Monthly Archives: April 2016

Three Easy Ways to Increase Video Marketing Exposure

By the end of next year, it’s estimated that 69% of all internet traffic will be attributed to online videos.

That’s insane.

Just about every marketing professional is either using video marketing or planning to in the near future. Unfortunately, most do it poorly. There are so many businesses who start a YouTube channel, add a video or two expecting to reach a whole new market and…

Related: 5 Reasons Video MUST Be Part of Your 2016 Marketing Budget [Infographic]

Nothing happens. Sure, they get a few views from people around the office, maybe some friends and family. But that’s it.

Now, the lack of traction may discourage many would-be video marketing hopefuls. However, the numbers show that staying out of the motion-picture gambit may not be an option. Which inevitably leads you to ask yourself: if my current methods of video distribution aren’t getting eyes on the screen…

video marketing

How can we boost exposure for our videos?

At Explainify, we know a thing or two about getting the right people to watch our content. So, over the next few hundred words we’re going to share some tried and true ways we’ve increased our exposure and our clients.

Related: 7 Reasons Explainify Is The Perfect Video Marketing Partner

1. Engagement Tracking

You may have heard the quote, “What gets measured, gets done shared”. Ok, maybe we messed with it a little.

The first step to increasing your video marketing exposure is to understand what your goals are – and what metrics you’ll be tracking over the course of your campaign. Figuring out what you want your viewers to do is important, because it can help you determine the level of success and create better videos on your next go ‘round.

Bonus: Need an intro to video analytics? We’ve created more detailed content about that. Take a look!

Related: A Brief Introduction to Video Analytics

The action you wish viewers to take should be easy to both see and accomplish. There are multiple items that you can track. Depending on your goal, some will be more valuable to increase exposure than others.

For exposure, you’ll want to make a video that is shareable and promotes a conversation. Greater reach (in your target market) equals greater exposure. Include an offer or free resource to get your video shared amongst colleagues. Talk about a controversial industry topic to get people talking on social media. Or, just plain deliver value in your content.

Extra Exposure: Make sure to be a part of the conversation you hope to create. Transparency is a rare but powerful tool to increasing your audience.

2. Optimizing for Search

The world of search engine optimization (SEO) has a stigma of just being about blog posts. But with over half of all internet traffic being video, it’s just not true. In fact, it can be easier to rank for a search term with a good video than just plain text.

Increasing your exposure could be achieved organically by increasing the rank of your videos.

Here’s an example:

A company who provides financial services to software companies uses the Google Keyword Planner Tool to find keyword ideas for content. A quick search reveals that hundreds of software professionals search to explore different business models and pricing models for their business.

The company creates a detailed video explaining different business models software and SaaS companies can employ. If they rank in the top 10 of Google and YouTube for “SaaS Business Models” it could mean dozens – or hundreds! – of new leads each and every month.

That’s some exposure we could all use.

There are a few other steps to ranking for video marketing content (here’s a fantastic guide by Neil Patel). The first step should be to figure out what your potential customers want to know through keyword research and asking your current audience.

Not only does improving the search rank of videos provide more exposure, it also drives targeted traffic.

Bonus Fact: The number one search engine is (obviously) Google, but the second largest is YouTube.

3. Creating Quality Content (Stuff that Gets Watched)

One of the most telling ways to see if you’re increasing your exposure or hurting your brand image is how long people actually tune in to your video.

Audience retention is something that everyone wants, but few actually work to achieve. Sadly, videos only get watched to the end around 50% of the time on average. There are a few factors that can improve retention (things like length, subject matter, and target audience).

Improving your retention rate starts with creating quality content that is watchable – in other words, that it’s easy and enjoyable to watch. If someone can watch your stuff all the way through, chances are they’ll come back for your next video.

Related: Six Tips to Get a Mind-Blowing Story

Here are a few more things you can do to achieve “watchability”:

  • Don’t be longer than you need. Get your point across in an endearing and entertaining way an – then encourage your audience to take the desired action (like, share, CTA).
  • Avoid words that give viewers a cue to leave (e.g. “Well, I think that just about…).
  • Don’t tease your audience, but don’t give away the goods too soon. They’ll leave as soon as they get what they want.

The Best Tip for Exposure?

We’ve found that there is one overriding way to get your video marketing content watched, enjoyed and shared with others.

Storytelling.

If there is a single word that describes what Explainify loves to do, it’s definitely storytelling. Blandly conveying information is a great way to get people to tune out. A good story draws people in from the start, and takes them on a journey into a world created just for them.

If you want some proven pros to work on telling your story and increasing your exposure, we may be your solution. Let’s start the conversation!

