Publishing your video across all your owned channelsExtended ArticleHow to Distribute Your Video on Owned ChannelsIf you know content is king, you probably know distribution is queen. Creating amazing, engaging video content is difficult, but distributing it can be… Read More is probably the easiest way to distribute your video, and the one method that cannot be ignored. It includes every channel you own, like your website, PDFs, digital documents, email lists, ecommerce pages, apps, and more. These channels are the primary sources of information about your company and brand, so use every single one you can intelligently and with purpose.
In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject's face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.

Bryan is also one of the nation’s first Master Certified Local Experts with Constant Contact, having provided digital marketing strategy to well over 1,000 businesses since 2010. Bryan is a guest lecturer at the Sawyer School of Business and a contributor to several websites including Constant Contact, BlueHost, BusinessTown, and the Boston Business Journal.
Earned video distributionExtended ArticleHow to Perfect Your Earned Video Distribution StrategyWe’ve talked about owned and paid distribution and the effect they can have on your video’s success. While they’re the most common ways to… Read More is one of the trickiest types of distribution due to its uncontrollable nature. Try as you may, earned media means you’re essentially leaving this distribution up to chance, though there are some definite efforts you can make to push the needle a little further in your favor. Since earned media is totally free to implement, it’s just a matter of putting in the effort and not being afraid to follow up.
However, in a social media context, video marketers must remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends if it was entertaining. So create fun entertaining videos to encourage social shares. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.
Talk to your existing customers. They are the ones who already know, like, and trust you enough to buy what you're selling. Their input could help you create content that attracts more of the similar audience. Literally set aside 30 minutes to call them and ask why they hired your product to solve a problem and what content they'd like to see you produce.

Make sure to track your reach, clicks and sales for each ad and consider A/B testing one element of your video or caption and then run it again. Needls Co-Founder Michael Koral points out that, “by testing two videos against each other, you can isolate what messaging does the best for you (and at a larger scale because more eyes will be on your content) to see what provides the best engagement and ROI from their advertising.” As you create more and more videos you will be able to track your business trends and what wins your audience over.
From this portal, you'll find all sorts of viewer insights. Discover what types of video content your audience likes and how they watch their videos. Then, channel those insights directly into your marketing automation software or CRM. For example, if that prospect you've been monitoring views your latest case study video, you'll be notified straight away.
Your iPhone might do a great job of focusing on the subject when you take photos, but when it comes to video the camera will continue adjusting and re-adjusting as you move around the scene. To solve this problem, lock the exposure before you press record. Hold your finger down on the subject of the video until a yellow box appears with the words “AE/AF Lock”.
Take a look at your development team as well as the volunteers and employees who contribute to your organization on a daily basis. They can easily create effective videos as long as they’re creative and believe in your cause. Also, take another look at your dedicated marketing team, if you have one. These individuals are already all you need to create a great video because they know how to tell a powerful story, and that’s all it takes.
You can work with an agency to develop the videos. This option is more expensive, and you will often end up spending thousands of dollars for a single video. However, you get what you pay for. If you’re looking to create a single, impactful video (or if you have a healthy marketing budget), working with professionals is certainly a beneficial option.
When it comes time to shoot, clear out unnecessary people from the room and turn off the overhead lights. With your three-point lighting setup, there will be no need for those harsh fluorescents. When — and only when — everything is set up, call in your talent. There's nothing worse than being nervous, and then having to anxiously watch as lights are turned on and the camera is tested. 

