when supported by effective marketing techniques. For YouTube marketing, your great videos will only be viewed if users can find your links and you can convince them to click those links. By engaging in smart YouTube marketing techniques, you will build an audience and increase customer loyalty, which should result in videos that are recommended by the YouTube search engine.


Posted in: Online Videos, Video Marketing, Video Production Tips

 

You have seen people “going live” on social media before. It looks interesting and you like to find out what they have to say. However, you may be unsure how this type of service can actually help your business. Livestreaming is an important tool for companies who want to capture business in one of the fastest growing methods possible. Yet, there are a few rules to keep in mind as you do so.

#1: Make Sure You Have a Point

The most important first step is to always have a well-defined point. You do not have to script out your livestreaming (that’s why it is so personal after all). However, you do want to have a clear path to go from thought to thought. You want to have a specific message to provide within the event. Do this before you log on.

#2: Choose the Right Medium

Many of the social media websites offer livestreaming now. Which one is right for you? The easy answer is that the best one is the location with the highest percentage of your most likely buyers. Facebook Live is perhaps the easiest one to use with built-in analytics that help make it ideal. Instagram Stories and YouTube Live are also ideal if this is where your customers are.

#3: Be Professional with Your Tech and Setup

While livestreaming can happen from any location, when doing this as a part of your business, you really need to be sure it looks and feels professional. To do that, be sure you have considered the location carefully. Do a test run to ensure the visuals and the sound are good. You also want to ensure you have a strong, steady internet connection. Live video does not work without it. Then, set the stage to be impressive. Be sure you look good and are a clear representation of your brand.

#4: Practice Makes Perfect

If you have never used livestreaming before, test it out before you try to go live for the first time. Set up something on your personal social media page to give yourself an opportunity to try out the medium, adjust the cameras, and to get comfortable with the methods. Keep in mind – it is all you. Be sure you can properly represent your company.

#5: Don’t Forget to Promote It

Once you are ready to go, you’ll want to have a big audience. Yet, if you haven’t marketed your event any prior to going live, you may not have much of an audience. Instead, be sure to do some marketing before and during your event. Encourage viewers to share your page, too.

Livestreaming can be a lot of fun and very effective if you work at making the pieces come together. Why not give it a shot?


Posted in: Online Video Ads, Online Videos, Video Marketing

Whether it is in advertising, blog posts, or the news, video is increasingly present on the internet. While improvements in technology partially explain this increase, that is far from the whole story. One of the main reasons that videos are increasingly present in the digital world is because they are scientifically more effective than other mediums at expressing a message.

The Science of Vision

Human beings may have five senses, but that doesn’t mean that all of those senses are used equally. Studies show that 83% of our sensory input comes from vision and hearing makes up another 11% of our sensory input. We are literally biologically programmed to see more than we hear, smell, taste, and touch combined.

And when it comes to that visual sense, it is particularly effective when movement is involved. Even the tiniest amount of movement engages the eye, causing it to track that movement. That tracking instinct means that humans focus better on videos than they do on static text. This also means that scrolling text in video, like at the opening of Star Wars, is easier to focus on than static text like subtitles.

Whether or not movement is involved, visual imagery is transmitted to the brain faster than text is converted into a mental image. Humans can recognize the primary conceptual idea of a visual image in about 1/10th of a second. A description of that image takes significantly longer to read and then still requires extra time to fully process.

Visual Memory is Better

Not only do we identify and process moving images better than we do text or audio recordings, we also remember them better. One study shows that 80% of the subjects were able to recall the details of an advertisement they had watched up to one month after watching it. That rate is considerably lower for an advertisement that has been read.

Emotional Response to Video

Finally, while emotional responses are difficult to quantify, we can quantify the presence of emotional responses. Video is much more likely than other forms of media to cause neurons to fire that correlate with emotional responses. This matters greatly in the marketing world where emotional responses, even ones that are not fully positive, correlate with higher conversion rates.

More Than Just an Art

Creating the perfect video is mostly art, but choosing to use video in the first place is scientifically sound. Our knowledge of biology and psychology both prove that video is a more effective means of engaging an audience than any other form of media.


Posted in: Camera and Editing Services, Interactive Videos, Online Videos, Video Marketing, Video Production

Brand marketers, website owners, and any other group working to build their brand and market with video know just how beneficial it is. But, a well-designed and optimized video may be able to do more of the heavy lifting for you. To help you to better optimize your videos to get the most out of them as possible, consider these key tips.