Ready for Great Video Marketing? Click Here.

Are Video Ads The Next Video Marketing Goldmine?

There’s a good chance that video marketing is a part of your customer acquisition strategy. A growing number of businesses and marketers have realized the potential power of video.

Related: 3 Reasons Your Customers Demand Video Marketing

You may have put in a lot of legwork driving organic and paid traffic (e.g. through Facebook or LinkedIn ads) to a video, but what about using platforms like YouTube and Hulu to place your video ad in front of a specific audience? These ads could be a great way to increase revenue for your business.

video marketing

For example, MediaMind (a leading digital advertiser) made the surprising discovery that the CTR for online video ads was 27.4 times higher than text/banner ads and – 12 times higher than rich media ads.

Chances are you’ve used both text and rich media ads on platforms that make sense for your brand, but you may not have tried creating a bona fide video ad. Is it really something you can use? What are the potential benefits?

Related: 5 HUGE Benefits of Explainer Videos

Well, let’s find out how you can use ads as part of your video marketing strategy.

Less Competition (Right Now)

It’s safe to say that tools like Facebook re-targeting and social ad platforms are getting a little crowded. The number of businesses advertising there is growing exponentially.

Then, you go over to YouTube and get bombarded by the same luxury car commercial while you’re trying to do a video research (or just watch funny videos). Am I the only one who’s watched Seinfeld on Hulu – and seen the exact same Android phone commercial enough times that I had it memorized by the end of the episode?

In other words, there’s room for a few more voices in the world of online video advertising.

Right now, the online video space has very few players and is perfect for businesses to target their ideal prospects. It’s growing quickly, though, so you need to start including ads as part of your video marketing mix right away!

Here are a few tricks to help you get started.

1. Keep It Short, Sweet and Compelling

Shorter videos tend to have a better retention rate – which is a crucial metric for ads. While some platforms make you watch them the whole way through, the most popular video ad platform (YouTube) doesn’t always do this.

That skip button is only 5 seconds away, and eyes tend to scan to the left to see how many seconds are left of the ad. If you pass the “how long is this ad?” test, you may just get someone to look at your actual content.

Related: 3 Ways to Make a Video Your Customers Will Actually Care About

So you’ve got to keep it short, but you also need to open strong. Make your ad irresistible from the beginning and you’ll see more people stick with you till the end. What do we mean by that?

Here’s a great example:

If you see Jean-Claude Van Damme straddling two trucks, you probably won’t be thinking about leaving right away. It’s not loud or obtrusive, but you can’t help but watch.

Key Points: Ads are (usually) better shorter and should be led with an attention getter. Under 30 seconds seems to be the preferred choice of advertisers and 15 seconds may even be better for sites like YouTube.

2. Don’t Overspend

Since there are so few players in online video advertising, you may be able to snag a deal when it comes to price. However, don’t be compelled to spend more to get in front of an audience that won’t benefit you.

A larger audience may increase your views – but not your profit. In a world of detailed targeting and ad customization, there is no need for wasteful spending. Here’s a great read on targeting video ads.

video marketing

So spend smart! Get your video ads in front a smaller audience of people who will actually be interested in your software or product, and – with patience – you’re sure to see greater results.

Example: The luxury car commercial that’s keeping you from watching a backyard scientist pour molten aluminum into a watermelon probably isn’t going to make you head to a dealership. On the other hand, a GoPro commercial may just encourage you to start destroying produce in your own backyard.

3. Make Sure It’s Professional

This point should go without saying. The compelling nature of video marketing comes from visual storytelling. Wanting a video to use for an advertisement and having the tools and experience to pull it off are very different things.

Often, this means contracting out some help. There are a number of things that go into the overall process of creating a powerful ad:

  • Crafting the message and the script
  • Visualization and concept art
  • Hiring and recording voiceover
  • Choosing music (music = emotion = response)
  • Filming, rendering, editing, and everything else!

There’s a huge learning curve if you hope to do a video ad yourself, and it’s something that you can’t afford to mess up.

Explainify loves creating short, powerful, compelling and all around awesome videos. We understand storytelling and can help make sure your potential audience resists the deadly pull of the “Skip Ad” button.

If you need an ad, we may just be up for the challenge. Contact us to find out if we’re the right video marketing partner for you!

Ready for Great Video Marketing? Click Here.

Why Viral Videos Are Ruining Your Video Marketing Strategy

Are viral videos the key to your video marketing strategy? That may be hurting you.

Viral videos are every marketer’s dream. We spend hours brainstorming for an epiphany that will skyrocket us to the top of public perception. It’s a fun challenge and a great test of our creative resolve! And it is one of the worst things for your video marketing strategy.

