YouTube Marketing: What you need to know to drive your business forward

6th August 2018

written by George Hughes

Youtube Marketing is a great tool for driving your business forward. So here’s a breakdown of what you need to know about why it works so well and how to use it…

Did you know that after Google, YouTube is actually the second biggest search engine in the world? With an average of 5 billion videos being watched on the platform every day.  

It’s an impressive statistic and reinforces the idea that people love to acquire knowledge and entertain themselves through the medium of video.  Whether we are learning to cook, checking out movie reviews or laughing at funny cat videos, video offers an engaging and easy way to digest content.

With so many people using YouTube in their day-to-day lives, it offers businesses a fantastic opportunity to reach their customers and grow their audience.

 Why YouTube Marketing?

Many businesses turn to social media channels like Facebook or LinkedIn before they embrace YouTube marketing. They underestimate the potential that YouTube can offer.

 So how effective is YouTube Marketing and why should businesses be making more from this platform? Let’s look at the facts:

Put simply, YouTube offers you a way to reach your target audience in a way that other channels cannot.

Marketing on YouTube

 YouTube marketing is a deep subject which spans from the tiny details of profile optimisation to reaching vast audiences through running YouTube ads. In this section, we look at the fundamentals of how and why you should be marketing your business on YouTube. 

Develop Authority

Representing your business on YouTube offers an opportunity to build trust and grow authority by creating content that educates and resonates with your target audience.

The medium of video allows you to add a level of personality to your business that is otherwise very difficult to achieve outside of face-to-face meetings with clients. It provides a platform where your business can communicate their position and views in a concise and engaging way.

Remember that YouTube is a social media platform. Your content should provoke conversation and generate interest in your business offering.

Increase Reach                  

Given the stats we gave at the beginning of this article, it should be fairly obvious that your target audience is very likely to be using YouTube in some way. The potential reach is huge, but this doesn’t mean that you can simply demand attention.

By working on creating an entertaining, authoritative and engaging presence on the platform, you put yourself in the best position to earn your audience’s attention.

YouTube enables you to reach new demographics that you might otherwise struggle to reach.

Boost SEO

Producing high performing YouTube videos is a great way to get your business found on search engines. The first and most obvious reason for this is the fact that YouTube IS the second biggest search engine, therefore if you are ranking high on their search results you are going to see high levels of traffic.

In addition to this, search engines like Google know that video is the most engaging type of content and in most cases serves YouTube videos near the top or first in their search results (after paid ads obviously). Just look at the results for “How to make YouTube marketing video” below…

So, if you are ranking high on YouTube, you will likely rank high on Google as well.

YouTube Marketing: Top Tips

  1. Know your audience. Understand who you are trying to target and create engaging, compelling content that they would want to watch. Just using YouTube videos to highlight the benefits and features of your products and services will get you nowhere.
  2. Target keywords. Just like on other search engines, YouTube returns results based on user search terms and matches them with the most relevant content. Make sure you are using the best keywords possible in your title and descriptions.
  3. Keep it fresh. Just like on all other social media, posting regular, quality content is the best way to keep your audience engaged and coming back for more. It is also likely that the search algorithms on YouTube place importance on up-to-date content, so don’t shy away from updating older content when new information is available.
  4. Use explanative, engaging cover images. Imagine your video is like a mini advert in the YouTube search results. Your video preview should be highly engaging and help people understand what they are going to get. Check out the covers below to see how this is done.

Smart YouTube Marketing can offer businesses a great way to reach their target audience in an authentic and powerful way. Getting started is as simple as creating a branded account, developing a strategy that aligns video marketing to your business goals and creating your first few videos.

Want a professional hand in creating compelling, authoritative content which can be used on YouTube? Get in touch today.

 

Interactive video is a digital or linear video that supports user interaction through clicks, touches, taps and movement and goes beyond the ordinary play and pause technology.

Viewers become the creator and navigate themselves through the video choosing the narrative, selecting the storyline and making decisions based on their interests.

Interactive video for online advertising can be extremely rewarding. You can achieve a much more detailed and personal account of your viewers personality and it has the potential to be worth a lot more than linear video or targeted marketing combined.

 

Interactive Video first started as a simple click on a video advert that would play before an online TV show or on a pre-roll ad on YouTube. The ad would ask the viewer to click on the product or image that they would like to learn more about and this information was then captured by the brand.

Brands like Maybelline, Burger King, Mcdonalds and Volkswagen are already using interactive video in advertising to better understand and engage their customers. But there should be a lot more brands using it, especially in 2020.

Interactive video offers a lot of opportunity and creativity. And it’s not just online but also out of home devices where interactive video can be used. For example, McDonalds are constantly doing outdoor interactive advertising like this Poster Puzzle display that encouraged the public to solve the puzzle in order to “sort their heads out” which promoted their €1 large coffee.

 

Interactive video online is still new territory for many brands and with just a few early adopters.  However, this does not mean that interactive video doesn’t work – it just means that it is not a well trodden path. And because the internet isn’t saturated with interactive videos this means that there is a lot of space and opportunity to harness this medium and gain some great engagement.

Here are some examples of interactive videos from brands that have worked well.

This is an interactive video Deloitte made for their recruitment scheme. The viewer is taken on an interactive experience of someone’s first day at Deloitte and they need to make important decisions throughout the day that will reflect whether you will fit in at Deloitte.

This is another example of an interactive video made by Maybelline New York. It’s a tutorial video to help people use and apply makeup in the right way and allows the viewer to choose which type of makeup style they are interested in learning about.