Start with Improving Views

Optimizing your video for increased views are also important. To do so, consider these tips:

  • Ensure you have a video thumbnail that works to properly market what the consumer is going to get. Use a human element here when possible.
  • Make your thumbnail click-worthy. A custom-made thumbnail is a must.
  • Be sure your thumbnail actually represents and helps to brand your efforts. Be sure it is consistent over all of the videos you produce.
  • Be sure to place your videos on your website in an area that makes it easy for someone to see what is available – you don’t want to make them scroll to access it.
  • Be sure it loads quickly. You have people on your site – give them what they want.

This is an excellent place to start because these changes will help to optimize the videos immediately.

Invest in SEO

Video does not take the place of good search engine optimization. In fact, it simply should be a component of your videos. You want to be sure people who can benefit from your video can actually find it. Here are some tips:

  • Give your video a keyword-rich title. Be sure it is clear as to what’s to come.
  • Clean up the page. You do not want to make the search engines overwhelmed with layers of code. Instead, make the video the focal point of the page.
  • Use inline embeds. This is what the search engines prefer, and it can make a big difference in the long term to ranking.
  • Include a transcript of your video on the page. This helps with keyword access.

CTAs Matter

You have people on your page, watching your videos, and they are sticking around. But, are you telling them what to do with this content? You may not be. It is important to optimize your video to tell the customer what to do.

  • Make your call to action clear. Keep it simple.
  • Time it right. In videos, you will want to include options throughout your content.
  • Add a Turnstile to your video. Aim to do this about 20 percent into the content for the best results.

It doesn’t take much effort to optimize your videos, but when you do, you gain new opportunities to reach your audience.


Posted in: Online Videos

Video seems to be everything today. It is for anyone marketing a product. It is a draw for those using social media or mobile marketing. But, what about websites? Have you thought about how video plays a role in your website’s functionality and overall appeal? It should be an integral part of your web design from the ground up.

Why Video Matters on Websites

Long gone are the days when consumers took the time to read through a marketing message to gather information and then make a decision. People lack time today. Video helps to present a message in a matter of seconds. It creates an impression. It draws people in. And, it also keeps people on the website longer. For all of this to occur, it needs to be built into your website’s design.

Where Video Goes and How it Works

A good place to start then is to understand where you should place video. You have options, of course. A good rule of thumb is to ensure your video is one of the first things your website visitors see when they land on your page. Video content that’s going to draw them in and make an impression needs to be front and center. This is the case when you want people to experience the video as the first thing they see – place it right on the homepage.

The technology you use matters, too. You need to be able to use a video player that is going to work reliably without the need to buffer numerous times. You also need a product that is installed properly to give your viewers the very best access and experience. Wistia is one of the most recommended solutions for its well-designed layout and functionality.

Don’t Forget to Customize Solutions

You will always want to customize your video to fit your specific goal. For example, some video players are far more effective at allowing you to choose colors and styling features. This may seem simple, but depending on your website’s design, it may make a big difference. Look for a player that gives you the ability to create video embedded professionally.

How to Get Started

Before you get started adding video to your website, there are a few things to keep in mind.

  • Determine why you want video. You want to make sure there is a real benefit to your readers and visitors by offering it.
  • Determine the best type of content for your homepage. This isn’t the place for a sales message. Be sure it adds real value to the page.
  • Place the video where it can be seen, but also without detracting from the overall page design and flow – people need to see your logo first, of course.
  • Use video for branding on this page. You’ll want to choose a video message that clearly communicates this.
  • And, be sure to use a customizable, but reliable player. If you are unsure, test out a few options.

A professionally designed video is also important. Be sure you work closely with your video production team to craft one.


Posted in: Online Videos

How many remote workers do you have? Many of today’s businesses are turning to a remote workforce – those that work from home or separate locations – because it is cost effective and highly desirable to their employees. As of 2017, as much as 90% of the workforce in the United States says they telework – remote work – at least sometimes, according to the American Community Survey from the US Census Bureau. But, remote working doesn’t mean a company has to give up its culture or its brand identity. It does mean it is necessary to come up with new ways to connect. Video can help to do that.

Create Brand-Focused Videos

When your company sits and talks, it likely has a very specific focus. For example, when you are hosting a group chat, you’re all about getting the task at hand done. But, what about those office interactions that don’t typically happen in a traditional remote workplace?

Video can help.

  • Create videos that showcase a “Monday office party” or a “Friday weekend kick-off event.” The key here is simply to bring a few people to show what your company’s culture is.
  • Use video as a way to communicate across all locations. Ask each employee to send in a short video of what they are working on. Then, compile them to showcase what your company is doing.
  • Use interactions and interviews. Create customized interviews with each member of the team. Link these to their profiles on services such as Slack – or whatever communication tool available. It helps to a face to a name.

