Footage: Think back to your audience, and the platform you’ll be publishing on and then peruse the library of footage available to you. Imagine you’re watching the footage with no text and no sound, does it elicit emotion on it’s own? Do you see a story developing? In addition to finding something dynamic, consider the look and feel of the people or environment in the video. You want to make sure that it is relatable and/or aspirational for your audience.
Keep in mind, too, that many email marketers look at that 58% with a bit of skepticism. The real figure for HTML5 capability probably lies somewhere between the 40% Litmus saw when they mailed and the 58% Email Monks is estimating. And, of course, every list is different, so there's going to be a slight shift in any of these guestimates for your particular list.
It is estimated that 92% of people who consume mobile videos share them with other people. This is a massive portion and is higher than the share rate of many other types of content out there. Simply Measured discovered that video is shared 1,200% more than both links and text combined. Also, 60% of viewers will engage in a video post before a text post, according to Diode Digital. Because of this, video content is a powerful tool for any brand that wants to expand its reach online or enjoy wider audiences.
Hunker down and get to work learning the 101 of running an ad. Starting with Facebook is your best bet, and there you’ll be using the conversion optimization feature. Conversion Optimization guarantees that your videos are seen by a target audience who are likely to be interested in your business and will complete the lead of sales funnel you are hoping for.
They are human: The point of a product explainer video is to increase relate-ability between your brand and your customer. Text and images don’t get this across as well. You want the video production to show emotion and honesty — whether it shows actual people or is an animated video. You want potential customers to walk away feeling as though you understood them, and spoke to the core of their best self.
Have you heard about a new marketing tool, a medium that’s being used all over the internet? It’s uncanny, your email click-through rate could be increased by up to 300 percent and your unsubscribe rate could be reduced by 75 percent. By now you’re probably thinking that we’re talking about some pricey, heavy-hitter enterprise software system, but we’re not. It’s a medium you already use every day. The answer is short and simple – it’s video.
To ensure that your viral content has the chance to go viral on the top social channels, make sure that the majority of your promotion efforts are executed immediately after the content has been published. This will ensure that you have recency on your side when it comes to algorithms for trending content. From there, you just need engagement with your content on as many platforms possible to help it reach critical mass.
Rapid response to hot topics: Print is the easiest medium to produce and manage – once a statement is approved and locked down, everything else is copy and paste. But what’s the hidden cost of leaving the reader “unsupervised”? Video lets you marry tone and words, control the pace at which viewers move through a piece of content, and direct their eyes and ears to points of emphasis.
Idea Starter #1 - Viral Video Piggybacking: One way to get directly into the viral arena is to piggyback a current viral video or trend. You will know which videos are going viral, you'll see them in your inbox, on Twitter, or on the front pages of many social websites. Do a parody of it, remake it, just make sure you don't infringe on anyone's copyright.
Make a music video. These videos are a step above and beyond basic staring-into-the-webcam lipsync videos. Good music videos pair a memorable concept with a catchy song for potent results. Though it's by no means easy to plan, choreograph, and shoot an awesome music video, the results speak for themselves: as of 2014, seven of the eight most-viewed YouTube videos of all time are music videos.[8]
Dig up something tacky from the past. It's amazing how quickly pop culture that seems cutting-edge at the time becomes embarrassingly dated. Older music, fashion, TV shows, and so on can be absolutely cringe-inducing with a decade or two of hindsight. Unearthing an old, forgotten gem of retro cheese and uploading it to the internet can be an unorthodox path to viral success, but it's one that can truly pay off if you hit the jackpot — consider how the practice of "Rickrolling" became a cultural touchstone based off of a decades-old music video by Rick Astley.
By creating information-dense, accessible, easy-to-interact-with video content, brands can develop a substantial online following and promote customer recall. For an example of a company that’s done this particularly well, consider Headspace, a meditation app that became a $250 million business. The app offers multiple levels of meditation, employing gamification to increase engagement. Users must complete and master each meditation level before advancing. Most sessions are in video format, beautifully crafted with illustrations and layouts true to the brand. It is elegant, consistent and engaging, heavily relying on video.
In 2013, Oreo jumped on the infamous moment when a power outage caused lights to go out during the Superbowl. In the 34th minute the Superdome experienced a slight blackout which Oreo’s social media team quickly jumped on. Posting a solitary Oreo on a black background with text reading “You can still dunk in the dark” on Twitter and Facebook, it quickly received over 10,000 retweets on Twitter and more than 20,000 likes on Facebook.
Animated gifs are increasingly being classified as videos. Though they are radically stripped down from a true video, it only takes a couple of frames to make an image appear to move. This is one of the tricks to keeping animated gifs both small and engaging – they shouldn’t be much more than six or seven frames. Often three or four frames is the sweet spot. It’s just enough motion to be engaging.
Idea Starter #5 - Viral Video Songs: These are everywhere and they get good traction. You can add a song to a video that already exists, make one up, do a parody, a remake, you name it. When it comes to songs, don't worry about trying to make the Billboard 100. All you want to do is get something that is worthy of being passed around. A classic is this one, done in an office, that could have been done for any number of products.
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