It’s ideal to break your month down into categories. You want to execute 1 branding video per week that shows off your business to every customer and can be run as an acquisition or re-marketing asset. Then you’ll add in any special sales or promotions. This category can include a teaser video, a video for the sale itself and a final “last call” video right before your promotion is over. Next, you can add any special campaigns and/or offline event videos into your monthly plan. And finally, sprinkle in at least 1 video a week that is playful and is created specifically for the goal of engagement.
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.
Susan thanks for the inclusion of Playable. Our focus is making it simple and easy to add a short video clip into email campaigns and send using your preferred ESP. By including video within the email, as opposed to a still frame from the video, our clients enjoy response uplifts on average of 3x. See our latest customer success story where the client achieved a 37% response rate: https://playable.video/blog/video-email-customer-success-story-dasco-auto-electrical/
Facebook’s algorithm determines the types of content that an individual user sees, and according to Facebook, the goal in 2018 is to give users “…less public content like posts from businesses, brands, and media.” This typically results in less trending content from businesses, but rather content from publications and individuals. Of course, when a product gets featured in trending content on Facebook, it gets a lot of attention.
Our brains have a Reticular Activating System (RAS) that acts as a filter. It sorts out what is important to us and rejects useless content. Studies have shown that  “our brains respond to novelty, our name, emotion, contrast and factors that influence choices about ourselves. Your online video needs to appeal to those things in the opening seconds to get viewers hooked.”
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.
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.
Each video is reduced to the most basic steps of the process and sped up in post production so it only lasts for 30 seconds. The beauty of these little social video snippets is that they quickly solve a pain point for users. Vegan but want to enjoy a smoothie? Check out how to create vegan cherry garcia acai smoothies or what about some non-dairy caramel almond brittle tarts for the lactose intolerant in the audience? 

Are you launching a new product or a service? Create a video to show how it works. 98% of users say they’ve watched an explainer video to learn more about a product or service. That is why 45% of businesses who use video marketing said that they have an explainer video on their home page. Of those businesses, 83% said that their homepage explainer video was effective.
Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly.

Depending on the product(s) you sell, you may have to get more specific to find the most viral content most appealing to your target customer base. The fastest way to do some topic-specific viral content research is using hashtags or keyword searches on each respective network. Instagram, for example, will give you the top posts for the specific Instagram hashtags, followed by the most recent posts.YouTube orders keyword search results by relevance, then by popularity. Verified YouTube channels will typically lead the pack if they have any applicable videos.Twitter sorts keyword and hashtag search results by relevance and popularity, with posts from verified Twitter users leading the pack.These searches and similar on other top networks will show you what people see on each network when they search for keywords or hashtags related to the products your business sells. If you can create viral content for those networks, you stand a good chance at coming up in searches made by your target customers. As you analyze the trending content, be sure to note specific details, such as the following.
Teach your audience how to do something amazing. DIY and "How-to" videos are immensely popular online. Though these types of videos may not be as likely to get you the internet super-stardom that funny Let's Plays or meme videos are, they can bring their brand of popularity. For instance, the YouTube channel "DaveHax," which contains short how-to videos for basic crafts, routinely gets hundreds of thousands of views per video (sometimes even several million.)[5]
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.
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?
To make your videos as memorable as possible, ensure that you’re keeping them in line with your brand strategy. This means keeping colors, fonts, logos and voice the same in your video marketing as they are in your blogs and articles. While videos do things text content doesn’t, users should still be able to recognize the style and format of your brand’s videos online.

Patagonia’s video above also demonstrates the importance of setting up your video. Don’t just throw a video into your email without any explanation. You’ve got to let your subscribers know why they should watch the video and what it’s all about. If they know exactly what they’re getting, they’ll be more likely to watch. So, set up your video in the email. 