As well as allowing the viewer to choose the video’s narrative based on their personality you can also create interactive videos that allow viewers to select products to purchase or learn more about.

You can also use interactive video to understand your viewers touch points, interests and needs. A video made for GSK by Wirewax where the viewer can choose what part of the body they are having athletic difficulties with. From the choice made the video will show the viewer a workout routine to help that area of hindrance.

Do these videos work? They definitely help to engage viewers and get them to pay more attention to the video, the brand, the products that are on display and the message of the video. But, do they work at capturing information and converting a viewer into a customer?

We know that 82 percent of all web traffic is predicted to come from video this by 2022 (Cisco) so, the need for video content that stands out from the crowd has never been more poignant. We also know from research that Interactive video content generates 2x more conversions than passive content (Kapost), 4-5x more page views than static content (LinkedIn) and, 93% of marketers say interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content (Demand Genreport). A study by Wyzowl found that 23% of video marketers have used Interactive video as a channel (up from 20% in 2018) and out of those, 83% say it’s been successful for them (up from 78% in 2018).

Interactive videos work great as internal videos for recruitment, induction and training, B2B explainer videos and B2B marketing videos, and they work well as B2C online advertising and social media marketing. The best thing about interactive video is the amount of data you can capture and how precise that data can be. Because you are leading the audience into a set of options and based on their decision you are able to understand them on a more personal scale. With every click you learn more about your audience. You can then group them more effectively into categories based on interest and values and then better market to them at a later stage (Kaltura). Because your audience is in control of their video experience and their experience with your brand, they are a lot more receptive, open and ready to engage, making them more willing to give up their time and information. 

If you are thinking about interactive video then have a play around with the ones that are out there already and see whether you can imagine your brand using this form of marketing. If you don’t want to go straight into interactive video then do something similar to Buzzfeed on Youtube and try some interactive quiz adverts that ask the audience a few simple questions about the market. Buzzfeed gets over 75% of it’s Quizz traffic from social media and a lot of quizzes used in marketing work exceptionally well at engaging and capturing customers (Mashable).

To find out more about using interactive video contact us.

7 Vital Stats That Show Why Video is the Medium of Our Time:

 

Video killed the radio star, and then obliterated everything else in its path to become the de facto method of engagement for consumers, businesses and marketing outreach. 

The evolution of video has seen it become a prominent player in every industry, from the entertainment business to pharmaceutical companies and everything in between. It’s now the most effective way for businesses to share content. 

81% of brands now use video as a marketing tool, which is up from 63% from previous years. The digitisation of, well, pretty much everything, has only increased video’s influence. Simply using the word “video” in an email subject lines boosts open rates by 19%, while 83% of businesses say it brings them a high return on investment (ROI).

But just in case you’re not sold yet, here are seven more vital stats that show why video is the medium of our time. 

1) 10x the engagement levels

Video is essentially immersive marketing, as it has the power to increase engagement levels beyond other methods. Audiences are 10 times more likely to engage with video content than they are any other medium. Whether you’re turning video into snippets for social media or filming customer testimonials, it offers an array of methods for telling stories. It’s a versatile tool that captures a range of imaginations, which helps to increase engagement levels.  

2) 92% believe sharing is caring

A whopping 92% of people share a video after watching it. Going viral is all the rage, but getting people to share content is one of the hardest things to do online. Fortunately, video increases your chances of creating popular content that gets routinely shared online and off. 

3) 65% watch video on your website

The power of words have their place in the realm of content, but when it comes to keeping people engaged with your website, video is the primary driver. 65% of web users watch more than half of a video on a website. If you’ve got a story to tell, you’re better off doing it with moving image. 

4) 49% of business grow faster with video

Brands that use video are growing faster than those that aren’t, with 49% of businesses seeing an uptick in fortunes when they implement video marketing into their strategies. Deciding against using video marketing can be a costly error, leaving brands to play catch up in a [digital] world where everyone is already competing to put their brands in the spotlight. 

5) More than 50% of consumers want to see branded video content

The age-old saying “the customer is always right” will always ring true, and video allows you to give the people what they want. More than half of all customers wish to see branded video content, which they demand more than any other content type.

6) Conversions increase by 71%

Put simply: video is easier to monetise. Conveying your message through video converts more customers, with conversions increasing by an impressive 71%. People like to see things in action, whether you’re showcasing an event demo, providing educational “how-to” guides, or creating personalised messages. The easily digestible nature of video makes storing information that much easier.

7) 95% information retention rate

Getting your message across is one thing, but convincing people to store that information is another. We retain around 10% of all text (unless you’re reading this post, of course), but remembering video information increases to a staggering 95% retention rate. With such staggering numbers, it doesn’t come as a surprise to see brands using it as a primary method for relaying messages. 

Long live video 

Video has become part of the cultural lexicon across so many different platforms. The options to express yourself through video are vast, and brands are embracing it in their marketing strategies. By the end of 2020, 84% of all internet traffic will be video-based. The business of video is booming, and there’s no doubt that it’s the medium of our time. 

Follow us on Linkedin for tips and tricks on creating the best branded video content. Or get in touch at info@smallfilms.com

 

 

 

Summer is a really important time for many FMCG brands – it’s a happy time filled with a lot of fun and excitement, good weather, holidays and late night sunsets, and is therefore a massive selling point for both businesses and consumers. Some brands depend solely on their summer campaigns and will spend the whole year working towards the months of July, August and September, where they release new products, run promotions and do big advertising online and out of home. For food and drink brands especially summer is a massive highlight of the year, it’s when all of the big food shows roll around like Taste and Lunch, and when consumers are more eager to be out and about, which unsurprisingly means they eat on-the-go a lot more. In fact, consumers are prepared to spend more on things like food in the summer because they spend more time outside and last year we saw a 5% rise in consumer spending during the summer holidays (Barclays). Because of that, the months of “summer”  are some of the best times to be making video content and getting your brand as much attention and exposure as you possibly can, so that when your customers are out and about, they will spend their extra cash on your products. 

