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.

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.
The growth of video marketing is presenting a unique opportunity for brands like yours. As consumers continue to prefer video to other forms of content, they’re now expecting brands of every size and in every industry to connect with them using video. Platforms are increasingly prioritizing video content, and even new devices like phones and tablets are more video ready than ever before. That means you have to take full advantage of this amazing marketing tool to be competitive. The longer you wait, the more customers you’ll lose.
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 fact, the biggest challenges of video marketing in 2017 are strategic: How to build a solid and effective video marketing strategy, how to create content that people want to consume, and how to create engaging videos that get shared. Additionally, video content marketers need to have a solid understanding of metrics, and how they indicate a video’s success and areas for improvement.

“With the emergence of micro video apps like Twitter’s Vine and now Instagram’s video sharing feature, we’re seeing even more movement toward real-time video sharing,” says my friend Jayson DeMers, founder and CEO of AudienceBloom. “And not just any videos; with Instagram allowing 3-15 seconds per video, and Vine allowing precisely 6 seconds, users are even more likely to create and share videos from their smartphones.”
Paid distribution, or paying money for the distribution of your videoExtended ArticlePaid Video Distribution: Why You Need It and How to Use ItYou survived your production cycle and created a spectacular video — now, what do you do with it? The answer, of course, is distribute… Read More via advertising, has become almost essential to the successful marketing of any video. Because most sites don’t charge for the use of their services (think Facebook or content sites like Buzzfeed), charging for distribution has become their one way of earning money — meaning video creators like you sometimes have to pay more to get your content seen by a wider audience.
With 360° videos, viewers “scroll” around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, such as exploring Antarctica or meeting a hammerhead shark. Virtual reality (VR) allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.
Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
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. 
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