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. 

Testimonial videos are one of the strongest types of videos Extended Article11 Powerful Customer Testimonial Videos Done RightPicture This You’re a small business owner and you’re trying to nurture your leads into becoming customers. You’ve already attracted an audience, engaged them on… Read More you can make; they show past or current satisfied customers talking about their positive experience using your product or service.


Now comes the script writing, the search for the perfect agency, the video review and edits, and celebrating finally having a beautiful, well-crafted video you can be proud of. The entire production process should take about two months with the right partner, but be sure to plan more time than you need for each of the following individual production stages so you don’t fall behind.
After planning out your video content, you need to figure out how you’ll publish your videos. Will you increase the authenticity by filming live video on a platform like Facebook or YouTube, or would you prefer to record, edit, and upload your final product to ensure perfection? Of course, there are benefits to both, but it all depends on your audience and message.
For any "attract" video, avoid speaking too much about your product. Instead, let your brand values and personality be your north star(s). Finally, because these videos can live on a variety of channels, keep in mind the strategies of each platform. For example, a Facebook video might have a square aspect ratio and text animations for soundless viewers.
In addition to visual editing, you can (and should) add graphic effects to your branded video. These graphic elements can include animation, text graphics, fade ins or outs, lower-third graphic overlays, interview names and titles, logos, product modeling, and more. These elements really tie all your branding efforts together, so use them smartly and you’ll have a professional video you can be proud of.
An analytics platform will give you the best overall picture of your important data and where it comes from. The good thing about these platforms are how they’re able to tie all your marketing efforts together — your advertising, your social posts, your referral sources, even audience demographics and more. These simplify tracking efforts and put all your data conveniently in one place. There are tons of analytics tools, but here are our favorites.
Mini-documentaries Extended ArticleAnatomy of a Mini-Doc: What It Is and How to Knock It Out of the Park“Documentary” used to be a dirty word to the average viewer. Normally educational, often stodgy, and more than a little cheesy, documentaries were the… Read More are less about your brand’s visual aesthetics and focus more on expressing your company’s core value or mission statement in a documentary-style format. This is usually accomplished through interviews with key company representatives, like founders, employees, or satisfied customers.Client: RFK - School for the Visual Arts & Humanities (LAUSD) To make a big impression, it’s important your mini-doc keeps it short and sweet. You want to highlight excellent sound bites that tell viewers exactly who you are, all while maintaining their attention. While feature-length documentaries have enough time to develop a full, three-act story, mini-docs don’t. They have to establish their story by quickly answering three crucial questions: what, why, and how. What is the focus of this video? Why should the viewer care about this? How does your subject work? This helps you get key pieces of information to your audience in a fun and interesting way.
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.
Find a location. Decide on a spot to record. If you can't go to a professional studio, try to pick a quiet room away from distracting external sounds like sirens, opening and closing doors, and people talking on the phone. Read your script aloud, and pay attention to the room's acoustics. Does your voice echo or sound muffled? If so, consider recording in a different space or adding furniture to fill in the room.

Finally, revenue that comes from delighting your customer should be easier to track since you already have a purchase on file. You’ll likely have a user profile for each customer or some form of contact information from them — every return visit won’t correlate to a new sale, but tracking their behavior will give you a good idea of how many return visitors convert. Then apply this percentage to the number of return website visitors and you’re set! Hopefully, your sales department will also have a good idea of how many first time buyers purchase more than once.

Reading your article, I’m amazed at the statistics you mentioned. I didn’t realize the impact a single video could have on a business. Marketing will always bring more traffic to your site but having videos does even more so. It’s impressive that when seeing a video of a product, 74% of those people will buy what they watched. I’ll be sure to tell me friends with business about this article so they can boost their customer viewings!
In the attract stage, your watch metrics, like view count, impressions, and unique users, gives you a pretty accurate account of how many people you’ve introduced your brand, product, or service to. You might have a formula for how many top-funnel users end up converting, so you can apply that to your unique user count. You can also measure your true conversion rate or use a cost per view calculator to figure out how many views your video needs before it becomes profitable. Behavior tracking can also give you a picture of how many people watch your video, browse your site, and then convert.
Promotional videos can foster trust as well. Some consumers are still skeptical about buying products and services on the internet because they fear fraud and cheating. But effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
Video Marketing is a good way to promote your business. However, it’s not that an easy task and sometimes you need a help from your co-workers like graphic designers if you don’t know how to create or draw your own icon or image to be used in the video. Though you can get from free stock photos and icons sites to compile it for your video, I think it’s better if you create your own.

View Count: View count is the number of times your video has been viewed — also referred to as reach. This metric is great to track if your goal is to increase brand awareness and have your content seen by as many people as possible. However, it's important to remember that every video hosting platform measures a view differently. For example, a view on YouTube is 30 seconds while a view on Facebook is only 3 seconds. Be sure to read the fine print before reporting on your video view count.