Don’t get me wrong. Having a video go viral and be viewed by millions of people all over the world certainly has its merits. One such merit is how companies have utilized viral videos to launch new products or revamp an old line back into popularity.

Our friends over at Dollar Shave Club used this video in a brilliant way to gain brand recognition. Unfortunately, this positive tends to be way more viable video marketing strategy for e-commerce or B2C brands.

According to many experts, you have a viral video if you reach over 5 million views within a 5-7-day period. You’ve got to have some serious marketing juice – or a lucky rabbit’s foot if you’ve got one of those – to reach that plateau, no matter what business model you have. And even if you do hit that plateau, it doesn’t guarantee you business results! So should attempting to produce viral videos really be how you run your video marketing strategy?

We don’t think so.

Related: 4 Ways Video Marketing Helps Dominate Your Objectives

Samsung bested Apple with their Galaxy SIII video in 2012 with 71.8 million views. All of Apple’s videos combined received 57.8 million, but still sold more units.

Chances are you have either a B2B business, whether that be a consulting agency, selling a SaaS solution, etc. While putting a crazy number of views on the board looks cool, it’s long odds to actually make happen and doesn’t lend itself to a very targeted marketing approach.

So what should you be focusing on? That’s a great question! I’m glad I asked. Let’s find out.

Shock Value Versus Actual Value

The first priority of any content you create should be value. But there are two distinct types of value to offer in video format. To make a video go viral, you need to produce shock value – or at least a strong emotional response. Something in a video makes the viewer say, “I have to show someone this!”

Whether it’s Terry Crews half naked and screaming or a hideous puppy monkey baby, you need an element that shocks, delights, or inspires people into sharing your video.

There is a huge difference between creating shock value and actual value. Shock value wears off. Most of a viral videos views are front loaded, and their impact trails off pretty quickly.

Take 3 seconds and think about a viral video that came out last year. Okay, time is up. Did you even remember one? Maybe you did, but it’s also highly likely that nothing came to mind. And that’s a huge downfall of incorporating viral videos into your video marketing strategy.

Creating something that is genuinely useful may not travel through the office before lunch, but it may just make it to the right person. A video that can transform 5,000 people’s lives for years is almost always worth more than a video that exposes you to 5,000,000 people who forget you by the end of the week.

Creating a video that answers a question, explains a product, or delivers quality in an entertaining way will get shared and viewed by the right people.

Anybody Versus Somebody

Perhaps you still want to play the odds and purchase your ticket for the viral video lottery. But if you want to create something that is worth your viewer’s time – instead of just plain entertainment – you’ll need to have a specific audience in mind.

Focusing on going viral means not caring who is watching. When you’re prospecting, you don’t just open up a phone book – okay, so nobody uses phone books but you get the point – and start calling, right? Targeting everybody is the same as targeting nobody.

Related: 3 Ways to Make a Video Your Customers Will Actually Care About

Most likely, your business has target customers or buyer personas. The videos you create don’t have to be so targeted that it only speaks to your core audience, but you should have a good idea of who you’re trying to reach. If it goes beyond that target, BONUS!

This video by Dove wasn’t targeted only toward women who are skin conscious, but it was overwhelmingly meant for women. It’s compelling and well done and will be watched to the end by anyone. No matter who you are, you thought about buying some moisturizer without so much as a drop of Aloe Vera shown onscreen.

Education Versus Entertainment

Okay, so we’ve been pretty critical of viral videos. But let’s talk about something they do really, really well. While most viral videos have very little information, most have you laughing, crying, or gasping from the beginning to the end. Contrast this with the majority of corporate videos which are. Just. So. Boring.

No matter what you’re trying to get across, your video marketing strategy would be better with a little bit of fun.

Imagine a sliding scale of entertainment and education. Figuring out how much weight to put on one versus the other is going to depend on multiple factors including what you are trying to accomplish.

Related: Why you’re not educating your audience right, and 4 ways to start

Is your video a brand promotion, product advertisement, explainer video, etc.? A video to promote your overall brand can stand to be less informative – like our Dove case study above – while a product ad will need more specific info.

More and more businesses are looking to incorporate video into their marketing. Getting a large (read: viral) number of view takes entertaining and zany stunts, but progressing your brand’s goals takes educating a targeted audience. How do you balance the two?

One of the best ways to package information and entertainment together is through story.

We’re pretty big on brand stories here at Explainify. If you need to convey information to an audience, you have a choice. You can talk and talk and talk, or tell a story. We specialize in conveying vital information in a way that is also entertaining to your audience.

Get in touch to see if we can help!

Brand Storytelling - Blog Lead Magnet CTA