 

Digital marketing during the summer can be very loud, fun and exciting, and your content can be as colourful and summery as you like. Using a season to help promote your brand is an easy and effective way at engaging customers and reaching new audiences And making video is an even better strategy as it can be cheaper, more versatile and a lot more engaging. Consumers already prefer watching video to static imagery and text and during seasons of fun like the summer holidays they are even more receptive to adverts that reflect the positive and happy vibes they are trying to achieve during the summer months. Here are some examples of videos your food or drink brand can make this summer…

 

Social Media Videos

You can go really basic with Instagram video ads like this one from Costa Coffee – Iced Coffee Range. 

Really simple but yet very engaging; they’ve made the coffee and the foam look like the ocean and placed it in front of a blue “sky” background. It’s eye catching because it looks like the beach and reminds you of summer holidays, vacations and calming times spent looking at blue skies  It instantly gives you a positive feeling.

These Instagram videos from Holland and Barrett work well at promoting products using a happy and summery vibe.

 

Summer Campaign Video

The great thing about a summer campaign is that they can be as extravagant or as simple as you like. They can range from a massive stunt in Waterloo Station, to a pop up shop on Oxford Street, to a simple out of home billboard or online advertisement. Either way if your food or drink brand has anything planned this summer you’d be a fool not to film it. If you’re attending an event then you should film it, if you’re handing out samples then you should film it. Even if you’re going on a work outing to the Zoo, you should film it! We did a summer campaign video last month for UpBeat Drinks for the launch of their new juicy protein water products and to promote their new re-brand. The video was a 22 second social media advert and a 6 second cut down version for YouTube pre-roll as well as a 15 second version for out of home digital display.

 

 

Filming your street sampling is one of the quickest, easiest and most effective ways at getting great customer feedback, market research and providing audiences with a first hand, genuine account of what people think of your product! We created this video for Emily Crisps last year to promote their Whole Foods front window display on Kensington High Street! 

 

 

Promotional videos

Promotional videos are a really effective way at targeting and engaging consumers and work really well across all forms of social media and online advertising. These can be as short as 6 seconds and can advertise your products online to target audiences that you really want to market to. They can be short and snappy and therefore really eye catching, like this promotional advert by McDonalds which is promoting their iced coffee range.

 

 

It’s striking and definitely takes you into a summer hypnotism. Really cheaply, you could film your cold drink bottles close up with water slipping down the side – its eye catching and reminds you of summer – great for an instagram video.

 

Video adverts

So, Boot’s isn’t exactly a food and drink brand but they do stock and promote a lot of food and drink products. This advert they’ve recently released called “Summer” created by marketing agency Ogilvy is a great example of the types of promotional video adverts you could make online. Whilst this had significant budget behind it, you can still take aspects of this video advert and utilise in your own video marketing on a much smaller budget. This is a montage of a child’s summer experience, from the school summer dresses to watering the plants in the garden. A food and drink brand could make short video content for online advertising that shows a child in the garden playing with water and mum calls them in for a snack. Or, people in a park playing frisbee and reaching for your product.

 

 

Event videos

If you are exhibiting at an event this summer then 100% make sure to film it and make sure to create some promotional content around it. Exhibitions are the perfect place to get video content for your social media pages, online advertising and even for your brand film, because you have first hand footage of consumers sampling and trying your products. Event videos make great case studies and customer testimonials. Don’t be afraid to ask the visitors what they think of your product and film their reactions. It’s great to show your audience that you are out there, attending events, making the most of your summer and keeping them in the loop. Event videos work well at developing your brand identity and personality. You can live stream these events, take videos for your instagram and facebook story or you can get a professional to film it and get interviews.

 

Be creative this summer with video and get your brand out there, show off your fun personality and engage with as many audiences and customers as you can. Summer is a huge promotional attraction to any brand, influencer and consumer, so regardless of the budget just make sure you’ve got a lot of summer related posts and videos going up onto socials, through your stories and feeds. This way you can effectively stay at the front of people’s minds and slot into their news feeds with relevant content.

 

 

In an article by The Guardian, Ralf Lucas the founder of Good Schools Guide said that he was noticing a clear shift when meeting parents in their opinion towards State schools, saying that “Independent schools really need to show us more, not just tell us, as we’re really taking State schools seriously”. Parents today are spoilt for choice. Not only do independent schools need to prove their value over State schools but they also need to work harder to stand out from their competitor schools. This is why a well executed digital strategy should be a top priority for any marketing team in the independent school sector, and digital advertising can play a massive role in that.

So, what is digital advertising? Digital advertising is when you run adverts online across social media, Google, Youtube, and various other websites. Last year digital advertising spend outstripped television for the first time in history (SEOworks). It’s highly effective and the good news is it’s affordable for everybody, regardless of the size of your school marketing budget.

What are the best ways to use digital advertising for your school?

1. To drive more people to your school website

A video on your school website is an extremely effective way of engaging prospective parents. But how do you get them to visit your website in the first place, especially if they’ve never heard of your school? By running adverts online across Facebook and Instagram you can reach people beyond your immediate sphere of influence. For example, if you are a boarding school based in Surrey but you want to attract more international students from South Korea, you could run a Facebook advert that only targets affluent, well educated, English speaking adults in the Seoul area. Or, if you are a school in Buckinghamshire running a bursary scheme for inner city children, you could run an Instagram advert explaining the advantages of the scheme targeting London postcode children under the age of 16 who attend a specific selection of State schools. Even if you just want to attract more pupils from the next county, social media advertising is a great way to do this.

