Hillary 1984: An employee of an online communications firm that worked with the Obama campaign put out an anti-Hillary video that quickly went viral. This video, with more than 5.9 million views, effectively branded Obama as the "alternative to Hillary." Sometimes, what you say about the competition can be even more powerful than what you have to say about yourself (at least in politics.)
Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence. As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.
Casie Gillette is the Senior Director of Digital Marketing at KoMarketing, a B2B Marketing agency in Boston, MA. She has been in the online marketing industry for 12 years, working on both the agency side and in-house. Casie has been responsible for developing and implementing digital marketing strategies for both small businesses and Fortune 500 companies. She regularly speaks about content marketing, search, social, and branding.
Idea Starter #3 - Viral Videos with Kids or Animals: There's a reason people love kids and animals. And it can be summed up in one word - genuine. They don't fake things. Genuine responses or actions are much more likely to go viral because people love authentic reactions. A fake laugh is boring. A real laugh is infectious. So, can your idea revolve around these two segments…or both?
The best way to leverage the power of video in your email campaigns is to use animated GIFs to drive attention to the most seductive of internet activity: moving images. Your audience has become accustomed to short snippets of video previewing the content they are about to watch, including previews on major streaming platforms like YouTube and Netflix.
Next, put it on the big social networking sites, like Reddit.com and Digg.com. Finally, contact the editors of some of the biggest sites that link to these videos. A personal email with a link can work wonders. If it's related to a story they're running, even better. Sometimes, news station websites will eat up something viral, they are always looking for content. Take advantage of every media outlet. As they say, you can't win the lottery unless you buy a ticket. In this case, every link out there for your video is a ticket to the viral fame jackpot.
There’s plenty of incentive to try. Videos have been shown to nearly triple ROI over static emails. They open up communication opportunities that words can’t touch, and that even static images can’t beat. The 2014 Online Video Marketing Survey and Trends Report, published by Flimp Video Management, found that 82% of the marketers they surveyed say video email marketing is effective.
Along with all this talk of keeping videos short for the viewer, it’s also true shorter content is a better format for most social platforms. As Forbes notes, short, concise content triumphs over longer forms of content, particularly on social media channels. Video marketers should consider using micro-video apps, which shorten videos to less than 10 seconds, so they’re ideal of sharing on the likes of Instagram and Twitter.
If you’re taking on the video creation yourself, use the right tools to help you create the best videos possible. I personally recommend Camtasia as a video editing tool. There are also tools like Animoto and Shakr which let you upload video clips into different professionally-made templates, often with background music and visual effects included. Biteable is also a simple video maker that allows anyone to easily create epic DIY videos using ready-made and customizable templates!
Nonetheless, NGO video marketing faces many challenges, particularly limited resources. 45% of nonprofit communicators report that their workload is too heavy and 17% say it is “much too heavy.” The good news is that even with these limitations of manpower and budget, an effective NGO video marketing strategy is still possible. Just follow these seven tips to get started:
Try to launch your campaign with three to five videos and add to your video collection over time. If you only have one video - don't try to take it viral until you have more because one video is a clear indication you are just not ready yet. If you don't have time and resources to make more than one video, you probably don't have the ability to handle hundreds of calls a day either.
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.
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.
It shouldn’t be hard work for your email subscribers to watch your videos. So, instead of having users click a link that leads them to a landing page to watch your video -- an extra step -- embed the video directly into your email. This will save users that extra click and improve the user experience. Increasing the number of views your video will receive in turn increases the odds that your subscribers will convert.
A great email subject line will grab the attention of your email subscribers and encourage them to open your message. If those users see “video” in the email subject line, they’ll know that they’re getting something extra special from you. In fact, according to MediaPost, when marketers used the word “video” in an email subject line, open rates rose 7 percent to 13 percent.
Make Yourself Recognizable: Your videos can be similar, but should offer a different message about your company or talk about other products and services. For example, you might start each video with a particular sound bite, image, or color theme to brand your videos. With the right marketing, this can help consumer viewers recognize other videos you produce. (You can also serial brand at the end of a video just be sure that all videos have at least one common, recognizable feature.)
Use the best equipment possible. Being shot in crystal-clear, high-resolution video as opposed to grainy cellphone footage never hurt a viral video's chances. If you want your video to look as good as possible, be willing to make the investment in professional equipment (or borrow a friend's.) Consider browsing our photography articles for technical information on how to get your shots looking amazing.
They tell a story: Without context, your product video isn’t going to make any sense. You could produce tons of product videos for your product page that just show the item in a 360 degree spin. But, what’s the point in spending the money to produce such a video that you can’t really use anywhere else? Your video needs to be branded. It needs put your product or service in context. That often means it needs to be shown in use, as a great example of your product — and why the customer can’t resist it. Use the video to continue re-iterating on your brand values and promise: essentially, a how-to video that can be repurposed throughout your marketing.