Search ads aren’t video-friendly just yet, but you can target high-volume keywords related to your product, service, or brand and create a landing page for your video content. Whether your goal is to educate about a certain topic or introduce your product, you can drive these high-traffic keywords to your page for a low cost per click and get huge returns.
From these challenges, rise video marketing best practices. And it all comes down to strategy: If you want your video marketing to have results, then you must plan, test, analyze, and test again. Yes, the goal of your videos is to tell a story and engage your customers but, from a marketing perspective, your videos must also align to your sales funnel. What is the purpose of each video? Who is the audience? How does the video further your marketing goals?
The trick? Find the right influencer in your niche so that you're targeting the right audience. It's not just about spreading your message. It's about spreading your message to the right consumer base. If you can do that properly, then you can likely reach a sizable audience for not much money invested when you think about the potential profit it can return.
A lifestyle video is any video that appeals directly to your target demographic, helping them visualize how your product or service fits into their way of life. Beautiful visuals, actions shots, and stunning imagery should set the mood and epitomize the lifestyle you want to associate with your product.Client: Savoy (FILA) This means working to create a specific look or style for your video. If your product is modern and sleek, you’ll want a video with sleek, minimal design, plain backgrounds, and modern accessories. If your product serves a young, high-tech demographic, you’ll want your video to showcase tech culture, young, smart actors, and functional utility. Think of your brand aesthetic and make sure your video follows that aesthetic.
Hi, thanks for a great blog. In our office we have a debate going on about whether all of this video hype that we’re experiencing from basically everywhere today is really just, well, a hype.. In line with more and more companies using video marketing, text as we know it might fade out, pictures as we know them might fade out, but if everybody starts using video, what will then happen? Today, video is commonly seen as a way to stand out and capture users’ attention, but what if every brand start publishing video solely? Will we still want to see as much video? Will we need to capture the viewers’ attention in 2 seconds instead of 10? What do you think it requires for companies to succeed with videos and stay on top if everybody else is doing the same?
The program even provides helpful templates that simplify the editing process. The platform supports high-quality clips like 4K video footage and makes it easy to share your work directly to a video hosting platform. Limited access to advanced color correction and editing features mean it isn't commonly used by professionals, but iMovie is still a great option if you're just starting out.
Customer testimonials are usually between 30 seconds and two minutes long and can focus on one happy customer or numerous. These videos are highly versatile, meaning you can publish them almost anywhere. You’ll just want to make sure whoever you film is wholly authentic — a forced or fake-feeling testimonial could be more detrimental to your brand, so take some time to find the perfect person.
Video is one of the most essential pieces of an NGO’s marketing strategy. According to a 2019 Nonprofits Communications Trends report, when asked the responsibilities they would assign a new hire, the top responses from survey participants were social media, content creation, and video. Even YouTube recognizes the growing need for video in the nonprofit sector, which is why the channel launched YouTube Giving in August 2018.
The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.
Survey your followers. You may have a big email list of fans who may not yet be customers. Use a simple tool like Polldaddy or SurveyMonkey to ask your followers one question: What challenge would you like us to help you solve? Gini Dietrich, CEO of Arment Dietrich and lead blogger at Spin Sucks, has some great advice on surveying your audience in this episode of The Actionable Marketing Podcast.

Before launching any marketing campaign, it's important to determine your primary video goal. This could be to increase brand awareness, engagement, or even conversions for a free trial. It's crucial to pick out just one or two goals for each video. When you define more than that, your video will seem unfocused, making it difficult for viewers to determine what they should do next.
Most of all, your video is never complete without a call-to-action as your final slide. You’re not creating video ads just for the fun of it, though it is fun, but because you want to lead your audience to do something. Clarify what you want them to do and exactly where they should go after seeing your add. The standard best practice would be adding your business logo, tagline and your website or link for that unique campaign.
Earned distribution, like owned, is free. You have relatively little to lose using it other than time and effort, but unlike owned and paid, the payoff can be drastically more unpredictable. From SEO efforts that boost your search presence, to building relationships with influencers you’ve never met, you never quite know what your ROI will be — it can be enormous or it can fizzle to an end. But don’t skip earned distribution altogether! Take a little more time to think strategically about which earned channels will help you accomplish your video goals.
Social algorithms are increasingly prioritizing video content, so you’ll want to make sure you’re promoting your video numerous times on all your social media channels, including Facebook, Instagram, Twitter, LinkedIn, and more. Video generates 1,200 percent more shares than links and images combined, so this is a required (and easy) place to promote your video and reach a large audience.

If you're looking for awareness, share your video content on social media and optimise it for video SEO. Consider how much you might need to spend on video ads on YouTube or Facebook to help speed up traction. Think about which influencers you can connect with to help expand your reach. As you move further down the funnel, you'll want to target leads where they're already showing interest and engagement with you: like on your website, in emails and in sales conversations. 
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