2. To highlight the best aspects of your school

Parent’s can often get into “analysis paralysis” when comparing different schools. This is because many will have a good website, a compelling video and lots of information that positions them in a favourable light. To stand out from the competition, you need to think outside the box and that’s where digital advertising can help. You can provide parents with many more layers of information about your school to help them in the decision making process and also keep yourself in the front of their mind. By creating a series of films highlighting different aspects of your school, whether that’s art, sport or academia, you can run them as promotional videos online across social media channels, Google and Youtube.

3. Keeping you at the front of prospect minds

One of the best things you can do for your school with digital advertising is to set up “re-marketing”. You might not have heard of re-marketing before but you will no doubt be familiar with it. We’ve all been there; you look at a bit of furniture or some clothing online and then an advert for that same item starts following you around the internet. You might find this slightly annoying, but the truth is it really works! All you need to do is ask your website designer to install Google and Facebook Pixel. Once that’s done you can set up your own re-marketing campaign via Google ads or Facebook ads. The reason this is so good is because it will keep your school in front of prospect parents as they deliberate over which school to visit, or which school to choose for their child.

Digital advertising can offer you some great solutions. Instagram and Facebook are both platforms that allow you to be very strategic in your approach to reach target audiences. By allowing you the selection of certain factors like location, age, gender, demographics, interests, behaviours, connections or language, you have the potential of reaching parents and students worldwide. As well as specific people around the UK. Your main focus when advertising on these platforms is to have a very distinguished idea of who your target audiences are and how you are best going to reach them with compelling content. 

You can be even more specific in your approach by targeting your prospect parents and students on the channels that you know they are most active. For example, if you want to be targeting parents with digital adverts the best options will be Facebook, Google and Youtube. As an older generation and not so immersed in the world of social media, you’ll mainly want to target them during everyday internet activity, for example, at work or online shopping through Google, watching recipe videos on Youtube, or, staying in contact with friends on Facebook.

If you want to be targeting students with your digital adverts the best platforms for you will be Instagram and Snapchat. The younger generation is much more tech savvy – providing them with direct access to your school’s information through a well displayed advert on Instagram will add a lot of credibility (maybe they’ll even share the ad). If you want to be reaching Feeder schools with your adverts then the best place to reach them is through Twitter as it’s more of a platform for brands, businesses and organisations. Perfect for spreading a more sophisticated message about your school to other people in the same field.

Digital advertising can seem like a daunting task but once you get started it soon becomes second nature. Just be specific in your approaches and make sure to have a very clear idea of who you want to be targeting. Use the right platforms in relation to your target audience, be knowledgeable about them so that you can be precise in your targeting and, be specific in the content you produce so that it resonates and connects with the target audience.

The world of independent schools has changed and the academic landscape is now a highly competitive industry. Independent schools can no longer rely solely on the prestige of their institution, league tables or word of mouth to secure a constant flow of admissions. Today your prospective students and parents live in a digital age and you will need to embrace technology if you want to keep your admissions high and stay in the minds of the right people. After ensuring you have a well presented and smooth working website, video is the next marketing tool you should set your sights on. Here are 5 ways that video can be used to increase admissions to your school. 

 

1. Video on your websites homepage

A video on your homepage can be incredibly powerful for independent schools where your website acts as your shop window. In fact, a survey by Unbounce found that video on your landing page can increase conversion rates by 80%. This video holds all the information and knowledge that a prospective parent or pupil will need. It eliminates the time your prospect has to spend searching for information and engages them instantly with creative and meaningful content. In a matter of minutes, not only do they know everything they need to know about your school but they also form an emotional connection. They have begun to imagine what it will be like to be a pupil at your school or as a parent what it will be like to send their child there. This connection is hard to achieve through just text and pictures. It’s an instant way to stand out from other schools and demonstrate your unique selling point. When creating this video you should ensure it is concise, polished and easy to digest.

2. Facebook Video Marketing

If you haven’t already been using social media for your school then it’s a good time to start! After watching the brand film on your website, visitors will want to do further research online. This is where social media channels play an important role. The more interaction they can achieve with your school, the better they will feel about you and the easier it will be for them to build a relationship. Facebook has 1.18 billion daily active users (Facebook) and the average user spends 50 minutes per day on Facebook. Incorporating a Facebook page for your school will amplify the amount of people you can connect with and it is another platform where your brand film can be presented. Not only that but via your Facebook page you can begin to include “vignettes” of school life via both professional videos and “self-shot” videos. This could be films featuring different parts of the school like sporting life, 6th form, arts and drama, or calendar events like school trips and sports day. It’s a great way to add depth and character to your school. Facebook has options now to prioritise video viewing and your page cover photo can be replaced with a video. Consumers engage with branded videos the most on Facebook (49%), followed by YouTube (32%), then Instagram (24%) (Tubular Insights).

3.  Youtube channel

YouTube is the second most visited site after Google (Alexa). Regular video posts onto a Youtube channel can achieve huge traffic and engagement from your prospects. The average mobile-viewing session on YouTube lasts more than 40 minutes (Kissmetrics). Where Youtube excels over Facebook is that you can create your own “channel” for the school with lots and lots of videos. It can be an exciting way for pupils and teachers at the school to create their own videos to contribute to the channel.  You can be a lot more creative with the types of videos you make and really show off the school’s character. Youtube can act like an extension of your website video where parents and students will be willing to spend more time watching a video about specific aspects of your school like sport, maths, or teachers and facilities.