Numa Numa Dance: Gary Brolsma, the young man doing the Numa Numa dance in his chair, publicly stated he was rather embarrassed when his video went viral - which prompted even more views. Brolsma's video received coverage from Good Morning America, The Tonight Show, and VH1's Best Week Ever, with the Numa Numa Dance video being listed as number 1 on VH1s Top 40 Internet Superstars. Most of us have sung into hairbrushes, invisible mikes, and sang off key to our favorite songs, or made videos of ourselves never meant to be aired. We feel uncomfortable spying on Gary Brolsma but somehow that makes us feel like sharing it with others even more.
Today, the viral video is perhaps the form of online entertainment with the greatest global reach. The most popular viral videos are viewed by hundreds of millions (sometimes even over a billion) from all over the world.[1] With over 100 hours of video uploaded to YouTube every day, the competition for this new type of fame is fierce, but viral stars can come from any background and can literally be made overnight, so everyone — including you — has the potential to become a viral smash hit.[2]

Send out an email blast with personalized videos (by this I mean, put their name on the video) to all your existing customers. Add a list of items in this video that are relevant to the customer, products that they would potentially buy. You can get this data from their purchase history. Here is an example of the same video as above, but personalized:
When Instagram first introduced video in 2013, more than 5 million videos were shared within the first 24 hours. We’re seeing a similar trend with Instagram Stories as marketers look to find what works on the new medium. What we do know is that the introduction of this new feature has opened up tons of new video marketing opportunities on Instagram.
As you probably know, the most common workaround for embedded videos is to create a “fallback image”. This is a static image that users will see if they can’t view the video. Or you can just make an image that looks like the video, complete with the player controls at the bottom. While I was searching through several thousand emails to find examples for you, it was these static images that just looked like videos that were used 95% of the time.

Oreo did in fact have 15 person strong social media team standing by to jump on anything that could have happened during the evening but you can still be this viral with a one person team if you can keep on top of current trends in your industry. Learn from this example of great viral marketing and use current events to position your product in the middle of it in a positive light.


Today, one of the biggest trends driving the digital marketing world is responsive design. When a company’s content doesn’t perform well on a given device or browser system, the business behind it loses traffic and suffers decreased conversions as a result. Fortunately, video content is fit for consumption on all devices, ranging from computers to mobile phones. This expands video’s reach and makes it more user-friendly and consumer-focused.
Let’s say that you sell motorcycle parts. You may find that your customers like videos showing motorcycles in action on Instagram and Facebook, part review videos on YouTube, articles about the latest technology on Twitter, and GIFs made from your Instagram and Facebook videos for Imgur and Reddit.  In short, you’ll need to make some videos to get your products embedded into viral content.
There is a heap of sales clutter on the Internet that is actively annoying and repelling your customers. Don’t let your brand be that guy – instead, your video should be centred around the story and not the sale. Remember: the same rules that apply for written content marketing apply for video marketing – concentrate on the value you’re providing for your customers.
Numa Numa Dance: Gary Brolsma, the young man doing the Numa Numa dance in his chair, publicly stated he was rather embarrassed when his video went viral - which prompted even more views. Brolsma's video received coverage from Good Morning America, The Tonight Show, and VH1's Best Week Ever, with the Numa Numa Dance video being listed as number 1 on VH1s Top 40 Internet Superstars. Most of us have sung into hairbrushes, invisible mikes, and sang off key to our favorite songs, or made videos of ourselves never meant to be aired. We feel uncomfortable spying on Gary Brolsma but somehow that makes us feel like sharing it with others even more.
Oreo did in fact have 15 person strong social media team standing by to jump on anything that could have happened during the evening but you can still be this viral with a one person team if you can keep on top of current trends in your industry. Learn from this example of great viral marketing and use current events to position your product in the middle of it in a positive light.
Great tips Gabrielle! The part about the mission caught my attention a lot, it’s something I guess I understood but hadn’t really put that much thought about. It makes total sense, you don’t wanna over saturate your customers with your product, it’s better to sell them on on the depth of it (even thinking of myself as a customer it’s actually easier for me to connect with that than whatever product), so thanks a lot.
According to HubSpot, 80% of customers remember a video they’ve watched in the last month. One of the biggest strengths of video marketing is that it’s highly visual and auditory, which means it’s easier for many users to remember than text-based content. When customers remember your video marketing content, they also remember your brand, which translates to more sales and leads for you. What’s more, customers typically like to share videos they enjoy, which can expand your online reach.
Finally, the most exciting and high impact way of optimizing your video marketing is through personalization. Businesses can see a 500% increase in email engagement with video personalization. While this can be difficult for bulk mailing, there are a lot of tools coming out that can connect your CRM and databases to your video content that seamlessly embeds personal details like names, companies, cities, and more right into a video.