Video can be used in a variety of ways, but one thing is for sure. You need to make sure that you are allowing your company’s culture to come through. Due to this, bring some people together to chat, discuss important topics, or pose questions. Encourage every member of your team, no matter where they are working, to share comments and interact.

What Can Video Do For You?

When you create a customized video for your remote workers and your team overall, you accomplish a few key things. Done well, you’ll see benefits such as:

  • You’ll be able to boost company morale. People feel more like a cohesive team even when they are not working together.
  • You can get people excited and boost their motivation through video. Skip the boring speeches and instead get creative.
  • Use them to showcase the company’s values and goals. Instructional video in this area is often very important to brands.
  • Spread a message of happiness or share exciting news. Launch a weekly video series that provides information and gets people excited.
  • Use video to provide step by step instructions or other meaningful information they need.

Video is fantastic for many reasons, but it needs to be done well. When it comes to choosing the videos for your company focus on using a video production team to help you. You’ll love the intensity and opportunity that videos can create, which can easily help bring your team together.


Posted in: Online Videos

Videos are a fantastic way to showcase your school. They provide a way for you to reach prospective students, communicate important information in a meaningful way, and deliver a message people will remember. Video is important to Millennials in particular. They are far more enriching and meaningful to this generation. Whether an add or an important message, video helps to make that message come to life – far more so than a typical letter sent in the mail.

Often, schools wonder – what type of video is going to help. Here are some of the most valuable of video types ideally suited for a school to use.

#1: Give a tour

No matter if you are looking to pull in college students or you want to encourage kindergarteners to visit, a video tour is perhaps the most important step. Showcase what will happen, where they will travel, what they will see, and where they will go on a typical day. This can create a fantastic first person point of view of what they will experience at your school. And, done well, they’ll want to be a part of it.

#2: A branding video

What’s your school all about? Every school as a brand whether it is an athletic-driven school, one that has religious components, or even a school dedicated to excellence. The key here is to create a brand video that helps to excite and motivate people to be a part of it! You can do that in many ways, including by using video from rallies, school days, various activities that take place, or just having your students communicate your message for you.

#3: Focus on special programs

Another fantastic way to showcase your school is to zero in on what makes it unique from others. You may have a STEM-based program you want to communicate. You may offer one of the leading research facilities in the country in various fields. Document these special programs through videos. These are specifically helpful when you want to attract more applicants for that specific area. As a result, you’ll want to take them in-depth into the program, classrooms, campus buildings, and into the work they’ll do.

#4: Your students share

Sometimes, it is best to let your students do all of the talking. One way to do this is through a testimonial video. You’ll gather your students and ask them questions. Ask them questions or ask them to share what the school means to them.

#5: Design a commercial

Today, schools need to advertise to get people in the door. A commercial is one of the best ways to do this. You can use it on TV, of course, but also in your social media and on your website. Commercials communicate the benefits of your school to the prospective student with lots of attention-grabbing features.

Working with a production team, you can create customized videos that really speak to your audience.


Posted in: Online Videos, Video Marketing

At first glance, it may seem that whether you share a YouTube video to Facebook or upload your video directly to the social media platform, you would see the same outcome. However, as discovered by Socialbakers in a 2014 experiment, there are a few key differences that may impact the way you choose to share your video content.

Over a five-day period, Socialbakers monitored the 3,684 YouTube video links that were shared and the 458 native Facebook videos that were shared. Keep reading to find out the differences between sharing YouTube videos vs. native Facebook videos, as well as the results of Socialbakers’ study.

The YouTube Video Links

It’s easy to understand the appeal of simply publishing your YouTube videos onto your Facebook page. After all, you’ve already created the video and posted it to YouTube; why go through the trouble of uploading it to Facebook when a quick copy-and-paste will do the job? Additionally, by providing the link for the YouTube video, you make it easy for your audience to click through to your YouTube channel, where they can view more of your content.

Sharing your YouTube videos has its drawbacks, though. For example, as more content is posted to your page, your YouTube video is pushed farther and farther down until it is no longer easily accessible to your page’s visitors. Also, because the analytics are harder to measure when the same video is posted in two places, it can be difficult to judge just how great an impact your video had.

Native Facebook Videos

Because the social media giant has provided features specially designed to offer an optimal visual experience for users, uploading videos directly to Facebook has unique benefits. In 2014, Socialbakers discovered that while nearly eight times the number of YouTube videos as native Facebook videos were shared, the Facebook videos generated more comments and more likes. Businesses also have the option of including a Like Page button, and option that is not present with simply linking a YouTube video. Finally, once a native Facebook video is shared, it remains accessible on the Pages Gallery, making it easy for site visitors to view it again.