4. Social media advertising

Video advertisements can be hugely effective online as you can target very specific demographics whether that’s pupils, parents or teachers. Different social media platforms will work more effectively depending on the target audience. For example, Twitter and Facebook adverts will work best on parents whereas Instagram, Snapchat and Youtube ads will work best on prospective pupils. These adverts can be either brand new content or can be created using your own existing videos. The optimal length for these is between 5 and 15 seconds. Social media advertising as a whole can be an extremely effective way of getting your school in front of a new audience, but you can also use it to keep your school constantly in the mind of your current audience. Using a simple feature of Facebook called “pixel” you can “re-market” to people who have already visited your website. This means that when they visit your website they will be tracked by Facebook or Instagram and shown an unobtrusive advert to remind them that they were interested in your school. This form of advertising is highly effective. 

5. Video mail

The truth is not everyone is on social media, so how do you reach parents that are not on Facebook, Twitter, Instagram or Youtube? One fantastic solution is through email marketing. It is a tried and tested approach that works time and time again. Whether you send out a newsletter or a personal email you can include video within that email. That can be your school video, a message from the head or a video about some other aspect of school life. Another way to get parent’s attention is to send out a hard copy of your video via Royal Mail. Rather than being old fashioned (i.e. a VHS sent in a big package) this is actually a very sophisticated form of marketing called a “video book” — it’s a school prospectus that when opened, contains a small screen that plays your video automatically. If you have an open day coming up and you want to target parents with something special then this could be the perfect solution.

There are so many great ways for independent schools to increase their admissions using video and it represents one of the best ways to get high user engagement and a solid return on investment. There has never been a better time for schools to spread awareness, share their story and connect with new audiences. Video is one of the fastest ways for you to get your school out there in front of the right people and make your story heard by those that matter.

In a fast moving and crowded industry, food and drink brands need to find efficient, engaging and consistent ways to connect with their customers online and social media can be one of the best tools to do that. We see a lot of food and drink brands focusing a lot of their time, energy and resources on social media marketing in order to build a loyal community of followers who can spread a message about their products. But, if every other food and drink brand is doing the same thing, how do you stand out from the crowd?

 

One of the tricks to nailing a successful social strategy is to have a consistent stream of posts that encourage regular engagement. Text and picture posts can get great results but did you know that posts with video have 48% more views (HubSpot) and generate 1200% more shares than text and image content combined? (G2 Crowd).

 

As a food or drink brand, Twitter, Linkedin and Snapchat are great but Facebook and Instagram should be your bread and butter. Instagram in particular is highly visual so it’s great for showing off your products in the best light and acting as your virtual “store front”. Try to tell the story of your brand and your products with a variety of videos. For example, you can create simple, glossy, 10 second clips of the ingredients that go into your products or a quick time-lapse of a pop-up display being put together in a retail store. Do 1 minute interviews with members of the team or film with your farmers and producers.

 

Videos on social media add huge credibility to your brand’s identity especially when they are informative and educational. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). Remember, 85% of Facebook videos are watched without sound (Instagramso consider adding motion graphics or subtitles to make them stand out.

 

Instagram and Facebook are perhaps one of the most effective ways to create a deeper connection with your customers and engage them on a more personal level. Get somebody in your company to create a Live-stream broadcast taking your audience behind the scenes of your brand and give them insight into your day-to-day activities. These can be behind the scenes of a shoot, event or product sampling, shots in your office, a team outing or videos in your factory. This type of content will resonate with your audience because it’s personal, honest and will make them feel more involved with your journey. Also, because of the personal style of these videos, 47% of consumers enjoy watching adverts from brands on Instagram and Facebook Story (Animoto).

 

Think of social media videos as part of a wider ecosystem of content you are creating. Try to drive your audience from one channel to create better engagement with your brand. For example, if you have some great long-form content on Youtube (above 2 minutes) but don’t have many subscribers, then create short clips from that content and post it on your Facebook or Instagram page with a link to send viewers across to watch the full video on Youtube. If you are creating blogs or other pieces of written content, then you can create short videos summarising the main points from the blog. Post that video on social media and then encourage the viewer to read the full blog on your website by following the link. Not only does this technique help to give your audience lots of content to “gorge on” but it’s also fantastic for SEO.

 

Social media is a great way for food and drink brands to build their own tribe. It works extremely well at engaging audiences with relevant, interesting and exciting content about your brand, and by using video amongst your social media marketing you can find simpler, easier and more engaging ways to stand out online.

With Christmas now a distant memory and January finally over, food and drink brands need to be focusing on what their next marketing campaigns will be, and there are many events and public holidays coming up this Spring that food and drink brands can take advantage of. The beginning of 2019 saw a tremendous growth in the participation of Veganuary and Dry January which both increased by almost a third from last year. So it’s no surprise that it was a hugely popular time for marketing teams of food and drink brands across the UK. So with Spring upon us, what special days are coming up that scream for food and drink video content?

 

There are a lot of great dates coming up, like St Patrick’s day,  Easter, and the period building up to easter like Pancake day and Mother’s day. But, it doesn’t just have to be national holidays that inform your video marketing choices, it can also be the changing seasons and the weather.

 

Walkers did a mini video on Youtube called “Walkers does Spring” with the slogan “Our crisps are hard to bleat this spring.” This type of video is easy to make and easy to market across all online platforms.