Find a location. Decide on a spot to record. If you can't go to a professional studio, try to pick a quiet room away from distracting external sounds like sirens, opening and closing doors, and people talking on the phone. Read your script aloud, and pay attention to the room's acoustics. Does your voice echo or sound muffled? If so, consider recording in a different space or adding furniture to fill in the room.
The exact settings on your camera will depend on your model, but there's likely an auto option, a bunch of presets (daylight, cloudy, tungsten, etc.), and custom. Avoid auto white balance at all costs and opt for a preset or custom instead. If you have a top-of-the-line DSLR, there may also be an option to manually set the color temperature of the room, measured in Kelvin.
Animated videosExtended ArticleVideo Animation: How to Engage and Captivate Your AudienceYou might know a little about all the different types of videos there are — welcome videos, how-to videos, brand videos, and more —… Read More have the power to engage and captivate your audience like no other. Animation is an interesting style because it can be used independently of the content in your video; almost any type of video can be made in the style of animation. But animation is especially powerful when it comes to explaining difficult-to-understand concepts or technology.Client: Cargopic It’s also a great for combining with other styles. You can have a lifestyle video that uses animated graphics or animated cutaways, or you can use it entirely on its own. It’s wonderfully versatile and spices up almost any video you create.
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.
Make sure you know what you want your video’s call to action to be. You can include your homepage URL, a “Click Here” button, a thumbnail of another video, social icons, or almost any other form of CTA. These are technically graphic elements, but require a little more thought since you’ll want to consider what your video goals are and how you want the viewer to accomplish them. Think about their user experience and how you can present your CTA in the least disruptive way possible.

Because your definition of a “conversion” is up to you, the metrics to measure here can vary. Generally, a strong video will have a high percentage of clicks, calls, signups, or sales. A strong video may also lead to more interaction with your brand, meaning your video has maintained the viewer’s attention, but they may need just a little more information before making their decision.
In addition to visual editing, you can (and should) add graphic effects to your branded video. These graphic elements can include animation, text graphics, fade ins or outs, lower-third graphic overlays, interview names and titles, logos, product modeling, and more. These elements really tie all your branding efforts together, so use them smartly and you’ll have a professional video you can be proud of.
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.
View Count: View count is the number of times your video has been viewed — also referred to as reach. This metric is great to track if your goal is to increase brand awareness and have your content seen by as many people as possible. However, it's important to remember that every video hosting platform measures a view differently. For example, a view on YouTube is 30 seconds while a view on Facebook is only 3 seconds. Be sure to read the fine print before reporting on your video view count.
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.
Now come the official steps: booking talent, scheduling timelines, hiring staff, purchasing equipment and props, and more. This can get hectic if you’re handling it all on your own. You’ll need a point of contact for all your actors, production assistants, even licenses if you’re filming in certain public spaces, so it might help to bring in an agency at this step to handle all these technical details.
Some brands and influencers have found an incredible niche on YouTube. YouTube personalities Casey Neistat and Amy Schmittauer are awesome examples of influencers with a loyal following while GoPro is the Cinderella story of brands making it big. Those, along with countless others, have discovered a formula for YouTube success and it has worked well.
This is an important step, but remember: not every metric will correlate directly to revenue. Some metrics, like lifts in brand favorability or consideration, don’t pay off immediately. They can take months or more to come to fruition, so be patient and make sure you’ve got in depth tracking enabled so you can do a better job tying your video metrics to ultimate sales.

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.
A big part of what’ll dictate which analytics platform you should use will depend on your budget. If your company is super data rich and every department is highly dependent on accurate reporting, you might already invest in a robust paid platform that can meet your video needs. If not, there are tons of free tools you can use that are just as good as some of the bigger, paid-for options.
2. The content quality is very important, but the production quality is not that important. Production quality and technical aspects have to be OK but not world class. Better production quality is correlated with more trust, but it can’t make up for the lack of substance. So, Facebook Live videos, webinar recordings, and other video material with good enough production quality will work as long as the content itself is engaging.
Tripods range tremendously in price, and the quality of your tripod should depend on the level of camera and lens you have. If you're shooting with your phone, you can get by with a table mount like the Arkon Tripod Mount or a full-size tripod like the Acuvar 50” Aluminum Tripod. For a DSLR, Manfrotto makes a variety of trustworthy tripods starting with the Manfrotto BeFree and increasing in quality and price from there.
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.
One of the most important aspects of post-production is editing your video footage. Of course, that involves cutting and splicing together your b-roll, interviews, and lifestyle footage to create your story. But it also involves adjusting other visual elements, like white balance, color, and clarity, to accurately represent the story you want to relate. These edits will create the entire look and feel of your video, which highly affects its branding. After all, when you think of an Apple store, you don’t think of dim, romantic lighting, so make sure your color edits reflect your creative vision.
We encourage you to adopt this results-first frame of mind. Keeping an eye on the metrics that actually help you accomplish your video goals is more important than anything, so don’t be blinded by the glint of a high impression count — or at least not impression count alone! Learn how specific metrics actually translate to video success and you’ll get not only a million views, but tons of sales, as well.
In the attract stage, your watch metrics, like view count, impressions, and unique users, gives you a pretty accurate account of how many people you’ve introduced your brand, product, or service to. You might have a formula for how many top-funnel users end up converting, so you can apply that to your unique user count. You can also measure your true conversion rate or use a cost per view calculator to figure out how many views your video needs before it becomes profitable. Behavior tracking can also give you a picture of how many people watch your video, browse your site, and then convert.
By planning your video content in advance, as is done at the strategy stage, you give yourself the opportunity to more efficiently and effectively create that content. Filming and editing footage in batches across multiple videos allows you to embrace economies of scale. If you're producing a lot of similar content then video templates can help you keep a consistent look and feel to your videos, in line with your brand. Basically, as with most things in life, planning ahead saves you time and money in the long run — and more importantly it sets you up for success.

This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.
Video and mobile go hand in hand. 90% of consumers watch videos on their mobile. From Q3 of 2013, mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.
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