OK Go on Treadmills: This low-budget video "Here We Go Again," is so much fun to watch it captured a staggering 1 million views on YouTube in the first 6 days it went live in 2006. Today, the video has been viewed more than 50 million times, rocketing album sales, and earning the band a Grammy award for "Best Short-Form Music Video" in 2006. Unique, yet simple choreography sets this video apart from the traditional music video format of sex, drugs, drama, and more sex. (This would have been a phenomenal ad for a treadmill company.)
Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.
Today, one of the biggest trends driving the digital marketing world is responsive design. When a company’s content doesn’t perform well on a given device or browser system, the business behind it loses traffic and suffers decreased conversions as a result. Fortunately, video content is fit for consumption on all devices, ranging from computers to mobile phones. This expands video’s reach and makes it more user-friendly and consumer-focused.
If you’re a playful and peppy brand, animated video could be the footage that grabs your audience. Powtoon offers quality animated content that can add a new twist on your videos or showcase a brand in a playful way. If you’re looking for high-quality film footage that runs from hilarious to emotional, with a dabble of wow, the Promo video platform has a diverse offering to showcase any brand.

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.


Have a look at your current customer base. How can you profile them? What pain point are you solving? Where do they spend time online? This is the foundation of who you’ll target and how you will communicate your message. If you still have not hit the audience you’re aiming for, consider profiling your target audience based on the ideal customer. Ensure that they are in fact in need of your product or service and that you meet this need in a unique way within the market.
Pro-tip: Think outside the box a bit here. Are there other products that are successful and complement your own? How can you use those products to create how-to videos that still let your brand shine? Where’s the cross-section of a problem or question your audience has and how your product can help? Asking questions like this can help you come up with great ideas. 

Begin with a review of your existing video content. Which formats and topics have you covered, and which have you missied? What's working and what isn't? A thorough audit will help to pick out the strengths and weaknesses of your current videos and suggest areas for improvement. Check out our blog post for a guide to conducting your own video audit.
The power of video simply cannot be denied. If users are spending 1 billion hours a day watching videos, the facts speak for themselves. With the right approach, taking all the right steps in order, video creation can be the making of a business. It costs nothing to make a video these days and business both small and big are putting up their own videos.
Email campaigns that stand out and bring about a sense of emotion are great to get subscribers sharing with others. Creating calls to actions and valuable content within your email that is timely and closely related to what your subscribers care about will help the virality of your email campaign. In a world where 20% of subscribers open email newsletters it is important to segment your audience to deliver the best content possible and also create clear calls to action so subscribers don’t need to think about what they need to do with your message.

After that you need to decide if you want to embed the video. Which you would do for a shorter bit of video like a GIF, or small animation Or if you’ve got a longer video that you want to include. You’re probably better off having a killer thumbnail that encourages the viewer to click through to watch the video somewhere else. So host the video on a platform like Wistia to measure the results and then have the audience click through from your email to the video.


Idea Starter #2 - Viral Videos with Celebrities: Another successful method is to involve a celebrity in some way. They don't have to be A-list or even B-list, but they already come with a certain amount of fame that you can use. Think about someone semi-famous who aligns with your brand, has a following and would make a splash if he or she entered the web space. It's amazing how quickly followers of that person will spread the word for you.
Create a series. This is a great way to keep people engaged with your expertise, as long as what you’re providing is valuable to them. Stay away from a five-part series on your latest offering. Instead, solve a problem.Using the law firm video marketing again as an example, you could set up a list-building campaign and do a four-part video series on ways to prepare for a separation or divorce:
Begin with a review of your existing video content. Which formats and topics have you covered, and which have you missied? What's working and what isn't? A thorough audit will help to pick out the strengths and weaknesses of your current videos and suggest areas for improvement. Check out our blog post for a guide to conducting your own video audit.
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. 
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There is a heap of sales clutter on the Internet that is actively annoying and repelling your customers. Don’t let your brand be that guy – instead, your video should be centred around the story and not the sale. Remember: the same rules that apply for written content marketing apply for video marketing – concentrate on the value you’re providing for your customers. 

I like to tell people I’m “Not very hip to what the kids are doing these days.” So when the whole mannequin challenge came about, I thought it was pretty pointless. But sure enough, star after star and brand after brand hopped on board, and now there are over 4.5 million YouTube results. My employer KoMarketing’s mannequin challenge also happens to be one of their top Facebook posts of all time. Who would’ve thought?
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