 

Arla created this GIF on Facebook titled “It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days?”

It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days? #Arla

Posted by Arla on Tuesday, 20 March 2018

 

Creating video content focused on a specific day of the calendar year can be a great way to gain positive exposure for your brand. Especially if you run them as video advertisements on social media and target audiences that are engaging with similar content.

 

Hellmans did a short and simple recipe video for pancake day last year which they marketed via Facebook. The mayonnaise is barely used or referenced but it is branded and you can tell that it’s a Hellmans video.

 

Towering Japanese Fluffy Pancakes; served with crème fraîche, crispy bacon and lashings of maple syrup.

Posted by Hellmann's on Thursday, 8 February 2018

 

Waitrose created a recipe video on Facebook that shows pancakes being made three ways. It’s a really simple video that has no reference to Waitrose products or services but it’s engaging, relevant and entertaining, so their audience can take something positive away from it, which overall adds value to Waitrose.

 

Enjoy these delicious topping ideas for Pancake Day! Which one is your favourite; mango mojito, maple butter and crispy pancetta or chocolate, banana and hazelnut?Read the recipe: http://bit.ly/2EyGZB1

Posted by Waitrose & Partners on Monday, 12 February 2018

 

Marks and Spencer held a flower arrangement event last year for Mothers Day which they filmed and uploaded onto their Youtube channel.

 

 

Easter is perhaps the best Spring holiday for food or drink brands to take advantage of, because it spreads a positive message, is widely celebrated and, is typically a happy, warm and colourful time of the year. Similar to the Waitrose recipe video you can create Easter related recipe videos like this one by Lurpak.

 

Roasted until golden and crispy, Whole Roasted Sea Bream is not your ordinary lunch. Recipe: http://bit.ly/2GjX24j #SeizeTheLongWeekend

Posted by Lurpak on Friday, 16 March 2018

 

Or like Marks and Spencer you could hold an Easter related event with either your company or customers like an exclusive easter snack hunt. Film the event and share it with your customers and audiences online to spread a positive and fun message about your brand.

 

Your videos don’t have to have such a strong reference to holidays or events, it can be as simple as adding the colour yellow or having some daffodils and tulips in the video. Typically, the audience will build their own connection to the event as long as you give them a nudge in the right direction.

 

Asda created this video advert last year for Easter as part of their “Meal Under £2.50 a Head” (which is a series of videos they run on Youtube). During the video there is no actual reference or connection to Easter except for the dancing daffodil in the middle of the table. Yet the video is effective at capturing people’s attention when thinking about Easter.

 

There are a lot of great videos food and drink brands can be making this Spring season. Using an event like Pancake Day, Easter or Mother’s Day to aid your monthly marketing campaigns is simple, effective and hugely rewarding. It’s one of the fastest ways to drive organic engagement to your brand, get great return on investments and reach wider audiences during an exciting and busy period. Have a think about the types of videos you could make and what your audience would like to see from your brand this Spring.

 

If you are an SME and haven’t heard of the term ambush marketing, then you may be missing a trick. It’s a high impact, cost effective way for brands to hog the limelight and is frequently being used by the likes of Pepsi, Burger King and Nike to generate huge sales. And the good news is that you don’t have to be a big brand to use ambush marketing. It works for emerging brands too. So, what is ambush marketing and why is it so effective?

Imagine you want to hold a street party but can’t afford it. Then you find out your neighbor is hosting his own street party with a band and an expensive sound system. So you invite all your friends over and pass the party off as your own. Before you know it, your neighbour’s guests have even ended up at your house. You’ve got the street party you always wanted and didn’t have to pay a thing. #partyambush.

Now imagine you are Coco Cola and you’ve paid a fortune to sponsor the World Cup. But then Pepsi, who hasn’t paid a penny in sponsorship, decides to rebrand all their drinks cans with pictures of the England World Cup team. They win sales from Coke without the hefty price tag of official sponsorship. Catch my drift?

The most common form of ambush marketing takes place surrounding key sporting events where brands would ordinarily have to pay for sponsorship like the World Cup, Wimbledon or the Olympics. But it can also be used for other key calendar events like Movie Releases, Royal Birthdays, Festivals OR to hijack big marketing announcements from other brands like Apple or Tesla. And that marketing can manifest in print, TV, digital, radio or a brand’s packaging.

So how can emerging brands use ambush marketing effectively? And what about video – how can you use it to amplify an ambush marketing campaign?

1. Be Direct

In this game you need to be proactive and keep a beady eye on your annual calendar. There are many events that pop up throughout the year which you could create some awesome content to generate buzz. Form connections through imagery, colour and slogans whether that’s Union Jacks for a Royal Wedding, rainbows for London Pride or in the case of Blue Kitchen restaurant this year – create a social media video.
During the world cup they create this video which referenced Maradona’s famous “Hands of God”. So even thought Blues Kitchen has no official connection to the present world cup they formed a strong association that would have resonated with their audience.

Your ambush doesn’t just have to be inline with a specific event – it can stem from anything that is current or trending. You need look no further than social media for the latest meme or hot topic. Do you remember when fidget spinners first came into town and how everybody went crazy for them? Well Burger King took that trend in their stride and produced this awesome Gif…

As an emerging brand this is exactly the type of trend that could you easily to create some content around.

2. Be Fearless

To make an omelet you have to break a few eggs. So to stay ahead of your competition, you’ll have to risk putting a few noses out of joint with your ambush marketing. Look at what your competitors are doing or any bigger brands that you could ambush and then form a marketing campaign around their events. For example, in 2012, Nike piggybacked off London Olympic fervor with their own TV campaign called “Find your Greatness” despite the fact that Adidas were the official sponsor, not Nike.