Among the drawbacks, however, is the fact that YouTube videos were shared at a greater rate than Facebook videos. In other words, if going viral is your goal, a native Facebook video may not be your best bet.

While there is no doubt that uploading a video directly to Facebook offers significant benefits, the way that you choose to share video content will boil down to how you run your business and what your goals are. If Facebook is your primary avenue for connecting with your audience, then it makes sense to take advantage of its many features. If, however, Facebook is just one aspect of your marketing strategy, then sharing YouTube videos may provide a simpler, more efficient way to get your content out there.


Posted in: Online Videos

When visitors arrive at your website, do they instantly see a video playing? An autoplaying video is not uncommon on business websites, but many companies don’t realize that this could actually be hurting the actions their visitors take when they arrive at the site. It seems like a good idea and a great way to embrace your visitors, but this action can actually be a bad thing and, as a result, many shouldn’t invest in an autoplay video as soon as the visitor arrives.

How Is It a Bad Thing?

It’s innovative. It’s eye catching. And, it’s so common. How can using auto play like this be a bad thing? There are several drawbacks to using it in this manner.

  • It slows down how fast your site loads. This is a big factor for many users. In one study, 57 percent of people shopping online left a website after just three seconds if it did not load immediately. And, when your page loads slow like this, it also hurts your search engine ranking. Even a small video will slow down that load time significant.
  • Even if it does load fast, such as when you use asynchronous resources, there’s still a time when there’s a grey-out homepage. It is that lack of homepage within those first five to ten seconds that can make all of the difference in whether your website visitors stick around or move on. It creates a bad first impression, too.
  • It’s too much for your readers to think about. How does that make sense? Cognitive load, a term that describes the amount of effort your brain has to use to accomplish a task, is worsened when auto play is on your homepage. To improve user experience, on the other hand, you need to reduce cognitive load. Flashing images, background sounds, and various links to choose from, not to mention the video to watch, is too much for the brain to handle instantly.
  • Your video becomes your “everything.” That is, it becomes your call to action on your homepage. When you use your video as your CTA, you are basically telling your visitor to sit there, watch the video and then choose an action. Because of this, your viewer now has another step to take before they actually contact you. That can reduce your click-through rate significant. And, you don’t want your homepage to be an ad, but rather an introduction.

So, how does video fit on the homepage of your website? To be clear, it should be there. You’ll want to include the opportunity for users to click on your video and watch it. Video can be an excellent tool for most pages of your website including the homepage, as long as you are not forcing your website visitors to watch it as soon as it loads. Create a well designed website with ample content and great images. And, then, use video throughout the site to allow your visitors to learn and grow in their brand awareness of your company.


Posted in: Online Videos

Are you using video on your blog? Video production has grown in importance over the last few years. No matter if you have a small blog you are monetizing or one you are running for your large business, video should be a valuable and important component of the process. When can adding video to a blog be useful? As a business owner, it’s important to embrace this technology as it can help to define your blog and your business from the competition.

Should You Invest in a Video for Your Blog?

Creating a video for your blog is an investment in your time and your marketing project. It’s easy enough to take video that’s already out there, use photos, or even just repurpose the same blog content again and again. However, there are outstanding reasons to invest in actual blog videos for your business.

Your Customer Is Looking for It

Though your customer may not be looking for a video from you specifically, they are likely looking for a video on the product or service you offer. A good example of this demand is on YouTube. If you visit the site and do a search for a few keywords that represent your blog’s theme, product or service, you’ll see there’s likely a demand for content like yours could be. In other words, people want information in video form. If you are not providing it, someone else is!

Can Your Topic Be Visual?

If you are still not sure if you should post video to your blog, think about your topic for a moment. Could it be turned into an effective video? For example, your company manufacturers a special tech device. You have pages and pages of content on your blog about the features, specs, and benefits. But, could a video better explain this information to your reader? Better yet, will a video help to convey the value of your product more effectively than what words can? It’s quite commonly the case!

Your Customer Wants Personality

As you read any post on your blog right now, ask yourself. Is there any type of personality coming through from those words? Or, are your readers just getting fact after fact? If you cannot convey enough personality, interest, integrate, or even just plain interesting content, a video can help you to create just that. You’ll find that your reader is better able to embrace your brand, engage with you, or even buy from you after watching a few of your videos.

Of course, there are other benefits to using video on your blog as well. It helps with search engine ranking. It can help your business to share content more readily on social media websites. And, you are more likely to have people share your video than your blog post. For these reasons, most of today’s business owners will benefit from investing in video creation for their blogs. If you have not done so yet, consider the concepts you can transform from just word into visual images.


Posted in: All Posts, Online Videos

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