And an example of an emerging brand jumping on a big brand’s bandwagon is Mous – they timed the release of their indestructible phone case with the arrival of the Iphone X. They even ambushed the long queue outside the Apple store and filmed some video content with the hopeful Iphone owners putting their indestructible case through its paces.

3. Be Predatory

Look for opportunities to have a dig at your competition. Here’s another example from Burger King where they hijacked the cinema release of the Clown horror film “IT” and used it to poke fun at their main competitor McDonalds with the slogan “Never Trust a Clown”. They created this piece of video content to promote the campaign.

And Android released this advert for their Smart watches just before the release of the Apple Watch, making the point that as an Android smart watch owner they have different styles so you can still be individual but with Apple, you only get one choice.

As an emerging brand there are so many opportunities lying in wait for you to do your own ambush marketing campaign, whether that’s piggybacking off a major event, jumping on a new trend that’s doing the rounds on social media or having a dig at some of your bigger competitors with a counterintuitive video campaign. Just look at the calendar and for anything you can take advantage of, then start your scheming! Be the predator, not the prey.

Video content is King

According to a recent study by Forrester Research, 1.8 million words of text is worth 1 minute of video in terms of impact. Whether such a comparison is really accurately quantifiable, it’s clear that video is rapidly overtaking text as the most dominant form of digital content.

In a fast-moving world of Social Media, changing technologies and ever more selective consumers, it’s the attention-grabbing, story-telling and engaging qualities of video that make it the most effective and shareable way for brands to communicate with their audiences. Indeed, by 2021 it’s predicted that a staggering 80% of global consumer internet traffic will be video. 

Social Media has changed the way we consume video content

There are no two ways about it then – consumers love video and businesses are quickly having to adapt by making video a central part of their digital marketing strategies. So far, so straightforward. But it’s not quite as simple as commissioning a video, sticking it on your website and sharing a few links across Social Media.

The evolving digital landscape is creating more and more ways for audiences to consume video content and an increasing number and variety of Social Media platforms are at the forefront of this. Each Social Media platform has its own audience, character, features and functions, not to mention technical restrictions and conventions about hosting video. Audiences have different expectations and consume video differently according to each platform. Forward-thinking brands can take advantage of this by considering these Social Media nuances when planning their video distribution strategies. You can stay one step ahead of the competition by carefully adapting your video content to have the maximum impact on each Social Media platform.

To help you get started, here are our top tips on how to use video content across the most popular Social Media networks:

Facebook Tips

The stats

Using video to get brand engagement on Facebook is more important than ever. Facebook generates more than 8 billion video views per day (source Bloomberg) and views of branded video content have increased 258% since 2016 (Tubular Insights). Square video gets 275% more views and 482% more shares than regular. 

The tone

Facebook is primarily a personal network of family and friends. Of course, businesses make great use of it for marketing purposes but consumers are largely using it in an informal way. It’s great for B2C and any video content you post should be friendly, entertaining and sit well in users’ feeds alongside casual updates from friends. Don’t post anything corporate or specialist and keep the tone light.

The format

Square video is outperforming regular video in terms of engagement, perhaps due to the increase in internet usage on Mobile phones. 

Facebook videos autoplay and the majority of people watch without sound – make sure your video is captivating in the first few seconds to stop users scrolling on by – and don’t forget to add captions or text overlay and an attention-grabbing thumbnail and title.

Videos under 2 minutes long perform best.

Upload your video natively (rather than posting links to other video platforms) because the Facebook algorithm rewards native video. 

Go live

Facebook’s algorithm also rewards live video as it is the most engaging type, and what’s more when brands post live video, it also seems to increase the reach of their non-live video content. Facebook live videos are viewed for 3 times longer than uploaded recorded video and get 10 times as much engagement. Live videos should be longer than recorded videos (but less than 15 minutes).

Advertise

Reach a highly targeted market with engaging video advertising on Facebook. Video ads receive 10 to 30% more views than other image ads (although often with a higher CPC).

Twitter Tips

The stats

Twitter is the channel for short, fleeting updates and therefore hasn’t emphasised video as much as some of the other social media channels. However, 82% of Twitter users say they watch video content on the platform (Bloomberg). Twitter reports that Tweets with video are 6 times as likely to be retweeted as Tweets with static images, and 70% of US marketers said they were confident they could drive sales through Twitter video advertising (www.emarketer.com)

The tone

Twitter is great for business networking and connecting with influencers and customers. The tone should be more professional than Facebook, but avoid overly spammy or salesy content. You can be more businesslike in what you post, but be conversational too as ‘real-time’ interactions are common.

The format

Twitter supports MP4 or MOV format video and you can post landscape, square or vertical videos. Square and vertical perform best because 93% of Twitter video views are on Mobile devices (Adweek). Films can be no longer than 2 minutes 20 seconds. Between 30 and 45 seconds is the optimum length however so the platform is ideal for posting teaser clips to longer format video content on YouTube or your website.

Go live

Live video marries really well with the real-time immediacy of the Twitter platform and posting live video via Periscope is a great way to promote business events, conferences, product launches etc. 

Advertise

Video advertising now accounts for over 50% of Twitter’s revenue and video website cards or video app cards can drive viewers directly to your website. 

Instagram Tips

The stats

While primarily a photo sharing platform, the amount of time users spend watching video on Instagram has increased 80% year on year since video feature was launched in 2013 (Instagram). The main demographic is 18-29 years old (59% of this age-group uses the platform) and video advertising gets 3 times as many comments as photo advertising. 35% of Instagram users are creating and viewing video via Instagram stories (Mediakix).

The tone

Instagram is a friendly and informal platform used predominantly by the Millennial and Generation Z demographic.  Its visual nature encourages active engagement and Instagram posts get the highest brand engagement of any Social Media platform (Invespcro). It is a really useful platform therefore for informal visual storytelling, communicating brand culture and identity, and for creating an emotionally engaged brand community. It is also very effective for showcasing products and online shopping for retail brands.

The format

Instagram video must be less than 60 seconds in length. Use vertical video in Instagram stories, and landscape for timeline video. An Instagram story video can only be 15 seconds in length, but you can add as many stories as you like, or make a longer story by posting multiple 15 second chunks sequentially.

Go live

Live video on Instagram can be up to an hour long and is available for your audience to watch (in full) in the stories and live section at the top of the screen. Live lends itself to seasonal stories and events or time limited promotions. It can also be a great way to increase engagement with your audience by means of live Q&As and chat.

Advertise

As we discovered earlier, video advertising on Instagram generates 3 times as many comments as photo advertising. As well as standard video ads between 3 and 60 seconds long including room for 2,200 characters of text, brands can now use carousel video ads by adding up to 5 videos to one ad, along with up to 2,200 characters of text.

Instagram TV

Instagram has recently launched Instagram TV, a long form video app that’s also available within Instagram. Videos on the app will be vertical in format and can be up to an hour long, suggesting that Instagram is vying for YouTube style content.

Linkedin Tips

The stats

75% of business executives said that they watch work-related video weekly (Cisco Systems) making professional networking platform Linkedin ideal for hosting business videos. 38% of marketers use video on Linkedin and 55% of business owners said they would continue or start to share video on Linkedin in 2018. Linkedin users are also 20 times more likely to share a video than any other type of post (Linkedin). 61 million Linkedin users are senior level influencers and decision makers and Linkedin is the top channel for distributing content for 94% of B2B marketers.

The tone

As a professional networking, B2B and recruitment platform, Linkedin suits a corporate and formal tone and is the place to demonstrate industry expertise and personal thought-leadership to your audience. 50% of US internet users with a college degree use Linkedin so your content should be value-adding and informative. Video can be used professionally to showcase projects, conduct interviews, show case-studies and post how to’s and demonstrations.

The format

Linkedin enabled a native video function recently and it now allows members (not businesses as yet except via advertising) to upload videos natively between 3 seconds and 10 minutes long from the app or web in either vertical or horizontal formats. Vertical videos will be cropped to square and videos will autoplay silently in the feed. The platform has also recently added sticker and text options for video. Native video will rank higher in searches than video links to other platforms. Although you can’t livestream, you can post a video as soon as you have recorded it and you can also share it to your company page.

Advertise

Linkedin has recently rolled out business video advertising in the form of Video for Sponsored Content and Company pages. Businesses can now pay to showcase their companies with video on their company pages and can sponsor highly targeted B2B video content that will autoplay in audience feeds.

YouTube Tips

The stats

The daddy of video hosting platforms, YouTube has a staggering 149 million viewers per month. (Statista). More than 1 billion hours of video are watched daily and more than 50% of YouTube video views come from Mobile devices (YouTube). YouTube also reaches more 18-49 years olds than any broadcast or cable TV network, and whilst time spent on YouTube by this demographic has increased by 74%, TV watching has decreased by 4%.

The tone

Although a lot of YouTube content is perceived as being entertainment based, it’s very much worth businesses having their own YouTube channels to raise awareness and build brand identity and engagement. Google has a strong bias towards YouTube videos in searches (as opposed to videos hosted on websites or other platforms) (Stone Temple) and 70% of people say they watch YouTube videos to ‘solve a problem’ and 86%, to ‘learn new things’. YouTube is therefore a brilliant tool for brands to use to explain how their products and services work and to educate and inform on industry issues. 

The format

As a video hosting platform rather than a Social Media platform, you can upload all sorts of format and length videos to YouTube as long as they don’t exceed 20GB. However, ComScore reported that the average YouTube video length is 4.4 minutes, and Wistia research has shown that while you will keep 60% of viewers watching to the end of a 4 minute video, you will retain 75% of viewers of a 1-2 minute video. Shorter still seems to be sweeter on YouTube. 95% of YouTube video ads are audible (Google) – both vision and sound are important on this platform.

Go Live

Live streaming is possible on YouTube (and now also from your desktop) if your ‘account is in good standing’ and is verified.  It’s a useful feature for vloggers to share live updates and for businesses to share live video of events/launches etc.

Advertise

YouTube accounts for a quarter of digital ad spend in the US. There are three video advertising options, the most popular being the 6 second bumper ads which appear before, during or after other videos and cannot be skipped. YouTube say that ’70% of bumper ads drive a significant lift in brand awareness.’ The second type of advertising is TrueView which is adverting that plays before, during and after videos, but which can be skipped after 5 seconds. The advertiser is only charged if a viewer watches for 30 seconds or engages with the video. Discovery ads appear when a viewer is browsing content on the web or YouTube and can be any length. The advertiser is charged when a viewer clicks on the ad.

Snapchat Tips

And a final word for Snapchat. Although the least used Social Media platform for video marketing, Snapchat’s popularity amongst the under 24’s should not be underestimated. For businesses targeting this demographic, they can make use of Snapchat stories to post 10 second temporary stories, and can take advantage of Snap Ads to get their video advertising content placed in users feeds.

If you would like help with producing video for different social media platforms, contact us here.

Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.